Friday, August 26, 2016

Google AdWords (Pay Per Click Advertising)

Learn from Experts in the AdWords Community

The AdWords Community exists to help advertisers like you improve performance and share best practices. If you haven’t visited the AdWords Community in a while, you might be surprised by what you find. Over the last six months, we’ve made a number of exciting changes. From a new design to expanded content areas, the Google Advertiser Community continues to evolve and help you connect with our experts and improve your performance.



An Improved Look and Feel 

We also wanted to improve the look and feel of the Community.
  • Using Material Design, the Community now offers the same modern and intuitive experience that’s at the core of our favorite Google apps like Maps, Search, and Gmail. 
  • Managing your advertising isn’t something you only do at your desk, which is why we’re re-designing AdWords for marketing in a mobile-first world. The redesigned Community is also responsive and mobile-friendly—perfect for browsing and resolving questions on-the-go. 

Go Beyond AdWords 

Finally, we know that AdWords isn’t the only way to promote your business with Google. You can get information about other important Google products on the Community:Google AnalyticsGoogle My BusinessGoogle Partners and Google Small Business.


Get Involved 

Anyone can join the Advertiser Community, post questions and find answers. Visit today to connect with other advertisers. 

An Improved Look and Feel 


  • Using Material Design, the Community now offers the same modern and intuitive experience that’s at the core of our favorite Google apps like Maps, Search, and Gmail. 
  • Managing your advertising isn’t something you only do at your desk, which is why we’re re-designing AdWords for marketing in a mobile-first world. The redesigned Community is also responsive and mobile-friendly—perfect for browsing and resolving questions on-the-go. 

Go Beyond AdWords 


Get Involved 



An Improved Look and Feel 


  • Using Material Design, the Community now offers the same modern and intuitive experience that’s at the core of our favorite Google apps like Maps, Search, and Gmail. 
  • Managing your advertising isn’t something you only do at your desk, which is why we’re re-designing AdWords for marketing in a mobile-first world. The redesigned Community is also responsive and mobile-friendly—perfect for browsing and resolving questions on-the-go. 

Go Beyond AdWords 


Get Involved 




Cross-Device Measurement

Consider this: 6 in 10 internet users in the US start shopping on one device but continue or finish on a different one.1 To help advertisers measure these customer paths that start on one device but convert on another, we rolled out cross-device conversions overthree years ago. Using that same technology, we’re introducing three new reports in the Attribution section of AdWords to provide deeper insight into device usage along the full search conversion path.
  • Devices -- see how much cross-device activity is happening in your AdWords account
  • Assisting Devices -- inform your device bid adjustments by learning how often different devices assisted conversions on other devices
  • Device Paths -- examine the top conversion paths for your customers using two or more devices
Cross-Device Attribution Reports Screenshot

Advertisers in many industries around the world have already seen the impact of cross-device activity on last-click conversions. Today, we’re excited to share new search benchmarks that show the influence of cross-device activity across the full search conversion path.
There are two main ways to take action on these new cross-device insights:
  • Select a different attribution model beyond last click. You can select one of six different attribution models for each of your conversion types: last click, first click, linear, time decay, position-based, or data-driven. These attribution models apply to your search ads and take cross-device behavior into account. When you pick a new model, credit will be reassigned across the conversion path and your conversion stats will change moving forward. Check out our recent best practices guide for additional information. 
  • Update your device bid adjustments. The new Assisting Devices report can tell you how many conversions were assisted by clicks or impressions from different devices. The Mobile Assist Ratio shows how many conversions were assisted by mobile devices compared to the number of final conversions on mobile devices. For example, if your Mobile Assist Ratio for a campaign is 3.72, that means that for every conversion on a mobile device, 3.72 conversions on other devices were assisted by mobile devices. With this information, you can update your mobile bid adjustments. 

We’re introducing several updates to AdWords Editor, available today to all advertisers globally. This version includes support for expanded text ads and mobile app engagement ads, import/export and simultaneous posting for multiple accounts, and much more.

