SEO Wash-up Monday 11th December

Call tracking system integration now supports Bing Ads

Businesses who run Bing Ads campaigns will be able to import all call conversion data so that they can tie all calls back to their campaign efforts for attribution. In order to import and track calls, a third party call tracking system can be now integrated with Bing Ads through the offline conversion import tool or APIs.

Bing Ads started to support the offline conversion imports earlier in September this year, it enables their advertisers to attribute offline conversion events captured in their CRM systems. One of the first tracking services that participated in the program was CallTrackingMetrics. The CallTrackingMetrics system can automatically send the call session and conversion data the advertisers Bing Ads campaign.

Google rolls out the new custom intent audiences feature

Google has rolled out new features in mid-November that is designed to help advertisers to maximise their Adwords budget. While they promote the extensions and ad variations, the one thing that stood out is the new custom intent audiences feature on Google Display Network.

So what is Custom intent audiences?

It allows advertisers the opportunity to use the Google Display Network to find people who want to buy the specific products or services a businesses has to offer is based on data from your campaigns and website.

They come in two ways:

• Create your own – this is where you can mix topics and URLs together like to target net-new prospects who are probably into your product or service.
• Auto-created – this is where Google will auto create custom intent audiences and use the power of machine learning to gather the traits your prospects possess, then create audiences exclusive to your business account.

They both will fill the top of your funnel with relative prospects, regardless of if you have experience in account management or an owner of a small business who is looking to leave the comfort of the search engine results page.

Custom intent audiences are built for the every business as it’s a step to moving forwards to Google Display Network relevance for the average advertiser. It allows advertisers of any skill level to leave the boundaries of Google Display Network’s limited audience categories. In its place, businesses can use information that relates to their products and services to introduce your brand to new prospects with a liking for what you’re selling.

However, if you have been funneling leads into nurture programs for a while then custom intent audiences will give you a fairly long list when it comes to audience definition but if you are new, then Google will do it for you.