Since then, hard alcohol advertisers have been able to promote websites that offer information about their brand, their products, or drinks that can be made with their products. Now, they can also promote websites that sell hard alcohol online, direct users to retailers where their products are sold, or feature sales promotions.
To comply with the policy, the ad and website must abide by certain advertising restrictions, including (but not limited to) not targeting minors, not implying that drinking alcohol provides certain advantages, and not showing inappropriate content. They are also subject to any further restrictions in the countries that they target. For full details on the policy, please see the alcohol content guidelines.
We’re constantly evaluating our advertising policies to ensure that they continue to be effective, and we made the decision to change our policy on alcohol to help more advertisers use AdWords for the promotion of their products.
Google Analytics is a tool that helps you understand how visitors interact with your website. The JAPAC Conversion Room Blog recently highlighted how online bespoke shoe retailer Shoes of Prey uses a combination of Google Analytics and Google Alerts to keep tabs on which blogs and websites are writing about them. As a newly-formed startup, they rely heavily on positive buzz about their products, so staying up-to-date on these sites is crucial.
One of the ways Shoes of Prey keeps up with online buzz is by regularly checking their traffic sources and Google Analytics Intelligence Alerts to see which blogs are sending them the most valuable converting traffic. They constantly monitor the Intelligence Alerts reports to look for unusual spikes in overnight traffic from referring sites. Since the web moves at light speed, Shoes of Prey wants to ensure that they are speaking to people writing about them as soon as they publish and not a week or two later.
For the time-poor analyst, Google Analytics Intelligence Alerts are as good as having a personal assistant. Analytics Intelligence constantly monitors your website's traffic. Anytime your traffic patterns change significantly, such as a dip in traffic from a particular country, it adds an automatic alert to your Intelligence reports.
Head on over to the JAPAC Conversion Room Blog to learn more about how Shoes of Prey took advantage of the insights gleaned through Intelligence Alerts to increase traffic to and sales on their site.
Posted by Vinoaj Vijeyakumaar, Google Analytics Team
As we announced on the Inside AdWords blog, we’re celebrating AdWords’ 10th birthday this month by asking our advertisers to submit stories of how online advertising has played a role in their businesses -- and then sharing their submissions with the world via a global map of the stories.
Think you can create something special by telling some of your best client stories? Let your clients know that you can help them capture the story of how you’ve partnered to reach their goals with AdWords (of course, you can also submit the story of your own agency business). When you’ve produced the videos, you can submit them on our birthday website.
We can’t wait to see your work -- and share it with the world!
Posted by Kelly Blackford, Agency Training Team This is a cross post from the Agency Ad Solutions Blog
As agencies, you face the unique challenges of mastering the suite of Google media solutions and account management tasks across many accounts. Knowing that you often have questions specific to managing multiple client accounts at scale, we've created an Agency Help Centre to provide you with easy access to answers for your most common questions, as well as useful resources to help you strategically manage your businesses.
We also know that many different sites exist that offer support to agencies for account management, product adoption, media planning, and identifying best-in-class examples. To make life a little easier, we've added links to the Agency Help Centre for the most frequently used resources -- including Google Ad Innovations, the Agency Toolkit and the Google AdWords Certification Program -- so that you only need to go one place to find everything you need.
To date, the Agency Help Centre is available for the US and UK. Over the course of Q4'2010, we'll be localising this resource across multiple languages, as well as continuing to incorporate new agency-centric resources into the site.
Posted by Kelly Blackford, Agency Training Team This is a cross post from the Agency Ad Solutions Blog
The Ad Preview tool lets you view your ads as they would appear on a Google search results page without accruing extra impressions for your ad. You can filter your test search by Google domain, language, and location to understand exactly how your ad appears to different users.
In addition to showing a preview, we will also tell you why your ad may not be showing in certain scenarios. By integrating this information directly into the Ad Preview tool, we hope to save you time and several extra steps. Previously you had to visit the Ads Diagnostic tool separately in the "Opportunities" tab of your AdWords account to understand why your ads may not be showing for a particular keyword.
