a retrospect of 2013 digital marketing updates

Around the time it completed 15 years, Google sprang a nice little surprise on the world of

search with its Hummingbird update.

Google Hummingbird

This update affected 90% of the searches done through Google’s search engine.

Google Hummingbird

Hummingbird impacted keyword mix, analytics, content generation and website health.

Google Hummingbird

Google launched a ‘Paid and Organic’ report in August 2013 to help brands to gain insight into query performance across Google offerings

Paid and Organic Search

To use this report, users need to link

their AdWords account to

Google Webmaster

Tools accounts.

Paid and Organic Search

AdWords account

Google Webmaster

Tools accounts

Paid and Organic Search

Conversion Import•Lets

businesses measure and optimize the entire end-to-end purchase process

•Facilitates measurements of both offline and online conversions

Addition of Conversion Estimates to Bid Simulator

Google AdWords added the ‘Conversion Estimates’ to the Bid Simulator to help users to gauge the impact of planned bid changes before they were made in the actual campaigns.

Pay by Viewable Impressions

Google introduced CPM bidding based on viewable impressions

It is a effective way of measuring ads and also helps gain viewer’s attention more easily

Search Network with Display Select

Early November saw Google AdWords

handing advertisers a new campaign type, Search Network with

Display Select.

This campaign type extended an advertiser’s campaign to the Google Display Network (GDN).

Search Network with Display Select

Google also gave advertisers the option to upgrade existing campaigns to Search Network with Display Select.

Content Experiments

Google Analytics (GA) stretched its expertise to assisting businesses in taking action on crucial insights. The features offered by this update empowered GA’s A/B testing capability more

Content Experiments

Synced with AdSense, GA’s multi-armed bandit optimization algorithms shift traffic among the experimental variations to obtain maximum revenue in the shortest span of time

Google Software

A Google patent for software is aiming to automate social media management

Google Software

With access to the user’s online platforms, the tool analyzes the tone of voice used in all accounts and automatically suggests comments and replies that can be made

Performance Comparison Graphs

In a major upgrade to its ads interface, Bing added the Performance Comparison Graphs feature.

Performance Comparison Graphs

This feature helps in comparing campaign performance data from different time periods easily.

Page Zero

The Page Zero update engaged users better by immediately connecting them with information they were looking for.

Broad Match Keyword Targeting

Aiming to garner more click volume, Bing launched the Broad Match Keyword Targeting feature.

Broad Match Keyword Targeting

Post this update, the Bing ads platform is delivering Broad Match Conversion metrics that are 85% of the percentage of Exact Match.

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