|A "Call" button in a search ad on a mobile device|
Canada, say hello to Google forwarding numbers
Google forwarding numbers are an important step toward measuring the phone calls you receive through Google search ads. When you use Google forwarding numbers with your call extensions and call-only campaigns, we’ll dynamically assign a unique phone number to your ad. When a customer calls that number, AdWords will route the call to your business phone number while providing you with useful information about the caller’s area code, call duration, and whether the call was answered.
Many people who search for local businesses prefer to call a phone number with a recognizable area code, which is why Google forwarding numbers will show a local Google forwarding number, where available. For example, if your business is based in Vancouver, your ads are eligible to use a “604” area code with your Google forwarding number.
Canadian advertisers like belairdirect and 1-800-Got-Junk are already using Google forwarding numbers to improve performance on their call ads:
"As marketers, we are always looking for new ways to leverage technology in order to be more efficient and measure the full value of our ad campaigns. Now, with Google forwarding numbers, we're able to gain valuable insights into the consumer behavior behind calls to make our campaigns and call centers more useful for current and future customers. Furthermore, we've identified that calls that last over 10 minutes are more likely to result in someone signing up for an insurance policy. We can now count these as call conversions to optimize for higher-quality calls." Anne Fortin, Senior Vice President, Marketing and Strategic Relationships, belairdirect
“Call extensions and call-only campaigns help customers reach our service representatives more quickly to schedule a junk pick-up. So far, we’ve been able to generate thousands of leads and now with insights from Google forwarding numbers in Canada, we can monitor call details and filter calls by duration. This gives us vital information on which campaigns are driving the right calls and how we can better invest our advertising spend." Keegan Morrison, PPC Account Manager, 1-800-Got-Junk
Clicks that lead to calls from your website
While call extensions and call-only ads are very effective, many customers also call your business after clicking through a Google ad and learning more about the products and services you offer on your website. Website call conversions is a powerful tool that dynamically inserts a Google forwarding number on your website to identify and measure the calls that occur after a Google ad click. When someone clicks on your website’s phone number or dials it directly from their phone, you can attribute the call and call value back to the keyword and ad that drove the customer.
Advertisers like Blinds.com are already using website call conversions to gain a more holistic picture of their AdWords performance:
“It’s a great idea to implement Google’s website call conversions, particularly if you have a call center that handles over 15% of sales or if you’re faced with the challenge of attributing offline calls to online spend. With website call conversions, we’ve attributed 56% more revenue to mobile ads and measured 173% higher average order value. With these insights, we’ve been able to increase and optimize spend towards keywords that are generating the most call conversions. We’re looking forward to rolling this out to Blinds.ca in Canada.” Michael Nicholas, SEM Specialist
Maximize call value
In addition to measuring call conversions, Google forwarding numbers also allow you to assign a conversion value. For example, a business might assign a revenue value to calls that last over 5 minutes. By measuring these calls, you can automatically optimize your keyword bids to drive more valuable calls using Target ROAS. This flexible bid strategy factors in signals like device, location, and time of day to make auction-time bid adjustments that maximize call conversion value, while reaching your business goals.
With the launch of Google forwarding numbers, you can now report on call metrics and conversions, measure website call conversions, and optimize your bids to drive more valuable phone calls. You can learn more about each of these products in the AdWords Help Center and read our best practices for maximizing performance with calls.
Posted by Amit Agarwal, Product Manager, AdWords
1 Think with Google, The Role of Click to Call in the Path to Purchase, September 2013
*In some cases, a local Google forwarding number may not be available. When this happens, your ad will show a toll-free Google forwarding number instead
Introducing new ad interaction columns
As we add more campaign types into AdWords, we want to help you surface key insights across all of the campaigns you manage. That’s why we’re rolling out three new reporting columns to help you quickly report on some of the most important ad interactions that occur across all of your campaign types.
Starting this week, you’ll notice the following new columns:
- Interactions - An interaction is the main action people take with your ad format— such as clicks for text and shopping ads, views for video ads, and engagements for Lightbox ads.
- Interaction Rate - Interaction rate is used to measure how often people interact with your ad after it’s shown to them—for example, clicks divided by impressions for text ads, or views divided by impressions for video ads.
