Google has announced a significant change that will give advertisers more control over device-level bidding in AdWords. The news came during Google Performance Summit in San Francisco, at which Google also said it now handles trillions of searches globally — up from the hundreds of billions most recently stated — with more than half of those searches starting on mobile devices. Over the past year or two, it has felt increasingly awkward to have bids tied to desktop when mobile usage has been ascending so rapidly. For some advertisers, it has been a growing challenge to scale mobile when bids are handcuffed to a limited desktop multiplier. To address this imbalance, Google announced that advertisers will be able to set individual bid adjustments for each device type, including mobile, desktop and tablet. “This lets you anchor your base keyword bid to the device most valuable to your business and then set bid adjustments for each of the other devices. You will also have … [Read more...] about Google AdWords to break up tablet & desktop and enable a mobile base bid
It’s important to put your best foot forward. If you’re at a job interview, you’re going to try to say the things that hiring managers generally like. How do you know what other people like? You use data gathered through your entire life up until that point — you have life experience, and that helps you decide what you say to the world. Just as people put a lot of thought into what they wear and say at a job interview, advertisers put a lot of thought into their ad text. A crucial part of the ad text equation that people over-think, though, is ad rotation. There are times when people experiment too long by rotating their ads indefinitely, which is like trying out a line that you think might be a loser when you’re interviewing for a job that you want. It’s in your best interest to use all of the information you’ve already gathered in the past and put your best foot forward. The Options As a refresher, there are four different ways to rotate your … [Read more...] about The Inside Scoop On AdWords Ad Rotation
I’m a huge advocate for dynamic ad copy. Between Dynamic Search Ads, dynamic remarketing, ad customizers, and even dynamic keyword insertion, making ads stand out needs to be a part of your strategy. Most importantly, I’ve seen great results from dynamic copy. For example, instead of promoting a sale through a static ad like this one: We can show an ad that dynamically counts down to when the sale ends: At this year’s Hero Conf (an event run by my employer), I presented a case study about my experience with the AdWords countdown customizer. For this client, the countdown customizer was a large part of the ad copy strategy. The key takeaways from the presentation were: Click-through rate (CTR) was higher with the countdown ads vs. static (non-dynamic copy). Conversion rate of countdown ads was nearly double that of static ads. Conversions were at their highest with 1 – 2 days left of the promotion. The client I used for this study was a little more than … [Read more...] about Gauging The Impact Of The AdWords Countdown Customizer
The one thing that’s remained constant in AdWords over the past 15 years is the good ol’ 25-35-35 character rule we worked with in text ads. And we’ve become pretty good at it. But in May, it was announced that the old way of doing things would be changing to cater to the multiscreen world we live in. And on July 26, AdWords rolled out new character limits that change the way text ads display content. The new character count is 30-30-80, and consists of: two headlines of up to 30 characters of text; and one condensed description line of up to 80 characters. No matter how hard I try, I can’t get the numbers 25-35-35 out of my brain. I feel like Hurley from Lost. — Kirk Williams (@PPCKirk) July 22, 2016 As we’re in uncharted territory, there’s sure to be lots of testing to come. In the announcement over at Google, it was reported that tests have shown that “some advertisers have reported increases in click-through rates of up to 20 … [Read more...] about So we have 45 more characters in AdWords text ads… Now what?
In April of 2016, a small percentage of search marketers received notices from their Google reps that AdWords was changing. At the time, Google had recently eliminated right-rail ads, and it was making people nervous. When the expanded text ads announcement was released, it sent the SEM world into a frenzy. People panicked. Now that expanded text ads have been fully released to all AdWords accounts and the initial shock is over, what now? Depending on when you were granted access to this new ad type, you may currently be in one of the three stages of implementation. Plan creative rollout. Determine creative purpose. Iterate and optimize. We have outlined these three stages toward optimization and provided some helpful thoughts on approaching each one. When Google officially launched expanded text ads in July, they noted that standard ads will no longer be accepted (or editable) as of October 26, 2016. Before this happens, advertisers should make their decisions about adoption rate … [Read more...] about The dust has settled on AdWords expanded text ads. What now?