Sunday, July 26, 2015

Bing Ads Discontinues Content Ads

Starting August 1, 2015 Bing Ads will no longer serve Content Ads on Microsoft, Yahoo and partner websites. They will, however, continue to serve them in apps for Windows Phone and Windows in the U.S. market.

What are Content Ads?
Content Ads are text ads shown next to relevant content on Microsoft and Yahoo websites, across partner sites and in apps for Windows Phone and Windows.

Why the change?
Discontinuing Content Ads on websites is part of a constant effort to improve supply and deliver great results for our customers. According to Bing Ads.

How does this affect you?
If you are running Content Ads, you may experience a drop in clicks and spend in your Bing Ads campaigns. Content Ads represent less than 2% of the total network traffic available through Bing Ads, and most customers should see little to no impact to the overall clicks and spend in their Bing Ads campaigns.

Thursday, June 11, 2015

Google Adwords - Permanent removal of campaigns and ad groups

Permanent removal of campaigns and ad groups

Along with the trimming down of unused ads, it will no longer be possible to reactivate campaigns or ad groups that have been removed from your account. (Note: this is already the case for removed ads.) It will not be possible to edit these campaigns or ad groups after you've removed them.

This change will take place in July 2015.

Deletion of unused ads, campaigns, and other AdWords entities

Starting the week of March 23, 2015, we'll simplify your account by deleting your ads that have never accrued any impressions and have been removed for more than 100 days. Once these ads have been deleted, you will no longer be able to see or access them in your account. Removing these unused ads may speed up your AdWords experience.

Later this year, we’ll clean up your unused ad groups and campaigns as well. But no need to worry—the same rules will apply: we’ll only delete entities that never accrued impressions and have been removed for more than 100 days.

Thursday, June 4, 2015

8 Must Use Local Marketing Resources

Local stores and business professionals need all the advantages they can get to capture customers from competitors in their cities and towns. Here are 8 must use local marketing resources to help local small businesses get that competitive edge:

Main Street Hub

Full-service marketing platform combines social media, customer reviews, mobile and email marketing to help local businesses. They help you get Facebook & Twitter followers, respond to reviews on Yelp and increase check-ins on Foursquare, among other things.

Search Marketing City

PPC, SEO & Social Media All-In-One. Manage your Google Adwords & Bing Ads with weekly reporting. Search Marketing City lets you know what keywords to optimize your website for, the content to put on your page, the title tags and URL structure to use, plus where the best places to get links. Get a negative review on Yelp? Search Marketing City lets you know. Search Marketing City also helps you get into the 15 top local directories including Yelp & Foursquare.


With patented technology and real-time update architecture, Yext analyzes, identifies, and claims your existing business listings across our unique publisher network, so all of your content is locked, synced, enhanced, and updatable across every digital channel.

Google+ Local Listings

Google helps you manage multiple locations and business accounts all in one place for Google Local Listings that show up in Google Search Results.

Discover what people are saying about your brand, your products, your market or your competition and never miss an important discussion and react to any negative comments to keep your reputation up.


For a small local business, word-of-mouth referrals can make or break your business. Our mobile app gives you a way to increase those referrals online with stunning Instamonials (and a little help from your best customers).


Helps small business owners solve an overwhelming challenge in today’s deal-obsessed economy: creating loyal customers. Providing small business owners with a budget-friendly marketing alternative to daily deal sites, and consumers with a memorable, convenient loyalty program.

Moz Local pushes accurate location data to all the major data aggregators and several top-tier online directories, helps you close duplicate business listings, and lets you easily update your business listings.

Wednesday, May 27, 2015

Google Adwords - Competitive Metrics Explained

How do you know how much impression share you have with your PPC campaign? Wish there was a way to find out? There is with Google Adwords Competitive Metrics columns.

Search Impression Share - the impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive. How often your ad is shown depends on your ads' targeting settings, budget, approval statuses, bids, and quality.

Search Exact match impression share (IS) - the impressions you've received divided by the estimated number of impressions you were eligible to receive on the Search Network for search terms that matched your keywords exactly (or were close variants of your keyword). How often your ad is shown depends on your ads' targeting settings, approval statuses, bids, and Quality Scores. This metric can identify potential opportunities to capture more exact match impressions and clicks. It’s updated once a day.

Search Lost impressions share (rank) - the estimated percentage of impressions on the Search Network that your ads didn't receive due to poor Ad Rank. A high Search Lost IS (rank) means there were many times your ad was eligible to show on the Search Network but didn't because its Ad Rank was too low. Search Lost IS (rank) is updated once a day. If you're seeing a high Search Lost IS (rank), try increasing your bid or improving your Quality Score. If you're not seeing a number at all, it could be because you ran out of budget during this date range.

Search Lost impression share (budget) - estimates how often your ad didn't show on the Search Network due to low budget. Search Lost IS (budget) is the estimated percent of times that your ad was eligible to show on the Search Network but didn't because your budget was too low. This estimate is updated once a day. If you want to capture more impressions, try raising your budget

These are some ways you can judge how you stack up against the competition and whether you should increase your budget or capture more impressions with an increase in CPC.

Monday, May 25, 2015

Google Shopping comes to YouTube

Ads for related products will dynamically display in cards alongside retailer's YouTube videos.

Google is bringing its product listing ad format to YouTube video ads.

The new YouTube ads are the result of an integration with Google Shopping’s technology and is built on the cards platform that YouTube introduced in March 2015. Cards, which will eventually replace annotations, were extended to TrueView ads last month. Cards display as an overlay alongside a video on desktop and tablet and below a video on smartphones. Now, with TrueView for Shopping, retailers can feature related product ads in these cards.The product images and details are passed via the first integration of Google Merchant Center with YouTube. When users click on one of the product ads they are taken to the retailer’s website.

