PPC news: Week of April 1st

Pay-per-click (PPC) advertising is a rapidly-paced field. To win bids and keep your listings at the top of the paid search results means staying at the cutting edge of news and developments in the industry. We understand that even if you take an active role in your business’s marketing efforts, you often don’t have the extra time to stay on top of the news for multiple niches in digital marketing.

Dedicated experts can help you with this, including our high-performing team at Burg & Co. Marketing. In our efforts to help create and deliver successful digital marketing campaigns, we’re required to stay on top of news in the PPC and paid search fields. For better collaboration, we want our partners as informed and knowledgeable as possible, which is why we regularly share PPC news updates.

This week we have items regarding new features in Google Ads, a new call to action extension in Bing Ads and an important piece of research that confirms what many marketers have often guessed.

Cross device activity added to attribution reports on Google Ads

Tracking conversion rate is extremely important for PPC marketers, but it can be difficult in the age of multiple devices — smartphones, tablets and computers. To help, Google has added cross device reporting on all attribution reports on the Google Ads platform. While this had been available on some reports, according to Google, there were some reported inconsistencies with conversion rates between these reports. This lead them to deliver integrated reporting starting May 1, 2019.  

More call-to-action emphasis in new Bing Ads extension

Bing Ads has noticed the effectiveness of call-to-action buttons in certain social media advertising platforms and has integrated this functionality into a new extension for its users. PPC advertisers using Bing Ads can reportedly use this function at the account, campaign or ad group level. This feature is one that Google does not yet offer, and many will be watching to see how this will affect click-through and conversion rates on their paid search listings.

New study shows 60% of users can’t distinguish paid search from organic search results

Even some marketers need to have the difference between paid search results and organic search results explained to them, so this news should not come as much of a surprise. According to a recent study by UK marketing agency Varn, 60% of search users did not know that there were paid search results on a Google search results page.

For PPC marketers, this highlights the importance of paid search. For better or worse, many users trust these results at the top of the search engine results page just as much as they do organic listings. This is why it’s critical to deliver high quality PPC ads that take users to a trustworthy, user-friendly landing page. It also highlights the need for integrated and complementary PPC and organic search engine optimization (SEO) campaigns.

How can Burg & Co. help you?

We are digital marketing experts with decades of combined experience in PPC, SEO, social media and content marketing. We can help you build a fully integrated digital marketing strategy that balances all of these important pieces to tell your brand’s unique story while meeting sales and lead generation goals. To learn more about our services and how we help our partners, contact us today.

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