Create your own bid simulator assessment with real historical data from your account rather than just trusting the Google Bid Simulator.
Read more at PPCHero.com
Meet two new ways to understand and better serve your customers
Here’s good news for marketers: as you heard yesterday at Google Marketing Next both Optimize and Surveys 360 will soon be integrating with AdWords. The Surveys 360 integration is now live in the U.S. and Canada; the integration with Optimize will be available in the coming weeks.
Optimize is an A/B testing and personalization tool that makes it easy to see which changes to your web pages work best for your users and your business. Surveys 360 is a market research tool that helps enterprises gather fast, reliable insights from real people online and on mobile.
Why the new integrations? To make it easier than ever to understand and better serve your potential customers. Here’s some detail on both.
Better landing pages, better results
Advertisers naturally spend a lot of time thinking about their ads. What gets people to click? Will the words “free shipping” sell more than “10% off”? AdWords has always made it easy to create many different ad campaigns to see which performs best. But the ad is only part of the experience.
The new integration between Optimize and AdWords makes it easier than ever to take the next step: to improve and personalize the landing pages those ads lead to. The integration gives marketers a fast way to create and test custom landing pages based on the keyword, ad group, or campaign associated with an ad – with no need to deal with destination URLs or messy query parameters.
It’s worth it. 90% of organizations that invest in personalized consumer experiences agree that they contribute significantly to more business profitability. 1
Suppose a hotel wants to improve its landing page for the keyword family friendly hotels. Using Optimize, the hotel can create and test a new variation of the landing page, one that features an image of a family enjoying themselves at the hotel pool, instead of a generic image of the hotel exterior. If the new page leads to more reservations, they’ve got a win. Then it’s easy to keep testing headlines and images that might also do well.
The AdWords integration will be available for both Optimize and Optimize 360 and will be available to start using in the coming weeks. If you haven’t tried Optimize, you can get started for free here.
Why not ask your customers?
We all need faster insights these days. That’s one reason we added Surveys 360 to the Google Analytics 360 Suite last year. Surveys 360 lets you ask questions directly to a pool of 15 million real people as they browse the web or use their smartphone. The results arrive in days, or sometimes in just hours.
Now, what if you could combine that kind of speedy real-world feedback with the wealth of data that you already have in AdWords? Then you could understand both what users do and why they do it.
That’s what we’re announcing today: remarketing lists published in AdWords are now available in Surveys 360 for surveys targeting. That means you can survey the users on your remarketing lists to find out what worked best for them (or didn’t).
Want to know why shoppers abandoned their shopping carts? Ask them! Curious about how many customers converted due to your new free shipping offer? Ask them!
Then change your marketing message on the spot to match what you learn. If your survey shows that the words “family friendly” are what brought customers to your hotel, you can build new ad groups to take advantage of this information. (You might even use Optimize to test new landing pages with that phrase!)
Here’s an early report from the online shopping site Jet:
“Google Product Listing Ads (PLAs) have been an effective way for Jet.com to drive website traffic, but we needed to optimize for conversions. Surveys 360 connected us directly to our customers through remarketing audiences to determine which factors influence their purchase decisions most. The results were clear: customers care most about free, fast shipping and our free returns. We used this insight to revise our messaging in PLAs and across Jet.com which quickly improved performance.”
–Ben Babcock, Director of UX Research at Jet.com
Getting started is easy: Just log into your Surveys 360 account with the same credentials used for your AdWords account. When you select “remarketing audience” for survey targeting, your AdWords remarketing lists will be automatically pulled into Surveys 360 and ready for use. Learn more.
All together now
These new integrations are one more way for Optimize and Surveys 360 users to make the most of their AdWords investments. We hope you’ll find them a fast and simple way to understand what works for your customers and give them more of what they want.
1Econsultancy and Google, Marketing and Measurement Survey, March 2017
Posted by Michael Cumberbatch, Product Manager, Surveys 360 and Rotimi Iziduh, Product Manager, Optimize
Beginning in early June, AdWords will be rolling out changes to Enhanced CPC bidding (ECPC). Read on to find out how these changes will impact you.
