Google’s new Adwords interface is slowly being rolled out to select customers. When or who is getting the new view isn’t being shared, but the new interface roll out should be completed by the end of the year. We’re seeing more and more of our clients given the option to switch to it (there was even a few days, just a few weeks ago, when ALL our clients had the option, before Google rolled that change back).
The initial excitement of something new can quickly be replaced by anxiety of how to navigate and get to the data you are accustomed to viewing. Here are five quick tips to keep you rolling along while you explore the numerous cool features (and remember, you can always return to the existing version of AdWords at any time, particularly because not all current features are accessible in the new experience).
1. Get Back to What You Know – Going to Campaign, Ad Groups or Keywords on the left Nav bar will get you to the familiar grid view from traditional AdWords.
2. Customize Your View – Modifying column views is simple. Select the Bar Graph and modify your columns. Columns are customized via check box approach which I find to be easier and more intuitive.
Another great feature is the ability to save “column sets”. Column sets are customized views that you can easily toggle between. This is applicable to any view in the left nav bar.
3. Tools, Billing and Settings – The “three dots” in the upper right-hand corner of the header will get you to many familiar features. Planning, Shared Library, Bulk Actions, Measurement and Setup can all be found here.
4. Downloads – The “three dots” is your friend again, this time in the grid view. Clicking here will get you to the download section. Intuitive and easy to navigate.
5. Return to Previous AdWords – If you are still unsure of the new view you can go back to what you know. As of July 21st there is no “Dimensions tab” features in the new AdWords. This is an important feature commonly used. Go to “three dots” in the header and “Return to previous AdWords” to get back to the previous AdWords view.
Change is always tough but the layout and new features are very nice. I look forward to learning the new interface better but knowing these key areas/features will keep me moving along without missing a beat.
We live in a world of “smart” things. Smart phones, smart TVs, smart watches, smart thermostats – even smart lightbulbs! So, what does this have to do with Google AdWords? Well, Google AdWords has launched their very own “smart” product, Smart Display Campaigns!
A Google AdWords Smart Display Campaign is a great way to grab the attention of potential new customers apart from your manually targeted campaigns. If you use conversion tracking, have received at least 50 Display Network conversions, or at least 100 conversions on the Search Network in the last 30 days, you’re eligible to start a Smart Display Campaign.
Smart Display campaigns are a perfect fit if you’re mainly using Remarketing to target users on the Display Network, but want to reach people earlier on in the buying process. If you want a fast, high-performing campaign and are new to Display, Smart Display is a great option.
Just like smart phones and other smart products, a Smart Display Campaign makes things easy for you. Setup is simple, the management interface is user friendly, and checking on your performance is a streamlined. Finding what works won’t require the running of complex reports.
Your Smart Display Campaign will optimize in days by automatically setting bids, targets and selecting the best combination of ad copy and images to give optimal performance. Because of this, your new campaign will help you find the people that matter the most.
You already know business has improved with the addition of smart tools. Let’s help you utilize one more!
Dynamic Search Ads are now available through a Bing Ads Pilot and can help provide a boost in volume for eCommerce advertisers. Dynamic Search Ads campaigns can be an effective supplement to conventional keyword targeted campaigns, especially in a business where you may routinely have new product listings or items temporarily changing in availability. In this type of environment, along with the fact that search behavior can be a moving target, even well-managed Search campaigns containing thousands of keywords can miss potentially relevant searches at any point in time.
Dynamic Search Ads are a great way to target these searches with dynamic ads generated directly from your website content. A well-structured Dynamic Search campaign can effectively complement your existing keyword targeted ads to achieve broader coverage across all of your products and generate incremental sales. It can also let you “data mine” for keywords you might not have thought of, which you can then add to your conventional search campaigns.
How Dynamic Search Works: Whenever a relevant search occurs that is not covered by a conventional keyword targeted campaign, Bing dynamically generates an ad headline reflecting the specific search query, and then sends traffic directly to the most relevant landing page based on the content of your website. This allows for more comprehensive exposure on your product inventory without disrupting your existing keyword campaigns.
Set Your Coverage Target: You can choose to target your whole website, specific categories of products, or even pages containing certain strings within your URL. Traditional keyword negatives can be used to help refine your targeting and prevent coverage on specific products or categories that you may not want to advertise.
Expand Your Reach and Conversion Results: Dynamic Search Ads can generate incremental sales by promoting your products on a broader range of search queries than you’re currently covering through keyword-targeted campaigns alone.
