April 22nd, 2016

Cut To The Chase [Volume 10]: PPC News From The Desk of Jeff Allen

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

By Jeff Allen (@JeffAllenUT)

Double counting sales (for desktop) in AdWords is a thing of the past. You can now customize your conversion code to pull in a confirmation ID, thus ensuring if someone heads back to the confirmation page to check on the details of their order, they are not double counted. The fact AdWords is making this change makes me think the number isn’t too significant (imagine the revenue they could lose if it turned out they were double reporting on 20-30% of your conversions!), but a good step to take to safeguard data integrity. Read More>>

AdWords is testing a Green “Ad” tag against the current color. I say current color, because I see orange, but others see “amber”. 311 is going to be pretty bummed if Green wins. Read More>>

The Third Wave is a great book about the future of the Internet (which has already started). The basic idea is that it won’t be about the Internet of things, it will be the Internet of everything. Want proof? There’s a company tagging clothing with unique web ideas to, “ enable new ways for consumers to connect and interact with clothing.” Why? Read More>>

400 Marketers were surveyed, and said the best performing channel for lead generation and direct sales is paid search. This is interesting considering all the buzz about Facebook, their mobile audience and the engagement performance marketers are seeing. I believe the reason for this is Facebook tends to have softer metrics than direct transactions, leading to AdWords still being considered the king. Read More>>

comScore data came out for March. Google owns 5 out of 7 of the top Apps, with Facebook owning the first two spots. And Google sites have more than double the number of video viewers of Facebook. Facebook has been pushing video hard, and this data shows just how far they still have to go. Although, Live Video on Facebook just came out, so perhaps we see that gap close faster? Read More>>

Mobile Paid Search is dominated by Google. Merkle reports that 95 cents out of every dollar spent on mobile paid search ads was spent with Google. It’s a surprising number since Bing reports 30%+ share of search. Of course, that 95% is based on Merkle’s data and may mean they do a poor job of expanding and optimizing Bing. Or it could be that Bing mobile traffic isn’t converting for most folks, so they are optimizing out of it. Read More>>

In February, Snapchat released on-demand geofilters for promoting events, parties, weddings, etc. Advertising has been limited within the platform but folks trying to target the 21-34 demographic are chomping at the bit to start marketing on it. We’re testing out this feature at Hero Conf this week and are eager to see what engagement looks like within a group of digital marketers. Read More>>

87% of folks that use Pinterest say it helped them make a purchase decision. Yikes! That’s a lot of money moving around. It also supports my point-of-view that there is no longer a traditional funnel, but rather a complicated journey that customers (and business decision makers) take before they ultimately make a purchase. Read More>>

Alphas. We were invited into two new AdWords releases this week. One is going to be huuuuuge. Game changing. Well, maybe that’s too far, but very excited to see the impact. The other will help with attribution, and if it works like they say it will, many companies will become much more sophisticated, overnight. Sorry, NDA means I can’t share any details.