AdFeeder Launches In-Market Audiences

AdFeeder Launches In-Market Audiences

After months of successful beta testing, we’re excited to announce AdFeeder’s latest innovation, which we will begin rolling out to all clients starting from today: AdFeeder In-Market Audiences

In case you’d forgotten, in-market audiences were rolled out by Google towards the end of last year, allowing Google to categorise users based on their behaviour and then create audiences that they determine as in-market to purchase specific products or services. Businesses are then able to target the users that Google deem as being most interested in the products or services that they have to offer.

So how can AdFeeder build on this?

As we know, AdFeeder works by taking information from your stock data file and this remains the same for AdFeeder In-Market Audiences. Based on the information that’s in your stock data file, AdFeeder attaches the appropriate audiences for each campaign.

So as an example, if the campaign in question is make – model – Audi, AdFeeder will attach an audience that Google knows is in-market to buy an Audi. What’s more is that we’ll also attach other applicable in-market audiences by default – such as new, used and car loan audiences.

Plus if you think that’s clever, here comes the really clever part! Overtime AdFeeder will then be able to understand how likely a certain audience is to make a purchase. Taking this information onboard, AdFeeder will then allow us to adjust the amount that we’re paying for each click – so if we know that Elliot is 25% more likely to buy a car, we know that his click is more valuable to us and therefore, we can increase how much we’d pay for his click.

AdFeeder Launches In-Market Audiences
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What’s New in AdFeeder – Introducing AdBooster Campaigns

What’s New in AdFeeder – Introducing AdBooster Campaigns

Based on feedback that we’ve received from several clients, we’re excited to announce the launch of AdBooster campaigns to AdFeeder.

As you know, AdFeeder’s primary job is the automation of optimised PPC campaigns based on long tail keywords, based on specific vehicles that you have in stock. It’s a job that AdFeeder does extremely well but there’s also value in more general keywords, such as those based around manufacturers, dealer locations and brands.

What’s AdBooster and how does it work?

Based on feedback from a number of clients, this month we’ve made the decision to launch AdBooster campaigns that generate high quality, well optimised ad and keyword combinations, such as “Used Kia”, “Used Kia Derby”, “Kia Cars Cardiff” etc.

As with all AdFeeder campaigns, these ad and keyword combinations are based on your stock, so this means that keywords like “Used Kia Cardiff” will only trigger ads if you have used Kia vehicles in stock and if you have a dealership in Cardiff.

AdBooster campaigns are turned on by request only and we typically bid around 30% less for these types of keywords, as they’re slightly less likely to convert to sales than our more targeted long tail keywords.

You can also decide to turn AdBooster campaigns on and off during quiet periods, sale periods or only on selected days of the week/hours of the day.

How can I activate AdBooster campaigns in my account?

As mentioned, AdBooster campaigns are turned off by default but if you’d like to activate these in your AdFeeder account, simply add a support ticket by clicking here and be sure to include “AdBooster On” in the subject line. Once we receive your request, we’ll have it actioned for you within one working day. If you’d like to run AdBooster only during specific days or times, please ensure that this is specified in the support ticket.

What’s New in AdFeeder – Introducing AdBooster Campaigns
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Google Ads Introduce New Ad Formats

Google Ads Introduce New Ad Formats

Once again Google Ads have changed the standard text ad format in a significant way. Most of us remember the standard headline, description and display URL format. After that came what we’ll refer to as the ‘old format’ – this was the one that allowed for two headlines, up to 30 characters each, and a single description line of 90 characters with a display URL.

In late September, Google Ads introduced yet another new format! Three headlines and two description lines as well as the display URL

So why did Google do this?

Apart from making life that little bit more difficult for platform developers like AdFeeder? This all started with the beta testing of responsive text ads, where you can write multiple headlines and descriptions. Google will then pick the best one for each ad (which we’re not huge fans of). Google have decided to roll this out for standard search ads, stating this as the rationale.

While we work on improving the responsive search ads across languages, it’s important to extend that same advantage to your existing text ads. That’s why, starting in late August, you’ll be able to add a third headline and second description to your text ads. 

While they talk about extending the advantage, they don’t actually state what the advantage of the new format is!

Click-through rate boost

Some theorise that the new ad format will help to boost click-through rate and we can certainly see how that’s a factor. As with most things, there’s often a slight time lag between when a new ad format comes out and when advertisers actually adopt that format across the board. Smart advertisers know that if you adopt the new format quicker than your competitors, you’ll often get an advantage.

Search engine real estate

It doesn’t take a genius to know that bigger ads will take up more Search Engine Results Page, or SERP, real estate. This means that advertisers in the top position get to block out their competition on the first results page. The cynics amongst us may feel that it’s yet another bribe to get advertisers hooked into a bidding war, as this will ensure the top spot if they pay highly enough.

To summarise…

Whether we like it or not, this new ad format is here and smart advertisers will rush in quickly to ensure that all of their ads conform to the new rules… but that’s a huge risk, right? Rewriting every single text ad to this new format means coming up with a new headline and a new description for every single ad.

The great news is that AdFeeder has already implemented the new format, so even our largest accounts (with upwards of 250,000 new ads being written every day) feature the new format.

Google Ads Introduce New Ad Formats
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Blanco Digital Releases AdFeeder Prime

Blanco Digital Releases AdFeeder Prime

Digital marketing experts for the automotive industry, Blanco Digital, have released a major new version of their innovative automation platform, AdFeeder. As a way of saying thank you to their existing clients, Blanco Digital have announced that all current AdFeeder clients will receive AdFeeder Prime free of charge!

Dave Dibble, Managing Director of Blanco Digital, stated:

We are delighted to introduce this latest version of AdFeeder and even more pleased to be able to upgrade all of our existing clients free of charge. Many of the improvements have been developed as a result of some very positive client feedback. Our client base have been very loyal to us and so this is our way of saying thank you for all of their support through the years!

This update includes a number of significant developments including:-

Three Headline, Two Description Support

Up until late September of this year, Google Ads only allowed two headlines, one description and a display URL for each of their text ads. The latest update on Google Ads allows for three headlines, two descriptions and a display URL. Inline with this new development, AdFeeder now supports the new Google formats – allowing for three headlines and two descriptions per ad.

Support For More Campaign Themes

As our existing AdFeeder clients will be aware, AdFeeder groups PPC campaigns into ‘themes’ where keywords and ads are based on vehicle elements such as make, model and colour. AdFeeder Prime sees these existing themes extended from four to eight. This helps to ensure that yours ads are found – no matter what customers are searching!

Exact Match Keyword Support

Whereas AdFeeder previously only supported modified broad match, AdFeeder Prime now supports exact match keywords.

Ad Copy Split Testing

AdFeeder Prime now enables A-B testing straight out of the box. With two distinct ads written for each keyword by the AdFeeder platform, this ensures high keyword to ad relevance – meaning that your cost per click will be lowered.

Landing Page Selection

AdFeeder Prime now allows each keyword to have its own URL. This means that clients can now choose whether their ad links to the vehicle detail page, or to a relevant search level campaign. This option is configurable at campaign theme level. Campaigns based on make and model themes can now link to a search results page, while campaigns based on longer tail themes such as make, model and variant can link to that vehicle’s specific Vehicle Detail Page.

Campaign Theme Level Bidding

Different maximum bids can now be set for each campaign theme. Clients can choose to bid higher based on ‘make, model and year’ rather than for less specific themes such as ‘make and model’ and vice versa.

Custom Ad Creative

Clients can now overwrite the original ad templates to include their own ad creative, this can include special offers, VIP event promotion etc.

Blanco Digital Releases AdFeeder Prime
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