Yesterday morning at Google’s AdWords Livestream 2015, the AdWords team announced several exciting new features. The features they’ll be launching fall into three broad categories: ad experiences, automation, and measurement. Here’s a run-down of each:
For Automobile Ads, Hotel Ads, Shopping Ads, and Comparison Ads the big theme across all is an emphasis on interactive. Google is releasing a number of enhancements to the creative formats for different verticals by making them more interactive, with a greater emphasis on images and integration with mobile apps. With these enhancements, Google is looking to move advertising beyond just text ads, which are the most common ad format today. This is an understandable move, as ads containing images are proven to drive higher levels of user engagement, according to eMarketer, with a 28% growth in clicks for image-based ads versus just 4% for text ads in Q2 of 2014.
In today’s world, advertisers need to manually create campaigns and set bids for Dynamic Search Ads. Google acknowledges that this can be a cumbersome task that is difficult to scale for advertisers with expansive keyword sets. With the launch of the new Dynamic Search Ads, an improved workflow will allow advertisers to simply type in a URL and view recommended CPCs provided for their categories. Additionally, the introduction of automation into the DSA workflow demonstrates Google’s intentions of moving away from keywords and towards more macro targeting. Google has also announced auto-resizing of GDN ads to help advertisers save time and make it easier for them to reach their audience through Display. For bidding, Google is launching a CPA bid simulation report that will allow advertisers to simulate bids for target CPAs on search and display, as well as an enhanced bid strategy dashboard in the Shared library that will allow advertisers to review the status of their bid strategies over time.
To provide advertisers with the full value of digital and insight into their advertising performance across devices, Google is enhancing their analytics and reporting capabilities. These new capabilities will allow for better conversion and attribution tracking across devices. The first step in this process will be the integration of Estimated Total Conversions (ETC) to bidding to help inform better bidding and budgeting decisions. Later this year, advertisers will be able to take action on cross-device conversions for automated bidding and to include cross-device conversions as part of the conversions column in AdWords. The goal is to provide advertisers with the ability to track cross-device conversions that started on the web and finished on the app, regardless of device type. Attribution was also discussed, with the integration of data driven attribution into AdWords to make attribution actionable for Search. This integration will allow you to break down the customer journey and measure every moment using your own conversion data to value attribution. This will allow Google to calculate the actual contribution of every keyword in your account and optimize for the best performing keywords across the conversion path. Coupling this new feature with automated bidding will allow you to optimize keyword bids based on the actual value of your Search ads.
All these new enhancements are planned to roll out over the course of the next few months so stayed tuned to Marketing Insights for more updates as we provide all the details you need to you know as they launch.
The mandatory Google Upgraded URLs July 2015 deadline will be here before you know it, at which point all URLs on AdWords will be migrated over to the new URL structure. With less than three months to go, it’s critical for Google advertisers are prepared for migrating, maintaining and optimizing their URLs across their entire program in the future. Advertisers need to ensure they have the necessary technology and knowledge to allow for a simple, seamless migration and URL framework. So the real question is, are you prepared?
For Google advertisers with third party tracking values, migrating URLs across an entire program can be a giant undertaking. Some advertisers may be wondering what the best way to handle the migration is to ensure that there is limited disruption to existing ad campaigns. While there are many ways to go about this, we’re here to provide you with our best practice guide for the Upgraded URLs migration.
The migration process for Upgraded URLs is a new experience for all advertisers so it may be difficult to assess what exactly needs to be done, and when. That said it never hurts to have a helping hand to assist you in navigate through the necessary steps to successfully transform your existing URLs into the new Upgraded URLs. In May, Marin will be providing a migration portal that will give advertisers step-by-step instructions outlining what they need to do and when, an overview of their account, the components that will be affected, and access to a wealth of other helpful resources at their fingertips.