Expanded text ads


AdWords Editor 11.5 provides full support for expanded text ads. Expanded text ads offer nearly 50% more ad text for you to highlight your products and services before people even click into your ad. It’s important to take advantage of expanded text ads as soon as possible because after October 26th, 2016, you’ll no longer be able to create or edit standard text ads. AdWords Editor lets you create and edit expanded text ads at scale so you can easily migrate all of your standard text ads before this date. To help you get started, check out our best practices guide.

Mobile app engagement ads


Mobile app engagement ads are a great choice if you want to help existing app users take action in your app. You can now create and edit mobile app engagement ads in AdWords Editor, making it easier to reach more of the right app users with the right message.

Import, export, and posting for multiple accounts

We’re always looking for new ways to make managing accounts easier and more efficient. With this latest version of AdWords Editor, you can post changes to multiple accounts at the same time, import a CSV file into multiple accounts, and export more than one account into a single CSV file.

Structured snippet extensions


Structured snippets let you highlight features of a specific product or describe the range of products or services your business offers. AdWords Editor now allows you to create and edit structured snippets at scale.

and much more...


AdWords Editor 11.5 also provides support for filtering by type when downloading campaigns, aggressive targeting optimization for mobile app installs campaigns, multi-column sorting, and enhancements to advanced search. You can learn more about these updates in the AdWords Editor Help Center or download AdWords Editor 11.5here.

The shift to mobile is no longer happening, or will happen — the shift to mobile has happened. At the Google Performance Summit in May, we announced a completely new ad platform built from the ground up to help consumers and marketers succeed in this mobile-first world: expanded text ads and responsive ads bring to life the canvas you use to connect with consumers, while device bid adjustments provide more control and flexibility so you can optimize with greater precision.

Starting today, these innovations will begin rolling out in AdWords to all advertisers around the world.

Get started with expanded text ads 

Earlier this year, we removed right-hand side ads to improve the search experience and make it consistent across mobile, desktop, and tablet. This helped pave the way for the biggest update to our ad creative since we introduced AdWords more than 15 years ago.


Expanded text ads are optimized for the screen sizes of the most popular smartphones and feature two headlines, each with 30 characters, and one long 80-character description line. That’s nearly 50% more ad text for you to highlight your products and services.
Standard text adExpanded text ad

Our research shows longer ad headlines are more useful to mobile users because they provide additional information about your business before they click your ad. In fact, here are some early success stories from advertisers who have started using expanded text ads:
“Working closely with our agency Adlucent, Guitar Center was one of the first to adopt expanded text ads. With the additional ad space, we’re now able to highlight our promotions and sales while preserving our core brand message — like we did for the 4th of July. Our non-brand campaigns alone have seen more than a 2x increase in CTR.” — Robert Spears, Digital Marketing Director at Guitar Center
"Expanded text ads represent a tremendous opportunity for L'Oréal and our agency iCrossing. We’re now able to showcase the breadth and depth of our beauty products, and build brand love — all from a single ad creative. So far, expanded text ads have helped us deliver a 92% increase in click-through rate for one of our brands, compared to our old text ads.” — Kirsty Woolley, Multi Channel Acquisition Manager at L'Oréal Luxe
“In such a competitive industry like telecom, it was critical for EE and our agency MEC to implement expanded text ads as quickly as possible. From the start, we utilized the additional ad text to tell a better brand story and provide more information for consumers. By combining our ‘50% faster network’ value proposition with details around EE’s competitive pricing and packages, we’ve been able to increase clickthrough rates by up to 79%.” — Sam Richardson, Digital Media Executive, EE
“Kueski jumped at the opportunity to use expanded text ads and immediately implemented a strategy across our best performing campaigns. By highlighting the speed of our service, and safety and security of our platform, we were able to take advantage of the additional ad space and deliver amazing results, including an 18% increase in conversion rate for generic keyword campaigns.” — Rodolfo Orozco, User Acquisition Manager at Kueski
It’s important for advertisers to take advantage of expanded text ads as soon as possible, especially with back to school and the holiday season right around the corner. To help you get started, we’ve published a best practices guide that walks through tips and tricks for creating and optimizing expanded text ads. Specifically:
Create and test multiple expanded text ads for each ad group, and evaluate performance before pausing or deleting your standard text ads
Remember to include important information about your business and other tried-and-true components from your standard text ads, like price and keyword insertion
Focus on your headlines: they’re the most prominent part of your text ad
AdWords Editor and the AdWords API also support expanded text ads, which means you can create and edit your ads in bulk to help save time. If you use leading 3rd-party tools to manage your ads, DoubleClick Search, Kenshoo, and Marin Software all support expanded text ads as well.

