Each week, Burg & Co. highlights some important news, updates and trends in the digital marketing world. As part of our efforts, we keep up with pay-per-click (PPC) advertising news and share it with you, so you can stay at the top your competition and maintain a successful web presence.
This week, we’re taking a look at an update to Google Ads, the growth of advertising on Amazon and a change in reporting by Bing.
1. Segmenting new and returning visitors in Google Ads
Google Ads now lets marketers segment visitors by new or returning. This is particularly helpful for websites with shops because you can track how campaigns are having an effect on your target audience. For example, if you can see that most of the customers visiting your store through a certain ad are mostly returning customers, you may need to rethink your strategy for capturing new customers.
2. The rise of Amazon Ads
Amazon has grown to become the third largest provider of digital ad space. Only Facebook and Google sell more digital ads. It looks like Amazon will keep growing too because a recent survey by Third Door Media shows that many marketers are shifting their budget from traditional marketing to Amazon advertising.
Depending on the product or service you offer and your target audience, advertising on Amazon may be perfect for you. Pay attention to the trends in Amazon advertising because more marketers in the playing field may mean you need to fine-tune your bidding strategy.
3. Change in conversion reporting by Bing
Bing is making some changes in how it reports conversion to advertisers. Previously, if a user clicked one of your ads, this would be reported as a conversion on the same day the ad was clicked. Now, Bing is waiting a couple days to report the conversion since the visitor may return multiple times in a couple of days while making a purchasing decision.
This is a similar strategy to Google’s conversion reporting and will help marketers have a better snapshot of the customer’s journey to know what adjustments need to be made.
Burg & Co. can help you grow your web presence with PPC
Starting and maintaining a PPC campaign can be difficult if you’ve never done it before or do not have a lot of time. Successful PPC advertising requires a lot of research and a well-rounded strategy. The marketing experts at Burg & Co. can help you use PPC to increase your web traffic and boost your conversion rates. Contact us today to find out how we can help you.