In the very first episode of Big Clicks we discuss a report from Emarketer that claims that Paid Search Spend Expected to Grow 22% This Year, Microsoft Advertising rolls out Support for Parallel tracking, LinkedIn introduces a new way for pages to generate leads and much much more…


Stuart: 00:00 Welcome to episode one of Big Clicks.

Stuart: 00:02 I’m Stu Edwards, the Head of Paid Search here at Type A.

Stuart: 00:06 You may have seen the frankly inferior SEO Focus Canonical Chronicle

Stuart: 00:09 hosted by the illustrious Ross Tavendale, my boss.

Stuart: 00:13 But fear not beautiful, passionate PPC people out there in PPC world,

Stuart: 00:17 we’re here to keep you up on the latest developments in the

Stuart: 00:19 biddable media world. So let’s get into this.

Stuart: 00:28 So first up, according to a report from eMarketer,

Stuart: 00:31 paid search spend is expected to grow by 22% this year in the retail sector,

Stuart: 00:36 with estimates that retailers will spend 13 billion on search in 2019.

Stuart: 00:41 And that level will continue to rise with the rise of voice search.

Stuart: 00:44 What does that mean for PPC managers? More opportunity means more competition

Stuart: 00:48 for retailers needing to hire CPCs.

Stuart: 00:51 Meaning that mobile first strategies will become more essential

Stuart: 00:53 for advertisers to understand how users discover and engage with their brand

Stuart: 00:57 and better understand the user journey through multichannel touchpoints.

Stuart: 01:01 But who really wins? Retailers clearly, but also the big G as they continue to roll out

Stuart: 01:06 more features within Google Ads.

Stuart: 01:08 Like their new gallery ad format, which will undoubtedly start a bidding rule for total SERP domination.

Speaker 2: 01:13 [inaudible 00:01:17].

Stuart: 01:21 Next up Microsoft Advertising or Bing Ads has rolled out support for parallel tracking.

Stuart: 01:27 But what is parallel tracking you say? It sounds boring.

Stuart: 01:29 It simply allows for click-tracking and measurement to be processed in the background

Stuart: 01:33 while users are taken directly to a final URL rather than through a series of redirects before pay to load.

Stuart: 01:39 This means a faster load time, which is directly tied to conversion rates and general joy-joy

Stuart: 01:43 feelings from users and advertisers. It’s definitely a catch up move from Billy G

Stuart: 01:48 at Microsoft Ads as Google has been doing this for more than a year.

Stuart: 01:52 It was a very positive step for them as they continue to attempt to take

Stuart: 01:54 more market share away from Google.

Speaker 3: 01:56 [foreign language 00:01:58].

Stuart: 02:11 Next up, Google Ads introduce new ways to promote in-store sales.

Stuart: 02:14 Google Ads is rolling out a new way for local businesses to advertise in-store sales.

Stuart: 02:18 In the next few weeks, advertisers will be able to use local campaigns to drive calls to business locations,

Stuart: 02:24 even if there’s no store visit measurement set up.

Stuart: 02:26 What’s really cool is the new location groups feature where advertisers can promote

Stuart: 02:30 a smaller set of locations by creating these location groups, which will make things easier

Stuart: 02:36 to create ads for promotions that are specific to those locations.

Stuart: 02:39 Next up, LinkedIn have introduced a new way for pages to generate leads.

Stuart: 02:43 I got very excited when I read this, imagining a new groundbreaking feature

Stuart: 02:47 that magically converts cold leads into red hot sales opportunities.

Stuart: 02:51 But alas, all they’ve done is roll out five new call-to-action buttons.

Speaker 4: 02:56 I just feel like empty. I feel like empty. I just feel like there’s nothing good.

Stuart: 03:01 It’s still a really good move from them as page owners and advertisers can now tailor CTAs

Stuart: 03:06 to their specific offer and landing pages, which will help click through rates

Stuart: 03:09 and hopefully open the floodgates to some more juicy leads.

Speaker 5: 03:13 You’ve got leads. Mitch and Murray paid good money, get their names to sell them.

Stuart: 03:18 You can’t close the leads you’re given. You can’t close shit. You are shit!

Stuart: 03:23 Next up, Facebook have updated the newsfeed algorithm to reduce sensational health claims.

Stuart: 03:28 The aim is to reduce the reach of posts making sensational or exaggerated health claims.

Stuart: 03:33 Not exclude them. They’ve said that they will determine which posts to reduce by identifying common

Stuart: 03:37 phrases used in ad copy and predicting which of those posts might contain sensational health claims.

Stuart: 03:43 The good news is that Facebook isn’t targeting entire pages with the update.

Stuart: 03:47 So for example, a retailer with an ad selling protein powder, might not be effected.

Stuart: 03:51 But the same retailers’ ad, about increasing the size and endurance of a certain male organ,

Stuart: 03:56 may be down-waited and rightly so.

Stuart: 03:58 Similar to Google’s EAT algorithm update at the start of the year.

Stuart: 04:02 Facebook is clearly shifting towards a similar expertise, authoritativeness, and trust model,

Stuart: 04:07 in cleaning up it’s platform of snake oil salesman selling the dream.

Speaker 6: 04:10 You smell that? What is that?

Speaker 7: 04:12 What?

Speaker 6: 04:12 What’s that smell?

Speaker 8: 04:13 The cologne?

Speaker 9: 04:15 No, opportunity.

Speaker 6: 04:19 No, money.

Stuart: 04:22 So that’s it for Big Clicks this week, guys.

Stuart: 04:24 We’ll be back next week with more PPC goodness.

Stuart: 04:26 So until then, keep the SEO haters at bay, and please like, subscribe,

Stuart: 04:30 and comment if you have any questions. See you next time. Bye!

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