It’s time for our weekly recap. Last week we heard about the Google Shopping Product Feed specification change, the new Bing Ads Keyword Planner and a new Google Doodle.
Google Forwarding Numbers Launched in Canada
Google launched a powerful tool to improve tracking possibilities besides the standard conversion funnels in Canada last week.
When using Google forwarding numbers with call extensions and call-only campaigns, a unique phone number gets dynamically assigned to the ad. The customer is routed to the advertiser‘s business phone number and AdWords provides them with useful information about the caller’s area code, call duration and other details.
Not only that, Website call conversions dynamically inserts a Google forwarding number onto a website, to track the calls that occur after the user clicked on the ad. This way, the advertiser can ascribe a value to the call and attribute it back to the keyword and ad that induced the customer.
Bing Shuts Down Link Explorer Tool
Bing announced that they will retire the Link Explorer Tool, part of the Webmaster Tool, on October 1, 2015. The competitive link analysis tool was launched in 2012, replacing the Yahoo Site Explorer that had been shut down when Bing and Yahoo signed their partnership in 2011.
Duane Forrester, Sr. Product Marketing Manager at Bing, said:
“Link Explorer was often misunderstood in that people were looking for the inbound links pointing to their own site in Link Explorer. However, Link Explorer offered only a small sample of these links. The real power tool to get the most comprehensive data about links pointing to your own site remains the Inbound Links tool accessible from the Reports & Data Section. It offers viewing and export of up to a million inbound links at once, shows up to 20,000 inbound links per page and includes not only the link source but also the anchor text of the inbound link.“
Instagram Opens Ads to Businesses of All Sizes
Starting on the 30th of September advertisers of all sizes can run campaigns on Instagram. In addition, Instragram will open their ad service to 30 new countries, including Italy, Spain and Mexico.
Instragram also announced additional ad formats:
- Landscape photo and video that “give ads a more cinematic feel“
- Video ads up to 30 seconds in length
- Marquee, short brand videos to increase brand awareness
- Delivery tools to optimize campaigns across Facebook and Instragram