Reviewing The Latest Paid Search Features

This week Matt Umbro (@Matt_Umbro) hosts PPCChat with another great question set titled “Reviewing The Latest Paid Search Features.” The following is the transcribed Streamcap from the live chat:

Q1: What recent Google or Bing update do you believe will have the biggest impact on performance and/or client expectations? Why?

  • Separating mobile bid modifiers into tablets and mobile devices. – David Cox (@dcoxdesigns)
  • Expanded text ads. More characters to work with = winning! – Jeremy Krantz (@JeremyKrantz)
  • Actual performance – device bidding. Client expectations – expanded text ads. – Julie Bacchini (@NeptuneMoon)
  • Device specific bidding! Down with tablets! – Mark Irvine (@MarkIrvine89)
  • Excited for individual device bids for our eccommerce clients who do well on some devices & not others. – Jacob Baadsgaard (@jakebaadsgaard)
  • If this is still considered recent I’d say the sidebar ads going away. Have seen big differences with more competition. – Joe Martinez (@MilwaukeePPC)
  • What about the removal of converted clicks – do we think that will make an impact? – Matt Umbro
    • Anytime you have to change the way you report something AND explain it b/c of platform, poss of client impact exists. – Julie Bacchini
    • Nah, it will be annoying for reporting for those it affects, but can get same data if set conv count to “one." Not saying won’t be annoying of course, just not convinced it’s going to have obvious perf impact if handled correctly. E.g., I spent good portion of day yesterday switching automated rules from Conv Click to Convs. – Kirk Wiliams (@PPCKirk)
    • I dunno, I opted core conversions into the Convs column some time ago (set to unique) and have been fine with that. – Colleen McCaskell (@SpitfirePPC)
      • I think that will be fine as well – was curious if anyone primarily used converted clicks. – Matt Umbro
    • Does make it tricky for lead gen when you have multiple conv points. Can work around w/ right setup. – Timothy Jensen (@timothyjjensen)
  • ETA performance hasn’t been overwhelming positive from my team’s testing. Anyone else A/B testing & seeing different results? – Josh Kelson (@JoshKelson)
    • Completely new ad copy. Refitting existing text to new chara count was a waste of time. Results so good standard is off. – Rachel King
  • Performance = device type bidding. Client expectations = ETA ads. – Rachel King (@rachelking237)
  • I will say device bidding will be a big bonus for many accounts. – Steve Seeley (@SteveSeeley)
  • Device bidding = device specific campaigns. – Frederick Vallaeys (@siliconvallaeys)
  • I also think taking away ability to have mobile preferred ads w/out building separate campaign is potentially significant. – Julie Bacchini
  • May be underrepresented but the new UI update if it can build habits for people to use the platform more. – Duane Brown (@duanebrown)

Q2: What do you make of Bing Ads’ implementation of expanded text ads and upgraded URLs?

  • I feel like it’s more a survival move than anything else. If G kills the old ads, no one could import their campaigns into Bing. – Mark Irvine
  • Smart move. They understand they need to make things easy on Advertisers to win them over. Mirroring Goog is a good way to. – James Svoboda (@Realicity)
  • I like how Bing is following the AdWords setup. Makes it easier to move between platforms. – David Cox
  • Bing Upgraded URLs a welcome change, makes tracking with 3rd party tools so much easier. – Josh Kelson
  • Have to continue to make it easy for users to embrace your product. Most start with Google first. Making the transfer smooth. – Joe Martinez
  • Bing in many ways has no choice but to evolve alongside G for big stuff like this. – Julie Bacchini
  • Excited about upgraded URLs & new tracking options. Experimenting to see if ETAs will make a difference. – Jacob Baadsgaard
  • Bing changes mimic Googles make management easier for users, creates parallels of management, easier for 3rd party tools. – Josh Kelson
  • They had no choice. They had to come along for the ride. – Duane Brown
  • UI has improved significantly in the past few years. – J. Prentice Parton (@tracknicholson)

Q3: What is the most recent, overrated Google or Bing update? Why?

