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December 3 2012

Implement Offer Extensions to Extend Your Ads with Relevant Offers

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Google AdWords has introduced a new line of ad extensions to enable advertisers to give their customers redeemable offers like deals, rebates and coupons through paid search text ads. The ad extension called Offer Extensions are as easy to implement as Google’s other ad extensions — sitelinks, location extensions, click to call extensions and Communication ad extensions.

Text ads with offer extensions help advertisers by showing searchers their most up-to-date promotion within a paid search ad immediately after the search engine results page has finished loading.

To enable Offer Extensions advertisers must include an offer that promises discounted or free products or services to customers and must be exclusive or have limited availability. Advertisers can use coupon or redemption codes and can also offer both online and offline for advertisers who have brick and mortar locations.

Similar to other ad extensions, Offer Extensions are likely to increase the click-through rate of an ad, because the offer stands out on the SERP and adds extra real estate to text ads.

Offer Extensions is in limited release to U.S. advertisers. Below is a screenshot of a paid search ad with an Offer Extension.

November 29 2012

How to Use Automated Rules for Holiday Promotions

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Do you have promotions that end at 11:59 PM and you don’t want to burn the midnight oil pausing ads with special promotions? Do you want to be more efficient in managing your promotions for the holiday season? Automated Rules are the answer.

Automated Rules in AdWords let you schedule automatic changes to specific parts of your account based on the criteria you specify and save you time by efficiently managing your paid search efforts. Some examples of criteria that you can choose can be based on campaigns, ad groups, keywords, or ads.

For example, you have an upcoming promotion offering a 20% off discount and include this verbiage within your text ads. The sale is set to start at 6:00 AM. With Automated Rules, you can set a rule to enable all ads that contain “20% off” at 6:01 AM, without having to manually enable all of the ads within your account.

In addition, you can have the advertising platform automatically alert you when your automated rules have run, insuring you that all the necessary changes have been made.

To implement Automated Rules, find the “Automate” menu within one of the following tabs within AdWords: Campaigns, Ad Groups, Ads, or Keywords.

November 28 2012

Google Shopping to be Transitioned Globally

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In mid-October, Google transitioned its free, organic links of Google Merchant to a paid model called Google Shopping via Product Listing Ads. Google has just announced that it plans to release the same commercial model internationally to the following countries: the United Kingdom, France, Japan, Italy, Spain, Netherlands, Brazil, Australia and Switzerland.

The search engine says that it will be a gradual transition in order for merchants to optimize their campaigns and the first major change will be on February 3, 2013. At this time, Google will release cleaner results for shopping queries in addition to some of the new commercial formats on Google.com that appear like square units. These new results will replace current search results and will be labeled as “Sponsored” and appear in the space that is currently paid search ads. Google expects the international transition to be complete by the end of the second quarter in 2013.

Google’s ultimate goal for the Shopping transition is to create a better shopping experience so that users will find products in one place and are able to compare features and pricing and read merchant reviews easily. Google believes that a paid model for merchants allows better, more relevant product data which will lead to a better experience for shoppers.

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