- Avg Cost - Average cost is the average amount you've paid for your ads divided by total interactions—clicks divided by cost, or views divided by total cost.
When viewing multiple campaign types, these columns give you a more uniform and quick way to view key metrics for your campaign types in a single column. For example, for search, the primary metric you might want to view is clicks. And for video, your primary metric is views. Now, you can use the Interactions column to quickly see a combined metric for clicks and views for each of these campaign types within a single column.
Additionally, to make reporting by specific campaign type easier, you’ll now see your Total rows broken out by campaign type, instead of by network. And you will also see total rows for only the campaign types you manage.
Over time, you may start seeing these columns in other areas of AdWords. To learn how to start using the new ad interactions columns in your AdWords reporting, check out our Help Center.
Posted by Pallavi Naresh, Product Manager, AdWords
With the simplicity of a single interface and a more consistent experience, AdWords makes it easier for you to optimize across campaign types. Plus, you can take advantage of powerful bulk management tools to save time and effort when working on multiple TrueView campaigns. And now that all campaign types share the same structure, we can bring you new features for video, faster than ever before.
Now if you’ll follow us, we’d love to show you around…
In the top left corner, you can find the campaign type selector. This is useful to see only campaigns of a certain type. For instance, selecting “Video” gives you a view of your campaigns that looks similar to AdWords for video – meaning you’ll see only the tabs and columns that are most relevant for managing video campaigns. And best of all, we remember your column preferences whenever you switch among views, so you don’t need to change them around each time you toggle campaign types.
We’re also replacing targeting groups with ad groups, the basic building blocks for Search, Display, and Shopping campaigns. Now every ad group will have a single TrueView format, either in-stream or in-display. Though each ad group has only one format, campaigns can have multiple ad groups so you can still run both in-stream and in-display ads in the same campaign. To create a new campaign, just click the +CAMPAIGN button, click the new Video campaign type, and then create new ad groups within each campaign by clicking +AD GROUP.
Now that TrueView has joined the party in AdWords, you’ll have access to a trove of goodies designed to help you manage, optimize, and report on accounts with lots of campaigns. For instance, bulk UI editing lets you modify information for multiple campaigns at once – directly from the UI, and bulk uploads let you download a snapshot of your campaigns, make changes en masse, and upload the changes live to your account. And report scheduling gives you the ability to set up a schedule for reports to run automatically, and have them emailed regularly to account users.
Reporting for video campaigns is getting more powerful as well, as you’ll now have the ability to filter your results to isolate things like campaign name, label, cost, and conversions.
You’ll also see popular video features in familiar places in AdWords. For example, video remarketing is now in the AdWords shared library and YouTube account linking is in the Linked accounts section. Plus you’ll be able to see analytics for your video ads within the new "Videos" tab, and manage your targeting within the "Video targeting" tab.
Customers who’ve previewed the new interface found it saves them time and offers more powerful reporting. "As avid users of TrueView, we were eager to beta test the new TrueView in AdWords, and see how the change impacted our most complex campaign setups," said Pixability CTO Andreas Goeldi. "The increased functionality allows for improved workflow, better reporting, and significant time saved."
Whether your goals are to drive direct response or to build your brand, you now have a single, unified tool to address your full range of marketing goals. Starting today, you’ll be able to upgrade your campaigns to the new ad group structure, and say goodbye to those days of going to “All Video Campaigns” to get to your TrueView campaigns. To upgrade, just head to AdWords for video by clicking All video campaigns (once more, for old time’s sake) and click into the Upgrade Center to easily switch over all your campaigns in one fell swoop. And don’t worry – all your historical stats and targeting will carry over (just drill down to the campaign level to see them). If you’d rather not upgrade your campaigns yourself, no problem – we’ll automatically upgrade your campaigns, starting in six weeks.
Posted by the fka AdWords for video team
Lane Shackleton, Group Product Manager
Ammar Ibrahim, Product Manager
Avi Fein, Product Manager
Rich and interactive ad formats
As we’ve developed Gmail ads, we’ve tested various formats to see what users find most engaging. One improvement we’ve made is to remove standard text ads from Gmail and show fewer, higher-quality native ads that integrate more seamlessly with the inbox experience.
