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 Bing.com and Yahoo.com — 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:
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.
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: