Archive for the ‘Inside Adwords’ Category

Learn how to remarket your AdWords ads to previous website visitors in a live webinar

This Wednesday, 4th May, we’ll be hosting a live, online course on Remarketing as part of the AdWords Online Classroom (UK). This free, interactive presentation will be delivered by an Online Media Specialist and will take place at 3 pm BST (GMT +1), lasting for approximately one hour and including time for Q&A.

Remarketing is a simple way to connect with your website visitors. After driving traffic to your site with search ads, you can then remarket to those people who reach your site by showing them tailored ads as they browse sites on the Google Display Network.

This live course will take you through a step-by-step guide to remarketing campaigns. It’ll cover how remarketing works, the best strategies to choose, and also campaign setup and optimization. This course is suitable for advertisers who are already running campaigns on the Google Display Network, as well as advertisers who have not yet used the GDN.

97% of new visitors do not convert the first time they arrive at your site. Can you afford not to have a remarketing strategy?

If you’re interested, be sure to sign up now!

Posted by Lisa Shieh, Inside AdWords crew

Smartphone User Study Shows Mobile Movement Under Way

Cross posted from the Google Mobile Ads Blog:

71% of smartphone users search because of an ad they’ve seen either online or offline; 82% of smartphone users notice mobile ads, 74% of smartphone shoppers make a purchase as a result of using their smartphones to help with shopping, and 88% of those who look for local information on their smartphones take action within a day.

These are some of the key findings from “The Mobile Movement: Understanding Smartphone Users,” a study from Google and conducted by Ipsos OTX, an independent market research firm, among 5,013 US adult smartphone Internet users at the end of 2010. Join us in tomorrow’s webinar where we’ll present the full research findings. In the meantime, enjoy this research highlights video and read on for a summary of our main section findings:
General Smartphone Usage: Smartphones have become an integral part of users’ daily lives. Consumers use smartphones as an extension of their desktop computers and use it as they multi-task and consume other media.
  • 81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone
  • 72% use their smartphones while consuming other media, with a third while watching TV
  • 93% of smartphone owners use their smartphones while at home
Action-Oriented Searchers: Mobile search is heavily used to find a wide variety of information and to navigate the mobile Internet.
  • Search engine websites are the most visited websites with 77% of smartphone users citing this, followed by social networking, retail and video sharing websites
  • Nine out of ten smartphone searches results in an action (purchasing, visiting a business, etc.)
  • 24% recommended a brand or product to others as a result of a smartphone search
Local Information Seekers: Looking for local information is done by virtually all smartphone users and consumers are ready to act on the information they find.
  • 95% of smartphone users have looked for local information
  • 88% of these users take action within a day, indicating these are immediate information needs
  • 77% have contacted a business, with 61% calling and 59% visiting the local business
Purchase-driven Shoppers: Smartphones have become an indispensable shopping tool and are used across channels and throughout the research and decision-making process.
  • 79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer
  • 74% of smartphone shoppers make a purchase, whether online, in-store, or on their phones
  • 70% use their smartphones while in the store, reflecting varied purchase paths that often begin online or on their phones and brings consumers to the store
Reaching Mobile Consumers: Cross-media exposure influences smartphone user behavior and a majority notice mobile ads which leads to taking action on it.
  • 71% search on their phones because of an ad exposure, whether from traditional media (68%) to online ads (18%) to mobile ads (27%)
  • 82% notice mobile ads, especially mobile display ads and a third notice mobile search ads
  • Half of those who see a mobile ad take action, with 35% visiting a website and 49% making a purchase
Implications
The findings of the study have strong implications for businesses and mobile advertisers. Make sure you can be found via mobile search as consumers regularly use their phones to find and act on information. Incorporate location based products and services and make it easy for mobile customers to reach you because local information seeking is common among smartphone users. Develop a comprehensive cross-channel strategy as mobile shoppers use their phones in-store, online and via mobile website and apps to research and make purchase decisions. Last, implement an integrated marketing strategy with mobile advertising that takes advantage of the knowledge that people are using their smartphones while consuming other media and are influenced by it.

