In a field where a slight tweak to a bidding system can make or break your budget and lead generation goals, it’s important to stay on top of the latest trends. Pay-per-click (PPC) advertising is an important component of any digital marketing strategy, but it’s never just a set-it-and-forget-it affair. Since we know that many business professionals, even marketers, don’t have the hours to stay on top of every development in the PPC world, we’re here to help.
This week, important PPC news items include an important changes to Microsoft Ads, Google Ads and Amazon, three of the biggest players in the paid search world.
Microsoft Ads begins to phase out average position reporting
In a move that will bring Microsoft Ads reporting closer in line to competitor Google Ads, the company announced in a recent update that they will begin phasing out the “average position” metric starting in April 2020. Due to recent changes in the way ads are displayed, including removal of so-called “right rail” ads, this figure has become less relevant to PPC marketers.
Instead, advertisers have become more focused on metrics such as impression share. As these changes begin to take effect, PPC marketers should prepare to remove average position from reporting if they are still using it.
Google Ads makes bid simulator available for Target ROAS ads
While Google’s bid simulator has been available for Target CPA (cost-per-action) and manual bidding campaigns, they recently announced they would be adding functionality for Target ROAS (return on ad spend) campaigns. This gives advertisers looking to optimize spend a new smart option to test their strategies.
Bid simulators can be particularly useful for companies that are finding themselves running out of budgeted money before the end of the day on a PPC campaign. By showing the effects of raising or lowering their ad budget, marketers can determine if making these changes could potentially have a positive effect on impressions and conversions.
Amazon makes changes to simplify agency ad buying
For agencies advertising on a company’s behalf, there are now a few less hoops to jump through. The company announced that agencies wishing to run ads on their platform no longer have to submit vendor codes and wait for Amazon’s approval when registering on the site. Instead, a third-party advertising agency now only needs to have approval of the client to register a new advertising account.
The elimination of this once lengthy process shows the quickly growing position this advertising platform is gaining in the marketplace. As more and more companies and agencies seek the visibility that the online retail giant can offer, the process will likely become increasingly streamlined and frictionless.
Turn to your PPC and digital marketing partners
Digital marketing pillars, including PPC, SEO and social media marketing, can be especially complex to navigate due to their rapidly changing nature. That’s why top businesses seek the assistance of a partner that allows them to leverage expertise, experience and resources while seeing a return on their marketing investment.
At Burg & Co., we believe in combining marketing expertise with a high-touch approach to relationship building to help you achieve your objectives. Contact us today to learn more and schedule a free consultation.