  • ETA. not seeing the benefit yet. – David Cox
    • Seconded. Old, shorter ads in competitive queries actually performing better now. – Matt Lukens
  • New interface. It seems like a visual refresh and may not really make our lives all that much easier. – Frederick Vallaeys
  • The new UI. I don’t even remember what theUI looked like last year. – Mark Irvine
  • Mega push of the Data Studio that is only, in practicality, for the very big advertisers like it’s really for anyone. – Julie Bacchini
  • UI updates – baked in graphs and charts aren’t that amazing. I would rather have a tablet bid function. – Rachel King
  • ETAs as no one I know has seen huge lifts as per Google claims. – Duane Brown
  • Anyone else seeing much lower avg ad positions for ETA’s compared to existing old format ads? Anyone else seeing much higher (i.e. worse) avg ad positions for ETA’s compared to existing old format ads? – Steve Gibson (@stevegibsonppc)
  • Anyone test the new responsive display ads yet? Tried on one account. Meh… – Joe Martinez
    • Not yet, but regardless how great Google fine tunes their Display ads, I’ll always use client created ads first. – Matt Umbro
      • 100% me too. – Joe Martinez

Q4: In general, how do you determine what news is important for clients to hear and what doesn’t need to be shared?

  • Stuff that requires some work by them = tell them. Stuff that doesn’t = usually test then tell. – Steve Gibson
  • Whatever is determined will affect their campaigns in a moderate to extreme level. Emphasize communication accordingly. – James Svoboda
  • Something outward facing or that changes data/reports = share. “Inside baseball” stuff = not necessarily share. – Julie Bacchini
  • I let them know new features are available and I will test them to see if campaign performance improves. – David Cox
  • Anything that changes how ads look has to be communicated to clients because they will see it. Workflow changes not as much. – Frederick Vallaeys
  • Do I have anything else to talk about this week? If not, be prepared to hear about Bing Editor updates. – Mark Irvine
  • If it proves efficient or provides them an innovative or “cool” factor for the account. I’ll share it with them. – J. Prentice Parton
  • If there is something that requires a ton of extra work (read extra $$) then must be fully & thoughtfully explained. – Julie Bacchini
  • I share with clients when it’ll be a beneficial to test it in their account. – Jacob Baadsgaard
  • When I was agency side, anything that affected our workflow. e.g if they write ads… ETA is important. Bing Editor is meh. Plus any betas that I think they should get into to can make them more money. – Duane Brown
  • If I need their help to do it, or think it will have an effect on their business, I tell them. Otherwise, not so much. – Matt Lukens (@tunadonut)
  • If it will noticeably affect performance (ETAs, bid modifiers) we tell them. Minor tweaks (custom columns, new extension) no. – Joe Martinez
  • If it’s big enough they are going to hear about it elsewhere, we share. Most clients leave it to us. Few bring up announcements. – Luke Alley (@LukeAlley)
  • Depends on impact on account + client level of interest. Some will love chatting tablet modifiers; with others, just implement. – Colleen McCaskell
  • From an in-house view, I share w/ execs items which impact performance nominally, increase/decrease spend, or betas we are in. (in house) execs are my clients so any new features that may be in headlines I share. Avoid “why aren’t we doing this?” – Rachel King
  • Will it have an obvious visual change they’ll notice in SERPs (e.g., RHS ads)? Will it significantly affect spend/rev? – Kirk Williams
  • Depends on the client’s business and how much of an impact the change could have on their account. – Roxana Hassel (@RoxanaHassel)
  • Mostly if it impacts performance or future changes with metrics and outlook of the campaign strategy. – Jason Dodge (@dodgejd)

Q5: What is the value of the new AdWords price extension (if you believe there is one)?