Learn More
To learn more about the study, please join us in a webinar tomorrow where we will present and discuss the research findings in-depth. Register for “The Mobile Movement: Understanding Smartphone Users” webinar on Wednesday, April 27th at 11am PST/ 2pm EST. To receive the research report, please visit the Google Mobile Ads blog after April 27th to download a complimentary copy of the study.

Posted by Dai Pham, Google Mobile Ads Marketing Team

Instant Previews for Ads

In November of last year we took Instant to a new level on Google.com with Instant Previews. Instant Previews provides a graphic overview of a search result and highlights the most relevant sections, making finding the right page as quick and easy as flipping through a magazine.

Now, we’re bringing the same benefit to ads with Instant Previews for Ads. Starting today, the Instant Previews icon will appear next to ads on Google.com allowing users to preview the ad’s landing page. With Instant Previews, your customers are able to quickly preview a page to see if its content matches what they’re searching for.

By allowing potential customers to preview your site before they arrive, Instant Previews helps you get even more highly-qualified traffic to your site. Even better, Instant Preview clicks are free of charge — you’re only charged if a user clicks through to your actual landing page.

Instant Previews for Ads is rolling out to US users today and will be rolling out internationally over the coming weeks. To learn more, you can visit our help center.

Posted by Dan Friedman, Inside AdWords crew

Live webinar: ‘Measuring Your Success with AdWords Conversion Tracking’

On Wednesday, April 27th, we’ll be holding a live and interactive webinar to help you learn about Conversion Tracking in your AdWords account. As you may already know, Converison Tracking is a tool in AdWords that helps you measure how effective your ads and keywords are for driving sales. It does this by showing you what happens after a user clicks on your ad, allowing you to see which keywords are helping you meet your specific goals

First decide what’s valuable on your site, such as a purchase or sign-up. Then track which of your keywords lead users to these important actions, known as conversions. In this live webinar, we’ll take you through the basic setup and help you analyse your reports so you can identify which keywords and ads are resulting in the most leads or conversions on your website. We’ll also look at some more advanced features like Conversion Optimizer and Search Funnels that will help you to get the most from your AdWords account.

Our webinar will be presented by AdWords Specialists as part of the AdWords Online Classroom (UK) and will take place on Wednesday, April 27th from 3pm to 4pm (BST/GMT+1), so if you want to make your website work for you, make sure to sign up now!

Posted by Dan Friedman, Inside AdWords crew

5 Simple Ways to Improve Your AdWords Performance

With the recent international launches of the Ad Innovations site, we want to take a minute to call out a few simple things you can do to quickly improve the performance of your AdWords ads. Give the tips below a try and see how our Ad Innovations can improve your performance.

  1. Enable Ad Sitelinks
  2. Ad Sitelinks allow you to extend the value of your existing AdWords ads by providing additional links to specific, relevant content deeper within your site. Rather than sending all users to the same landing page, Ad Sitelinks will display up to four additional destination URLs for users to choose from. On average, advertisers see a 30% increase in clickthrough rate (CTR) for the same ads with Ad Sitelinks.

  3. Optimize your ad text for longer headlines
  4. We recently made a change to top ads that allows you to display more information where it’s most likely to be noticed–in the headline. By taking information from the first description line and moving it to the headline, we found that we’re able to create a better user experience and improve advertiser performance. In fact, ads with longer headlines receive a 6% average increase in CTR compared to the same ads with a standard headline and description. To increase the chances that your ad will appear with the longer headline, make sure that description line 1 is a complete phrase or sentence and ends in punctuation (e.g., a period or question mark).