Click on the "new version" link in the current tool to check it out, and stay tuned for increased availability of this tool in the coming weeks!
I love to discover new places, from sandwich shops in my neighborhood to great museums around the globe. When I start looking for something in a new area, like a barbecue restaurant in Sydney, I usually do quite a few searches. I might search for a list of restaurants and then search for details about each place, like which one has the best atmosphere and menu options.
Today we’re introducing Place Search, a new kind of local search result that organises the world’s information around places. We’ve clustered search results around specific locations so you can more easily make comparisons and decide where to go. Say you’re looking for that great barbecue restaurant. With Place Search here’s what you’ll get:
The new results are marked with red pins, and each one is a unique restaurant with relevant information and reviews from across the web. The information is now grouped conveniently to make it easier to digest and compare.
Place Search results will begin appearing automatically on Google when we predict you’re looking for local information. In addition, you’ll find a new link for “Places” in the left-hand panel of the search results page so you can switch to these results whenever you want. For example, when I’m in Melbourne, I love to go out for sushi, but a search for [sushi] doesn’t automatically show me Place Search results. If I click “Places” I get the new view:
We’ve made results like this possible by developing technology to better understand places. With Place Search, we’re dynamically connecting hundreds of millions of websites with more than 50 million real-world locations. We automatically identify when sites are talking about physical places and cluster links even when they don’t provide addresses and use different names.
One of the great things about our approach is that it makes it easier to find a comprehensive view of each place. In our new layout you’ll find many more relevant links on a single results page—often 30 or 40. Instead of doing eight or 10 searches, often you’ll get to the sites you’re looking for with just one search. In our testing, Place Search saves people an average of two seconds on searches for local information.
Place Search is rolling out now and will be available globally in more than 40 languages in the next few days. During the roll-out process you can use this special link to preview the new results. Our goal is to help you feel like a local everywhere you go!
Posted by Kelly Blackford, Agency Training Team This is a cross post from the Official Google Blog
One of our goals is to help you get better performance from your display advertising campaigns. Users are increasingly spending time online across a growing number of sites -- last year alone there were 47 million new web sites created. Contextual targeting can help you reach users on these new sites by automatically showing your ad on web pages related to your products on the millions of sites in the Google Display Network. Still, building and managing these campaigns can be time-consuming. That's why we are introducing new tools to help you reach the right audience and meet your business goals.
Display Campaign Optimiser. This tool automatically manages targeting and bidding for your Display Network campaigns with the goal of increasing your conversions while meeting your advertising objectives. It is now available globally for larger campaigns running on the Google Display Network.
Contextual Targeting Tool. The Contextual Targeting Tool helps you more efficiently build your own display campaigns. The Contextual Targeting Tool builds tightly themed keyword lists for your display campaigns, which are used to contextually target your ads. We've begun a phased launch for this tool, and will become available to more advertisers over the coming weeks and months.
Whether you’re looking for an easier way to build your display campaigns or for an automated solution that continually optimises bids and targeting, you can use these tools to achieve performance at scale with your display campaigns.
Today we began the launch of Google Instant in Australia, New Zealand, Singapore and India. Google Instant is an innovative new Google interface that predicts the user’s query as they type and instantly shows updated results. This new interface applies to both search results and related ads.
Google Instant is an important step in helping users find information quickly and easily -- people can see their search results the instant they type words into the search box. It’s an interactive search experience that helps users build queries that return results more closely tailored to their needs.
It’s possible that you might notice changes in the number of impressions your clients’ ads receive depending on how users search with this new feature. With Google Instant, we expect increased user engagement with our search services, including ads.
We’re launching Google Instant in Australia, New Zealand, Singapore and India for users with modern browsers gradually over the next few weeks, so you may not see it immediately.
If you would like more information about Google Instant, please take a look at the video below, or visit the AdWords Help Centre.
In August this year, we announced we would discontinue access to the old version of the Keyword Tool in favor of the new Keyword Tool. The goal of this update is to combine all the features you love from both the Keyword Tool and the Search-based Keyword Tool into one comprehensive tool providing increased functionality and a streamlined way to identify new keywords for your account.
