Article Archive by Anne Garcia

June 11 2013

Use Image Extensions to Expand Your Text Ads

by Anne Garcia

Google has introduced a new extension format to AdWords ads called Image Extensions, which allow advertisers the ability to add visual elements to paid search ads. These images enhance the search engine results page (SERP) with rich content to make text ads stand out on the page.

Image Extensions are likely to increase the click-through rate (CTR) of ads as they will have more of an impact to the searcher than a standard text ad format.

Advertisers are able to select the images that are displayed with their Pay-Per-Click (PPC) ads and each image will be reviewed by Google. The search engine says that the advertiser must have the necessary rights to the images they wish to display.

Image Extensions are currently in Beta and can only run in English, but are available globally.

Below is an example Google shared of a PPC ad with Image Extensions.

For a full list of Google AdWords ad extensions, see here.

June 5 2013

Use AdWords Dimensions to Dissect your PPC data

by Anne Garcia

Have you ever wanted to quickly see your AdWords PPC performance across a specific hour of the day, day of the week or across a user’s location? The Dimensions tab within Google AdWords allows advertisers to dissect their data across ad groups, campaigns or their entire account. From these findings, advertisers can make educated decisions on how to optimize their campaigns.

Some of the available Dimension options are Time, Geography, Search terms and Automatic placements. One way that an advertiser can use the Dimensions report is to view data by hour of the day to identify the time periods where there is a lull in conversions; from here the advertiser can choose to ad schedule their campaigns so that they are not wasting advertising dollars during periods of the day when their website visitors are not likely to convert.

Similarly, by using the Geographic Dimension, an advertiser can find which locations are more likely to bring in conversions and choose to increase their budget for those locations.

To access Dimensions within Google AdWords, navigate to the Campaigns tab and from there select the Dimensions tab.

Below is a screen shot of an example of a Dimensions report by week.

June 3 2013

Twitter Introduces Lead Generation Card

by Anne Garcia

We recently announced that Twitter introduced Keyword Targeted ads within its Timeline. Now the social network has launched Lead Generation Card, which allows users to easily share their email addresses with advertisers, without leaving Twitter or filling out long contact information forms.

Now when a Twitter user expands a Tweet, they will see an image and description of an advertiser’s offer, in addition to a call-to-action. The user’s @username and email address associated to the account that is logged in will already be automatically filled within the Lead Generation Card and the user can easily click on a button to send their information to the advertiser. The Twitter user can send their contact information directly to the advertiser without leaving the social network.

The Twitter Lead Generation card is ideal for advertisers looking to grow their newsletter and marketing promotion database. Twitter says that the Lead Generation Card works easily with most CRM systems for a seamless integration.

Lead Generation Cards are only available to Twitter’s managed advertising clients at the current time. Twitter says that it will be opened up to small and medium-sized businesses soon.

Below is a screen shot of an example Twitter provided of the new Lead Generation Card.

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