    Before: After:
  5. Link a Google Places account to a campaign to show location extensions
  6. Location extensions allow you to extend your AdWords campaigns by dynamically attaching your business address to your ads. In addition to the description lines and URL that appear in your ad text, your ad can also display your business name, address, and phone number. This helps promote your business brand, products, and services and associates your business with a specific location of interest to the user.

    By linking a Google Places account to your AdWords ads, you can quickly and easily make sure all your location information is available when it’s most relevant.

  7. Get reviewed to show Seller Rating Extensions
  8. Seller rating extensions make it easier for potential customers to identify highly-rated merchants when they’re searching on Google.com by attaching your merchant star rating from Google Product Search to your AdWords ads. These star ratings, aggregated from review sites all around the web, allow people to find merchants that are highly recommended by online shoppers like them. On average, ads with Seller Ratings get a 17% higher CTR than the same ads without ratings.

    If your online store is rated in Google Product Search, you have four or more stars, and you have at least thirty reviews, you’ll automatically get seller ratings with your ads. If you have high customer satisfaction, then make sure we know about it:

    • Regularly ask your users for reviews (e.g., in confirmation emails after purchases)
    • Make it easy for users to review you–include links to your site’s page on the third-party review sites used by Seller Rating Extensions.

  9. Link a Merchant Center account to a campaign to show product extensions
  10. Product extensions are a way for you to enrich your existing AdWords ads with more relevant and specific information about your retail merchandise. Product extensions allow you to use your existing Google Merchant Center account to highlight your products directly in your search ads.

    With product extensions, you’re charged the same cost-per-click (CPC) whether a user clicks on your main text ad or any of the offers within the product extensions plusbox.


Of course, you can always learn about the many additional AdWords innovations by visiting the Ad Innovations website and subscribing for the latest updates.

Posted by Dan Friedman, Inside AdWords crew

Join other AdWords users as they share their tips on the Help Forum

Are you a part of the Google AdWords Help Forum community yet? If not, you’re missing out! It’s a great place to get help and advice from AdWords experts, Top Contributors, and Google employees.
Recently, we held a “Share Your Best Practices Week” from March 28, 2011, to April 1, 2011, to encourage users to exchange AdWords tips and learnings that have worked well for them. Over five days, we chose five different topics on which we gathered expert knowledge from our users:
  • Tips and best practices on optimizing AdWords ad text
  • Tips on how to build an effective keyword list
  • How to deal with keywords that are “rarely shown due to low quality score”
  • Display ad optimization tips
  • Best practices for choosing managed placements
We were excited to see the level of enthusiasm from around the world. A good number of AdWords experts provided great contributions, and some spent a considerable amount of time sharing their tips via detailed posts!
We’ve selected the best of the best practices, and we’re proud to share the results with all of you.
So hearty congratulations to Calin, Dave, Katie, Kim, and Shweta for their excellent contributions and knowledge of AdWords! Here are some excerpts from what they shared:
  • “If the keyword is really important, a special landing page gets built. Importance = potential for good ROI, and a high search volume.” (Calin)
  • “Use AdWords and keyword data in Google Analytics to ‘weighted sort’ your keywords to find the top performing keywords.” (Dave)
  • “I always find I get the highest CTR when the ad text is highly focused on the keywords in question.” (Katie)
  • “If you identify a site that has major potential, evaluate the site of interest and you may find yourself creating image ads specific to certain placements.” (Kim)
  • “Set up Conversion Tracking before you set the campaign live.” (Shweta)
Does this make you compelled to learn more about ad text optimization, keyword lists, keyword statuses, the Display Network, and managed placements? If the answer is yes, your time would be well spent on the AdWords Help Forum!
By the way, we’re planning another event for May 2011, so if you want a chance to showcase your AdWords expertise, stay tuned!


Posted by Lisa Shieh, Inside AdWords crew

Make your website work! Learn how to improve online conversions in a live webinar

On Wednesday, April 20th, we’ll be holding a live and interactive webinar to discuss the top tips for improving your website’s ability to convert visitors into sales. We’ll highlight common areas for you to examine in order to improve website performance. We’ll also identify some free tools that can help you diagnose what causes visitors to leave your site and test changes that will drive better results.

