Weekly Search Roundup – 24th April 2020

Local businesses can solicit GoFundMe donations via Bing Places

A new donation feature is now available on Bing for local businesses, this comes from Bing and GoFundMe partnering up together to increase donations to help any businesses that have been impacted by the ongoing COVID-19 pandemic. Also, Bing has announced this feature will soon be supported for other fundraising platforms in the next couple of weeks, helping to maximise donations.

If you want to create a fundraiser, then this can be set up if you are on Bing Places and own a business account. With many businesses having to alter their working hours or temporarily close, many will be seeing a loss in revenue so this new fundraising campaign will help ease this loss. 

Source: https://searchengineland.com/local-businesses-can-solicit-gofundme-donations-via-bing-places-333205

Facebook has pulled back on Campaign Budget Mandate

Facebook have recently said they are no longer requiring advertisers who are using their platform to use the Campaign Budget Optimisation feature within any active campaigns. 

Originally Facebook had planned to move all campaigns to CBO-only back in September 2019 however it appears Facebook has had a rethink of that proposed strategy. For those who are unfamiliar with CBO, it is essentially an algorithm that optimises budget automatically and allocates them across different ad sets. A Facebook spokesperson released the following statement regarding the decision to pull back on the mandate:

“While we still believe CBO provides performance and value gains, we will move to offering CBO as an option and not as a requirement.”

When the CBO was first released, many advertisers had mixed feelings as many said they see better results when they have control of budgets themselves. Since CBO testing began, Facebook has received a lot of negativity and after listening to its customers, has decided to pull back on its plans.

Source: https://marketingland.com/facebook-pulls-back-on-campaign-budget-optimization-mandate-278938

Google adds new site links to “Call Ads” 

Google has recently announced that you can now add new website links to “Call Ads”, which creates a new way for users to get in touch with businesses and helps to avoid a bad customer experience. 

Choosing to add this type of link will make the ad size larger, therefore giving you more visibility on search results, however, if users tap the ad anywhere else apart from the designated link then this will begin a phone call to the business, therefore users have to click the link directly. If you want to include a website link, then you must add the chosen URL to a new or existing ad via Google Ads. Google’s reasoning behind this change is to reduce the number of accidental calls and improve leads that a business receives, they also said the following:

 “You can now engage consumers who may only be interested in visiting your site, and may not have previously interacted with your brand.”

This is a wise decision that Google has made, especially at this point time with significantly increased call volumes. Many smaller businesses don’t have the resources to handle this surge of calls so offering this alternative gives users options about how to get the information they need.

Source: https://searchengineland.com/google-adds-website-links-to-call-ads-333516

Google plans to roll out an identity verification program to advertisers 

Google has announced plans to roll out the identity verification program for advertisers using the platform. This means that they will be required to submit documents such as personal identification as evidence to prove who they are and where the business is currently operating in. 

The extension for the identity verification program will allow people to discover more about the advertisers themselves helping in their decision to purchase. One benefit of this is that it will help remove any bad advertisers who are active on Google Ads and will prevent them from publishing ads to wider audiences. However, for advertisers themselves, this will mean additional work to carry out to keep their ads and campaigns running.

Source: https://searchengineland.com/google-will-roll-out-identity-verification-program-to-all-advertisers-333462

Google has launched new search tips for whenever the query doesn’t return with great matches

Google has announced they are launching a new feature that will help users rephrase queries that don’t provide them with enough accurate and relevant information. The feature will provide the user with a message saying “it looks like there aren’t any great matches for your search.”, however, this will only be available in the US. It will be highly unlikely that users in the US will even see this message as most queries offer sufficient information needed, however in a situation where this isn’t the case then you will be shown suggestions by Google on how to find better results for your query.

During the COVID-19 pandemic, this new feature may be helpful due to the high number of search volume around COVID-19 related keywords. However information available is constantly changing, therefore rolling out this new feature will help users get access to more reliable information. If you receive this message for any of your keywords that you are trying to target then this is a clear signal to rethink your marketing strategy and focus on different keywords in your content. 

Source: https://searchengineland.com/google-launches-search-tips-for-when-the-query-doesnt-return-great-matches-333447

Jamie Beatty

Jamie Beatty

Jamie has over 3 years’ experience working in the digital marketing industry. After completing his A Levels in 2016, he headed straight into an apprenticeship focusing on marketing for an e-commerce business. After this he decided to move into an agency environment working on a variety of SEO clients.

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