A-Post to Marketing Land

Google working to integrate AMP benefits into future open web standards

Google continues to make major investments in improving the performance of and user experience on the web. This has been primarily through the Accelerated Mobile Pages (AMP) framework, which was first launched in 2015 and has been aggressively developed, promoted, and integrated into publishing platforms ever since. Initially viewed as another proprietary format (even though it is open source), in addition to only providing a limited feature set at launch, the...

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Google AMP team launches ‘Render on Idle’ to load ads faster when browsers sit idle

Google’s AMP (Accelerated Mobile Pages) team has launched a new feature called Render on Idle that is designed to increase ad impressions per page by speeding up ad load when a user isn’t taking any action in a browser. Render on Idle is available to publishers using the DoubleClick AMP ad tag or any ad network that implements Fast Fetch, an AMP-specific mechanism that lowers the likelihood users will see empty...

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Yelp offers new ad customization to advertisers

Yesterday Yelp announced “custom ads” for small businesses. They offer advertisers on the platform the ability to select a desired review and image to appear in their ads. This is similar to TripAdvisor’s ad program allowing advertisers to feature a favorite review. Yelp says these ad units are being quickly adopted: By giving advertisers the ability to select which photos and reviews they would like to feature in their ad, we’re providing...

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Edible Arrangements files $209M trademark suit against Google

Google is being sued in federal district court in Connecticut by the company behind Edible Arrangements for trademark infringement and unfair competition. The central claim is that when users search for “Edible Arrangements” (or versions of that name), they’re seeing product ads for competitors, such as 1-800-Flowers. The company is seeking more than $200 million in damages for lost profits and trademark infringement. The company claims that consumers are confused about which...

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The AdWords 2x budget change: How’s it going?

When Google announced that campaign daily budgets could spend up to double their setting, some shrugged and others thought it could cause real problems. A few weeks ago, I asked people on Twitter if they had been impacted by the change and checked in with others who said they’d had issues. It was a mixed bag. Many have had no issues at all. Others, well, it hasn’t been all roses. Here’s...

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New test prominently showcases Google Express in mobile search results

Image: Google This week, we spotted a new treatment for Google Express in the search results. This included two new elements: a promotion for the program at the top of the results and a new look for Google Express ads in the Shopping carousel. The “Get it with Google Express” promotion at the very top of the results, just below the navigation, touts the program’s easy checkout and free delivery. The Google...

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Epic review of the biggest trends & updates in paid search

As 2017 draws to a close, let’s take a moment to catch our breaths and look back at the whirlwind that was PPC in 2017. There wasn’t a big change that dominated the landscape like enhanced campaigns of 2013 or expanded text ads of 2016, but multiple trends created an atmosphere of constant, incremental change this year. However, if we were to dub 2017 the year of something in search marketing,...

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AdWords advertisers can use phone numbers & addresses for Google Customer Match targeting

Google has added more ways for businesses to target their known customers with AdWords campaigns. As of this month, advertisers can upload phone numbers and mailing addresses for Customer Match retargeting and similar audiences. Launched in 2015, Customer Match lets marketers upload lists of customers or other proprietary lists —  newsletter subscribers, for example — into Google AdWords to target (or exclude) search and display ads to those users. Until now,...

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Google Manufacturer Center for product data expands scope, launches API

With the growing importance of Google Shopping campaigns in paid search results for brands and manufacturers, getting product data correct and consistent has become an increasingly urgent task. It’s been a somewhat sleepy product, but this week, Google announced new features and an expansion of Manufacturer Center. Launched in 2015, Google Manufacturer Center was designed to be a central repository for the product data that powers Google Shopping campaigns. Now, Google...

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