Tug - Digital Media AgencyTug - Digital Media Agency

Category : Pay Per Click

By Naomi Young

Facebook Canvas: Painting a New Creative Ad

You may have already heard that Facebook have released a new type of advertising format – Canvas – that promises advertisers “more space” and “unique” experiences on mobile.

When clicked on through a native ad in the newsfeed, the ad will take up the whole of a mobile screen and allow people to interact with it by scrolling horizontally, vertically or with the video. This full-page, immersive experience will allow for visually engaging stories using video, still images and text. Load times will be minimised with integrated calls to action, so the user experience will be instantaneous.

Creating the ad will be easy, as advertisers will have access basic self-service tool that requires no software or coding. Also, most of Facebook’s ads objectives, delivery, pricing and auction mechanics that are already in place will apply to the Canvas format

More exciting news; the Canvas format is also going to be released onto Instagram in the second half of this year!

Here at Tug we’ll be interested in testing out Canvas when creating paid social ads, and can’t wait to see what other engaging content is created with the tool!

By Stephanie Terrett

Will Google’s Latest SERP Changes Hurt SEO?

Last weekend Google announced the frightening news that they have removed all PPC ads from the right-hand side of the search engine results page with instant global effect. This news has sparked fears that organic search results will take a hit, as organic listings have now been pushed even further down the SERP with four ads now at the top instead of three for “highly commercial” search terms.

So why is Google filling the entire above the fold space with paid ads? Googles decision behind this appears to be purely commercially driven, and they’ve sacrificed their own user experience in doing so, which is hypercritical as their whole theory behind the Panda algorithm update was to enhance user-experience, so why is this any different?

This isn’t Google’s first attempt at ditching sidebar ads according to TechCrunch, although last time in 2012 the change that was implemented didn’t involve increasing the number of ads above organic search results. And I’m sure the latest changes won’t be the last either!

Some of the questions SEO’s are asking themselves is what does this all mean for organic search results and what should we do in response to this radical change? Well we shouldn’t panic, because it does not mean the death of SEO. Now more than ever, we are competing against paid ads, so if you are ranking for a commercial term it’s important to ensure everything is done to make the organic listing stand out with optimised META information and schema markup.

We can’t get too worked up over this, because this change has only been made to desktop SERP’s, which accounts for less than half of searches. So to quantify the impact of this, that’s about 8% of queries affected according to Search Engine Watch.

For now, we’re going to keep an eye on our clients’ keyword positions and look out for changes. Time will tell, so watch this space for evolvements on the situation!

By Kathryn Green

Mobile Inter[ad]tive

In the past few months Google has been doing more research than ever into mobile advertising. Just months after they released the Mobile App Marketing Insights Guide, Google has launched two new types of mobile app advertisements. This could be because the insight guide revealed that most downloaded apps never get used, one in four to be precise. To stop this happening and increase usability, Google are trying to increase the level of user intent before the user downloads an app. The apps have been designed with this in mind.


Ad number one is ‘the Trial run ad’. This particular app gives the user a short experience (60s) within a game app such as Cookie Jam. This would mean users could try the game first and see if they enjoy it, and if the outcome is positive they are more likely to open the  game and play after the download completes.


Ad Number two is ‘the interactive interstitial’. This is an ad that appears during natural transition points in an app, for example between  levels in a game. However, now they are interactive and the user can not complete one of many CTAs. Google has given developers full  creative reign over each ad therefore, their range of capabilities is vast. Templates can be given, but users can custom create their own  also. A big positive about this kind of ad is that it will easily allow advertisers to A/B test in order to increase conversions.


By Alexander Pitt

The Battle for Mobile Web Advertising – Facebook Vs Google

According to AdExchanger, Facebook Audience Network (FAN) has gone head to head with Google, again, by expanding into mobile web advertising.

