The latest in PPC news by Production Specialist, Bri Saxman

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The Latest PPC News
October 2015
HOSTED BY:

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Presenter
• Bri Saxman
– Production Specialist
– Blogger on PPC Hero
– @brisaxman

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Bing Ads – Segmentation Update
• A new Segment tab in the campaign tables will enable to you see performance in
the main campaigns interface.
• Bing Ads has had performance reporting by segments but to access them you had
to go into the Reports tab.
• Trial through the holidays.
You will soon be able to access segmentation reporting from the
campaign tables.

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Bing Ads – Editor 10.9
Bing Ads Editor version 10.9 is now available, promising more
speed and less memory drain.
• Displaying larger accounts is more than twice as fast, and
downloading large accounts is 30% faster.
• Across accounts of all sizes, switching between built-in views is 2x
faster and finding and replacing ads is up to 4x faster compared to
the previous version.
• Switching between tabs should also be faster.
• If you have the editor installed you will get an alert to update within
the next few weeks, or you can download it now at microsoft.com

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Bing Ads – UET Conversion Tracking
Bing Ads recently announced a number of improvements to
Universal Event Tracking (UET), the fairly new conversion and
goal tracking, that will also soon power retargeting on search.

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Bing Ads – UET Conversion Tracking
• If you haven’t yet implemented Universal Event Tracking, there is
now a simplified workflow and documentation that will make it easier
to get started and understand how it works.
• Likewise, if you are still using legacy Campaign Analytics tags, Bing
has added several similar features and other efficient enhancements
that will ease the transition to UET.
• There have also been adjustments made based on advertisers
suggestions, and pain points, who have already been using UET for
conversion tracking over the last few months.
• Blog post on PPC Hero

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AdWords – Negative Keywords
• They both used to be buried in the keywords page. Now they are
easily accessed by buttons at the top of the keyword tab.
Google recently added negative keywords and search
terms reports in the AdWords UI.

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AdWords - Audience Insights Report

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AdWords - Audience Insights Report
• A new Adwords Audience Insights report, that should now be in all
advertisers accounts, outlines details like demographics, interests,
locations and device usage for people included on an advertiser’s
remarketing lists.
• The new tool will allow advertisers to look at people who have bought
from them, and better understand their audiences.
• An example from Google states: “If most people who converted on your
site are jazz enthusiasts, you may wish to add this affinity audience to
your campaign. Or, if many of your customers are females between the
ages of 25 and 34, you might want to customize your ad creative to
appeal to this demographic.”

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AdWords – Display Network
• In the past, 56% of display ads never had a chance to be viewed
because they were below the fold, scrolled out of view, or in a
background tab.
• With this recent update, the GDN will be one of the only media
platforms where advertisers don’t pay for an ad impression unless it
was viewable.
• Your budgets will now only be spent where they can have an impact.
In the coming months, all campaigns that buy on a CPM basis will
be upgraded to be viewable CPM (vCPM).

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AdWords - Shopping Assortment Report

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AdWords - Shopping Assortment Report
The shopping assortment report can help you plan your
product assortment, and reach even more shoppers online.
• Identify key products that are missing from your feed. Identify
popular products you do sell, but may not have included in your data
feed, or may have the incorrect GTIN associated with the product.
• Expanding your product offerings will be easier. Identify popular
products you currently do not sell, but may wish to source from
suppliers and add to your product feed.

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