With today’s announcement, advertisers can manage native Gmail ads right in AdWords by setting up a Display Network campaign and creating a Gmail ads format in the Ad gallery. The ad has two main parts:
- The collapsed ad that users initially see that matches the look and feel of the Gmail inbox. Users can click on this to expand it and get more details.
- The expanded ad unit is triggered by a click on the collapsed ad. This is a full-page native ad that recreates the informational and visual richness of a landing page. After users click to expand, any subsequent clicks on your content are free, including clicks to save the ad to your inbox or forward it to others.
Advertisers can choose from several customizable Gmail ads templates for the expanded ad unit. They can feature a single image, highlight a promotion that combines an image with a description and call-to-action button, or showcase multiple products at once. The custom HTML format offers the greatest amount of flexibility in how you configure your assets and allows you to create an even richer ad experience by including videos, forms, phone numbers, and multiple links and calls-to-action.
Brands like Marriott International are already using Gmail Ads to connect with users looking for compelling offers:
“We've had a lot of success working with our media agency, Beeby Clark+Meyler, to run Gmail ads and drive awareness for Renaissance Hotels. The larger ad unit allows us to feature videos and imagery that highlight the experience at Renaissance Hotels and our commitment to helping guests discover something new at their destination. We partnered with our creative agency, Anomaly, to embed rich visuals into our ads, and were able to drive great user engagement with 25% longer time spent on site and an 18% increase in pageviews per visit on RenHotels.com. This unit has also delivered ongoing high reach for the Renaissance Hotels brand. Since then, we've rolled out Gmail ads to additional Marriott International brand hotels globally and we're excited to launch them soon for our Autograph Collection Hotels as well."
Giving users control over the ads they see
As Gmail ads have evolved, we've continued to give users the ability to actively control the types of ads they see. As with other Google ads, users can manage their ad settings to remove unwanted ads from specific advertisers. They can also opt out of interest-based ads entirely.
To learn how to set up your first Gmail ad, visit our Help Center for more information.
Posted by Omry Pruzan, Senior Product Manager, Gmail ads
1 Gmail ads do not run on Gmail for work as part of Google Apps for Work
Over the past few months, many of you have been seeing tremendous success with dynamic structured snippets. And we’ve heard that you sometimes want to customize the information that shows in this format. That’s why today we’re starting to roll out structured snippet extensions: advertiser-provided structured information that show with your text ads.
From amenities to brands to product types, you’ll now be able to select a predefined “Header” and input a list of customized values that make the most sense for your business. For example, if you’re a hotel brand promoting hotel property, you can now create a structured snippet for “Amenities” and order them accordingly.
Using structured snippets with callouts
Structure snippets and callouts have distinct attributes and benefits.
Structured snippets will be rolling out to all AdWords accounts over the coming weeks. Please note that structured snippets can only be created in English at this time.
Ad extensions typically boost the performance of an ad and are also a factor in Ad Rank. Though ad extensions aren’t always eligible to show, the more you provide, the better the auction is at selecting the best combination of extensions to improve performance.
For more information about setting up structured snippets, see the AdWords Help Center.
Posted by Senthil Hariramasamy, Product Manager, AdWords
|The previous design of our app install ads on the left, and our new version on the right.|
|Different examples of color matching.|
Our app install formats have driven more than a billion downloads across Android and iOS. You can use these new designs automatically when you run a mobile app install campaign on the AdMob network in AdWords. That’s right, no extra work required!
As with other ad format innovations, our ads UI team test multiple designs - ten in this case over the course of a year - to find final versions that increase clicks and conversions for advertisers, and a positive experience for users. Both app install and text ad formats appear within the app and can be closed easily, so users can return to what they were doing with a single tap.
If you’re a developer looking to learn more about earning with in-app interstitial ads in your app, visit AdMob now. These new designs will also be available to developers monetizing their apps with DoubleClick Ad Exchange.
Posted by Pasha Nahass, Product Manager
Dynamic Search Ads are driving great results for businesses, and, as we announced last month, DSA is now more powerful than ever.
