What’s happened in paid digital during December 2017?
Phone numbers and addresses can now be used for Google Customer Match targeting
Google has added more ways for businesses to target their known customers with AdWords campaigns. As of December 2017, advertisers can now upload phone numbers and mailing addresses for Customer Match re-targeting and similar audiences. This means that companies no longer have to rely on having large email databases as they have new ways of targeting their customers. It is also an important development as it means that offline data can now be used to target customers.
How are Google’s custom intent audiences helping AdWords advertisers?
Google’s custom intent audiences are narrow and specific, allowing for highly relevant audiences to be reached. Good results are being seen, even in campaigns with limited impressions. This is Google’s first legitimate effort to define business-specific audiences on the Display Network. Businesses can benefit from this at it allows the targeting of very specific, predefined audiences. Information specific to a business can even be used to introduce the brand to new prospects and potentially create new leads.
Year on year sales from Google paid search campaigns rose by double digits on Black Friday and Cyber Monday
Shopping campaigns (product listing ads) continue to play an increasing role in driving sales from search. Between Thanksgiving and Cyber Monday, sales from Google Shopping campaigns rose 54 percent above last year, far outpacing text ads. During that same period, phone sales also rose by 28 percent over last year, accounting for 26 percent of all Google paid search sales – in line with expectations. This highlights the importance of paid advertising in increasing sales for businesses at crucial times, such as Black Friday. It also suggests the significant role that phone sales from search ads continue to play for retailers.
Bing Ads now supports call conversion imports
Bing ad campaigns can now import call conversions data. As many customers make an initial web search before completing a purchase over the phone, it is crucial to connect the call back to the initial ad that may have assisted the conversion. This allows companies to see how well their ads are performing, to convert customers in a way most lucrative for the business.
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