Pick your attribution model for conversions in AdWords
In big news for SEM/PPC marketers managing high-volume accounts, Search campaigns will no longer default to last-click attribution, instead offering a choice between attribution models.
Advertisers with sufficient data will be able to choose between 6 different options: last click, first click, linear, time decay, position-based and data driven.
This will allow more accurate credit to be given to the different stages in a user’s conversion path, letting marketers adjust bids based on the attribution data.
Facebook introduces retargeted ads on Insta
Dynamic ads are the next big thing for paid ads on Instagram. Basing ads shown on items/brands a user has previously interacted with will hopefully keep paid content in line with user interests, offering actual value instead of simply interrupting the photo feed.
Instagram got prettied up
In a big (but really, not-so-big) change for the suite of creative apps that is spearheaded by Instagram, the aesthetic of the icons has been updated *gasp*.
The inside has changed a little as well, but there has been nothing that really affects the functionality of the apps – it’s all just superficial.
People aren’t happy (which is the standard public response to pretty much any change on social apps) but they’ll get used to it.
Google’s back to their old tests
Testing colours on SERPs is nothing new for Google. Right now it’s all about black links for organic results. It’s a little weird after the standard blue we all know and love – and it kind of feels like you can’t click through on anything. Guess we’ll see how that pans out for them. ¯_(ツ)_/¯