PPC 2017: Epic review of the biggest trends & updates in paid search
This year, artificial intelligence and machine learning underpinned nearly every paid search update.
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Microsoft adds Reddit data to Bing search results, Power BI analytics tool
Reddit posts will appear in Bing’s search results, and its data will be piped into Power BI for marketers to track brand-related comments.
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AdWords advertisers can use phone numbers & addresses for Google Customer Match targeting
Google Customer Match becomes more accessible to advertisers that don’t have large customer email lists.
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Twitter broadens its AMP support to include analytics
Twitter says the new AMP analytics feature will help distinguish page views happening on Twitter versus organic page views.
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Apple launches ‘set it and forget it’ Search Ads Basic for the App Store
No keywords, no bidding with new simplified search product.
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Google Manufacturer Center for product data expands scope, launches API
A new API, more countries and knowledge panel visibility give brands more incentive to use Google’s product data management tool.
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Google’s new #SmallThanks Hub automatically creates digital & printed marketing assets for SMBs
Using content pulled from Google reviews, businesses with verified Google listings can create posters, social media posts, window clings, stickers and more.
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Google beefs up mobile shopping results for the holidays, adds more product info & buying guides
Google has also released search trends around Black Friday and Cyber Monday-related search queries.
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Voice search: Content may be king, but context is queen in the new voice-first world
Yext VP of Industry Insights Duane Forrester discusses his new e-book, “How Voice Search Changes Everything,” and what marketers can do to adapt and compete.
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Facebook third-party partnerships bring huge trove of used car listings to Marketplace
Hundreds of thousands of used cars now available as part of content expansion.
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Google expanding Attribution beta to hundreds more advertisers
Google’s anticipated multi-channel attribution product is rolling out to more advertisers.
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Google AdWords to roll out ‘parallel tracking’ to speed up mobile landing page delivery
Third-party tracking platforms will need to make changes to accommodate the new tracking method.
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Target expands voice-commerce relationship with Google to battle Amazon
Retailer joins Walmart in climbing aboard the Google Express.
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Google releases a variety of Accelerated Mobile Pages Project (AMP) updates: scrolling animations, video analytics, fluid ad support
The scope and feature list of the open-source project continue to expand.
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CSEs will compete head-on with Google Shopping in EU search results
To provide “equal treatment” in the ad auction, Google Shopping will operate as a separate business unit bidding against Comparison Shopping Engines
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3 behavioral stats for retailers to supercharge your holiday strategy
Columnist Andrew Waber takes a look at consumers’ retail search activity to give you insight into the keywords and product content that will give your brand a leg up during the holiday season.
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Google responds to Apple’s Intelligent Tracking Prevention with AdWords tracking update
A new Google Analytics cookie is designed to keep ad tracking from Safari intact for AdWords campaigns.
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Google rolling out support for AMP landing page in AdWords search campaigns globally
All advertisers will be able to point mobile search text ads to Accelerated Mobile Pages.
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Google Analytics adds feature to unify users to Google AMP Cache pages & non-AMP pages
The AMP Client ID API requires a simple code change to unify users who visit an AMP page from Google mobile search and also view non-AMP pages.
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When it ‘can’t answer that,’ Alexa begins recommending third-party skills
The move appears to be an attempt to broaden the device’s utility and better compete with Google’s search capabilities.
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