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Chapter 9. Internet Advertising | Wine Marketing Online

Internet Advertising Chapter Resources Section

Discussion or Questions?

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Errata, Internet & Technology Updates, and any other changes

Errata

  • Changes to Google and Facebook ads as per below

Updates

Google Adwords Enhanced Campaigns

As alluded to in the book Google Adwords have changed Campaign Set-Up, they call this “Enhanced Campaigns” and it will be forced on everyone from July 2013. Here’s how they put it,
Enhanced campaigns can help simplify the way you manage your campaigns for targeting across multiple devices and locations. Some of its main features include:
1. Powerful advertising tools for the multi-device world: Ability to manage your bids across devices, locations and time (e.g. bidding higher when showing your ad on mobile devices or to users who are within a half-mile of your store)
2. Smarter ads optimized for varying user contexts: Ability to show the right creative, sitelink, app or extension based on the context of your prospective customers and the devices they’re using
3. Advanced reports to measure new conversion types: Ability to track new conversion types, such as calls, digital downloads, and conversions across devices.

So you have less ability to isolate devices and locations but it is a simpler interface. Overall I think that’s an improvement and the set-up in the book remains very similar under the new campaign set-up. My advice remains the same, cap your budget and give it a try.

Facebook Paid Ads

Facebook got some feedback that it’s ad system was becoming confusing. So it simplified its ads. Great! Sponsored stories are much easier to understand. But they will be deleting Offers which is a real shame.

New Thoughts

I’m increasingly of the opinion that Remarketing and Custom Audiences are the best forms of internet advertising, see this blog post.

Please email me if you notice any errors or changes.