Read more at PPCHero.com
Today the Data Studio team is releasing an enhanced AdWords connector, giving users the ability to select MCC sub-accounts and set up reports for accounts containing multiple sub-account currencies.
|Click image for full-size version|
There are two major enhancements to the AdWords connector:
1. Selecting sub-accounts: prior to this release it was only possible to connect to an entire MCC account as the data source for a Data Studio report. This enhancement allows users to define a data source by selecting up to 75 individual sub-accounts within an MCC account.
2. Filtering on currencies: one common challenge with MCC accounts occurs when sub-accounts are set to different currencies. While metrics such as impressions and clicks can be aggregated correctly across these sub-accounts, currency fields like Cost and Average CPC cannot. The enhanced AdWords connector allows MCC account holders to filter sub-accounts by currency to avoid this problem, and removes currency fields from the connector if multiple currencies are present.
Connecting to AdWords MCC accounts
To connect to MCC accounts, create a new Data Studio data source and select the AdWords connector. If you have access to an MCC account, a “MANAGER ACCOUNTS” option will appear. The account holder can then select sub-accounts they are interested in, or use the pull-down menu in the upper-right corner to filter for sub-account currencies.
Note that existing Data Studio connections to MCC accounts must be edited and reconnected or recreated from scratch to take advantage of the new enhancements.
Your feedback and questions is welcomed in the Data Studio community forums.
Posted by Alon Gotesman, Google Data Studio team
Many of us don’t have the time to always be checking our AdWords accounts.
Enhanced campaigns, image extensions, third party reviews… the list goes on. Fantastic features that have improved performance for search marketers.
But we always want more, don’t we?
What do we hope that 2014 will bring from Google to make us really happy?
What We Want
The lists below aren’t sorted by importance or even feasibility. This is speculative stuff.
- More and better demographic data. Demographic data in search is a tricky business, but if anybody can solve this it’s Google. Their data quality has come a long way in the last couple of years but it still has the scope to get better.
- Third party data in search. If I have a cookied list of people who have made a phone call to my business, I want to be able to adjust my bids and targeting for those users. In fact, I’d like to be able to buy third party data and apply that to my search targeting. There’s a lot of it out there I can use on my display campaigns, and think how great the performance could be on search!
- Better RLSA remarketing lists (minimum volume, longer duration, YouTube audiences, etc.). I can see why this product launched with restrictions on these lists, but boy do I wish we had more flexibility. I’d love to have a list containing people who bought insurance from me 11-12 months ago. As soon as they search for insurance terms again I want to make sure I’m appearing. But with a 180 day duration limit I can’t do that at the moment. Any time Google want to open this up, I’ll be ecstatic. Let me use my Google Analytics lists too!
- Richer ad formats. Surprise me. I kind of don’t mind what’s included. Google have been pretty inventive about these in the past, and sitelink descriptions, image extensions etc have made massive impacts to my regular search ads. Combine what’s been done with PLAs and we’re in a good place now. All this improvement has just whetted my apetite. Give me more!
- Relaxed character restrictions. I know these limits have been fixed since time immemorial, but think how good an ad you could write with a few more characters in your headline, now that you’ve got years of experience writing such concise, neat ads!
- Video content. Google have been experimenting with videos in ads for a while, but it’s been quite limited. I have quite a nice video, so let me put it in my ad so people can watch it if they want to.
- Campaign and ad group IDs, and ad parameters in AdWords Editor. This one really would make a difference. We use the API for a lot, but for ad hoc tools a spreadsheet is still the easiest way for a campaign manager to make bulk changes. Unfortunately I can’t make bulk changes to things like ad group names, because then there is no way to upload that back into AdWords Editor with the tool totally aware which group has changed to which new name. Each campaign and ad group has an ID, let us export it and make changes around it, the way we can in the API.
The other API only tool that we like is the ability to change ad parameters. These sit at keyword level, and we want to be able to change these on the fly please, without having to build new API tools each time we need to do something different and inventive with them.
- Better filters in the Dimensions tab. If I’m looking at the Dimensions tab, I can’t filter by campaign or ad group. What? That seems like a ridiculous oversight. Sure I can look at just one of these at a time by using the left nav bar, but are my choices really to look at a single campaign or the entire account? Why can’t I, for instance, include every campaign that doesn’t contain the word “Brand” in the campaign name, thereby looking at all my non-brand activity together?