Starting on October 26th, 2016, you’ll no longer be able to create or edit standard text ads — meaning you’ll only be able to create and edit text ads using the expanded text ads format after this date. Existing standard text ads will continue to serve alongside expanded text ads.

Create responsive ads for display 

In a mobile-first world, display ads need to fit seamlessly within the websites and apps people visit, while delivering a consistent experience across devices. We builtresponsive ads for display to help your ads adapt to the increasingly diverse mix of content types and screen sizes. Provide 25-character and 90-character headlines, a 90-character description, an image, and a URL, and Google designs ads that fit beautifully across more than two million apps and websites on the Google Display Network (GDN). Responsive ads also unlock new native inventory so you can engage consumers with ads that match the look and feel of the website or app they’re using.
JustFab.de, a fashion retailer, wanted to reach more shoppers as they browsed content online. JustFab provided headlines featuring its latest promotions, descriptions highlighting popular products like capri pants and strappy sandals, and images of its top selling items — and Google designed ads that fit anywhere on the GDN. As a result, JustFab drove a 56% higher conversion rate and a 55% decrease in CPA.

Set device bid adjustments 

As we re-imagine how ads look in a mobile-first world, it’s also important to have more flexible tools that help you optimize device-level performance. New device bid adjustments allow you to maintain the efficiency of managing a consolidated campaign that reaches consumers across devices while giving you more control to set individual bid adjustments for each device type — mobile devices, computers, and tablets. Our updated best practices guide can help you evaluate your bidding strategy and set accurate performance targets that reflect the full value of mobile. You can also join us for a Hangout on Air at 9am PDT/12pm EDT on August 9th, 2016 for a live Q&A about device bid adjustments with Google product experts. Register here.
While device bid adjustments enable you to optimize with greater precision, you still need to factor in other signals which impact performance, like location, time of day, and audience. To optimize at scale across this wide range of contextual signals, you should take advantage of automated bidding. Smart Bidding utilizes the power of Google’s machine learning to set more informed bids and help you get the most out of your marketing budget. The latest Smart Bidding innovations are available in both AdWordsand DoubleClick Search. In the coming weeks, you’ll also be able to set device-specific CPA goals with Target CPA Smart Bidding in AdWords.

The way consumers use technology to connect with the world around them has changed. As a result, we’ve re-designed AdWords, from ad formats to bidding, to help you reach potential customers in more meaningful and relevant ways. We’re excited to undertake this journey with you and look forward to hearing your feedback.

Efficient and effective bid management is a foundational component of any successful digital marketing program. Today, we’re excited to announce Smart Bidding, our new name for conversion-based automated bidding across AdWords and DoubleClick Search that reflects the powerful machine learning behind it.

Making bidding smarter for improved performance

Smart Bidding is built on Google’s deep experience using machine learning to power a wide range of products, including the Google assistantautomatic album creation in Google Photos, and AlphaGo, the first computer program to ever beat a professional player at the game of Go. Smart Bidding can factor in millions of signals to determine the optimal bid, and it continually refines models of your conversion performance at different bid levels to help you get more from your marketing budget.

Even when it encounters areas with lower conversion volume, Smart Bidding's learning capabilities quickly maximize the accuracy of your bidding models to improve how you optimize the long-tail. It evaluates patterns in your campaign structure, landing pages, ad text, product information, keyword phrases and many more to identify more relevant similarities across bidding items to effectively borrow learnings between them.

