By: Ginny Marvin
Since our teacher, Jeff Sauer, loves the AdWords editor so much, I figured I had better include this brief announcement outlining the new features and updates included with AdWords Editor 11. If you do not use the editor, we highly recommend you download and use in conjunction with the Google AdWords interface. It is available here. The new features include:
- Add/edit/delete labels
- Call-only ads can be created in the editor
- Ads in mobile apps
- Display targeting ads parental status targeting
- Upgraded URLs
Another announcement from Google, who is planning to roll out a “Buy Now” button for mobile ads where retailers can advertise their products to be purchased direct. The link takes you to a Google-backed landing page where you can shop and buy directly from the seller. As of now, this feature is for mobile devices only. Additionally, the author linked an interesting Wall Street Journal article about whether or not Google can outsell eBay and Amazon with their new “Buy Now” shopping features. Make sure to check out both articles for more information.
Another good read to check out regarding the “Buy Now” additions to AdWords and the impact on e-commerce is available here. Definitely read up on everything that is happening with this feature as it could be massively important to AdWords in the near future.
By: Pauline Jakober
The often forgotten Google Display Network – should we reconsider its effectiveness and incorporate it into our search campaigns? Pauline looks at a few reasons to do exactly this. Here are the three reasons to love the Google Display Network:
1. In The Search Network, Clicks Are Sky High And Competition Is Fierce
Leveraging the GDN, especially in high cost, high competition niches, can provide equal return for far less cost.
2. The GDN Is Great For Non-Compete PPC Programs
Some industries, companies, and sellers have special agreements to not bid on the search network. This makes the GDN a perfect option for those businesses.
3. No Quality Score Issues On The GDN
Ultra targeted options combined with no quality score issues make the GDN a no-brainer.
Read the whole article for more reasons to use the GDN as well as a few tips to help manage your display campaigns.
By: David Rekuc
This is a really great post because not only does it touch on retargeting within AdWords, it also covers Facebook and YouTube, two other popular platforms that allow remarketing campaigns. As a digital marketer, it is important to have at least a familiarity with these other advertising platforms. Here is a breakdown of each platform:
Facebook Custom Audiences: Allows you to target via the users email (if they provide an email when they’re on your site or in-store), or by using a tracking pixel embedded on the site (will only target a browser, not a particular user per se). Facebook is great because of the average lower CPC. advertisers also have the option to layer in additional segmentation for even more target ads.
Audience Segmentation: The more specific with Adwords remarketing the better. Look for cart abandonment, repeat visitors, or recent buyers for more granular retargeting.
YouTube Retargeting: Use your AdWords remarketing lists to target users on YouTube for a whole new experience.
By: Jason Tabeling
Jason pulled some real life AdWords data and crunched the numbers to investigate mobile keyword targeting versus desktop. With mobile searches surpassing desktop at an unprecedented pace, more research is necessary to determine how the search and buying experience is different on devices from an online advertising point of view. The data analysis includes CTR, keyword conversion percentages, CPC by keyword count, and a whole lot more. Make sure to check out the study!