Day: October 6, 2017

Bing Ads rolling out Dynamic Search Ads to US and UK

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Advertisers in the US and UK can now run Dynamic Search Ads (DSA) in the Bing Ads platform. DSA support is available in the platform’s online interface today, and it will roll out to Bing Ads Editor throughout October.

How DSA works

DSA is an automated way of allowing Bing to serve ads to searchers without an advertiser having to specify certain keywords or landing pages to target. Bing’s organic crawling algorithm assesses content and then matches it to user queries based on what it perceives to be relevant to the searcher, driving them to the relevant URL.

This process is further automated by Bing dynamically generating the ad headline the searcher sees. When possible, it will include copy to address any real-time signals that might be useful, such as intent or location.

DSA is frequently helpful to search marketers due to its ability to find new search terms automatically that may be worthwhile to add to the account. It can also be particularly beneficial in situations like an e-commerce site with hundreds of SKUs or model numbers, saving advertisers from having to bid on every single instance of a model or product ID.

How to set up a DSA campaign

Pre-existing DSA campaigns in AdWords can be imported directly to save time. Setting up new ones takes just a few steps.

As with other new campaigns, a budget and name are specified, with an additional field for the website that traffic will be driven to:

Next, an advertiser specifies what sections of the website should be crawled. Advertisers can choose to have the whole site crawled, just specific pages, or specific categories of web pages. (Note: Category options are continually being updated, so accounts may have limited or no options yet.)

Advertisers can specify multiple ad targets using these options and set default bids separately as appropriate for their goals. In this example, an advertiser has opted to use the default $1.00 bid that’s set at the ad group level, with separate bids for URLs containing “clearance” and another for instances where the page title includes “special packages.”

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Humans First Left Africa Because Of Climate Change

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We know that humans first started to migrate our of Africa around 60,000 years ago, what we’ve never been entirely sure of is what caused the to do it.

New research led by a geoscientists from the University of Arizona has found however that the reason touches on a subject hat’s very much in the news now: Climate change.

Using the world’s most important collection of sediment cores from the deep sea the researchers were, incredibly, able to actually determine the temperature and climate from 60,000 years ago.

Previous research has suggested that when humans moved into Eurasia around 40,000-70,000 years ago north Africa needed to be wetter than it is now. What they found was very different.

raisbeckfoto via Getty Images

Using the sediment samples the team found that Africa had undergone a major transformation. Its previously fertile ‘Green Sahara’ had started to dry out, in fact at around the time humanity started to leave the Sahara was even drier than it is now, and a lot colder.

“Our data say the migration comes after a big environmental change. Perhaps people left because the environment was deteriorating,” explains Jessica Tierney, UA associate professor of geosciences.

“There was a big shift to dry and that could have been a motivating force for migration.”

Related…

What’s almost as impressive as their discovery is how they discovered it in the first place.

To create a long-term temperature record for the Horn of Africa the team analysed 4-inch segments of the sediment core with each section accounting for around 1,600 years.

LAMONT-DOHERTY EARTH OBSERVATORY

They then analysed the layers for chemicals called alkenones which are made by a very specific type of marine algae. As the temperature changes, so too does the composition of the chemicals being made by the algae, effectively allowing the team to take a temperature reading from 60,000 years later.

To figure out the rainfall the team did something equally as impressive.

gilaxia via Getty Images

They analysed the leaf wax that had blown into the ocean. Plants alter the chemical composition of their leaf wax depending on how wet or dry the climate is. By looking at the composition of the wax from that precise period in time they could tell exactly how wet or dry it was.

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Wanted: Session ideas for SMX West

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We want your input to help us plan our upcoming SMX West conference, which will be taking place on March 13-15, 2018. Specifically, we’d love to hear from you if you have an great idea for a session that you think should be on the agenda. And if you’re interested in speaking at the show, the absolute best way to improve your chances of being chosen is to get involved at this point, by suggesting an awesome idea that really catches our attention.

We’re looking for two types of suggestions:

Session ideas for regular SMX sessions. Most sessions at SMX conferences are 60-90 minutes in length, and feature 2 to 3 speakers. Here, we’re not looking for solo presentations; rather, your idea should be a topic where multiple speakers can each weigh in with their own point of view, opinion and suggested tactics. You can let us know if you’re interested in speaking or would just like to see the session idea considered without nominating yourself to speak.

Session ideas for solo presentations. Solo presentations are keynote level, Ted-style presentations from industry visionaries. We’re looking for the best of the best: seasoned professionals, acknowledged thought leaders, inspiring communicators. People who will wow attendees with their insights and motivate them to chart new territory in their own online marketing campaigns. If you pitch to speak on a solo session, you really need to wow us to be seriously considered. Solo sessions are typically 22 minutes long.

New: Focus On Online Retail Track

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Google Testing Mobile First Index In The Wild

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Google’s John Mueller confirmed yesterday in a hangout at the 15:38 mark that Google is indeed testing the mobile first index in the live search results. He did not explain what percentage of searchers are seeing these live test results but I have to imagine it is really small. With this test, Google is not only looking to see how much it impacts the searchers and current rankings but they are also building new classifiers for debugging purposes.

John explained that these internal classifiers are designed to label which sites have equivalent desktop to mobile pages and which do not. This way they can see if there are any common problems they are noticing across the live web where they can communicate to webmasters what changes they need to make. These forms of communication can be done via blog posts, direct communication from Google, Search Console messages and other means.

John Mueller would not give a date on the release but he did say they are testing things.

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