Happy Friday! Not a week goes by where Google isn’t coming out with updates or news for things to come. This week is no different, as Google has rolled out changes to AdWords, Maps, and has recently stated that that AMP and canonical pages must match by February 1, 2018. Also included in this week’s industry round-up is a piece on how to steal the competition’s best keywords.
- Google Rolls Out AdWords Promotion Extensions, Custom Intent Audiences & Ad Variations for Testing by Ginny Marvin
- Promotion extensions in text ads are now in full effect, with advertisers now able to display specific offers such as a percentage off, a promotion code, and offer duration. On the Google Display Network, “custom intent audiences” will enable advertisers to better target people who want to buy your products, using data from your campaigns, website, and YouTube channel. As for ad variations, a new tab in AdWords called “Ad Variations” that allows you to see how an ad variation can affect performance across one or more campaigns.
- Google Maps Improves Location Discovery by Color Coding Points of Interest by Matt Southern
- Though this is perhaps less relevant for advertisers, it is definitely a point of interest for users of Google Maps and businesses that thrive off location—and there are a lot of them. Maps will soon be rolling out an update that will improve location discovery through color coding locations. Not only that, but Google will also be allowing people to discover relevant points of interest based on the mode of transportation selected—for example, gas stations will be shown to people commuting by car.
- Google Will Require AMP and Canonical Pages to Match as of February 1, 2018 by Greg Sterling
- Beginning February 2018, Accelerated Mobile Pages and canonical pages will be required to match or have very “close parity”. If this isn’t abided by, then AMP pages whose content doesn’t match the content of canonical pages will not be considered for certain Search features that require AMP. For more details on what some of these features might include and why Google is doing this, check out Greg Sterling’s piece.
- How to Steal the Competition’s Best Keywords: A 3-Step Guide by Jacob Baadsgaard
- Keyword research can cost a lot of money and it can take a lot of time—two resources you or your business may be limited on. But perhaps your competitors have already done the work. In this informative read, Jacob Baadsgaard explains how to use competitive research to inform your paid search keyword strategy and outlines the three steps you should take. Follow the link for more.
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