Good morning, what if you could predict the future?

Not in a general sense (sorry), but more of a “how changes in spend will impact my campaign performance” way? That’s probably as close to precognition as we’re going to get with Google’s new Performance Planner. It’s designed to help advertisers understand how to best allocate their set monthly budgets across all their campaigns based on Google’s projections for maximizing incremental conversions. It can also yield insights into how changes might impact conversions, clicks and other performance metrics. To take advantage of it, you’ll have to have some historical campaign data and, keep in mind, it’s just a planning tool — to implement changes you’ll need to download them and then upload the file into Google Ads Editor.

Go ahead and experiment with Performance Planner, but, if you’re in the travel sector, you might want to hold off on making any changes until you see how Google Trips, the company’s latest attempt at consolidating all its travel offerings, affects your ad metrics and conversions. The newly unveiled travel planning tool promises to help users organize their itineraries, shop for flights and accommodations and even explore local things to do. From my own experience, the interface does make it more fluid to move between the various stages of planning; and, if all those stages are done through Trips, that’s more information marketers and advertisers have to target audiences who they know will be traveling through their area and looking for places to see, novel experiences to have and kitschy souvenirs to buy.

Now that Marketing Live has wrapped up, we have a better view of what Google’s been building towards over the years: automated campaign types that deliver ads across multiple properties. With its array of campaign types and ad formats powered by machine learning, it’s vying for the entire sales funnel. Transparency continues to be an issue, though, as multi-touch attribution is far from perfect and there are still consumer privacy matters to consider.     

Advertising isn’t all about the tech — it can be an art as well, and we can all benefit from being reminded of the basics. Contributor Jacob Baadsgaard does just that in today’s Pro Tip. Keep scrolling for that, as well as your daily Search Shorts and to find out what we’re reading.

George Nguyen,
Associate Editor

Pro Tip

Stuffing your ad copy is a grave mistake

“After years of being betrayed by spammy search results, our brains have been trained to filter out keyword-stuffed ads as irrelevant,” says Jacob Baadsgaard, CEO of Disruptive Advertising.

“In other words, if your ad copy looks generic, overly corporate or sales-heavy, your potential customers may skim past your ad without even realizing it—their brains will simply filter it out before they even have a chance to read it.”

Read More »


Live Webinar Today: How to align marketing teams when technology is in charge

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There’s still time to register! As technology takes center stage in digital commerce, retailers and brands are trying to rebalance their internal organizations so that the technology, marketing and merchandising teams have an equal share in driving business results. Join our e-commerce experts experts and learn how to choose the right technology to make everyone more nimble, and upgrade your technology without breaking the business.

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Search Shorts

Google’s ranking fair on webmaster concerns.

Google discusses webmaster concerns. Danny Sullivan from Google presented at the last Google ranking fair a list of webmaster concerns and complaints about Google search.

Cache bug to be fixed.  Sullivan also said the cache date bug should be fixed soon, but there’s no reason to worry about it in the meantime.

Image landing pages. Google said you can clean up your image landing pages but it won’t make much of a difference in terms of search and rankings.

What we're reading

We've curated our picks from across the web so you can retire your feed reader

Eric Schmidt Defended Google’s Censored Search for China – The Intercept

Google Assistant testing transparent redesign w/ ‘light bar’ – 9to5Google

Google Is On Course To Monetize Google My Business – RankRanger

Google Safety Engineering Center opens in Munich – Google Blog

How To Get Your Images in a Featured Snippet – UpBuild

SEOs Not Too Happy With Google Ads Announcements – Search Engine Roundtable

The New Moz Local Is on Its Way! – Moz

The Ultimate Guide to Google Ads Smart Bidding – Metric Theory


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