5 most interesting search marketing news stories of the week

Welcome to our weekly round-up of all the latest news and research from the world of search marketing and beyond. Google has been busy this week, performing several interesting tests including two fairly major ones concerning hotel reviews and job listings. Meanwhile, Bing makes its homepage a little more interactive, and Google has announced that Similar Audiences will be available for Search and Shopping in AdWords.

More:
5 most interesting search marketing news stories of the week

How to use Google’s new demographic targeting for search ads

Through AdWords, Google has given advertisers a lot of control over when their ads are shown, by means of the different match types and using remarketing lists for search ads. Until recently, however, you were unable to target users based on demographic – a function that has been available for a while now on both Facebook and Bing. The new feature allows advertisers using Adwords to target users based on: Age Gender Parental status This feature will be particularly useful where user intent varies considerably based on these variables.

See the original post:
How to use Google’s new demographic targeting for search ads

Emoji appear in Google AdWords ads titles

Emoji have been spotted in the wild in Google AdWords ads titles, giving rise to speculation that this option may be rolled out globally for all advertisers soon. We have seen this before, although prior instances of emoji in AdWords seemed to be caused by a loophole that allowed certain character combinations to pass through Google checks. As such, any gains to be made from using emoji were very short-term

Originally posted here:
Emoji appear in Google AdWords ads titles

Google Optimize and Session Quality Score: a brief guide

Google announced on its Analytics blog and at SMX East the launch of some intriguing updates to its Analytics platform. Notably a free version of Optimize 360 and a new metric, Session Quality Score

Visit link:
Google Optimize and Session Quality Score: a brief guide

Five solid Google AdWords insights from analyzing half a billion dollars in ad spend

In which I set out to look at fresh Performance Grader data to get a sense of what is changing in terms of the overall AdWords ecosystem . Back in late 2013, we did a similar analysis and found that small businesses in particular were leaving a lot of opportunities (and money) on the table, by committing fatal errors like low account activity and failing to optimize for mobile search

Read more:
Five solid Google AdWords insights from analyzing half a billion dollars in ad spend

DFSA and the Not-So-Subtle Hint that PPC is Changing

:: By Ryan Larkin, Power Digital Marketing :: Demographics for Search Ads (DFSA) has been a welcomed addition to many advertisers' arsenal of tricks. In essence, we’re now able to layer demographics (age and gender) over our search campaigns in the same way we leverage RLSA (remarketing lists for search ads) as bid only. There are..

Follow this link:
DFSA and the Not-So-Subtle Hint that PPC is Changing

Bing Ads vs Google AdWords case study: which offers the better value?

As an agency, we use both Google AdWords and Bing Ads for our clients as standard practice. We see mixed result across both platforms, depending on the account we’re working on, so it’s difficult to identify trends in the differences between the two networks, when we’re trying to optimise campaigns. Because both networks are treated differently, unless using an ad-exchange, it’s rare that like-for-like campaigns across the networks mirror each other in terms of set-up

Read more here:
Bing Ads vs Google AdWords case study: which offers the better value?