The new Keyword Tool is now the default keyword tool in the AdWords interface. You can find the tool from within your client's AdWords accounts by clicking on the "Keyword Tool" link from the Opportunities tab or by accessing the standalone version outside of AdWords.
The updated Keyword Tool has a number of benefits:
* Flexible search options: Search by any combination of keyword, website/URL, and category (where available) and receive a single set of results * Easy keyword refinement: Filter results by word or keyword match type * Advanced options: View statistics for mobile search and use data filters based on local searches, search and ad share, and more
Be sure to check out some of the brand new features available in the updated Keyword Tool.:
* Removing Duplicate Keywords: When you access the Keyword Tool from within an ad group, keywords that are already in that ad group will be distinguished by an “Already in ad group” message.
* Adding Negative keywords: You can add keyword ideas as negatives right from your keyword idea list. Just click on a keyword and use the drop down menu to select and save your negative keyword.
Whether you're an individual or a company, you can demonstrate your proficiency in AdWords by joining the Google AdWords Certification Program. It's a globally-recognised stamp of approval, which showcases your knowledge of the latest AdWords tools and best practices. You can choose from a variety of exams based on what's most relevant to your areas of specialisation. The goal of the exams is to provide you with the knowledge you need to effectively manage Google advertising programs.
Over the last few months we have offered live webinars to help you study for the Google Advertising Fundamentals and Search Advertising Advanced exams. We are pleased to announce that we are now offering live webinars to help you prepare for the Google Certified Partner Reporting and Analysis Advanced Exam. In this three-part webinar series, we will cover the key topics found on the exam and offer a few tips to help you study.
Reporting & Analysis Advanced 1: Advanced Conversion Tracking Date: October 19th at 12pm Sydney time (9am SG and 2pm NZ) Description: In this session, we'll review the function and purpose of AdWords Conversion Tracking and explain related terms. We'll also share some best practices for using AdWords Conversion tracking in your AdWords account.
Reporting & Analysis Advanced 2: Google Analytics Date: October 21st at 12pm Sydney time (9am SG and 2pm NZ) Description: In this session, we'll discuss which types of data can be found in each section of Google Analytics. We'll show you how you can analyze visitor, traffic sources, content, and goal report data to meet your advertising goals.
Reporting & Analysis Advanced 3: Website Optimiser Date: October 26th at 12pm Sydney time (9am SG and 2pm NZ) Description: In this session, we'll discuss how website and landing page testing can help achieve online performance goals. We'll walk you through getting started with Website Optimiser and summarise the differences between A/B and multivariate testing.
In addition to the new webinars above, you can now watch the Google Advertising Fundamentals and Search Advertising Advanced webinars on-demand. The sessions cover the key topics found on each exam and you can access them online whenever it is convenient for you. All you need to get started is an Internet connection and a computer with speakers or headphones.
Google Advertising Fundamentals - Targeting the Google Network - Understanding Search Ads Quality - Optimisation Tools & Strategies - Selling Google AdWords
Search Advertising Advanced - Leveraging AdWords Tools - Performance Monitoring and Conversion Tracking - Conversion Optimiser Strategies - Multiple Account Management Tools and Best Practices
Display Ad Builder is a tool that allows you to create your own display ads quickly and easily from a selection of templates. You can find Display Ad Builder in the "Ads" tab in any ad group page within your account. With the tool, you can customise display ad templates with different background colors, fonts, images, and text and run them across more than one million websites in the Google Display Network.
We recently launched four new expandable templates in Display Ad Builder that allow you and your clients to show off more offers, product information, or whatever you'd like in the expanded space. Here is an example of a design that you can choose from:
For more information and to watch an interactive demo on Display Ad Builder, visit the Google Display Network site.
Advertising with Google used to be all about four lines of text, on Google.com and on our partner sites. No longer. Did you know that, outside of ads alongside search results, more than 40 percent of the ads that we show are now non-text ads? And that doesn’t include the 45 billion ads that our DoubleClick advertising products serve every day across the web.
