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The Advertising Arena: Google, Bing And Yandex Updates

The Advertising Arena – 26th January 2016

New Bing Ads Editor coming in summer 2016

Bing has announced that the next version of its Bing Ads Editor will be available in summer 2016.

The new Bing Ads Editor will be Mac compatible for the first time ever, allowing Mac users to manage their paid search campaigns on Bing Ads.

The new Bing Ads Editor will also see a new user interface and a raft of new features being brought in to make managing campaigns easier and more intuitive.

Navigation will be simplified, with sitelink extensions and location targets being available with a single click.

The new version will also make it easier to manage multiple accounts. Users will be able to add an unlimited number of accounts and open each account in a different editor window.

It will be possible to download from these separate accounts simultaneously and it will also be possible to cut and paste, or copy and paste, entities between accounts.

Google AdWords introduces 3 changes to improve ad viewability

Google AdWords has introduced three changes to improve the viewability of adverts on its Google Display Network and make the viewability issue fairer for advertisers.

Viewability is a big issue for advertisers, with 56% of display adverts and 46% of video adverts being classed as unviewable due to them being below the fold, on a background tab or scrolled out of view.

In such a scenario, advertisers may be paying for impressions for ads that are classed as unviewable, an unfair position that Google has pledged to fix.

The first change it took to solve the issue was to automatically change all CPM campaigns into viewable CPM campaigns. This means that advertisers will now only have to pay for impressions if their advert is classed as “viewable”. Ads are classed as viewable if over half of the ad is on the screen for over 1 second for display ads and over 2 seconds for video ads.

The second change regards frequency capping. Frequency capping allows advertisers to limit the number of times that one person will be shown their ad. From now on, frequency capping will only count viewable impressions when counting how many times a user has been shown an ad.

The third and final change relates to new metrics that have been made available to advertisers. Advertisers can now see the total number of impressions that were viewable, the percentage of impressions that were viewable, and the percentage of viewable ads that were clicked.

Yandex releases new advertising format

Yandex has released a new advertising format for adverts placed on its Yandex.ru homepage.

The Yandex.ru homepage is viewed by 43 million Russians every month.

Previously, all adverts placed on Yandex.ru were vertical. These vertical adverts are now being replaced by one single horizontal banner that expands when clicked.

This horizontal banner sits below the Yandex search bar and can use sophisticated graphics, including video and flash.

Advertisers who want to place a banner in this space must provide an advert measuring 728 x 90 pixels, with the expandable portion measuring from 640 x 360 pixels to 1200 x 675 pixels.

The new format is only available on desktop, and is not available on mobile or tablet.

Google Universal App Campaigns roll out worldwide

Google Universal App Campaigns have rolled out worldwide.

Universal App Campaigns allow Android app developers to advertise their apps in Google’s mobile search results, the Google Display network, Google Play, YouTube and AdMob.

Advertisers must set a cost per install bid and a daily budget.

The ads themselves will be built automatically by AdWords, using information given in the app’s Google Play listing. Advertisers can also provide 4 lines of ad copy, images and video.

Google hopes that Universal App Campaigns will help to drive installs of apps by targeting them at a relevant audience.

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Mona Ault

CRO Specialist at Webcertain
Born and raised in Beijing, Mona obtained a bachelor’s degree in Global Business and a master’s degree in Business Psychology from the University of Worcester in England. She joined Webcertain in 2015, and was responsible for managing multilingual PPC campaigns across various search engines and countries. She then took an interest in conversion rate optimisation (CRO) as she is fascinated by the user behaviour insights digital marketing can provide. Her current focus is user behaviour analysis incorporating both qualitative and quantitative data, coding, and storytelling via data visualisation.

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