For PPC management, 2010 brought forth a whole host of new Google Adword features. These new tools and reports allowed savvy paid search advertisers deliver stellar performance in their campaigns. With the overall goal to improve ad conversions and increase sales, while generating detailed data for evaluating performance.
The new features are also packed with other great benefits. With this latest innovative creation, an ad’s overall return on investment (ROI) can be maximized, while keeping the cost per click (CPC) as low as possible. With that being said, here are the top 10 must-have Google Adword features from 2010 every PPC advertiser must use in 2011:
Release date: March 25, 2010
This feature is designed to boost the overall conversions of each ad campaign. Utilizing the Google Display Network, it allows for existing ads to be targeted specifically to people who have previously visited a website. It works by adding a specific tag to a webpage that corresponds to the product being sold. This tag tells Adwords to save a list of your viewers.
It also relieves some of the keyword competition pressure. By narrowing the focus to prior users, it can substantially improve the performance of lower converting keywords. Remarketing can be combined with other keyword campaigns, which is likely to increase conversions.
2. Broad Match Modifier
Release date: July 14, 2010
This powerful feature turns a single keyword into a multi-tasking moneymaker. By matching untold numbers of word orders and spelling variations, the need for multiple keywords is greatly reduced. It offers a great deal more opportunity to find users than phrase match does, and more control than using broad match alone.
Implementing the broad match modifier is simple. By including a (+) in front of specific words inside of the keyword phrase, users will be shown variations of that word. This will include incorrect spellings, plural versus singular, and abbreviations. Improving the opportunity for keyword matches will mean an increase in click prospects .
3. Adwords Call Tracking (Metrics)
Release date: November 2, 2010
Call tracking is a reporting tool that tells how many telephone calls a specific ad is generating. It is a definitive way of measuring ad productivity and ROI. Once a determination is made as to an ad’s efficacy, changes can then be implemented. This can be an important function in increasing leads and sales.
Once a campaign is enrolled, a unique code will be automatically inserted into the ad. This code contains an individual telephone number. It will work on both traditional desktop computers, as well as the newer mobile devices. When a customer calls the assigned telephone number, it is logged into a report.
4. Seller Ratings
Release date: June 28, 2010
This is a part of the Ad Extension feature that harnesses the power of credibility to increase conversions. Consumers tend to buy more quickly and more often when they feel that can trust the business that is selling. Using a familiar rating system of stars, Google places reviews at the bottom of key ads. Users are able to see how a business ranks before they click on the ad.
Seller rating doesn’t appear for everyone. It is only provided for the top Adwords advertisers who also have very high quality scores. A company must also have a record of accomplishment with consistent 4 star or higher rating and at least 30 reviews.
5. Search Funnels
Release date: March 23, 2010
This is another report than is useful in developing a strategy for keywords and conversion rates. It can significantly improve an ads conversion by looking at how consumers use Google.com to find products. It also tells you under which keywords customers tend to buy the most. It also takes into account ad impression behavior, as well as search ad clicks.
Since understanding consumer behavior is a vital part of creating ads that result in sales, the search funnel is an extremely useful tool. For companies that are running multiple ads, it will reveal not only the ad that led to the purchase, but also the viewed ads that may have led up to that purchase. These are also known as “click-assist” ads.
6. Product Listing Ads and Product Extensions
Release date: November 11, 2010
A product listing ad allows a potential customer to see the exact product and detailed information on your ad before they click on it. The information typically included may contain the product image, price, and the manufacturer name. Even without keywords or d text, a Google merchant account will direct user search inquiries to relevant products.
Since clicks cost business money, substantial savings can be recognized. By highlighting product details in search ads , there is an increased likelihood that a consumer intends to purchase the product that they click on.
Product extensions use something called a “plus box” to display an even greater amount of information to a viewer. The great thing about this system is that the CPC remains the same regardless of whether a consumer clicks on the text ad or on the product extension.
If the consumer simply decides to expand the plus box to view more details about a product or offer, but does not click through, then there is no charge to the business. Since there is no additional cost associated with product extensions, this can be a phenomenal way to increase qualified traffic to a website.
7. Adwords Automated Rules (Our favourite – bring on AUTOMATION!)
Release date: December 7, 2010
The automated rules feature can save a ton of time for managing multiple CPC campaigns. It permits a schedule of implementing automated changes to any part of an Adwords account. For example, a daily budget can be increased automatically on key holidays and shopping days. Alternatively, the maximum CPC can be increased or decreased based on parameters such as click through ratio (CTR).
The Adwords Automated Rules uses a code to program a schedule for which changes are applied, and when. It allows for maximum flexibility, allowing for these changes to apply to multiple keywords, campaigns, or ad groups. Adwords Automated Rules is presently available to US advertisers only, but is however being Beta tested in the UK.
8. Enhanced CPC
Release date: August 16, 2010
This is an automatic setting that will raise or lower the targeted cost per click (CPC) based on the likelihood that an ad would result in a click. It factors in user details such as the search phrase, geographic location, browser data, and historical conversion tracking. The maximum cost of a click is then calculated on a sliding scale.
Enhanced CPC can increase an ad’s return on investment (ROI) by providing more opportunity to generate clicks. An ad is no longer limited by the maximum CPC when conditions are favorable that a conversion will result. It can also minimize cost when a conversion is unlikely.
9. Adwords API
API is an application that will convert xml product feeds from a retailer into live ad campaigns. It includes keyword creation and implementation. Most beneficial for large business that have multiple product lines, it keeps pricing information up to date inside the ad. In addition, it will allow Adwords to be integrated into other databases for the automatic creation of text ads, keywords, and custom reports.
The Adwords API application is found under the My Clients Account. Once Inside of API, there is a wide range of functions that developers can utilize. These tools are designed to help businesses that have large campaigns manage them effectively, and create more conversions for less money.
10. Adwords Campaign Experiment
Release date: June 8, 2010
This feature helps to identify top performing ads by running a side-by-side comparison of two similar ads. It will test subtle changes to keyword applications, bids, ad groups, and placements. The results will show which ad generates the greatest amount of traffic and is the most profitable in the experiment.
The traditional method for running ad comparisons is to use a before and after analysis. This method is problematic due to fluctuations in factors that influence consumer behavior. Events such as peak shopping days, holidays, and weekends can skew the results. The campaign experiment allows for tow ads to be considered equally, much like the adage comparing “apples to apples”.
Overall, these new Google Adword Features can add punch to any internet marketing campaign. With a greater ability to review ROI, generate sales and leads, and create more conversions, these are a veritable powerhouse of useful tools.