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This Week in Search: New Study Reveals Amazon PPC Insights, and More!

Pure SEO’s ‘This Week In Search’ series takes a look at the top SEO and SEM news stories from the week.
This week, a study conducted by Marin Software reveals PPC competition insights between Amazon and Google, Facebook updates the Ads Manager App with new creative tools, and YouTube videos display searchable hashtags.

Marin Software Reveals Amazon and Google PPC Competition Insights

Marin Software, an online advertising company in America, recently released some useful insights into the state of PPC competition between Amazon and Google.

Amazon’s advertising tool is drawing attention from digital advertisers. Wes MacLaggan, SVP of Marketing at Marin Software, offered this insight:

“Amazon has essentially become a massive search engine for consumers far down the purchase funnel and we’re eager to help advertisers increase their presence on this important channel in quarters to come.”

According to the Marin Software study, international advertisers are now allocating 24 per cent of their overall digital ad spend to the Amazon advertising platform.

In a report by the Search Engine Journal, Mark Jackson of Vizion Interactive said that the Return On Advertising Spend (ROAS) is dramatically better on Amazon. This is because Amazon searchers are typically further along the purchasing path.

However, Amazon’s algorithms are more complex when compared to Google; they factor in things like reviews, making bidding a little bit more complicated. They further report that it takes longer for an ad campaign to ramp up and reach peak efficiency on Amazon.

While all these statistics speak for the international community, the Amazon experience has only recently begun for us Kiwis.

In April 2018, Amazon launched the ‘International Shopping’ experience within its mobile app. Kiwis are now able to purchase products on Amazon by automatically screening out items ineligible for shipping to New Zealand. The app displays accurate pricing in NZD, shipping costs, and import-duty estimates with Amazon.

Facebook Updates Ads Manager App

If you’re currently running Facebook ads for your business, then we have good news. Facebook has recently updated the Ads Manager app with a suite of creative tools. Advertisers are now able to create ad content on-the-go from their mobile devices.

Facebook Ads Manager now offers the following creative tools:

  1. Text Overlay & Text Policy Checker.
  2. Image cropper.
  3. Customisable ad templates.
  4. Shapes, stickers, and logos. 

The updated Ads Manager app is available now on iOS and Android.

YouTube Displays Searchable Hashtags

YouTube is now displaying hashtags on videos to help users discover other videos about the same topic.

The hashtags are displayed in clickable blue text above the video’s title, e.g. #InMyFeelingsChallenge, and can be utilised by creators through simply including the hashtags in the video description.

Clicking a hashtag shows the Top videos of that topic, Latest Videos, and a “Searchers related to” section.  Users are also able to type the hashtag directly into the search bar.

It is also important to note that only the first three hashtags mentioned in video descriptions will be displayed, and that YouTube has created hashtag-use policies that creators must adhere to, such as refraining from over-tagging.

Only several days old, the digital industry is waiting to see what kind of effects this will have on YouTube optimisation.

Pure SEO Auckland – Your Local SEO Experts

Pure SEO are leading industry experts for all things SEO and SEM. Contact the Pure SEO team today to receive your free consultation at 0800 SEARCH.

20 July 2018


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