Google rolled out a new layout for its call-only ads in an effort to help marketers drive higher-quality leads. The layout displays the business phone number at the top. The business name and headline appear below in smaller text. Google claims that on average the new design increases phone calls by 14%, up about 16% in call conversions, and 8% decrease in overall paid clicks. It also helps to prevent accidental clicks.
For search and shopping campaigns, store visits in smart bidding is now available to all advertisers by integrating store visits data in their smart bidding strategies. The update allows merchants with physical locations to optimize their foot traffic and online conversions.
Google announced a Healthcare and medicine policy to prohibit advertising for unproven or experimental medical techniques such as most stem cell therapy, cellular (non-stem) therapy, and gene therapy. This policy prohibit ads that sell treatments that have no established biomedical or scientific basis, as well as treatments around preliminary clinical experiences, but currently have insufficient clinical testing to justify widespread use.
Apple has adjusted its App Store algorithm so fewer of its own apps appear at the top of the search results, according to an article that cites a New York Times report which suggests that previously some searches for various terms would display as many as 14 Apple-owned apps before showing any results from rivals. Competitors would only rank higher than Apple's products if they paid for an App Store search ad, the report noted.