Targeting Includes Dynamic Remarketing
Once advertisers link their video campaign with a feed in Merchant Center and set up the cards, products are dynamically added to their in-stream videos based on standard TrueView targeting features including contextual and audience signals such as topic areas, geography and demographics.

Saturday, May 23, 2015

Mobile Friendly Algorithm Coming to Bing

Bing is following Google's lead with mobile friendly tags and algorithm shift.

Bing's Factors determining mobile friendliness

Bing consider a number of different factors in making this determination. Some of the more important factors are detailed below:

1. Navigation – The menus, buttons and links on the page should be large enough and spaced well apart to aid touch-based navigation. You can see the large, easy-to-tap and distinct navigational elements on the mobile-friendly page. In contrast, the no mobile friendly page has hyperlinks that are too close to each other and could be prone to accidental clicks from mobile users.

2. Readability – The text on the page should be readable without requiring zooming and lateral scrolling to access specific content. Keep in mind that readability is influenced both by font size and the viewport settings (defined in HTML tags).

3. Scrolling – The content of the web-page should fit within the device width. Vertical scrolling is considered acceptable, but the need to scroll horizontally hampers the ability to consume your content easily. Well-designed mobile pages typically fit well to the device width in both portrait and landscape orientations.

4. Compatibility – The content needs to be compatible with the device. For example, pages with flash content do not work well on iOS devices This also applies to videos that cannot be played on mobile devices due to plugin dependencies, copyright issues or distribution decisions made by the content owner. Bing checks for hints in the content rendered on the page to determine if any compatibility issues exist.

Typically all the factors above will need to be met for a webpage to be considered mobile-friendly by Bing's classification algorithm. There are more factors that Bing is considering along the lines of mobile friendliness, like the friction that pop-ups sometimes create in navigating to the core content of the page. One important thing to remember – Bing depends on access to all the necessary CSS and script files required by your page to make this determination. So, it is important that you allow Bingbot mobile user agents access to download these resources.

Sunday, May 17, 2015

Multi-Attribution Explained: The Full Buy Cycle Rewarded

Does Brand seem to get most of the conversions? Can't figure out why Display performs so poorly? Does your client want to move around budgets based on Google Adwords attribution? Does your client wonder why conversions yesterday look so much lower YoY? Each PPC platform has a different attribution model.

Google Adwords Conversions Attribution
Google Adwords has a "last click" model conversion attribution. This means some conversions can be retro-attributed. For example, someone clicks on an ad 5 days ago and converts today the conversion is attributed to the click 5 days ago. Google Adwords also has a 30 day default conversion window so a click happening up to 30 days ago can be credited with a conversion. This means you have to wait 30 days before all the conversions will be allocated to yesterday's total.

Google Adwords conversion window can now be increased to 90 days (The max length for view-through conversion is still 30 days):

Google Analytics Conversion Attribution
Google Adwords default has a "last non-direct" model conversion attribution.

Here is the default model for conversion attribution for both Google Adwords & Google Analytics:

Google Analytics New Attribution Model
Google Analytics now allows you to compare different attribution models to see how credit would be allocated. You can select up to three attribution models at a time and compare the results from each model in the table. In addition to the default models, you can use the Model Comparison Tool to create, save, and apply a custom model that uses the rules you specify. This allows you to tailor models specifically to the set of assumptions you wish to evaluate in your conversion path data.

To create a custom attribution model:
  1. Click on the model drop-down selector, and choose Create new custom model.
  2. Enter a name for your model.
  3. Use the Baseline Model drop-down menu to select the default model you want to use as a starting point for your custom model. The baseline model defines how credit is distributed to touchpoints in the path before the custom credit rules are applied. You can choose LinearFirst InteractionLast InteractionTime Decay, and Position Based as baseline models.
  4. (Optional) Set Lookback Window to On to specify a Lookback Window of 1-90 days.
  5. (Optional) Set Adjust credit for impressions to On to customize how impressions are valued.
  6. (Optional) Set Adjust credit based on user engagement to On to distribute credit proportionally based on engagement metrics.
  7. (Optional) Set Apply custom credit rules to On to define conditions that identify touchpoints in the conversion path according to characteristics such as position (firstlastmiddleassist) and campaign or traffic source type (Campaign,Keyword, and other dimensions). After defining the touchpoints you wish to identify, specify how these touchpoints will be distributed conversion credit, relative to other touchpoints. See the next section for examples of custom credit rules.
  8. Click the Save and Apply button to start using your custom attribution model.
Note that the rules all specify relative credit distribution. 

Kenshoo Conversion Attribution
First click, last click, even distribution between clicks, and U-shaped conversion attribution are available. The main difference is each click in the buy cycle gets a portion of the credit for a conversion. I prefer U-Shaped attribution that gives 40% of the conversion value to the first & last clicks, leaving 20% for the assisting clicks.

Convertro Conversion Attribution
On top of PPC & SEO conversion attribution, Convertro brings in offline conversions including TV, catalog, direct mail and phone calls to see how they influence digital campaigns. You can attribute conversion across multiple devices or multiple channels. Learn what is really driving your conversions and where you should be putting your budget.

The Bottom Line
Regardless of what attribution model you use understand their limitations. Don't compare attribution across multiple platforms because they will never match up. Lastly, stick to one platform to measure success so the delta stays the same as you compare performance over time.