This week: younger folks opt for “no-click” search results, Bing Ads is rebranding, and podcast ad revenue is on the rise.
Here’s what happened this week in digital marketing.
Bing Ads Is Now Microsoft Advertising
Bing Ads will henceforth be known as Microsoft Advertising.
“It’s a simple shift because our clients and partners already know us as Microsoft, and many are already tapping into our new advertising products that go above and beyond search, such as the Microsoft Audience Network,” wrote VP for Microsoft Advertising Rik van der Kooi in a blog post.
The name Bing, however, is still sticking around. For the search engine, anyway.
“Bing remains the consumer search brand in our portfolio, and will only become more important as intent data drives more personalization and product innovation.”
Parallel Tracking Comes to Google Display Campaigns
This past Wednesday, parallel tracking went live for Google Display campaigns.
By July 31, you will be required to append tracking parameters to your display ad URLs.
If you’re unfamiliar with parallel tracking, it’s a technology that enables landing pages to load faster if you’re using a third-party app to track clicks. It does that by processing URL parameters on a parallel process (hence the name) while the landing page loads.
Parallel tracking for video campaigns has been postponed until later this year.
Twitter Lands Exclusive Partnership Deals to Attract Video Advertisers
Got some great video ads that you’d like to put in front of people? Twitter might be just the channel you’re looking for.
This past week, the microblogging service announced new content partnerships with several media companies, including Univision, the Wall Street Journal, and MTV.
Those companies will offer exclusive video content to Twitter. That means there will be plenty of ad inventory available.
The video content will span a variety of interests, such as sports, high tech, politics, and music.
Twitter also updated content deals with BuzzFeed and CNN.
GTM Now Supports Quora and Pinterest Pixels
Quora and Pinterest have reached a new level in digital marketing: they’re both approved Google Tag Manager vendors.
Now, you can set up those pixels in GTM and track campaign performance.
Use the pixels to track various stages in the customer journey, such as viewing a product detail page or putting an item in the shopping cart.
In the past, you needed to create a custom HTML tag to handle that kind of tracking.
Currently, GTM supports more than 80 websites, including Twitter, LinkedIn, and Adobe Analytics.
Forecast: Podcast Ad Revenue Will Comprise 4.5% of Total Audio Ad Spend by 2022
According to a study by WARC, podcast ad revenues will reach $1.6 billion by 2022. That will account for 4.5% of all audio ad spend at that time.
Currently, podcast revenue stands at around $800 million.
The research also found that more than three-quarters (78%) of respondents said they don’t mind podcast ads because they understand that it supports the content.
WARC also found that podcasts reach 62 million Americans every week. That’s about 22% of the population.
More than half (53%) of those surveyed said they use YouTube to listen to podcasts.
Amazon Advertising Growth Slowed in Q1
Amazon advertising growth slowed again.
Keep in mind: the word “slowed” is relative in that opening sentence.
Amazon’s ad revenue grew at 36% in the first quarter of 2019. That’s after it grew 97% in the fourth quarter of 2018.
So Amazon’s ad revenue is still increasing. It’s just not increasing by triple digits like it used to.
Also, Amazon said that it went through an accounting restructuring recently that makes previous quarters look better by comparison.
The company also said that part of the decline in ad growth is due to a focus on ad relevancy.
“I would say really what we’re focused on right now is driving relevancy, ensuring that we service the most useful ad as possible,” said CFO Brian Olsavsky. “I think that’s going to be the best experience for customers and also for advertisers.”
Amazon also announced that it’s investing $800 million to offer one-day shipping to Prime customers instead of two-day shipping.
Snap Select Gives Marketers Access to Premium Video Ad Inventory
If you’re interested in reaching millennials with video ads, you might like this new offering by Snapchat.
Snap Select gives you access to premium video inventory for 6-second non-skippable ads.
The new service is scheduled to roll out in the second quarter.
You can reserve inventory via the Ad Manager. It’s offered at a fixed cost-per-impression.
During the past year, the time people spent watching Shows on Snapchat has more than tripled. So there’s clearly an audience available.
Snap said it will soon release a list of Shows that are eligible for the premium inventory.
3 Million Advertisers Are Using Facebook Stories Ads
It looks like Facebook’s bet on Stories wasn’t such a bad one after all.
This past week on its quarterly earnings conference call, the company announced that it has 3 million advertisers running Stories Ads. Those ads are running on Instagram, Facebook, and Messenger.
Facebook also said that more than 500 million daily active users (DAUs) engage with Stories.
The company also reported almost $15 billion in ad revenue. That’s up 26% year-over-year.
It’s worth noting that mobile ad revenue accounted for 93% of total ad revenue.
Also, the average ad price decreased by 4% while impressions increased by 32%.
Overall, Facebook DAUs increased 8% YOY.
DuckDuckGo Is the Only Google Competitor That Gained Search Share in Q1
The only “other” search engine to gain organic search share in the first quarter was DuckDuckGo.
Overall, its search share increased by 54% from the same quarter in 2018.
On mobile platforms, DuckDuckGo visits increased by 78% year-over-year.
Google’s organic search visits declined 2%. But Google’s mobile search visits increased 6%.
Bing and Yahoo saw flat to negative growth during the same quarter.
The data comes to us from Merkle’s Q1 2019 Digital Marketing Report.
Google Might Charge You for a GMB Listing
Don’t shoot the messenger.
Google is sending out surveys to see if some businesses would pay for a Google My Business (GMB) listing.
As you probably know, GMB listings are currently free. They’re a vital component in Local SEO.
The survey also asks how much Google should charge every month for the privilege of a public profile on its own version of the Yellow Pages.
If you’re wondering why the folks at Google would even consider making you pay for a GMB listing, the answer is very simple.
Because they can.
Younger Searchers Just Look at Rank 0, Don’t Click Through Much
According to a new survey from Path Interactive, younger searchers are more inclined to just look at Featured Snippets and the Knowledge panel without clicking through to the underlying websites.
It’s a phenomenon that some folks are calling “no-click” search results.
The survey also found that people who use search engines prefer organic results (72%) while almost half (47%) said they never or rarely click on ads.
About 1 in 5 (19%) said they click on organic results and ads equally.
More than a third (37%) said they consider their search complete with info they gleaned from the knowledge panel.
Almost a quarter of respondents said that Google shows too many ads.