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February 7 2013

Google AdWords Announces Release of Enhanced Campaigns

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Yesterday Google announced an upcoming change for AdWords called Enhanced Campaigns that will go into effect in the second quarter of this year and affect all campaigns within the ad network.

Google says that over the last few years, user behavior has shifted to where people are using multiple devices, i.e. computers, tablets and smartphones, based on what works best for where they are and what their goal is. Because of this new behavior, Google is shifting its campaign settings so that all devices will be rolled into one campaign and Google will consider desktops and tablets as one device. Advertisers will be able to opt out of mobile devices by bidding down on the device, but will be unable to opt out of desktop/tablet devices all together.

There will be a gradual transition to Enhanced Campaigns and Google will not force a migration of the change until late in the second quarter.

Advertisers will be able to specifically create ads and extensions for mobile devices. In addition, sitelinks will be introduced at the ad group level and we will be able to see reporting for each individual link. Currently, sitelinks and its statistics are set at the campaign level. What’s more, Google says that it is working on advanced reporting to be able to see multi-device attribution to determine how many devices a visitor uses before converting.

Our Executive Vice President, Danielle Leitch, was quoted in the Wall Street Journal in regard to the release of Enhanced Campaigns.

December 10 2012

Last-minute SEM Tactics to Target Online Holiday Shoppers

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The holidays are quickly approaching and you may be strategizing on new tactics to increase sales before the year ends. Below are several strategies for Google AdWords that don’t require too much heavy lifting so, that you can implement before the online shopping season ends.

  • Google Shopping: Implement Product Listing Ads to appear in Google Shopping search results. If you have a Merchant Center account already created, sync it to AdWords and create a new campaign to target all products.
  • Offer Ad Extensions: Enable offer extensions for last minute promotions. Works great with Green Monday (December 10th) and/or Free Shipping Monday (December 17th) and can be used both online and in brick and mortar locations.
  • Automated Rules: Just because your ecommerce store is open 24/7 does not mean you need to be awake and working 24/7. Create automated rules to enable and pause those free shipping and discounted promotions you’re offering.
  • Remarketing: Create remarketing campaigns to target users who come to your site but don’t complete a transaction. Studies have shown that 70% of users place items in their shopping cart but abandon the site without finishing the sale. Target your ads to these users to ensure that you’re not leaving transactions on the table.
December 7 2012

An Overview of AdWords Ad Extension Options

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Google AdWords Ad Extensions are a way for advertisers to extend their ads with deeper, more relevant content to searchers in the form of additional links within a text ad.  Ad extensions provide extra links to a standard text ad to link to additional pages within your website versus one link to one landing page. Google has expanded their ad extension options from its original release of Sitelinks over two years ago.

Below is an overview of various ways advertisers can implement ad extensions.

  • Location Extensions: Expand your ads to include location and contact information for your customers. Your business’s address(es) and phone number(s) are included with your ad text and the extensions attract customers who are interested in businesses in your area.
  • Call Extensions: Increase calls to your business by enabling call extensions which add a phone number to your ad. Customers can easily call your business directly with one touch on their mobile phones. You can also reach users on desktop or laptop devices by enabling call extensions with forwarding phone numbers.
  • Sitelinks: Increase your real estate on the search engine results page by implementing Sitelinks that can add up to four additional links to your standard text ad.
  • Product Extensions: Sync your Adwords and Merchant Center accounts to promote your products within your ads.
  • Social Extensions: Social Extensions allow Google+ users to see which people within their network have +1’ed your website.
  • Mobile App Extensions: Promote your mobile app via Google AdWords and users can download the app straight from a paid search ad.

 

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