What's new in Google Adwords | Weboptim
September 2014
Google Adwords has undergone a number of changes over the summer, with new features focused on display campaigns that will give businesses even more effective optimisation.
A little information about some of the new features:
1. Dynamic sitelinks
The sitelinks, also known as internal links, are Adwords ad extensions include. They complement the ads by pointing to a sub-page of the website and can increase click-through rates by up to 5-10%.
In addition to the traditional, manually specified internal link extensions, there are now dynamic sitelinks which are automatically generated based on the content of the website. Google Adwords places relevant sitelinks in the ad based on the user's previous search.
An important advantage is that the CTR (click-through rate) can be 10-12% higher. However, if you have previously set up normal sitelinks for your campaigns, this feature is not available. The clicks on dynamic sitelinks are now even are free of charge: if someone does not click on the advertisement but on a link, the advertiser is not charged.
2. Place extensions for display text ads
A display online at used text adsyou can now add a location extension, which will appear as a small map next to the ad. It will appear on all devices (tablet, mobile, computer). It can be useful when creating an Adwords campaign for a business that advertises a specific physical location.
3. Keyword merging - taking nearby variants into account
A search network for ongoing campaigns, punctuality- and expression- matching type keywords there is an option to exclude close variations, which means that if, for example, someone types in a search term and this feature is enabled in the account, the ad will not be shown to them.
But from the end of September, we will no longer be able to do this, only 'Considerations for nearby versions' function will be available. The reason for the change is that around 7% of searches are misspelled and Google wants to link these users to the product/service they are looking for.
4. Similar audiences - improved targeting
The Adwords for display campaigns can be created at remarketing lists, these collect the users who clicked on the ad and visited the website. A 'similar audience' function offers more by finding people who, after selecting a specific remarketing list, show similar behaviour and interest patterns as the website visitors.
With this enhancement, Google now retains nearly 20 times as much data about users' interests, based on searches and website visits. For example, previously it only looked at whether a user was interested in trainers, but now it also records whether they were interested in Adidas trainers. This can result in up to 40% more conversions for website owners, while only a small increase in CPA (cost per customer acquisition).
An important role in tracking Adwords campaigns is played by Google Analytics is.
One major innovation was introduced this summer, and that is the ' Analytics diagnostics' feature. When you log in to Analytics, you will find notifications for your account at the top right.
Google will periodically run an assessment: these notifications can tell you, for example, if the meter code is not working properly or if there has been a significant performance deviation recently. As well as identifying problems, Analytics also provides suggestions for how to solve them.
In addition to these new features, there are of course a number of minor changes to both Google Adwords and Google Analytics. To stay up to date and increase the effectiveness of your campaigns, you need to keep up to date on a regular basis.