So you’re totally psyched about Automated Rules and you have implemented them in your current Google AdWords pay-per-click (PPC) campaigns. You will be happy to hear that AdWords has recently introduced a new automated rule that will increase your keyword cost-per-click (CPC) bids so that your ads will be shown at the top of the search engine results page (SERP).

You will want to utilize the “Raise Bids To Top Of Page CPC” automated rule for your branding campaigns, campaigns with well-performing Sitelinks, or any campaigns that have a tendency to perform better in the first paid position on the SERP.

You can choose what keywords within your campaigns will be affected by the automated rule by selecting the different requirements. You can sort by different CPC bids, click-through rates (CTR), average position, or even all the keywords within the campaign.

To enable this automated rule, in your Campaigns tab, select “Raise bids to top of page CPC when…” underneath the “Automate” pull down menu.

Here is a screen shot of how to set up this rule:

Please note that you can not use the “Raise Bids To Top Of Page CPC” automated rule for campaigns that are utilizing Conversion Optimizer or advanced ad scheduling.

When most clients think of paid search conversions, they think of searchers who are using computers and laptops. However, paid search conversions can also come from mobile devices and tablets.  It would behoove businesses to do a device assessment of their campaigns to see the true source of conversions.

Most companies are taught to ask which campaigns and keywords are converting and which ones are converting at the best cost/conversion. Yet many should consider asking which devices are bringing in these conversions. This was not a question that companies needed to ask a few years ago, because mobile devices and tablets weren’t as heavily used as they are now. However, times have changed and the results bare witness.  Let’s say for example that a particular campaign produced 20 conversions in the month of December at a cost/conversion of $5.00. If the keywords and ad copy have good click through rates it may seem as if that particular campaign is well tuned. However, a deeper analysis may show that 15 of those 20 conversions came from mobile devices.  Now what? Break out that one campaign into two separate campaigns. Why? In order to capitalize on the conversions even more.

When a campaign is targeting all media devices, then no one device is truly being tested. However, if you create a version of the campaign that is only targeted to mobile devices and one that is targeted to laptops and computers, it then gives each device an opportunity to show its true potential. One may find that certain campaigns convert better on mobile devices than they do on computers and laptops.

 In the world of paid search, it’s all about testing and making adjustments. Take the time to find out how your campaigns perform on mobile devices. It might be an unexpected surprise to find that mobile devices and tablets are giving your company a better bang for your buck.

Google says a View-through conversion happens when a customer sees an image or rich media ad on the Google Display Network, then later returns to your site through a bookmark an organic listing or direct URL and completes a conversion on your site. A View-through conversion is different from a click-through conversion in that a click-through conversion happens when a visitor previously clicked on an ad and then completed a conversion on your site.

In addition, because a visitor did not click on the ad but then later went to your site and converted, if you are using a cost-per-click (CPC) model for your AdWords campaign, theoretically, it did not cost you anything to receive this conversion.

View-through conversions will only occur for campaigns opted into the Google Display Network and using image ads.  That being said, campaigns utilizing Remarketing are more likely to receive View-through conversions, because the visitor is already acquainted with your site and when he/she sees an image ad reminding him/her of your site’s products or services, the visitor is more likely to return to your site and convert.

Please note that conversion tracking must be in place in your AdWords account to see both View-through and click-through conversions and View-through conversions must be enabled. To enable View-through conversions, go to the “Advanced tab” underneath the “Tools and Analysis”. See screen shot below:

For more information on View-through conversions, click here.