FAN was originally launched as an in-app advertising network which allowed publishers to harness Facebook data and buy in apps outside of the social network while still using the Facebook ad interface. Publishers can use the same targeting available for Facebook ads, including Custom Audiences, core audiences and lookalike audiences to make their ads personal, relevant and easy to measure.

This major move allows the 2.5 million existing Facebook advertisers, plus a large quantity of new customers, to reach more of their audience via mobile web. Facebook recently reported they reached a billion dollar annual run rate for advertising spend through the Audience Network in Q4 2015. This expansion enables them to grow this figure in 2016 and gain more market share from main competitors Google.

Audience networks for mobile web is still in beta. To sign up click here.  

By Naomi Young

Google’s Super (Bowl) Idea

One of the biggest events in a Brands calendar, the Super Bowl, is fast approaching. It’s the perfect opportunity for Brands to react with real-time creatives, with Twitter being the predominant platform for this.

This year, for Super Bowl 50, Google are going to be joining Twitter in a competition for advertising dominance with the launch of a new ad format. Real-time ads will allow advertisers to react during relevant TV moments with video ads across YouTube and GDN. It’ll be widely rolled out later on in the year, but moments like the Super Bowl allow for the perfect opportunity to shout about the feature.

Although the creative must be pre-planned and uploaded beforehand, the content can be pushed out in real time. This element of pre-planning can’t be achieved with Twitter. Google will also have advantage over Twitter because of its power as a platform – the reach and scale that can be achieved in video and display is much greater.

It’ll be interesting to see how Brands use this development. The website-development company Wix is one of the first marketers to sign up and use the service, so we look forward to see how their campaign unfolds on February 7th!


By Naomi Young

Google AdWords Latest Feature – Customer Match

Customer Match has been recently launched by Google, and is designed to help reach the most highest-value customers on Google Search, YouTube and Gmail. The feature allows you to upload a list of email addresses and target these people with specific campaigns and ads.

Google gives the following example to explain how it works:

“Let’s say you’re a travel brand. You can now reach people who have joined your rewards program as they plan their next trip. For example, when these rewards members search for “non-stop flights to new york” on Google.com, you can show relevant ads at the top of their search results on any device right when they’re looking to fly to New York. And when those members are watching their favorite videos on YouTube or catching up on Gmail, you can show ads that inspire them to plan their next trip.”

Similar Audiences can also be generated to reach new customers on YouTube and Gmail who are likely to be interested. Based on the parameters identified in the uploaded email lists, new prospects who share similar characteristics can be targeted.

This feature brings forwards some interesting opportunities for helping to convert leads, targeting offline customers and notifying about new offers – something here at Tug we are excited to test out.

By Naomi Young

All New Insta-Ads!

Tug is now able to advertise on Instagram! As the development uses the existing Facebook Business Manager to create, target, monitor and measure campaigns, it means that it is easier for small and large businesses to buy ads on the platform. So for us at Tug, this creates exciting opportunities to advertise our clients in a new way, on Instagram.

This expanded offering allows action-oriented formats and is currently limited to two objectives: click to website and mobile app installs. The ads will have a specific call to action button linking offsite.


  Read more

By Kathryn Green

Google’s Revolutionary Buy Button

Can Google get any better?

It has just confirmed a quick and painless way for users to buy products they are lusting after. Google has officially confirmed the ‘buy button’! This button will give users the option to purchase a product without even having to visit another website, hopefully increasing the amount people buy online. Although Google do face fierce completion from the likes of Amazon as this is where many people start their search to buy a product.

So what are the benefits of this button you ask? Well a user can simply purchase a product in Google shopping ads that appears alongside their search results, in only 2 clicks! Making it easier, quicker and encouraging more users to buy online. It is however, still evident that 9 out of 10 purchases are still made in shops (offline).

Also, in the past year, location-based searches to help users find a product in a store close to them has doubled. Google wants to decrease these figures and get more users searching but also buying online.