This webinar will be presented by AdWords Specialists as part of the AdWords Online Classroom (UK) and will take place on Wednesday, April 20th from 3 pm to 4 pm (BST/GMT+1), so if you want to make your website work for you, make sure to sign up now!

Posted by Lisa Shieh, Inside AdWords crew

More clarity in AdWords for advertisers affected by landing page policy

It’s easier to fix a problem when you know what it is. Today, we’re making it easier to know when you’re affected by a landing page or site policy problem, rather than a landing page quality problem. Before we look at the changes we’ve made in AdWords to make this more clear, let’s review the differences between policy and quality for landing pages.
What’s the difference between policy and quality for landing pages? The primary purpose of landing page policy is to make sure that the sites to which users are taken after clicking on ads are safe, trustworthy, and legal. Automated systems and trained specialists make policy enforcement decisions. When landing pages are suspected of violating AdWords policies, ads and keywords linked to them are disabled and not allowed to enter the AdWords auction.
Landing page quality, on the other hand, is important for ensuring that users have a positive experience on your site. It can affect your ad position and performance in the AdWords auction. And as with all factors in Quality Score, landing page quality is determined by automated systems.
What’s changing in the AdWords interface? Previously, if a destination URL wasn’t compliant with our landing page and site policy guidelines, the associated keywords would show a Quality Score of 1/10, a notice that ads were rarely showing, and an indication of poor landing page quality.
However, you wouldn’t see anything explicitly mentioning a landing page policy violation. Now, if your keywords are affected by a landing page policy issue, here’s what you’ll see on the Keywords tab in the AdWords interface.
Affected keywords will show “Site suspended” in the status column. And since affected keywords aren’t able to trigger ads, a Quality Score is no longer calculated or shown. If you switch to the Ads tab, any ads that aren’t serving as a result of the policy violation will show a status of “Suspended.”
These changes are visible for most landing page policy violations. For serious offenses, however, remember that we may immediately suspend an account.
We hope this makes it easier to see when you’re affected by landing page policy issues and take corrective action.
Please visit the Help Center for more information about AdWords policies or landing page quality. You can also contact us about a specific AdWords policy issue affecting your account.


Posted by Lisa Shieh, Inside AdWords crew

Ad Innovations launches in six new countries

Ad Innovations is a site where you can explore new AdWords marketing technologies. You can watch demos, try the latest tools, and share your feedback with our teams. We’re posting today to announce that Ad Innovations is now live in six new countries: the United Kingdom, Germany, Spain, France, Italy, and Brazil.
And for those of you in the US, you’ll notice that Ad Innovations has a new look! We’ll be rolling out this updated design to all Ad Innovations sites in the next few months.


Whether you’re most interested in search, display, mobile, or performance measurement, we hope you’ll be able to find a number of AdWords features to help you stay on top of the newest advertising developments. Head to your local site and see which innovations are available in your market.

Posted by Lisa Shieh, Inside AdWords crew

Free online webinar: Finding Your Audience – Targeting Ads By Topic

On Wednesday, April 13th, we’ll be holding a live and interactive webinar to teach you how to target your audience using Topic Targeting in AdWords.

Topic Targeting works by contextually targeting all pages about a specific category on the Google Display Network, so you can reach your target audience while they surf relevant pages.

During this live webinar, we’ll give an overview of the new Topic Targeting tab, explain how Topic Targeting works and show you how to set up your campaign.

This webinar will be presented by AdWords Specialists as part of the AdWords Online Classroom (UK) and will take place on Wednesday, April 13th from 3 pm to 4 pm (BST/GMT+1)*, so make sure to sign up now!

* Due to Daylight Savings (clocks changing) in UK, please check your local time zone for correct equivalent time.

Posted by Nathania Lozada, Inside AdWords crew

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