On top of its machine learning capabilities, Smart Bidding is built on three pillars, inspired by feedback we’ve heard from you about what’s important in a bidding solution:
  • Precise bid optimization tailored to a user’s context 
  • Flexible performance controls that factor in your unique business goals 
  • Transparent reporting that provides clear insight into how your bids are performing 
 In AdWords, we have several innovations coming soon across these areas. Get a full overview of AdWords Smart Bidding here.

New bidding signals that give you a richer view of user context 

AdWords Smart Bidding tailors bids to each and every auction across Google properties - this is what we call “auction-time” bidding. It allows you to register the wide range of signals that make up a user’s context in a particular auction, and includes signals like device and location, which are available as manual bid adjustments, plus additional signals and signal combinations unique to AdWords such as browser and language. We’re continuously exploring new signals to add to our bidding models that are impactful predictors of performance. These include recent additions like location intent and similar product attributes, and others like seasonality and price competitiveness that are coming soon. Learn more.

Set device performance targets with Target CPA bidding 

Device is a major dimension in campaign optimization and new Target CPA with device performance targets allows you to set separate CPA goals by device. For example, if you’re a telecom advertiser who drives better lead quality from mobile due to higher conversion rates from calls and store visits, you can now set a higher mobile target CPA compared to other devices to account for this offline data. This will become available to all advertisers over the next few weeks across Search and Display campaigns.

Bidding statuses and alerts brought to the forefront 

Transparent reporting available with AdWords Smart Bidding shows you exactly how your bid strategies are performing and immediately flags issues that require your attention. This includes new bidding-specific alerts, which are available now, and rich performance reporting for campaign-level bid strategies that are currently rolling out. In the coming weeks, we are also integrating bidding statuses front and center into your primary campaign and ad group status columns. Learn more about these new reporting features.

Advertisers like AliExpress, SurveyMonkey and Capterra are already using AdWords Smart Bidding to drive better performance.

AliExpress logo
AliExpress is a subsidiary of the Alibaba Group and a global e-commerce retailer. They’ve used campaigns drafts and experiments to test Target CPA head-to-head with their existing bidding solution. Says Jessy Sheng, Marketing Manager, “We wanted access to more diverse signals for our bidding to make it more dynamic and help raise online sales across multiple markets.” After only one month of testing Target CPA, they saw a 93% increase in conversions and 46% reduction in CPA. “With drafts and experiments, we can easily test new bid strategies quicker than ever before, which is important in our fast-paced business. Smart Bidding with Target CPA produced fantastic, actionable results and we’re excited to expand it to more campaigns.”

Survey Monkey logo
SurveyMonkey is an industry leader in web-based surveys. With strong competition on its keywords, leading-edge bid management is a priority for SurveyMonkey to maximize performance from their marketing budget. “We’re open to testing any feature that will get us more conversions and help us reach our CPA target,” says Brittany Bingham, Director of Online Marketing. “After only three weeks of testing AdWords Smart Bidding, we saw a 44% increase in conversions, which is incredible. We’re looking forward to scaling Smart Bidding with Target CPA across more campaigns.”

Capterra logo
Capterra offers a smart way to find the right business software by providing buyers with comprehensive user reviews, product ratings and detailed infographics. With a large, complex campaign structure that spans over 1 million keywords, 400 software categories, and targets more than 30 countries, its advertising team was looking to move away from manual bidding so they could focus their time on other growth opportunities. Zachary Rippstein, Director of Advertising at Capterra, says, “We’ve gained so much efficiency by using AdWords Smart Bidding. More importantly, though, we’ve seen great improvement in performance and profit dollar growth. By leveraging Target CPA, we were able to drive 121% higher profit during our test period compared to the control period.”

To learn more about AdWords Smart Bidding, visit the Help Center and check out ourbest practices to maximize your success with automated bidding. If you are a DoubleClick advertiser or looking for bid and campaign management across multiple search engines, learn about DoubleClick Search Smart Bidding

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