  • No value beyond taking up more real estate. – Matt Umbro
  • I can see it saving clicks/spend where price shoppers are concerned, as they are doing analysis. I also see a ton of value from UX side as well, people (myself included), like seeing pricing right off the bat (think PLAs). – Kirk Williams
  • Quite simply.. more information in less steps. There is backlash to that, as well, obviously. When I think mobile, I think both real estate and immediacy. Both are benefits of the use of pricing extensions. – J. Prentice Parton
  • To be determined.shoppers often only look for the lowest price. If you aren’t competitive, skip it. Lowest price? use it now. – David Cox
  • Showing prices in ads has always been a mixed bag. Weeds out price sensitive clicks but also hits CTR and QS pretty hard. – Frederick Vallaeys
  • It’s great for qualifying users and improving the overall mobile experience. I’m a Fan! – Dallas Stevens (@DDP_PPC)
  • If consumers are familiar with your industry’s pricing you better make sure you’re competitive. – Joe Martinez

Q6: Will any of the recent Google and Bing updates lead to further (and potentially bigger) changes down the line? Why or why not?

  • They just totally overhauled the GMC UI. This suggests it’s not going to be merged into AdWords in the near future/ever. – Kirk Williams
  • Does Microsoft acquiring LinkedIn count as a change?! If so, YES. – Luke Alley
  • Major transformation of DSAs says a lot too (or confirms what we’ve all been thinking), of their continued focus on automation. – Kirk Williams
  • They are constantly updating and adding new features, why stop now. Advertisers want more/new ways to reach their audience. – David Cox
  • Look for more sophisticated sync features between all of the ad platforms in the near future. – J. Prentice Parton
  • I think it’s all part of a bigger plan as always, especially from Google’s part. Device bid might bring some big future changes. – Roxana Hassel
  • These changes are part of a bigger picture. That bigger picture hasn’t changed in the last 10 years. – Steve Gibson
  • I expect more “entering of criteria” & less writing of ads, choosing links or extensions in the future. – Julie Bacchini
  • Control over devices = more granular campaign/ad group structure, more device specific ads? Maybe more device ad ext in future? – Dallas Stevens
  • ETAs. They’re not a consistently great we were lead to believe, but a good step in the right direction. Looking for ETAs 2.0. – James Svoboda
  • Automatic cross-conversion tracking is the step in proper multi-touchpoint attribution. Long ways to go though. – Joe Martinez
  • Demographic capabilities for search, RLSA for search network -> a continued move towards 1-on-1 marketing. – Frederick Vallaeys
  • Yes, absolutely! As consumer behaviors and technology evolve so will Search. I believe more changes will come in next 18 mons. – Rachel King
  • Soon enough there will be platforms that serve as central optimization points for all three major ad UI as they grow more alike. – J. Prentice Parton

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Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.

Participants

Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Colleen McCaskell (@SpitfirePPC)
• Dallas Stevens (@DDP_PPC)
• David Cox (@dcoxdesigns)
• Duane Brown (@duanebrown)
• Frederick Vallaeys (@siliconvallaeys)
• J. Prentice Parton (@tracknicholson)
• Jacob Baadsgaard (@jakebaadsgaard)
• Jason Dodge (@dodgejd)
• Jeremy Krantz (@JeremyKrantz)
• Joe Martinez (@MilwaukeePPC)
• Josh Kelson (@JoshKelson)
• Julie Bacchini (@NeptuneMoon)
• Kirk Wiliams (@PPCKirk)
• Luke Alley (@LukeAlley)
• Mark Irvine (@MarkIrvine89)
• Matt Lukens (@tunadonut)
• Rachel King (@rachelking237)
• Roxana Hassel (@RoxanaHassel)
• Steve Gibson (@stevegibsonppc)
• Steve Seeley (@SteveSeeley)
• Timothy Jensen (@timothyjjensen)
 

Reviewing the Latest Streamcaps

This is a guest post by Paul Kragthorpe; works at WebRanking in Minneapolis, Minnesota.
Connect with Paul @PaulKragthorpe, and Google Plus.

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