AdWords users know that Google offers conversion tracking; however one limitation has been that this conversion tracking did not distinguish between certain types of conversions. For example, if you had 2 offers, newsletter sign up and contact us form, AdWords conversion tracking could not determine which action was taken. In order to see this, you would need to then look into your Google Analytics and cross reference to see which goal was completed. It would even take a few more steps to determine which keyword got the conversion.

With the ability to import Google Analytics goals into your AdWords reporting, there is no need to continue to bounce back and forth between the two platforms to determine where the conversion came from. If your AdWords and analytics accounts are linked, it only takes a few simple steps to import your goals. Then you will easily be able to determine which keywords, ads and campaigns are generating specific conversions. This will help to tailor each campaign to reach your desired goal completion target.

There is no need to install AdWords conversion coding any longer. In fact, conversions could be counted twice if both the engine conversion coding and the analytics goal are recording the same event.

You can also integrate analytics goals with Conversion Optimizer, which is a tool that helps AdWords users get more conversions based on desired cost per acquisition(CPA). Leveraging all of the tools that are available, using them to interpret data and making informed decisions will help any online advertising reach its maximum potential.

Google now allows certain trademark terms to be used in ad copy for sponsored listings, even if you do not own the trademark. In the past, trademark terms were allowed only as keywords and but not in the ad copy. Ads previously were disapproved if they were found to violate the policy relating to the use of trademarks.

The reason for this change is to improve not only ad quality, but also user experience. According to Google, “Google’s goal is to provide our users with the most relevant information, whether from search results or advertisements, and we believe users benefit from having more choice.”

Using branded terms in ad copy allows advertisers to create ad copy targeted to particular products, services and inventory. For example, if you sell different brands of cameras, you can bid on the keywords and create ad copy for those products. Writing specific ad copy will decrease the amount of generic ads that show up when trademark terms are searched. This enables searchers to quickly find which advertisers have the exact products they are looking for.

If your ads have previously been disapproved due to trademark restrictions, you may want to re-submit them. Ads using trademark terms become effective on June 15. For advertisers who have Google Alerts set up for their trademark terms, an increase in the use of trademark terms may occur. As always, be sure to monitor your trademark terms carefully to ensure they adhere to the new criteria and are not being used inappropriately.

With thousands of sites on Google’s content network, your campaigns have the potential to reach millions of viewers. However are you reaching the audience you are looking for?

Enhanced Online Campaigns combine keyword-targeted along with placement-targeted campaigns. This type of campaign allows you to get more control over who sees your ads; you decide which sites your ads will be seen on and what keywords are relevant to your site. Your ads will only show when both the keyword and placement match. Target demographically, by industry or choose specific relevant sites.

By creating different ad groups, you can choose to target different sites or demographics and create specific ad copy for that ad group. For example, if you sell flowers, you might have an ad group focusing on Father’s Day and another ad group focusing on wholesale. The ad copy, keywords and placements will all be different, but all relevant to your business.

You can set custom bids for specific placements. After choosing your sites, test your campaigns then run a paid placement report. The paid placement report lets you review what sites are getting the best results. You can eliminate under performing sites and bid more for higher performing sites to maximize your ROI.

By leveraging Google’s enhanced online campaigns, you can deliver your message to a more precise audience than with a content campaign.