- Bulk add/remove in Client Center level reporting. This one is personal, folks. On a regular basis I need to extract data from across all our accounts. That’s 250+, of which some should be included and not others. My choices are to include all accounts, or to add them one at a time. Dammit! I want to be able to add all, but still have individual controls to add or remove.
What Might we Actually Get?
Of the above list, only some.
Expect the demographic data to improve, but I’d be surprised to see much change to RLSA remarketing lists. I’ll eat my hat if we get third party data in search in 2014.
RLSA remarketing lists are dominated by the implicit user terms people agree to every time they do a search on Google. They’re already stricter for users who have signed in (they’ve explicitly told Google what can be done with their data, and it’s hard to change that for new products). Third party data is a step too far, probably.
We’ll definitely get some richer ad formats, probably including video. I suspect new formats on mobile will be prevalent too. That’s just continuing an existing set of trends. Relaxed character limits seem unlikely. There is no pressure on Google to change this, and the amount of upheaval for a lot of AdWords accounts makes it tricky to implement.
Regarding the management/reporting changes: your guess is as good as mine. Speak to your AdWords reps until they consider these as problems that affect multiple people. As long as its just a few lone voices asking for these changes they’ll be considered low priority.
What Changes Would be Actively Bad?
There are always still a few of these, generally regarding changes to defaults or removal of useful granularity of control. Each of these makes campaign management more complicated in order to recreate the level of control we used to have.
Example: since enhanced campaigns removed the ability to ability to have different mobile bids easily for different keywords, some PPC commentators discuss using one keyword per ad group to regain that control. It’s the kind of change we shouldn’t have to make, but in some cases we simply do.
I’d like to see Google avoid those kinds of changes this year. A small core of AdWords users spend the most time using the platform, and changes to benefit the rest that harm the sophisticated users are sure to reduce the good will towards Google.
I don’t know if it’s just the new year or something more pressing but I’ve never noticed this level of push from Google AdWords before. They’ve always done a good job of keeping their blog updated with helpful information but in the last few weeks, it’s been overflowing with news.
It started on January 15 with a post about upcoming features and improvements including – well. . . the title says insights for 2014 but it sounds more like a list of 2013 improvements.
. . .So last February, we introduced enhanced campaigns for AdWords. With enhanced campaigns, it became much simpler to manage campaigns across multiple devices while optimizing for your customers’ intent and context — like their location and time of day.
. . . .So in addition to the manual bid adjustments in enhanced campaigns (see our “Bid Like a Pro” guide), we launched new, more flexible automated bidding strategies.”
. . . . So in June, we introduced a valuable new audience-based capability to search ads: The ability to tailor your bids, ads or even keywords based on a user’s previous visits to your website.”
We also introduced a new metric, estimated cross-device conversions, to help you better measure conversions that start with an ad click on one device and end with an online conversion on a different device.
Finally, looking forward to 2014. . .
. . . So you can expect substantial improvements around workflow efficiency, campaign planning, analysis and reporting, opportunity identification, and testing.
So. . . what they’re really trying to do is make AdWords easy to use and less intimidating. I like that.
The next step is a series of Google Hangout training classes. In February they’ll be discussing location targeting, mobile targeting and real bidding with audience targeting. These are excellent sessions for beginners and they’re totally free. Learn more about the Hangouts here.
About a week ago, Google demonstrated their commitment to stopping bad ads and they released a series of ad mute surveys which will help advertisers understand why their ads aren’t working.
Last week Google rolled out a new, easier to read interface for AdWords then posted “The Performance Marketer’s Field Guide to AdWords Ad Extensions.”
Today, they want to remind you to use your six available deep linked sitelinks on your ads.
Personally, I rarely click anything but a home page button on these ads but I can see how they might improve conversions.
The most interesting thing I saw today was an email solicitation offering me a $ 100 credit toward mobile app promotion. I’ve seen these credits for general AdWords ads but never for mobile.
What’s with the push? Are AdWord dollars slipping? Are people switching over to Bing? AdWords is still the biggest game in town but I guess even Google can’t rest on it’s laurels (which sounds extremely uncomfortable.) It feels like they’re trying to pull in a fresh, young audience. Yes, it’s all aimed at putting money in their own pockets, but if it helps you put more money in yours then it’s a win-win.