We get excited by display advertising for a number of reasons. First, we now know that we can use all the technology and expertise that we’ve developed in search and search advertising to improve display advertising for users, advertisers and publishers, right across the web. Second, helping advertisers and publishers to easily deliver the most engaging, relevant, creative and valuable ad contains the sort of huge technical challenge that we love. And third, great display advertising helps to fund great content on the web.
Display advertising has come a long way from the ugly banner ads and pop-ups of the mid 1990s, but there’s still huge improvements to come. Google's efforts are focused on three core areas: simplifying display advertising, delivering better performance and opening the display ecosystem.
Our single message about display advertising can be summed up in three words: “WATCH THIS SPACE.”
Check out our new website and take a look at this video to learn more about what's happening in display advertising at Google and what's to come.
Posted by Neal Mohan, Vice President of Product Management This is a partial cross post from the Official Google Blog
We're pleased to announce that AdWords Campaign Experiments (ACE) will soon be available globally. ACE is a free tool that makes it easier to test and to measure the impact of changes to your keywords, bids, ad groups and placements.
How ACE can help you ACE reduces the guesswork and potential risk involved with making changes to your campaign. Its scientific split-testing approach gives you valid measurements regardless of changes in demand, competitor movements, or other sales and marketing activity that can complicate traditional before-and-after measurement approaches.
If you can relate to any of the following scenarios, you’ll probably find ACE useful:
* You’re considering adding (or pausing) a bunch of new keywords, but you aren’t sure how it will affect your overall campaign clicks, costs, and conversions. * You have a few keywords that account for a significant fraction of your total AdWords clicks, conversions and cost. You’d like to know what happens if you raise (or lower) bids by 10%. Do your clicks and conversions also change by 10%? How would your cost per click and cost per conversion change? * A colleague suggests you might improve your Google Display Network campaign performance by adjusting keywords and adding some placement-specific bids, but you’re concerned you might wind up with fewer conversions and no improvement in cost per conversion.
In each case, you can set up an experiment to measure the impact with just 10-50% of your traffic. ACE runs the experiment side-by-side with your existing account setup. You can then evaluate the performance of your changes with easy-to-read visual indicators.
Where to find ACE and learn more After signing into AdWords, you can access ACE on the Campaign tab under Settings. If you are not seeing it yet in your Campaign tab under settings, just hold tight, since users outside the US will have this option in a week or so. To learn more about using ACE, check out the Help Center FAQ and these videos, which includes this Introduction to ACE.
Posted by Matthew Davison, Account Strategist This is a partial cross post from the Inside AdWords Blog
As mentioned in an earlier post, reporting in AdWords is getting faster and easier! We have added more advanced reporting options to the Campaigns tab to make it easier for you to analyse your account's performance. Reports that were previously only accessible through the Report Center are now available on the same pages you use to manage your campaigns. Easier access to reports helps you find key performance drivers more quickly. And because you're viewing reports on the Campaigns tab, you can now take immediate action on any insights you discover. However, you may need a little guidance to pull the same reports and access certain functions you know from the Report Center directly within the Campaigns tab. Here are a couple of tips:
1) Downloading a report in the Campaigns tab
You can download reports directly in your account online or receive them via email. First, use the navigation tree, date range selector and filters to get the information you would like in your report showing in the Campaigns tab. For example, if you would like to pull a keyword report for the last 7 days for a campaign, you would select that campaign in the tree on the left, click on the Keywords tab, and set the date range to "Last 7 Days".
Step 1: Select the campaign
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Step 2: Click on the Keywords tab
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Step 3: Set the date range to "Last 7 Days"
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From there, you can click on the "Download Report" icon to access this report. You can choose the file format, segments (such as daily stats, day of the week, or conversion data), and also save the report as a template or email the report directly to yourself or other members of your team. The last step is to click the "Create" button to download your report.
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2) Account Reports
Account performance reports show you summary statistics for your entire account and can help you get a quick overview of your overall AdWords performance. You can view your account-wide data in various ways within the Campaigns tab.
• With “All online campaigns” selected on the left side of the page, look at the “Total” rows at the bottom of your tables.