How you set-up your URLs during the migration will have a direct impact on the management of your URLs going forward. To ensure that your new Upgraded URLs are set up in a way that you can easily change and scale going forward, it is recommended that you use a shared account-tracking template approach. This template solution will make it easier to make changes in the future by allowing you to make basic tracking parameter changes to URLs without having to going through the Google editorial review process, which requires taking keywords and ads offline. Ultimately, this solution results in cleaner looking URLs with increased readability. With Marin, we will take your URLs from the account tracking template, and then through the use of an automated tool, we will transfer your existing URLs to the new structure making them available for your review. From there, you will be able to traffic your URLs to the publisher at your convenience.
After the migration, the ongoing management of your Upgraded URLs can be simplified with the help of a tool that understands the challenges that come with adopting to the new URL structure. Marin offers a pop-up side panel that allows you to make URL edits on the spot while you’re looking at your campaigns, keywords, and groups, a URL builder to help you easily piece together the three components of new URLs, and a preview feature to help you troubleshoot your URLs before publishing.
As there are many different options available out there to help you handle the Upgraded URLs migration, choosing the right one for your business needs will help to ensure that you hit the ground running with Upgraded URLs!
The event that the Search industry has dubbed “Mobilegeddon” is almost upon us. Starting April 21st, Google will be updating its algorithm to increase its emphasis on “mobile friendliness” when ranking search results. Many of you may be wondering what changes to expect, since Google has always factored in “mobile friendliness” into quality scores in the past, so here’s a breakdown of what this change is all about and some quick tips on how to stay on top.
With 15% of the world’s population owning and using tablets, and over 25% owning and using mobile devices according to an eMarketer study, it makes sense to make sure that you offer a positive user experience for these consumers who click on your ad while on these devices. While Google hasn’t provided very many specifics on the mobile update, what we do know is that advertisers who do not have landing pages that are up to the standards of Google’s revamped “mobile friendliness” standards will experience dramatically lower search visibility.
Here are three easy ways to make sure you’re prepared:
This may appear to be a no brainer, but just because your site looks great and works amazingly on the desktop, does not necessarily mean that that experience will automatically translate to tablets and mobile devices. If you don’t currently have a responsive website (using responsive web design), make sure you create a mobile version of your desktop site. Nothing is worse than having a consumer click on your ad, only to lose them through a website that they can’t navigate through.
Google has provided a helpful link for you to evaluate the mobile friendliness of your website, aptly named the Mobile Friendliness Test. In addition, to get a full report on mobile usability issues for your site, check out Google’s Mobile Usability Report. It is worth noting that Google hasn’t said what will change in their requirements on April 21st, but these tests are a great start to see if your website meets the basic standards for a mobile optimized website.
Make sure that the right consumers are seeing your amazing mobile optimized website. It’s important for advertisers to note that mobile users tend to be searching for different things than those on desktop and often, the keywords that are most effective on these devices differ. Searches done on a mobile device tend to be for quick answers such as location or contact information, so make sure to keep those in mind when selecting keywords and optimizing your campaigns for mobile.
Even though we won’t know to what extent advertisers will be affected when April 21st hits, these tips will help you to be prepared for whatever may come.
Today Google formally announced the launch of their long anticipated upgraded URLs. We understand that many Google advertisers out there are wondering what this change means to them and how they will be impacted. In this post, we hope to provide answers to the main questions out there regarding this mandatory change and hopefully help put you at ease.
For starters, what are upgraded URLs?
Google is introducing upgraded URLs to help advertisers track ads and execute changes more efficiently. You can now specify separately two pieces of information for your URL: 1) The landing page URL – the landing page were the user will go when they click on the ad, and 2) Your tracking information – the values you’d like to track about your ad performance which can be at the account level. As a result, you will no longer need to update ads, keywords, or sitelinks every time you need to add a tracking parameter to your URLs.
What do I need to do?
Google is requiring all advertisers to change the structure of their URLs to the new upgraded format by mid 2015. While Google will automatically do the most basic migration of all non-redirect URLs to the new format on the deadline, it is recommended that advertisers proactively take charge of updating their URLs ahead of time in an effort to conform to Google’s “best practices” structure.
