June 29th, 2016

Cut To The Chase [Volume 12]: PPC News From The Desk of Jeff Allen

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

By Jeff Allen (@JeffAllenUT)

AdWords rolled out Conversion Import for Salesforce. While you should already be optimizing your accounts based on your CRM data, this nifty feature will better integrate that process into your workflow, and eliminate excuses for not using it. It’s not available for everyone, but will be by the end of 2016. Read More on PPC Hero>>

Siri is now on desktop. Apple also announced they will begin using Siri as a competitor to Alexa and Google assistant. While I am most excited about the potential to sync BI software with these tools (so in meetings, I can ask questions like, “what was the open rate for the June Cut to the Chase newsletter?” and get an instant response), Apple and Google pushing so hard into the voice search space coupled with the fact that over 20% of all searches are now voice searches, is a pretty strong signal that the future of Paid Search is voice. Read more on Search Engine Watch>>

Google Beefed Up Location Search with a new feature that allows advertisers to serve local specific ads in search or map results when a user searches with “near me” in their query. This will make it easier for large advertisers to balance creating foot and web traffic. Read More on PPC Hero.

Expanded Ads for Bing are rolling out in order to keep pace with Google. This was a “must” move, as having two ad formats between the engines means that folks are less likely to import campaigns over to Bing. Read More on PPC Hero>>

Bing Ads Editor for Mac is finally a thing! By now most folks use management platforms, have PC’s or simply used parallels, so they may be a bit late to realize a real benefit from the roll out. The best part is we’ll no longer hear echoes of “editor for Mac” when Bing asks the community for product feedback! Read More on Bing>>

Facebook Messenger to start getting ads. This is actually old news (February) but I missed it in that edition. It looks to roll out soon, and will allow advertisers to send an ad as a message to folks who have engaged with them through the app in the past. My guess – it will be super annoying, receive backlash and not last long. Read More on Tech Crunch>>

Ad Blocking to grow to 34% of users this year; that’s 70 million people. I have long said that I didn’t think ad blocking would be an issue by 2017/2018. This says that I am wrong, or at least that it’s going to get much rougher for display advertisers before blockers collapse. I’ve been wrong one time in the past, but am not changing my opinion, yet. Read More on AdAge>>

Brexit. It will be years before it has an impact, and many experts are saying that it won’t actually happen, but it’s the biggest global economic news since the crash in 2009, so it seems worthy of mentioning. The near-term is likely to be choppy for those that do business with/in the UK & broader EU. We have a conference in London in October and have to adjust plans (minor details, event still happening!) based on the Sterling Pound weakening. The folks at ad exchanger gathered the thoughts of 4 ad execs who discussed some potential implications. Read More on AdExchanger>>