Expand your reach with Dynamic Search to help ensure the most comprehensive level of product coverage, and bring shoppers to the landing pages that deliver exactly what they searched for where they are then most likely to convert. DSA is currently in Pilot, and needs to be requested through Bing representatives. JumpFly is a Bing Elite Partner, and has a representative team for pilot requests.
Earlier this year Google introduced a Beta called Visual Sitelinks in which rich image ads are being shown alongside traditional text ads to help boost the click through rate. Unlike display ads, Visual Sitelink images can’t have logos or text in the actual ad but are instead allowed to have a 25 character title and 50 character description show above and below the image. Some of the other requirements are a minimum of four image ads shown in carousel format, JPG or PNG file, 16:9 aspect ratio, 5MB maximum file size and a photographic-quality image.
The Visual Sitelinks only show on mobile devices and are intended to highlight specific product experiences and not just the product itself. The idea is to have the user be visually captivated instead of only seeing an image similar to that of a shopping ad which just displays the individual product in its most basic form.
One of the hardest parts of running this type of Sitelink is getting the images in the proper format and quality. Most advertisers want to use their shopping images or a photo taken with a cell phone which most likely will not meet Google’s requirements. At Jumpfly, we have found that it’s necessary to not only send over the proper information on the ad specs, but to also to have a call with the advertiser to make sure they understand exactly what this image is intended to do and how to convey a sense of emotion within the image.
After months of testing the new Visual Sitelinks we have seen click-through rates six times that of other Sitelinks in the campaign, while still attaining similar conversion rates to traditional Sitelinks. It has become clear to us that a user’s sense of visualization is triggering a response that cannot be attained through text alone.
For more information on Visual Sitelinks and other upcoming Google AdWords Beta programs, it is important to partner with a professional pay-per-click management company like JumpFly.
For years Google has provided a tool that helps the marketer find useful keywords to use in their campaigns. Found under the Tools tab in the Google AdWords interface, the Keyword Planner allows the user to find related search terms in order to make sure their ads show for as many searches by potential customers as possible. Other useful information the Keyword Planner gives to their users are the average monthly searches per month and suggested bid price for each search term. If you combine this information with the ability to geographically target a certain area, the marketer is able to figure out what kind of volume a product or service will generate for the customer and at roughly what price per click.
Inside the Google Keyword Planner tool there are two different sections that show search terms based on keywords the user types in a search bar. Until recently, the top section would show only search terms that matched the keywords that were searched exactly, and the bottom section would show search terms that Google felt were closely related. The user is able to check off terms that they want to add to a downloadable plan that they can use to help build their campaigns. Now Google has changed the top section to include variations and even abbreviations of the terms in the search bar in order to try and help the marketer(and sometimes NOT the keywords actually searched for, as those are lumped under near matched terms). Due to this new variation Google has added, the marketer now needs to take the time to go through the top section and make sure each search term is what they want in their campaign before adding it to their downloadable plan.
Although it will take a little extra time for the marketer to make sure Google is suggesting the right search terms, the extra terms provided on average will provide more relevant keywords and clicks for each customer. Moving forward, Google will likely continue to make changes to their Keyword Planner as well as other tools. As long as we continue to be open to change, we will be able to get more out of each tool Google has to offer.
Customer Match is an invaluable tool, allowing you to easily connect with your customers. Currently available on Search, YouTube and Gmail, Customer Match can help you increase brand awareness and drive conversions. By uploading a data file of your customers’ email addresses directly to AdWords, you can create or update a campaign to target your Customer Match audience. When those customers are signed into their Google account, they see your ads as they use Google Search, YouTube and Gmail.
Similar audience targeting using your Customer Match audiences is also available for YouTube and Gmail. This means that, much like targeting a remarketing list (and assuming you meet minimum eligibility requirements), you can target a similar audience by adding it to an ad group in your campaign.
Now Customer Match affords even greater flexibility by allowing you to add or remove specific email addresses or replace your entire list without having to create a new one.
Some effective ways to use Customer Match include:
- Combining Customer Match with RLSA to market merchandise to your customer base.
- Creating product-specific customer lists to create even more targeted ads based on your customers’ previous purchasing history.
- Creating customized landing pages and ads for a particular subset of customers.
Customer Match also incorporates a number of useful features. Customer email lists don’t expire and there is no limit on how long customers can be kept in a Customer Match audience. If you have a Customer Match audience or similar audience in your manager account, you can also share them across other managed accounts. You can also use the AdWords API to upload data files and manage your audiences.