Wait, I need to individually update each of my URLs? That’s a lot!
Yes, Google does require advertisers to update all of their URLs, which is a daunting task considering the volume of URLs the average advertiser has to deal with. To help mitigate the chance of errors and any potential negative impact on campaigns, there are tools out there that will assist you with making this update easy and painless. Platforms like Marin Software not only offer a migration tool to easily upgrade all your URLs according to best practices prior to the deadline, but also offer resources to help answer any questions or solve issues you may have along the way – helping to eliminate any disruption to your campaigns.
Got it, so what should I do now?
Take the time to figure out the right strategy for upgrading your Google URLs. This will help you experience a smoother transition and allow you to focus solely on the benefits that new upgraded URLs have to offer.
We all know Google is constantly toying with the SERP. Sorting out what new tweaks Google is testing can be difficult at times, but I thought it’d be fun to do a side-by-side comparison of what the SERP looked like a year ago compared to what it looks like now for the same search term, “Razor Scooter.” Here’s what I noticed:
1) More PLAs! Google was toying with adding more PLAs at the end of 2013 and it appears they’ve settled on more. In 2013, a total of four PLAs appeared. The SERP for 2014 delivered twice as many. The location has changed too.
2) More Text in Text Ads. The number of lines appearing with text ads has increased. Last year the largest text ad on the page consisted of four lines. This year, the largest (position 1) features up to seven lines. There isn’t an ad on the 2014 SERP with fewer than four lines. The addition of the review stars as well as the inclusion of physical addresses has created “longer” ads. This essentially means fewer text ads on the side are able to fit above the fold. In 2013, four text ads appeared on the side above the fold. In 2014, two and half appeared. The lost real-estate is compounded on smaller monitors – on a laptop just a single side bar text ad appeared.
3) The “Ad” Icon. Google started testing the “Ad” icon just over a year ago. It’s now the standard. Gone is the ad box with the title “Ad Related To [search query].” Instead, ads are identified by the little yellow “Ad” icon and ad organic search results are delineated by a grey bar or divider.
4) More Text Ads Above Organic Results. Last year, one text ad was served above the organic results. We now have three. With PLAs moving to the right side bar and the company description disappearing (this still appears on some, less retail focused results), room was freed up to serve two additional text ads. Organic results are pushed down. The same “Razor Scooter” search query today on a 13” laptop screen produces just a single organic result.
In short, the SERP is much more ad dominated, with the focus going towards PLAs and positions 1 – 3.
During the last the last two Holiday seasons, Google Product Listing Ads (PLAs) captured the attention of performance marketers. Retailers adopted the ad type as though it were the latest fashion trend. And while we don’t see the use of Google Shopping campaigns and PLAs slowing down this season – we expect retailers to devote upwards of 50% of their search budgets to the image-based ads – Google RLSAs (Remarketing Lists for Search Ads) are this year’s shiny new toy.
If your retargeting program doesn’t include RLSAs, then frankly, you’re missing out. The point of retargeting is to re-engage with people that have visited your site as they continue perusing the Internet. As the top site on the Internet, it’s almost certain your site visitors will be stopping by www.google.com.
In a recent survey of digital marketers, 88% of respondents indicated retargeting is currently a part of their marketing mix and of those digital marketers running retargeting campaigns, 65% said they leverage RLSAs. It should be 100%.
If we think about a consumer’s online shopping/researching experience, a browsing session often starts at a search engine, which more than likely is Google. A consumer clicks on a search result, browses the site to see if it fulfill what they are looking for, and then likely returns back to the search engine. Being able to then retarget that visitor on search is extremely powerful.
In looking at the performance of Google RLSAs, we found the click-through rate (CTR) of RLSAs to be 234% higher than non-RLSA ads in the second quarter, 2014. The cost-per-click (CPC) of RLSAs was 24% cheaper than non-RLSAs.
Better performance at a cheaper price sounds like a win-win.
