Four weeks into the new year, what can I predict that hasn’t already been predicted by someone else? Probably not much, but lets take a look at what some other SEOs expect to see in 2014 while I try to sprinkle in some of my own wisdom and play Miss Cleo along the way.
It’s hard to believe but it’s time once again for our SEO “year in review” where we turn the page on the calendar and take a look back on all of 2013′s important developments in online marketing that had a significant impacts on the way we work. From a complete 180 in how Google tells us to set up Adwords accounts to an Analytics overhaul and the loss of all organic keyword data, 2013 certainly kept us on our toes.
Back in May, Google Adwords added a new filter and reporting feature called “Auction Insights”. As you might expect, the feature provides advertisers with some insight into how their competitors’ ads are performing. Insights is a great new feature, but it’s somewhat limited because while it provides some great advanced impression information about competitors’ ads, it doesn’t tell you much about how those ads perform in terms of conversions or click-throughs. In today’s post we break down the anatomy of the ad auction and discuss the setup of the auction insights filter.
Google Adwords changes are nothing new, but when your campaigns target specific regions, it’s especially important to understand how any new geotargeting changes might impact the performance and success of your campaigns. Adwords recently made some significant changes to location targeting options for various countries around the world, including the addition of an option to target regions in the United States based on Nielsen® DMA® (Designated Market Areas) regions.
Microsoft has announced that they are changing the name of their pay-per-click online advertising platform from Microsoft Adcenter to Bing Ads. As you may know they’ve been attempting to play catch-up with Google Adwords for years, overhauling their dashboard, creating an external campaign editing tool and joining forces with Yahoo! to broaden their network. Still, they’ve lagged behind Google for a variety of reasons. Does this week’s announcement signal bigger changes are coming?
Setting aside my laundry list of complaints about what Google has done to their keyword tool over the years, they’ve made a recent change that is somewhat perplexing. At least this time they didn’t drop features or replace good features with terrible ones, but the change is still odd. They’ve recently added a disclaimer that explicitly tells users that Google washes its hands of all responsibility when it comes to decisions the individual advertiser makes and stating that they don’t guarantee any level of success. But how is all of this new?
With a recent survey showing 83% of web users ranking Google as their go to search engine, and only 3% choosing Bing, what does the fact that they’re each running ads on the other say about them both? Is the fact that Microsoft AdCenter advertises on Google Adwords pathetic, just smart business, or a little bit of both? And why does Google feel the need to advertise its services on the weaker search engine?
A couple of years back, Google overhauled the tool leaving us all learning a new tool (or being forced to make an extra click for the old version. Sound familiar?). Eventually the old version link disappeared and we were all forced to learn the new tool. It’s never been great in my opinion, but it’s been adequate. Then today I noticed the helpful folks at Google Adwords are testing a new (optional) feature in the keyword tool – “Ad Group Ideas (Beta)”.