Weekly Digital News Roundup: September 6-10
Google Launches AdWords Conversion Import Feature
- According to WebProNews, Google announced a new “conversion import” feature for AdWords [this week], aimed at making it easier for advertisers to measure and optimize events that happen away from their sites. The company says the feature can help small businesses measure and optimize for the customer’s entire journey from online leads to offline sales.
- “In AdWords, you’ve been able to see which keywords lead to higher or lower lead volumes, and to optimize for a cost per lead goal,” says product management lead Jon Diorio. “But there’s been no easy way to measure and optimize in AdWords for events that happen beyond the website, like a customer order taken over the phone by your sales team.”
- “The new AdWords conversion import feature can help you measure and optimize for the complete end-to-end purchase process,” says Diorio. “Now you can upload your offline conversion events into AdWords and see how clicks on your ads led to sales made in the offline world such as over the phone or via a sales rep.” Google says there are more features aimed at helping advertisers measure customers’ paths to purchase on the way.
Video Ads See Higher CTR In Mobile
- According to Online Media Data, people are more likely to click on ads while watching video on smartphones and tablets than on the desktop, according to new findings from video ad provider TubeMogul.
- Click-through rates for pre-roll ads shown on mobile devices were 4.9%, on average, compared to 0.6% on PCs, based on second-quarter data from the company’s media-buying platform spanning millions of mobile ad views in the U.S.
- In its latest cross-platform report, Nielsen said 45.3 million people watched video on a mobile phone in the first quarter, up from 36 million in the year-earlier period. Time spent viewing mobile video also increased to five hours, one minute a month, from four hours, 29 minutes a year ago.
Bing News brings trending stories from Facebook, Twitter
- According to CNet, Microsoft overhauled its Bing News search page on Thursday to highlight more trending stories — both from around the Web and on social media. “Today’s news is propelled by ‘likes’ and ‘tweets’ and headlines rise and fall in less time than it takes to eat lunch,” Bing wrote in a blog post. “That’s why we’ve refreshed Bing News to make it easier for you to stay on top of the stuff you care about.”
- Bing also created an adaptive design for any type of device. This means it doesn’t matter if a user is looking at Bing News on a tablet, smartphone, or computer, the browser will automatically re-shape for the device.
- Microsoft has doggedly worked to gain market share for its Bing search engine over the past couple of years. While it still has a long way to dethrone Google, it has steadily gained US market share since 2010. In addition to revamping its news search, Bing also boosted its video search function on Wednesday and improved its image search feature last month.