Google rocked the search world this August with the announcement that they were changing the definition of Exact Match and Phrase Match to include close variants of their keywords, such as misspellings or plural variants. This caused a huge uproar from search marketers over the potential effect this could have on their search performance. Almost two months later, were their fears founded? I took a look at our Marin Global Online Advertising Index to see how performance has, or has not, changed over the last month and a half for Google Exact and Phrase Match search.
To start, I looked at click-through rates between August and October for both 2013 and 2014 for Google Exact and Phrase Search. While these searches make up only about 3% of all Google searches, this still means billions of impressions daily. Surprisingly, I found no real change in CTR trends between 2013 and 2014. While there is a small drop the week of the change, this is also mirrored in CTR behavior in 2013 on the same dates.
On the cost-per-click side, we also see very similar trends to 2013. While there is a jump in CPC during mid-September, we see a similar jump in 2013. This coincides with both the beginning of the holiday season sales and back-to-school sales so this is not unexpected. While the jumps were less pronounced this year than last, overall, trends show that this change to Google Exact and Phrase Match search have not affected CTR and CPC significantly, at least not yet.
Google recently released some early holiday goodies for retailers across a number of verticals. While dynamic remarketing (a.k.a. dynamic retargeting) on the Google Display Network (GDN) has been available since June, it had been mainly limited to retailers with a Google Merchant Center Account, notwithstanding some beta tests within the travel and education verticals. However, last week, Google rolled out further vertical support, enabling dynamic retargeting across the hotel, flight, real estate, classified, job, auto, finance, and education verticals.
Retargeting is proven to be a very effective conversion driver. However dynamic retargeting (or as Google refers to it, dynamic “remarketing”) is tailor made for retailers. Dynamic retargeting dynamically serves product-specific ads to potential customers based on the products they’ve previously viewed. This gives retailers a powerful tool to tailor creative to customers in ways that are more likely to grab their interest and drive conversions and purchases.
While many retailers have already been including dynamic retargeting as part of their marketing mix, Google’s support for some non-traditional verticals including jobs and educations, gives companies in those verticals an opportunity to dip their toes into the retargeting waters.
Although Google’s dynamic retargeting product may be a good first step for retailers wading into retargeting, sophisticated marketers are likely to find some Google’s new offering lacking in a number of ways.
Google’s remarketing product is limited to only displaying ads on sites that the Google Display Network reaches. The display world is much more fragmented than the search world, and GDN is just one of the many ad exchanges that serve display ads across the Web. GDN only accounts for a plurality of the display inventory available on the web which means advertisers advertising on GDN alone would be missing out on a majority of display impressions across the Web. The missed opportunity is significant. Essentially, retargeting on GDN alone is akin to only running search ads on Bing.
Equally important to note is AdWords lack of reach on Facebook. Study after study has shown the incremental value of marketing across multiple channels. In fact, Marin recently released a white paper on retargeting, which found that advertisers using the Perfect Audience retargeting platform to retarget on both Display and Facebook enjoyed better returns than advertisers who were only retargeting within a single channel. Dynamic retargeting through AdWords means missing out on retargeting on Facebook, the most popular social network in the world. With over 1 billion regular users, dynamic ads via the Facebook Newsfeed and Sidebar should be a cornerstone of any retargeting strategy.
Finally, going beyond the Google walled garden is essential for savvy marketers looking to leverage tactics such as look-alike modeling to try to build new business. Currently, Google lacks a smart prospecting product rivaling Facebook’s Lookalike Audiences. Additionally, tactics such as partner retargeting with second-party data, or audience targeting using third-party data can further help marketers increase their potential customer base.
Google’s dynamic remarketing product is a good starter offering for retailers who want to test how dynamic retargeting can help their business. However, its basic capabilities combined with its lack of access to channels like Facebook and non-GDN display ad exchanges limits its usefulness as businesses grow and become more sophisticated with their marketing efforts. Even for marketers new to retargeting, using a cross-channel retargeting platform like Perfect Audience can help you get started with dynamic retargeting, but still reap the benefits that come with retargeting across channels.
