Digital Down Low: October 28

Digital Down Low: October 28

Bing Ads Now Allow Shared Budgets

  • According to Search Engine Land, Bing Ads has been busy. In the past week, it has rolled out Expanded Text Ads and a more comprehensive campaign set up workflow that provides performance estimates along the way. On Thursday, Bing Ads announced the global release of Shared Budgets.
  • As in AdWords, Shared Budgets let you assign one budget to multiple campaigns. Why would you want to do this? Well, say you have a fixed budget of $1,000 a week to spend on Bing Ads campaigns. After allocating budgets to individual campaigns, you may find at the end of the week that some campaigns tapped out their budgets and could have spent more, while other campaigns had budget to spare. With Shared Budgets, all campaigns, or a subset of campaigns, can have a single budget that will get doled out automatically to the campaigns that need it.
  • Beta tester David McIntyre from iProspect told Bing Ads, “Shared budgets definitely lightened my workload and saved time related to budget pacing. We used it to essentially combine 400+ regional targeted campaigns into one.” Shared Budgets is available in the UI. It’s read-only in Editor and the Apps at this point. In the UI, you’ll find the option under the Shared Library. Do note that Shared Budgets is not supported by Import or Google Sync at this time. That means if you import updates from AdWords for an existing campaign in Bing Ads that uses a Shared Budget, the campaign budget won’t get updated. Bing Ads says it’s working on that integration for early 2017.


Uber, Trains & Automobiles

  • According to Mashable, Uber is in talks with Indian Railways on a number of proposals, aimed at offering taxi services to get passengers to the station and drop them home. Uber has proposed setting up kiosks outside railway stations, assisting passengers with booking rides to their home, the report adds. Uber has also spoken with the Indian Railway Catering & Tourism Corporation, a subsidiary of Indian Railways for adding the ability to schedule taxi ride directly from IRCTC website and app. IRCTC’s website is among the most visited websites in India.
  • Uber has reportedly also pitched the idea of offering UberPOOL facility to passengers who are going in the same direction, according to Business-Standard. “This will be through integrating UberPOOL into the IRCTC booking flow, thereby reducing the cost of rides for the passengers,” the publication reports, citing a source. It’s not clear if the Indian Railways has given these proposals the green light yet, but the government organization could benefit by about Rs 1,200 million ($18 million) to Rs 1,500 million (22.5 million) in annual revenue if it does, both the publications report.
  • About 23 million people in India travel in trains everyday. There are about 8,000 railway stations in India, and every day about 12,000 trains, governed by Indian Railways, run across the nation. If the deal goes through, Uber will have the ability to better serve these customers and increase its user base. Taxis that are yet to be connected to Uber or its Indian rival Ola (or any other app-based service) still have dominant presence across railway stations. In the recent times, several app-based players such as BlaBlaCar, Meru, Taxi, and Shuttl have started to aggressively target railway stations.


Twitter Shuts Down Vine

  • According to Tech Crunch, Twitter’s future still in question following failed attempts at finding an acquirer and the recently announced layoffs of nine percent of its workforce, the company today announced it’s shutting down its standalone short-form video app, Vine. According a post, nothing is changing immediately — the website and apps will remain online for the time being, and users will be given a chance to download their Vine videos ahead of its official closure.
  • The announcement was devoid of any explanations about what led to the decision, only stating that Twitter would share more news on its blog and via its official Twitter account in the future regarding what comes next. While the plan is to wind down Vine’s operations, Twitter also says the website will remain online because the company thinks “it’s important to still be able to watch all the incredible Vines that have been made.” However, it’s unclear at this time how long the site will live on, given Twitter’s plans.
  • Competition from Instagram, Snapchat and YouTube made it difficult to stand out from the pack. According to data from App Annie, Vine has since dropped to No. 284 in the top charts for free applications on iOS, down from the low 100s at the beginning of the year. It’s still fairly well-ranked (No. 24) in the Photo & Video category, but hasn’t placed on the Entertainment apps top charts since 2015. Year-over-year worldwide downloads of the Vine app declined 55 percent in Q3 across both the Apple App Store and Google Play, according to Sensor Tower’s data.
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Christine is the Communication Director at Lucid Agency, with a focus on internal communication and public relations. Christine is a proud ASU alumnus with B.S. in Marketing from W.P. Carey School of Business and a minor in Art History from the Herberger Institute of Design and the Arts. She enjoys combining the varied natures and influences of her education in her work and loves to debate word choice on the merits of connotation VS denotation, if anyone wants to take her up on it.

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