Adwords news - June 2015 | Weboptim
Over the summer, a number of new features and Adwords interface changes will be introduced.
Let's look at some of the more important ones:
1. Target CPA simulator
It answers the question.
‘What would have happened if I had used a different CPA in the previous 7 days?'
(CPA is the cost per customer acquisition, i.e. how much you want to pay for a conversion.) It requires the use of a conversion optimizer. The new feature works on both search and display networks.
- Display network focuses on the number of conversions.
- Search network, it is the number of clicks converted that is decisive.
When is this data not available?
- If there is not enough data (the campaign is fresh, with few clicks in the last 7 days)
- If max. CPA setting is used
- If there is a cost limit in the campaign
- When viewed at keyword or ad group level (currently only available at campaign level)
- If you are running a shopping campaign
Where can I find the new feature in Adwords?
In the left navigation bar, select "Shared library" menu, under the option "Bidding strategies". Click on the target CPA strategy to see the performance report. In it, click on the simulator icon in the "Target CPA" section.
2. Changes to Trueview videos
What's new is that if you click on a clickable ad in the video, you can pause the playback (free of charge). Pay for all other clicks (links, icons - except, of course, the skip the video button.) Clicks are priced per display - so we have to pay the standard 7-10 forints per click for displays.
What is the result?
- more visualisation
- fewer clicks
- fewer accidental clicks
We can use Youtube cards for videos (interactive templates that allow you to show images and text to users while they watch your video.)
3. Full use of GA + RLSA
From now on, the Remarketing lists generated in Google Analytics It can also be used for RLSA campaigns. The feature works with most Google Analytics tags, including analytics.js, ga.js. You don't need to change anything in the previous tag settings to use it.
To turn it on, go to your Google Analytics account settings, click 'Tracking data' tab, click on 'Data Collection' and here under remarketing, enable data collection during search and display remarketing.
4. Adwords for video
As previously reported, Adwords for video will be migrated to the standard Adwords interface across all accounts in early July. As a result, a new campaign type will appear alongside search, display and shopping campaigns: the video campaign.
The targeting used in Adwords for video will be replaced by traditional Adwords ad groups.
Then the in-stream and the in-display ads should be placed in a separate ad group.
There can only be one ad type within an ad group and an ad can only be in one ad group.
There is still some time to update the campaigns. Within the video campaigns section of Adwords, there will be a Upgrade Center, where you can adapt your campaigns to the new allocation.
- If the current target group has one or more ads of the same type (in-stream only or in-display only), after the conversion there will be the same number of ad groups as there were.
- If you use multiple ads in different formats within a target group, you will end up with more ad groups than you originally had.
5. GSP in adwords
So far, we have also been able to run Gmail sponsored campaigns through Adwords. However this feature will be updated on 27 July, then the old data will be lost, so it is a good idea to export it before the update.
How do we then create a new GDN campaign?
- Create a new campaign: display only - all services
- Set geographic targeting
- Choosing a bidding strategy
- Use different ad display settings (if needed)
- Add placement to ad group: mail.google.com
- and here comes the main change: Gmail Ads template should be used from the Advertising gallery. There are several templates to choose from within this: simple clickable image, product promotion with description, product demonstration with call to action option.
