Google’s dynamic search ads are more, well, dynamic. The search and analytics giant is getting better at tracking in-store visits. Google’s iPhone app is catching up with Apple’s latest technology. Bing Ads is making a huge adjustment to campaign budgets. Lastly, Google’s home service ads have received a slight but significant redesign.
Details about each of these top stories are included in this week’s SEO & SEM new roundup.
Google AdWords Upgrades Dynamic Search Ads
Google AdWords has rolled out three upgrades to Dynamic Search Ads (DSA) to make them more effective than ever:
- Page Feeds: Advertisers can now specify the exact URLs to be used with Dynamic Search Ads. Page feeds work by providing Google with a feed of what you want to promote and their matching landing pages. DSA’s will then generate only based on the URLs you specify. For more information on how to create a page feed, see Google’s AdWords Help article.
- Expanded Ads: Dynamic search ad campaigns will soon support expanded text ads. That means you can provide more information about your products and services with longer headlines and descriptions. Google says this particular update is rolling out over the next month.
- More Relevant Ads: Google is making DSA campaigns more effective overall by showing more relevant ads to searchers. That means ads will be better targeted based on intent and geographic location.
Google is Getting Better at Measuring In-Store Visits
Google AdWords introduced the ability to measure in-store visits two years ago, and since then it has measured over 4 billion store visits. The company recently announced it will implement several new innovations to gather more store visit data going forward.
In addition to collecting more store visit data with the same level of accuracy, here’s what will change going forward:
- Deep Learning: Google’s store visit measurement technology has been upgraded with deep learning models. This will allow Google to measure store visits in places like multi-story malls, locations where multiple businesses are close together, and other difficult areas.
- Location Mapping: With refreshed imagery from Google Earth and Google Street View, Google’s store visit measurement technology now has a better idea of where physical business locations begin and end.
- Manual Verification: Google will begin using surveys to have customers manually verify whether or not they have visited a business. This will help Google to report on store visits which may have otherwise not been counted.
Google’s iPhone App Updated for 3D-Touch
Google’s latest update to its iOS app takes greater advantage of 3D-touch technology on the latest iOS devices. The latest edition of the app also comes packaged with Gboard along with an optional widget.
Here’s more info about what’s new:
- Google app icon: Hard pressing on the Google app icon now brings up options to conduct a quick search, a voice search, an image search, or search in incognito mode.
- In-app controls: Hard pressing on a search snippet, or cards in your Google Now feed, will bring up a preview of the content.
- Conduct a new search: Hard pressing on the G button at the bottom will allow you to quickly conduct a new search.
- Trending on Google Widget: This new, optional widget can keep you informed of trending searches and breaking news. Tapping on a topic will open it up in search results within the Google app.
- Gboard: Google’s alternative keyboard for iOS, which first launched as a standalone app, is now packaged with the Google app.
Bing Ads Moving from Monthly Budgets to Daily Budgets
Those who advertise with the world’s second-largest search giant need to be aware that, as of April 30, Bing Ads will stop supporting monthly budgets for all entry points. This includes Bing Ads online, Bing Ads Editor, API, and Mobile Apps. After April 30, monthly budgets will be migrated to daily budgets.
However, Bing doesn’t recommend waiting until then. The company strongly advises moving your campaign budgets to daily budgets before April 30 cut-off date.
In addition, any Automated Rules you had in place for monthly budgets will need to be re-done for daily budgets. Unfortunately, they will not be carried over. Shared Budgets will stay the same though, since they are set as daily budgets by default.
New Look for Google’s Home Service Ads
Currently available in select cities in Los Angeles, San Diego, Sacramento, Stockton, and the San Francisco Bay area — and perhaps expanding to other areas in the future — Home Service Ads have a new look.
The redesign is as much functional as it is aesthetically pleasing. Now there is a red perimeter accompanying the ads which outline the exact service area of the particular business.
This particular type of ad is only two years old at this point, and only being used in select areas for select types of businesses. However, Google’s consistent updates to this ad type is an indication that it may see a wider roll-out in the future. So it’s definitely something to keep an eye on.
Wrapping it Up
Google’s Dynamic Search Ads have received three important upgrades. AdWords’ in-store visit metrics are becoming more accurate. Google’s iPhone app has some useful, new, 3D-touch shortcuts. Bing Ads is migrating from monthly budgets to daily budgets at the end of April, but the company recommends you make the switch sooner than later. Lastly, Google’s Home Service Ads have received a functional new look.
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