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Facebook Introduces A More Effective Way of Targeting

Facebook is rolling out new targeting features for its advertising interface, which allows advertisers to reach their target audiences more precisely. Advertisers can now narrow down their Facebook campaigns by four main targeting types: location, demographic, interests and behavior. In location targeting, marketers can build flexible campaigns by using the combination of geographies such as country and city or country and state. The new demographic features give advertisers the ability to reach audiences based on type of education, job title, relationship status and other information. Besides, instead of targeting broad interest categories and keywords, advertisers are able to choose one interest segment to target a specific group. Behavioral targeting options like device usage and purchases have been included as well.


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Google PLA Shopping Campaigns Now Open Globally

In October 2013, Google released the beta of a new enhancement to Product Listing Ads, called Shopping campaigns. Starting from this week, Shopping campaigns are available to all advertisers around the world. Google Shopping campaigns are a new way to organize Product Listing Ads within AdWords, allowing merchants to browse inventory and streamline reports of Product Listing Ads directly in AdWords. Other major elements of Shopping campaigns include: structure product listing ads based on product group layering, include benchmark CTR and bulk bid changes, and add other advertiser focused updates. Existing Product Listing Ads campaigns overlap with new Shopping campaigns and advertises can choose to use regular Product Listing Ads campaigns or switch to Shopping campaigns for more flexibility and new features.

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Google Updates Its Page Layout Algorithm “Top Heavy”

In order to improve the quality of search results, Google has just released an update to the Top Heavy algorithm that downgrades the ranking of websites with too many ads. The Top Heavy algorithm was first launched in January 2012 because many users had complained that it was difficult to find the actual content on some webpages due to excessive ads. The algorithm looks at the layout of webpages and if a page carries too many ads at the top or distracts users from finding the content they are looking for, Google will downgrade the ranking of this page. The latest update of the Top Heavy algorithm was activated on February 6th.


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More Flexibility Added to AdWords Conversion Counting

Google announced a few changes to its AdWords reporting, enabling advertisers to customize the way conversions are tracked based on their business needs. Beginning in February 2014, advertisers can set the conversion setting in AdWords as “All conversions” or “Unique conversions”. “All conversions” is ideal for advertisers interested in the total number of sales. For example, two conversions will be recorded if a customer books a hotel and rental car. “Unique conversions”, on the other hand, counts only unique conversions and is a good choice for lead generation tracking. If a customer fills out multiple lead forms in both home insurance and car insurance sections, AdWords will only count two conversions. This update comes with new column names “Converted clicks” and “Conversions” in AdWords reports.