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A new report shows that paid search ads are the fastest growing way to advertise online for retailers. 

According to the findings from eMarketer, retail advertisers in the US will spend a combined $13.12 billion on search ads in 2019, up more than 20% from last year. 

In 2020, it is projected that spending will grow even more, to $15.65 billion. 

While search engine advertising is an effective advertising method for most industries, the report suggests that retailers benefit more than other sectors due to specific tools and features. For example, it cites how search ads may appear in Google Maps and show local stock of specific products, which can help drive real-world traffic and sales. 

Based on their data, the report estimates that 46.3% of digital ad spend from retailers will be used on search engine advertising, compared to the industry average of 41.5%.

Similarly, this rate is expected to grow even more in 2020 to account for 47.3% of total retail digital ad spending:

“Retail overindexes on search because bottom-funnel search ads are essential for driving ecommerce, and Google Shopping ads have become a go-to ad product for retail advertisers. Conversion rates for retailers using Google Shopping ads range from 1.1% to 3.1%.”

Part of this growth may be attributed to new burgeoning opportunities outside of Google’s search ecosystem. For example, the report identifies Amazon search as a potential driving force for future retail advertising.

Don’t you wish you could somehow run one set of ads with the perfect headline for anyone who sees it, even when they have different needs or interests? AdWords is bringing that fantasy a little closer to reality with Responsive Search Ads.

These ad formats, currently in beta and available to some advertisers, allow you to set up one ad with multiple varying headlines and a few different descriptions which are alternated based on your advertising goal and the user’s intent.

Interestingly, these ads also get more screen real estate than standard text ads while Google is giving them a try.

The idea is to make your ad more versatile and to do the function of A/B testing for you without all the manual work. This also allows you to have a wider variety of keywords trigger your ads.

You can set up to 15 different headlines and four unique descriptions in a responsive search ad. With these, you can include headlines or descriptions for any scenario that might bring potential customers upon your services or products.

When shown, the ads will include up to three headlines instead of two, and up to two 90-character descriptions instead of the usual one 80-character description.

To best plan for this, Google recommends writing your first three headlines as if they will be shown together (in any order).

Google also suggests making headlines distinct by focusing on different features, benefits, or offers.

You can also “pin” certain headlines or descriptions into specific positions. This allows you to guarantee one headline will always be shown on top or a disclaimer is consistently positioned at the bottom of the ad.

AdWords has launched a new feature allowing advertisers to remarket search ads to anyone who has watched their videos on YouTube, making it easier to funnel potential leads toward converting.

YouTube already lets advertisers remarket YouTube ads to people who have interacted with their channel, but the new change allows you to use the same list of people to show search ads to them as well.

Setting up your search ad retargeting can be done by logging into AdWords and navigating to Shared library > Audiences > New video remarketing list.

From there, you can select which type of interaction you want to use to decide who to retarget to, including anyone who has viewed any video, liked a video, or left a comment.

Thanks to this, you can show ads specifically to people already familiar with your brand and what you offer, letting you re-connect with them any time they search for a relevant keyword for your business or industry.

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Pinterest has been teasing its leap into search advertising for months, if not years. While the company is still yet to open its search advertising platform for all businesses, it continues to test search ads with a limited number of partners.

Now, the company says it will open its ad product to a wider number of advertisers and indicates it is getting ready to expand further.

As the announcement points out, Pinterest currently reaches over 150 million unique monthly users around the world, with over half of its users residing outside America.

“When people come to Pinterest, they’re starting earlier in their decision-making process,” said Jon Kaplan, global head of partnerships at Pinterest. “We saw this with the holidays — people were pinning holiday ideas as early as August. For brands, the implications to our business, that’s an amazing opportunity to reach someone at the earliest stages of decision-making.”

To underscore that idea, Kaplan also points out users conduct over 2 billion searches on Pinterest a month – making up approximately half of the site’s activity.

According to Kaplan, the thing that separates Pinterest’s ads from other platforms is the visual nature. While services like Google deliver text rich ads, Pinterest prefers to let pictures do the bulk of the talking.

“When you search for something like modern furniture, a lot of times a text query doesn’t capture the nuances of your individual tastes or what you actually want to see. So having something that’s visual in nature for a lot of different queries is actually the most powerful way of demonstration or displaying.”

In the past, Pinterest allowed advertisers to target ads using keywords such as “furniture,” which would show ads alongside the site’s relevant organic content. Now, the company says the ads will appear immediately after a person enters a search term.

For now, the social media platform is still limiting its search ads to its partners and companies advertising through the Kenshoo marketing suite. However, it says it plans to eventually offer an open self-serve digital ad service, similar to Google’s.

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While Google largely pretends Bing Ads doesn’t exist, Bing has been working hard to make it easier for advertisers to manage campaigns for both services from one place.

This started by offering the ability to import Google AdWords campaigns directly to Bing Ads, but now the company is expanding this with the ability to automatically sync your campaigns across platforms.

With this new feature, advertisers no longer have to make manual updates to their Bing Ads campaigns if they decide to tweak things on AdWords. Instead, when anything like ad copy, campaign budgets, and ad extensions is updated in AdWords, the changes will automatically be applied to a synced Bing Ads campaign.

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To do this, go through the typical process to import your campaigns into Bing Ads. At the end, you’ll be asked if you would like to import data now, at a later date, or on a recurring basis. Campaigns set to import on a regular basis can be set to update on a daily, weekly, or monthly basis.

Once you’ve done this, you can also view your import schedule and history, to ensure your campaigns are being properly updated. From here you can also pause or edit scheduled imports.

It sounds like Bing is already at work to expand these features even more, as they say to expect enhanced compatibility with multi-language targeting in the not too distant future.