Google announced a slate of major updates and new products for AdWords advertisers in its Google Performance Summit today. Their largest advertisers and partners had a sneak peek at the announcement yesterday, and I’m excited to bring you the details on what’s new! The updates were revealed by Sridhar Ramaswamy, Senior Vice President of Ads & Commerce and Jerry Dischler, Vice President of Product Management, AdWords. Here’s what they had to say about exciting changes coming to AdWords: Crazy New AdWords Stats Google AdWords is more effective than ever and driving massive economic activity, according to Google. Among the statistics they shared in their presentation: Google’s search and advertising tools drove $165 billion of economic activity for over 1 million businesses, website publishers, and nonprofits across the United States in 2015. There are now trillions of searches on Google.com and over half of those searches happen on smartphones. Nearly one … [Read more...] about Major Google AdWords Changes Announced: Expanded Text Ads, New Local Search Ads & More
Remarketing lists for search ads (RLSAs) allow Google AdWords users to customize search network campaigns to target users who have completed a desired action on their website. This targeting can allow advertisers to target a specific audience already familiar with the brand, while leveraging budget to maximize ROAS. In this post, I will outline 5 actionable uses of RLSAs that will allow you to influence your search network targeting and modify bid strategies on AdWords based on audience lists that can easily be created within Google Analytics. 1.Increase Bids for Users That Have Visited Your Site an Optimal Number of Times Before Purchase Within Google Analytics, you can view the split of conversions by number of channel interactions. This data is available in the path length report, in which you will be able to view how many conversions and the value of conversions split by the number of sessions the user has had before making a purchase. This data can be extremely useful for … [Read more...] about 5 Remarketing Lists to Boost Search Ad Performance
I’m about as white hat as they come and would never advocate that you do anything shortsighted or irresponsible (as tempting as the instant payoff might be) to jeopardize your brand. But when I see a cool new ethical and totally above-board way to swing the AdWords pendulum in favor of marketers, I say go for it! This fun new hack uses Google’s own web crawling technology in a new way, enabling you to pay to rank on keywords you were hoping to rank for organically. Google just made a massive, global update to Dynamic Search Ads (DSA), essentially re-writing this once previously mediocre Ads offering to add a powerful organic insights element to drive more relevant ads. Previously, DSA would index your website and decide which search queries to show ads for. If the content on your site was considered a good match for the query, an ad was automatically created and entered into the AdWords auction. This was awesome in itself, as it allowed you to cast a wider net, showing your … [Read more...] about Dynamic Search Ads: Pay for Organic Keywords
Paid search is a pretty awesome channel, but it’s not without its challenges. As the chart below illustrates, the cost per click (CPC) in certain highly competitive verticals can get super expensive – we’re talking more than $100 per click in some cases, for industries like law and finance. (This is Bing data, but it’s a similar story in AdWords.) Another challenge is that conversion rates really haven’t changed much in 15 years, whether you’re selling washing machines or alarm clocks. It’s around 2.5%. Finally, we know that desktop search query volume peaked in 2013 and that more searches are happening on the smaller, more competitive screens of mobile devices. As marketers, we want to get more for less. We want more conversions and we want them to cost less so we can maximize our profits, right? I frequently get emails like this: Larry, how do you make money with PPC today? If my cost per click goes from $1.50 to $4 with a Quality Score of … [Read more...] about Are remarketing lists for search ads (RLSA) the future of PPC?
Incorporating live inventory and pricing data into your ads is an interesting concept and something many companies would like to implement within their search ad text (not talking about Shopping ads or PLAs). We’ve seen the number of companies requesting and implementing these types of dynamic creative solutions skyrocket over the past six months. Incorporating data points like geography and promotional timing into your ads is a huge trend. We see this in retail, B2B e-commerce, B2C e-commerce, and many other verticals. Incorporation of inventory data (whether from your own database or a third party) is a very realistic option that many big brands are beginning to take advantage of. Performance marketing managers are realizing how valuable this copy differentiation can be in improving clicks and conversions within competitive markets. But the data requirement is huge. Think about it: if you’re a searcher who needs a specific quantity of a specific product and the ad … [Read more...] about Pull live inventory data from your product database and place it in your search ad copy