Last Thursday, Google announced that exact keyword match will now include close variant keywords as well. Many of you may be wondering what this means for your campaigns and what action is required on your part. We’re here to assure that there is no reason to panic!
For some background, advertisers currently have two options when it comes to matching ads to search queries: 1.) Only show the ad when the query exactly matched the keywords they set up in AdWords, or 2.) Allow Google to also match the ad to keywords and phrases that are very similar to the original one, including variations like plurals or misspellings. Starting in late September, the first option is going away and Google will always automatically include all of these close variants when it tries to match an ad to a search query. Today’s announcement only applies to what Google calls the “phrase match” and “exact match” options. As the name implies, exact match only shows the ad when the query exactly matched the keyword (e.g. “women’s hats”), while phrase match also shows it when the query includes other words (e.g. “buy women’s hats”).
While this change may initially be perceived as burdensome to Google advertisers who prefer tight control over their exact and phrase matched keywords, it does offer some benefit to advertisers. Namely, following the September update, Google advertisers will no longer have to build long lists of misspelled, abbreviated, and other close variations of keywords to get the coverage they want. Therefore, this update can help Google advertisers better manage keyword complexity across large Search programs.
Although Google is marketing this change as a benefit to advertisers, Marin recommends that our advertisers closely monitor their campaigns to determine how the September changes will impact their overall performance.
One of the most overlooked settings in search marketing that produces wasted spend is geographic targeting. There’s a good chance that your paid search ads are not relevant worldwide, so why spend to show ads in irrelevant locations that do not apply to your business?
If you’re getting started with AdWords, geo-targeting will become your best friend. So, let’s get to know it a little better, understand the capabilities, and discuss some tips on how you can use it for your marketing needs.
WHO: Businesses that have location specific needs such as shipping, physical stores, or services. Or even worldwide businesses with poor campaign performances in specific geo locations. Example: If I’m a food truck that only provides service around the Financial District of San Francisco, I’d want to target ads to customers located walking distance or 2 mi away from my location during certain times of the day.
WHY: By using proper geo-targeting settings that go hand in hand with your advertising goals, you will have better control over your spend and campaigns to serve ads to relevant customers. Geo-targeting helps you reel in the right customers to your business. When you target ads in areas where your customers are, it will likely increase your ROI.
HOW: You can easily target your ads to appear in select locations such as countries, cities, or by radius. Start by logging into your AdWords account and navigating over to the campaigns tab. Then choose the campaign you want to edit and go into the settings tab. Scroll to the locations section and click on edit.
The magic begins here. Let’s dive into a quick breakdown of geo-targeting capabilities.
The most basic level is to type in the locations (country, city, state, zip, DMA) you want and then select “Add.” You can repeat this process for multiple locations.
For advanced needs such as location radius, places of interest or bulk locations, click on “Advanced search” on the settings tab.
It will open up a map with targeting options to choose from at the very top: search, radius targeting, location groups, and bulk locations.
For radius targeting, you can hone into locations within a target by mi or km:
In the location groups targeting section, there are three sections to take into consideration.
1) You can target all airports, commercial areas, and universities:
3) Lastly, you can target using your location extensions that are enabled in your campaigns by radius:
LOCATION EXCLUSION: Be sure to exclude the areas that are irrelevant within your targeting. You can do this by clicking on “Exclude” in the steps above instead of “Add.” For example, if you decide to target your ads in United States but do not service in California, be sure to exclude that location so that California searchers do not see your ads.
But wait – there’s more! Finally, you may want to click and expand the location options (advanced) box within the campaign settings tab to prevent your ads from displaying for people searching about your target location:
Edit the options below to make sure it fits your business needs.
In short, location matters – a lot! Your ad could be award-winning, but if you’re not serving it to the right audience then it may not perform successfully. This is a great tool that can help target and exclude locations, as well as help optimize campaigns.