Today, Google launched estimated cross-device conversions in AdWords. It’s the company’s first step in providing advertisers with conversion insights that reflect the real-world impact of their campaigns. The new conversion type is the first to roll-out as part of the new Estimated Total Conversions, which will eventually include phone calls and in-store visits. Estimated cross-device conversions is rolling out globally over the next few weeks. “Consumers just want information, they don’t care how they get it. Today’s announcement is about measurement and catching up to the consumer behavior in the real world,” said Google’s Sridhar Ramaswamy, SVP, ads and commerce, by phone. With enhanced campaigns, Google recognized the company “needed to pivot to be omnipresent” in a way that would allow advertisers to reach users on all devices without having to create multiple campaigns to do so effectively, says Ramaswamy. Now the company is … [Read more...] about Google Launches ‘Estimated Cross-Device Conversions’ In AdWords, First Stage Of New ‘Estimated Total Conversions’
On April 22, Jerry Dischler, VP of Product Management for AdWords, will unveil a slew of new features and tools that are coming out of beta during a livestream from an AdWords customer event. Google has given Search Engine Land an exclusive early look at a blog post going up later today (now live here) that gives a few more (albeit subtle) hints of what’s in store. The latest tease is short on specifics other than to say Dischler will announce “10+ new AdWords products, features and research studies” developed over the past year. But, with a closer look, there are some hints of what might be coming. Don’t Expect An “Enhanced” Curveball There has been some anxiety in the paid search world about whether Google is planning to toss out another big curveball like it did with enhanced campaigns. That seems unlikely. First of all, these features are being broadcast during a customer event. Have you ever seen a company announce controversial new features at … [Read more...] about Google Teases April 22 AdWords News, More Than 10 Announcements Coming
Today, Google announced the roll out of callouts, a new ad extension in AdWords that allows advertisers to show off unique offers and benefits of their sites, products and services with an additional line of text in their ads. Advertisers can use callouts to promote free shipping, around-the-clock customer service and price matching, as in the example above. Callouts can also promote deals, sales and other special or seasonal offers that will help make an ad stand out — and increase click-through rates. Callouts appear below the standard ad copy and, importantly, can be displayed along with other ad formats like ratings, reviews and call extensions. There are many similarities between callouts and sitelinks. The major difference, of course, is that callouts aren’t actual links. The benefit here is that a separate landing page isn’t required. That offers a lot of flexibility in messaging and means any size site should be able to take advantage of callouts. Like … [Read more...] about AdWords Callout Ad Extensions Roll Out, Offer More Text In Search Ads
Chances are you didn’t win this past Friday’s $190 million Mega Millions drawing or Saturday’s $600 million Powerball jackpot. However, the great news is that if you’re an SEM account manager, you can still try your luck at winning the AdWords Jackpot! What’s An AdWords Jackpot? An AdWords Jackpot happens when all of the paid search ads for a search query are the same or are pretty similar. In this case, of course, having an ad that’s like all the rest is not a winning hand. Here are a few examples of hitting the AdWords Jackpot: You’ve probably come across many AdWords Jackpots in the past, particularly when searching on queries that trigger product listing ads, like this: Of course, the reason I call this “hitting the AdWords Jackpot” is because it’s just like hitting a row of lucky 7’s when playing the slots in Vegas – and because there are valuable optimization opportunities to be had here! Any SEM … [Read more...] about Didn’t Win The Powerball Or Mega Millions Jackpot? Try Your Luck At The AdWords Jackpot!
In my column this week, I’ll try to answer that question using some data-driven analysis — but first, I thought it would be fun to take a quick trip down memory lane…. The Biggest AdWords Apocalypse That Never Happened? Ever since Google announced Enhanced Campaigns back in February, search marketers have been moaning and groaning about the loss of control. Search marketing pundits were tripping over themselves making doomsday predictions about how Enhanced Campaigns were nothing more than a big conspiracy theory to drive up average cost per click (CPC). The initial reaction to Enhanced Campaigns was pretty bad. Big search marketing companies were quick to make disastrous predictions. Like this one from Adobe that predicted CPCs would rise by 6%. Not to be outdone by Adobe, other vendors chimed in with their own studies, each predicting a more apocalyptic outcome than the last. Here’s one from The Search Agency claiming that Google CPCs rose a massive 21.2% … [Read more...] about New Data Suggest AdWords Enhanced Campaigns Actually Work
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?