Articles written in March, 2012

March 28 2012

Add Location Extensions to your Microsoft adCenter Paid Search Ads


Location Extensions is a new local Microsoft Advertising adCenter offering that allows advertisers to display the business address and phone number in their text ad. When a user sees an ad with Location Extensions they can see additional details about your business in the ad results and this encourages users to click on your ad or even go to your brick and mortar location. Ads with Location Extensions are more likely to be clicked on in comparison to ads without, thus likely to increase your click-through rate (CTR).

Location Extensions are free and easy to set up in adCenter and will be seen on and — Bing/Yahoo syndicated search partner sites are not included as of yet.  The ads with Location Extensions will show within a 50 mile radius of the Business Location. One thing to keep in mind is the way Bing and Yahoo deliver their ads — Bing uses IP addresses only, whereas Yahoo will read a geo-modifier.

The new Location Extensions are similar to Google AdWords Location Extensions, except Microsoft does not require the business listing to be drawn from the Bing Business Portal — Google requires that the location data be drawn from Google Places.

To set up Location Extensions, in the Campaigns View of adCenter, select “Manage your business locations”:

Enter your full business address and phone number under “Create business location”:

Return to Campaigns View and select “Edit your campaign settings” in the Campaign you would like to add Location Extensions to. Under “Advanced Settings/Ad Extensions” select the Location Extensions check box and Save:

March 27 2012

Google AdWords to Release a New Interface for the Display Network


Google AdWords is set to release a new tab for the Display Network in its interface to users over the next few weeks. Google says that the new tab will enable you to bid, target and optimize display campaigns all from a single place, giving users a more effective tool to run campaigns on the Google Display Network. The new tab will also feature visual displays that show how reach is impacted by combining multiple targeting types.

A new feature will be the Next-Gen Keyword Contextual Targeting, which will allow marketers to optimize campaigns down to the individual keywords level. Google says that it will be easier to extend search campaigns to the Display Network because findings from search about profitable keywords can then be tried in display. The Next-Gen Keyword Contextual Targeting tool has been in beta testing with agencies and advertisers in the past several months. The new targeting tool will help advertisers optimize campaigns to allow them to aggressively target high performing keywords and be more conservative on lesser performing keywords.

In addition, Google will be adding a visual way to see the reach of your campaigns and see how reach is impacted by combining multiple targeting types like keywords, placements, topics, interests or remarketing.

March 23 2012

How to Segment Your AdWords Performance Data to Optimize PPC Campaigns


Add segments to your Google AdWords campaign tables and charts in order to organize your performance data around those criteria.

In your Campaigns tab, select the “Segment” button in the toolbar above your statistics table. You will see the segmentation options below:

Here is a brief explanation of the different ways you can segment your campaign:

  • Time — Day, Week, Month, Quarter, Year, Day of the Week, Hour of Day – You can use time segments — for example time of day — to isolate those performance metrics to see what time of day your campaign performs best. From there you can implement ad scheduling and make modifications to your bids for those time periods that you see fit.
  • Conversions — Conversion action name or Conversion tracking purpose — You can see what types of conversions each campaign is bringing in versus just looking at conversions as a whole. This would be best used when your account brings in multiple types of conversions, for example, if your site encourages both leads and transactions.
  • Network — Google search or Google Display Network — If your campaign is opted into both Google search and the Google Display Network, segment your metrics to see if its performance warrants a separate campaign for each network.
  • Network (with search partners) — This segmentation option breaks out Google search into Google Search ( and Google Search Partners.
  • Click type — Highlights how various Ad Extensions are performing in comparison to your ad Headline. If you have a number of Ad Extensions — Sitelinks, Mobile clicks-to-call, Product extensions, or Location extensions — implemented in your campaigns, you can see its performance here.
  • Device — Compare how your PPC ads are performing on different user devices such as desktop, mobile and tablet.
  • Experiment — If you are running experiments in your campaigns — existing keywords, ads and ad groups, new keywords, or both — you will be able to see reporting here against your regular PPC campaigns.
  • Top vs. Other — See what placements work best for your campaigns — on top of the Search Engine Results Page (SERP), on the side, or even on the bottom of the SERP.
  • +1 Annotations — Shows you how your ads perform when they are shown with different types of social annotations. This segmentation option allows you to see Personal +1 Annotations in comparison to Basic +1 Annotations. A Personal Annotation appears with your ad and the viewer will see how many people have +1’d your landing page or Google+ page within their Google circle.  A Basic Annotation shows a viewer how many total people have +1’d your landing page or Google+ page, if no one in their Google circle has +1’d your landing page or Google+ page.
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