Welcome to your weekly roundup of the must-know updates from the world of digital marketing.
Google Adds Smart Bidding For Search Partners
Google announced Tuesday that auctions on search partner sites may use Smart Bidding instead of smart pricing when an advertiser has conversion tracking set up.
The aim is to maximise conversions on search partners at a similar cost per conversion as Google Search. With Smart Bidding, Google says, the bids are automatically optimised on search partner sites, using the same signals as smart pricing plus attributes about potential customers. “For example, bids may be reduced if the potential customer is on an audience list that historically had a lower conversion rate.”
Google Announce A Number of New Search Features
This week, Google hosted its 20th-anniversary event where a number of speakers talked about the future of search and used the opportunity to announce a number of new features coming to search, of which include:
- Activity Cards – Like Amazon’s “You viewed” feature which shows the user their product browsing history, Google is introducing the search version of this feature, showing searchers a “where you left off in search” card which shows your previous pages/sites visited and used search queries.
- Improved Collections – While a form of collections does already exist, Google is looking to ramp up their usability and make them more relevant and usable. These new updates tie in nicely with the introduction of activity cards; users will be able to save to their collections previous pages visited and queries used, making them much more relevant to the end user.
- Topic Layers – Currently, a search for any breed of dog will bring up images, useful information and links to further reading (all pulled through from other websites of course). Google is now expanding this information panel to include different layers of topics based on what people tend to search for. For example, in the image below, you could extrapolate that when people search for ‘pug’ they then go on to search for ‘buy pugs’, ‘adopt pugs’, ‘pug videos’, ‘pug names’, ‘pug health’, etc, while users searching for Yorkshire Terriers tend to want information regarding their characteristics, grooming tips, history, etc.
What this means for marketers is that structured data is set to play a larger role in making content discoverable. If you haven’t already, now would be a good time to clue yourself up about schema and implement structured data on your website.
Facebook Introduces Ads In Stories
Facebook Stories can now be added as an additional placement to News Feed or Instagram Stories ad campaigns. Facebook soon plans to roll out stories ad campaigns in Messenger too. Facebook Stories Ads support all of these objectives including reach, brand awareness, video views, app install, conversion, traffic and lead generation. You also have the full suite of measurement and targeting opportunities available for Stories Ads. For more information, check out the official announcement here.
Amazon To Open A Bricks and Mortar Store Selling Its Top-Rated Products
Nicknamed ‘Amazon 4-star’, the retail giant has announced plans to open up another physical store in its hometown of Seattle, dedicated to its most popular online products.
Commenting on the venture, Amazon said the store was “a direct reflection of our customers – what they’re buying and what they’re loving”. It will sell a mix of miscellaneous goods that have an overall satisfaction rating of at least four stars and are offered by a top seller. Other features of the store include a digital tag for each product, displaying the price, rating and number of reviews received.
Amazon has already experimented with other physical stores this year, opening 12 bookstores and its famous staff-less, till-less convenience store chain, AmazonGo.
Snapchat And Amazon Form A Rare Partnership
Amazon, not one for partnering up with other businesses has joined forces with Snapchat, to allow users to take advantage of a new feature: ‘See, Snap, Sale.’ Users can use Snapchat’s camera to scan a physical object or barcode, which brings up a card showing that item and similar ones along with their title, price, image, average review score and Prime availability. When they tap on one, they’ll be sent to Amazon’s app or site to buy it. For now, the only being rolled out to a small percentage of U.S. users before Snapchat rolls it out elsewhere.