Riding on the coattails of a slow January,
Google Search and Analytics saw very few updates in the short month of
February. Google Adwords, however, was very active, offering new features and upgrades
to the platform.
Google
Search
There was no Google Panda Algorithm Update
in February, likely as a result of Panda’s first update of the year taking
place late in January. Matt
Cutts of Google reported that the next update will take place early-mid
March, which is comparatively early compared to previous months and may be
compensatory for February.
On February 25, however, Google
Finance was updated to include stock information in search results from
additional markets including the Chicago Board of Exchange, Singapore, Korea
and Tel Aviv, Israel.
Google
Analytics
On February 13, Google Analytics announced
on the Analytics blog Multi
Currency eCommerce Support in Analytics. With the implementation of the
Multi Currency tracking code, International users can now view all Analytics
data in local and global currency – a move that will certainly bolster growing
international eCommerce.
A day later, Google announced the Mobile
Apps Analytics Platform, wherein the Google Analytics platform was rebuilt
to accommodate full mobile apps metrics measurement. The platform allows for automated crash measurement so that data is
automatically sent to Analytics each time the app crashes, and displays
stability trends (i.e. how often the app crashes and after how long) across
both iOS and Android platforms, as well as details on the device used. Users
can also identify their cost each time their mobile app crashes, and the
effects of server timeouts when apps are loading.
For Google Analytics accounts with multiple
users, account administrators will now be able to view Change
History to their reporting according to each user. Change History displays up to 180 days in
arrears on changes to Users, Accounts, Properties, Profiles, Goals and Filters.
Google
Adwords
Enhanced
Campaigns were introduced on February 6 on the Google Adwords platform. The
feature enables easy customization of ads so that different ones can be
displayed based on the time of day, device type that it is being viewed on, and
where the person who’s viewing it is. Previously, users would have had to
create multiple ad campaigns for such specific ad implementation.
Improvements to the Search
Funnel were deployed on February 13 that would enable a Search Funnel
column to be appended to reports. With
the addition of the Search Funnel column to these reports, users can easily
identify keywords that best assist conversions and the budget you should
allocate to bidding for them. The tool also distinguishes which keywords are
underperforming and should be replaced, so that all campaigns are well
optimized for conversions.
On February 14, Google Adwords announced
that Adwords
Express would be manageable through My Client Center, a platform that
enables account managers to oversee multiple Adwords accounts in one spot. The
platform caters to large advertising agents.
Google Adwords also announced on February
26 that the Double
Click Digital Marketing Platform would be integrated with Adwords to
create, test and manage video and mobile ads. Within the Double Click Digital
Marketing Platform, features such as the Double Click Bid Manager and Double
Click Ad Exchange enable marketers to easily and dynamically view a full stock
of video content and bid on them in real-time, and then manage ad campaigns
using the video content in Google Adwords. Double Click for Advertisors then
provides a tracking tag to be implemented in all ads to monitor and measure ad
effectiveness. This concept equips advertisers to keep pace with the growing
video ad trend, as seen on Youtube, content streaming websites and within
mobile apps.
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