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“Enhanced Campaigns”-Google announces significant changes to its AdWords digital advertising platform

Google has announced significant changes to its AdWords digital advertising platform adding functionality it calls “Enhanced Campaigns”. Put simply, it centralises controls for mobile and desktop advertising campaigns in one place and offers advertisers more data to show the real value of their campaigns. Previously businesses have had to submit individual advertising campaigns for different devices, locations and times - a labour-intensive process which most times results in their running hundreds of similar campaigns simultaneously.

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Google’s “Enhanced Campaigns” – A challenge for advertisers?

Google‘s “Enhanced Campaigns”, will prove a challenge to advertisers, the biggest being that of how third party tracking solutions can integrate into it. As it currently stands, advertisers could be forgiven for thinking Google is upping its game against third party tracking solutions and trying to create a system whereby any solution outside of Google’s is rendered less useful, says Angela Knibb, campaign manager at the agency.

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Google Shopping changes afoot: Feed optimisation will sit at the core of advertisers paid search strategies from Feb onwards

Google has announced its shopping space, Google Shopping, will, for merchants, shift to a paid model of Product Listing Ads (PLAs). Come July, Google will display one view of the Product Universe whilst effectively ‘forcing’ merchants to provide improved quality of inventory and accuracy of data. Advertisers will need to optimise and manage their product feeds, which for many will require further expertise and ultimately more time and resource. Furthermore, the feed will need to be optimised in real-time and in line with Google’s product feed specification.

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Google Shopping: Get Ready for the Big Changes!

Google has announced its shopping space, Google Shopping, will, for merchants, shift to a paid model of Product Listing Ads (PLAs). This will be rolled out in countries where PLAs are currently live including the UK. Migration will commence 13 February 2013 and completed by Q2 2013. Come July, the results will be only in the format of paid PLAs and the previous natural shopping results will no longer appear.

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Atttribution Modelling - Why marketers must move beyond the last click

In recent years, Google has invested heavily in building attribution functionality for search across our platforms, most recently launching the Attribution Modelling tool for Google Analytics Premium. This focus on attribution might seem odd given Google’s traditional strength in direct performance marketing. So why has Google done it?

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Why Google Is Looking Beyond The Last Click

Customers may make purchase choices at varying points during the search process, and therefore you need to ensure that your search advertising is effective before they have made these choices and not after. Gabriel Hughes Phd, Head of Attribution Google Northern and Central Europe, shares insights on why advertisers would do well to look beyond the last click when it comes to attribution modelling.

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Gmail in search results will make site visit data tricky to track for marketers

Google has announced a trial which will enable people using the search engine to see search queries feature results from their Gmail account. This, says Adam Bunn, Director of SEO at Greenlight, will over time, make personalised search a bigger deal, and swell the number of visits to sites that can’t be tracked to the keyword level due to logged in users appearing as “not provided” or similar in Google analytics. Marketers will need to seek out technology solutions to help plug the data void.

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