However, this will only be available on mobile as Google believe smartphones and tablets are the future for e-commerce. This will encourage retailers to make their sites mobile optimised as they will be able to see the benefits of increased consumers and therefore for their company. If companies do not become mobile optimised, users may choose their competitors instead as customers expect to be able to transact safely and easily on mobile devices.

But one thing that is left to be questioned is how this will effect retailers themselves. Yes, it is great Google offering a quick and swift way for users to buy without leaving the platform but without visiting the company site will brands get enough traffic and will this affect the shopper-retailer relationship. What do you think?

By Hayley Shannon

Utilising Location Bid Adjustments within Google AdWords

With the ever-expanding targeting and bid adjustment capabilities of Google AdWords, it’s fair to say that it can often be difficult to decide where to begin.

It’s ok.                                                      

Take a deep breath and let me take you for a ride through the wonderful world of Location Adjustments, most particularly the lesser known Household Income targeting.

I am sure by now, as a seasoned PPC Account Manager, you’re a pro at pulling location based reports, as well as determining the hot and not so hot user locations in your campaigns to help maximize conversion rates.

Just a quick refresher; by selecting the ‘Where your users were (user locations)’ report, you can easily establish what your key target areas should be based on historical conversion, CTR, and CPA data. This report can be as broad as Country or as granular as Zip Code, Neighbourhood, or University!

If users in location X have a strong CTR but are also costing you hundreds, if not thousands of dollars without converting, this is an excellent opportunity for a negative bid adjustment.

Below is a high level review of the effects of + and – bid adjustments:

  • $10 at -100% = $0
  • $10 at -90% = $1
  • $10 at -40% = $6
  • $10 at – = $10
  • $10 at +50% = $15
  • $10 at +100% = $20
  • $10 at +200% = $30


Now that we’ve got this down, let’s get a little more technical.

Within your desired campaign, select the Settings tab and hit ‘All Settings’. From there, select edit and click into one of your Targeted Locations.

Once you have the map visual in front of you, select Location Groups, and Demographics.


Next step is identifying your key HHI audience based on the industry of your client and your campaign objectives.


There are some key verticals where this strategy is particularly valuable, namely luxury goods, low-income segments, and financial products. Some of these may include automotive, real estate, and pay-day-loans.

That about wraps it up. Use this handy tool to manage spend more efficiently, increase ROI, and decrease waste on consumers who fall outside of your specific target audience. Testing across different income brackets is a great opportunity to gain further insight into your consumer base, and to create more fine-tuned strategies in future campaigns.

(It will also impress the pants off of your client when you show them your results!)




By Jonny

Bing playing catch up with Google – Getting Closer!

Bing Ads have recently released a whole new raft of features aimed at catching up with the search engine behemoth that is Google. Rather being a complete overhaul these new updates are mostly focused on campaign management and insights, speeding up the ad creation process and creating an all-inclusive search offering.

I’ve pulled out a few of the key new features that Bing are releasing and how they can be used below.

Campaign Planner: This is something that Google has been doing for a while, a way to plan and build out a campaign from humble beginnings in to the comprehensive campaign you want it to be. With insights in to competitor activity and information by vertical and keyword. This tool will also show seasonal trends and device performance, giving everything needed to start a successful campaign.

Auction Insights: Bing is finally releasing a tool showing a bit more information in to competitor activity. Gone are the days of guesswork and anecdotal evidence, replaced with real data about competitor activity, how it’s changing over time and how that might be affecting your ad performance.

App Extensions: New App Extensions in Bing Ads are not constrained to just Windows Phone apps and will change automatically based on the user’s device.
In the longer term Bing are also introducing Remarketing Lists for Search Ads, the great success of this ad on Google mean that this is a welcome addition, one that could perhaps persuade more advertisers to move their budget over and test performance.

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Will Google’s Latest SERP Changes Hurt SEO?
Utilising Location Bid Adjustments within Google AdWords