As you reach all sorts of interested users via Dynamic Search Ads, we’ve created a Best Practices checklist to help you get the most out of DSA. Beyond Keywords, a checklist for optimizing Dynamic Search Ads, is loaded with recommendations and tips, such as:
- Why you should create targeting groups based on user behavior
- How to exclude traffic you don’t want captured
- Which tactics to combine with DSA to improve performance
Review the checklist and start optimizing today.
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Posted by Matt Lawson, Director, Performance Ads Marketing
Promotional text, an optional message added to your ad groups in AdWords, was part of our first efforts to do just that. We noticed many of you use promotional text to highlight special offers or free shipping, so today, we’re excited to introduce new automated extensions for shopping ads (PLAs).
Automated extension for shopping ads
These new extensions are displayed alongside your shopping ads (PLAs) at no additional work or cost. They use existing information you’ve provided in your Merchant Center settings and data feed to automatically show free shipping and price drop information in a consistent and digestible way for shoppers.
Promotional text retirement
Based on initial results, we’re seeing shoppers prefer these new automated extensions over promotional text and advertisers are getting better click through rates with it too. Thus, we’ll be retiring promotional text at the end of September 2015 and start surfacing automated extensions more frequently instead.
For those who use promotional text, no additional action is needed. Your ads won’t be otherwise affected and will continue to reach shoppers searching on Google. If you want to highlight other offers aside from free shipping and sale prices, we strongly encourage you to take advantage of our other shopping extensions:
- Merchant promotions to share discounts and promo codes
- Product ratings to display aggregated star ratings and link to customer reviews
- Trusted Stores certification to show the world you’re trusted by Google as a great place to shop
Availability of this extension may vary by country, so check out the above help center articles for more details. You can find more information on automated extensions in our help center as well.
Posted by Tom Beyer, Product Manager, Google Shopping
Mario Märzinger, Vice President Marketing at home24 says, “We are extremely happy with the ability of maximize clicks to deliver more traffic at significant cost savings! Testing this bid strategy on one of our key product lines, we received 7% more clicks at 13% lower CPCs one month into the test.”
If you want to manage your own bids or use a third-party bidding platform, enhanced CPC is your best bet. It dynamically optimizes on top of your bid in real-time so you get more conversions or sales at a similar cost. We’re seeing advertisers get as many as 7% more conversions at the same cost with eCPC!1
Radhika Aggarwal, co-founder and Chief Business Officer at Shopclues.com says, “We manage our bids as much as we can, and by using enhanced CPC, we’re able to optimize our bids based on user context and auction dynamics. Enhanced CPC’s real-time bidding has helped ShopClues improve our ROI and really elevate our performance.”
If you don’t have time to manage your bids manually and are revenue-driven, let target return on ad spend (ROAS) do the heavy bidding lifting. With target ROAS, you choose your desired ROAS and it’ll dynamically bid so products that’ll drive more revenue will get higher bids.
Currently a beta, target ROAS is available to a handful of retailers. If you’re interested in participating in this beta and being an early adopter, please fill out this request form.
We’re very excited by these automated bidding solutions for Google Shopping. We'll continue to explore and invest in additional ways to help you be more effective and efficient with campaign management and bidding. For more information, check out the AdWords help center on bidding strategies and best practices for AdWords bidding.
Posted by Dimitris Meretakis, Product Manager, Google Shopping
1 Google Shopping internal data, August 2015.
We hope you’re excited as we are about last week’s launch of the Report Editor. This powerful new AdWords tool lets you explore your account data in brand new ways from within your browser.
On the heels of that update, you should also be sure to check out our brand new guide to AdWords reporting: Special Reports. Inside the guide you’ll find advice about how to surface the right insights in your account and how to turn those insights into action. Specifically, learn how to:
- Frame analyses around what success looks like for you
- Give analyses the appropriate context
- Tell a story that translates reports into action
- Tailor reports to be uniquely meaningful to your needs
There are plenty of example reports throughout that are intended to inspire you as you put together your own analyses. Whether you run those analyses via the Report Editor or via any of the other different ways to report on AdWords performance, find actionable insights through smart reporting. Happy analyzing.
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Posted by Matt Lawson, Director, Performance Ads Marketing