Customer Match is a natural extension of your marketing with a myriad of uses.
Amazon Marketing Services has launched new campaign and ad creation tools. When you log in to your Amazon Marketing Service account you may notice an orange light bulb icon in the upper right corner of the main advertising screen. When you click on the orange light bulb icon this brings up some helpful guides that will walk you through campaign creation for the specific ad types that Amazon Marketing Services offers. For example, under the “Guide me through creating a campaign” section, you can select Sponsored Products, or Headline Search, or Product Display. Each one of those will take you step-by-step through the campaign and ad creation process. These are very helpful guides for anyone new to Amazon Marketing Services ads, as well as a nice tool that allows you to quickly try out an Amazon Marketing Services ad type that you might have not tried before.
They are also providing links to webinars and tutorials under this new “How can we help you?” section. You’ll find both introductory 101 style courses, as well as more advanced level 201 courses for Sponsored Products and Headline Search ads.
In addition, under the “Help Resources” section, you will find numerous help articles, including a Getting Started Guide, as well as detailed Optimization Guides for Headline Search, Sponsored Products, and Product Display ads.
If you are new to Amazon Marketing Services PPC Ads, and even if you have some experience with the AMS platform, these are great guides to help you get the most out of your Amazon paid marketing efforts. JumpFly does offer Amazon Marketing Services management, so feel free to reach out to us to see if we can help you with your Amazon needs.
An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, consider the following scenario:
Walking to work one day, you accidentally drop and break your sunglasses. While waiting to cross the street, you start searching Google for sunglasses. You click on a Shopping ad and find a good site with a brand you like, but it’s time to get to work. Later that day at lunch, you pull out your tablet. You search Google again, this time for the specific brand of sunglasses. You click on an ad and end up on the same website. You browse and decide on a pair to buy, but lunch is over and there isn’t time. Later that night, you go to your desktop computer, Google the name of the store you went to earlier, click on their ad, and buy the pair of sunglasses you found earlier.
In this example, three different searches took place:
1. Mobile Device – keyword [sunglasses]
2. Tablet Device – keyword [sunglasses brand]
3. Desktop Device – keyword [store name]
You finally made your purchase on the last search of the store name on your desktop computer. So where does that conversion get attributed? Up until now, all credit for this conversion would be given to the last-clicked ad and corresponding keyword. The branded [store name] keyword and desktop device gets the credit. But what about the other clicks that happened along the way that led to that conversion? Shouldn’t they count for something? Enter attribution modeling for conversions. You no longer have to measure the success of your Google PPC campaigns based on “last click” conversions. Now, you can choose a model that suits your business specifically.
Attribution models give you more control over how much credit each ad, keyword and device gets for your conversions. You can reach customers earlier in the purchase cycle by finding opportunities to influence customers earlier in their conversion path. You can also optimize bids based on a better understanding of how your ads perform.
Conversion Attribution Models
AdWords offers six different attribution models:
- Last Click – Gives all credit for the conversion to the last clicked ad and corresponding keyword.
- First Click – Gives all credit for the conversion to the first-clicked ad and corresponding keyword.
- Linear – Distributes the credit for the conversion equally across all clicks on the path.
- Time Decay – Gives more credit to clicks that happened closer in time to the conversion. Credit is distributed using a 7-day half-life. In other words, a click 8 days before a conversion gets half as much credit as a click 1 day before a conversion.
- Position-Based – Gives 40% of credit to both the first- and last-clicked ads and corresponding keyword, with the remaining 20% spread across the other clicks on the path.
- Data Driven – Distributes credit for the conversion based on the past data for this conversion action. This is only available to accounts with at least 20,000 clicks and 800 conversions within 30 days.
Attribution modeling is currently only available for clicks on Search Network and Shopping ads on google.com. It is not yet available for interactions with Display Network ads and is only available for website and Google Analytics conversion actions, not for app, phone call, and in-store conversions.
The Best Model for Your Business
There is no right or wrong answer to attribution modeling. Get together with your marketing team and analyze your entire conversion path. Determine what each stage in that path is worth to your business. Once you can answer those questions, it will become clear which attribution model fits your business best.
If you’re already a client at JumpFly, just get in touch with your account manager and we’ll be more than happy to discuss the pros and cons of each attribution model and help you choose the best one for your business.