Online Marketing Compass Edition #8

eCommerce, Instagram, SEA

By Leon Merse on 01/21/2019

This weeks digital round-up: Instagram: New shopping app / Website Ads: Warning about new requirements / Google Shopping Ads examined / Amazon: Dynamic ad bidding /
Search: Google Stars for more visibility



Instagram plans to extend its e-Commerce business

Instagram was already interesting for brands: It has over 1 billion monthly users, 93% of all influencer campaigns happen on Instagram (2x more than Facebook) and users post 2x more stories than on Snapchat. Since 2017 users can even “swipe-up” from these stories to get forwarded to suitable landing pages. All this was complemented last year through “Shoppable Posts”, which let users shop directly what they see in the app. Now, Instagram is testing IG Shopping, a separate app dedicated to shopping only..

Our advice: Consider Shoppable posts & Observe IG Shopping.
As 80% of Instagram users already follow at least one brand and since shoppable posts generate 90m clicks monthly, we strongly recommend to evaluate Instagram’s shopping features for your brand. This is especially true when doing Influencer campaigns. Also, keep your eyes on IG Shopping. If it should cooperate with Amazon or other e-retailers, the app could swiftly evolve into a key e-Commerce player.
[learn more]



EU, USA & Canada: New requirements for Online Advertising

The “Coalition for Better Ads” which consists of Google, Facebook, AppNexus and other major online advertising players has announced that it will tighten its policies concerning the quality of ads, in July 2019. This means that ads that are deemed below the standard (= annoying to users) will be blocked by Google Chrome, the world’s largest browser. If a website repeatedly shows such ads, it will be barred from showing ads altogether. For checking whether one’s ads meet the desired quality, Google has presented the “My experience report”. It is free to use and available here.

Our recommendationStrictly check your ads.
Although Google only punished around 1% of all websites in their trial run, the July update should not be underestimated. A ban on your ads would make Online Marketing significantly more difficult and could also lead to the website being unable to display ads, in the future. Having 63% of global share, Google Chrome is by far the #1 of web browsers, so we advise to establish a routine of checking ad creatives with the “My experience report” (or other tools), before going live.
[learn more] (German article)



Google: Fast growing Shopping Ads as SEA opportunity?

Google Shopping Ads (or Product Listing Ads) are growing rapidly and starting to challenge standard Google text ads. Those ads are advertising spaces at the very top of the Search Engine Results Page. These placements get shown even above text ads and are bought, just like standard text ads. However, they also feature images and link directly to e-Retailers. This ad form has been constantly winning more impressions over the last quarters (+110% in Q4 2018, USA) and also clicks have increased +33% (vs. Q3, USA). By adding “Showcase Shopping Ads” in 2018, Google can now even serve Shopping ads to queries that are too general to show one specific product, a traditional field for text ads.

Our recommendation: Evaluate Google Shopping Ads for your brand 
Shopping Ads are particularly interesting for visually appealing products, since they display videos or pictures of the product. Especially for users that are already further down the purchase funnel, this ad form may be a shortcut to conversion. On the other hand, these image-based ads offer almost no space for text explanations, hence traditional text-ads may be better for advertising information-intense products.
[learn more]





Shopping card and desktop representing e-Commerce

Amazon incentives further dynamic ad bidding

Dynamic ad bidding gets enabled for Sponsored Product Ads. New dynamic bidding options will be available via the Google Ads interface. (learn more)


magnifying glass representing SEO and SEA

Google Stars – and how to get them

A guide explains how to display star ratings on SERP. It requires getting reviews, displaying them on your website and setting up a schema markup. (learn more)