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• Go to the “Dimensions” tab to organise your account data by the parameter of your choice. To enable the "Dimensions" tab, use the customisation menu that appears next to your existing tabs. Check “Dimensions”.
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Once the "Dimensions" tab is activated, you’ll be able to view detailed account-level data right in the UI. You can use the "View" option to further segment the data.
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You can also download a report directly from this view, but clicking on the "Download Report" option.
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For additional insight into using the reports in the Campaigns tab, please refer to this comprehensive guide.
Editor's Note: As part of our current rollout, Google Instant will become the core search experience on Google.com for Chrome, Firefox, Safari and IE 8. We’ll also be offering Google Instant to our users in France, Germany, Italy, Russia, Spain and the U.K. who are signed in and have Instant-capable browsers. Over the coming weeks and months, we’ll work to roll out Google Instant to all geographies and platforms.
Today, we announced the launch of Google Instant, an innovative new Google.com interface that creates an interactive search experience for users by predicting their query as they type and instantly showing updated results. By providing users with this immediate feedback, they’re able to refine their searches more quickly and find the results that more precisely match what they need.
Google Instant is starting to roll-out to users on Google domains in the US, UK, France, Germany, Italy, Spain and Russia who use the latest browsers (Chrome v5/6, Firefox v3, Safari v5 for Mac and Internet Explorer v8). Please note, users on domains other than Google.com can only access Google Instant if they are signed in to a Google Account. We will continue to add new domains and languages over the next several months.
This new interface applies to both search results and related ads. Therefore, we expect increased user engagement with our search services, including ads.
Although Google Instant doesn’t change the way ads are served, ads and search results will now be shown based on the "predicted search." For example, if someone types "flow" into Google.com, our algorithms predict that the user is searching for "flowers" (the predicted search) and therefore display both search results and ads for “flowers”. However, if that user then adds the letter "c" to the query, our algorithms may predict that the user is searching for "flowchart" and show the corresponding natural and paid results for flowchart.
Example 1: User types "flow"
Example 2: User types "flowc"
As a result, Google Instant changes the way we think about impressions. With Google Instant, an impression is counted if a user takes an action to choose a query (for example, presses the Enter key or clicks the Search button), clicks a link on the results page, or stops typing for three or more seconds.
It's possible that this feature may increase or decrease your overall impression levels. However, Google Instant may ultimately improve the quality of your clicks since it helps users type queries that more directly connect them with the answers they need.
Here’s a video that explains Google Instant in greater depth:
For more information on this interactive new feature, please visit the AdWords Help Center.
Posted by Kelly Blackford, Agency Training Team This is a cross post from the Inside AdWords Blog
In order to make it easier for you to manage your account and take advantage of location extensions, we’re releasing a new version of AdWords Editor, 8.0.1, for Windows and Mac. AdWords Editor 8.0.1 now supports location extensions, our new and improved way to run local ads. To support this change, we've transitioned the local business ads in your AdWords account to ads that are compatible with location extensions, added the Extensions tab in the AdWords Editor interface, and removed the Local Business Ads tab. This new Extensions tab should help make it easy for you to create and manage your location extensions. Learn more.
To help you focus on just what you need when you’re managing your AdWords account, AdWords Editor 8.0.1 also introduces collapsible and expandable panels, progress bars for tasks that can take some time, improved adding of My Client Center accounts, simplified exception requests, and more helpful error messages.
To learn more about all of the new features in version 8.0.1, such as support for campaigns using target CPA and enhanced CPC bidding options, read the release notes.
If you're already using AdWords Editor, you'll be prompted to upgrade automatically, as soon as it's available for you. After you install the new version, you’ll need to download your account again. To preserve your comments and unposted changes, select the 'Backup then Upgrade' option in the automatic upgrade prompt, then import the backup file after downloading the account. We’re launching version 8.0.1 to all users over the course of the next few weeks, so don’t worry if you don’t get it right away.
If you’re not using AdWords Editor, you can visit our website to download it. Find more information and answers to your AdWords Editor questions in our Help Centre.
Posted by Kelly Blackford, Agency Training Team This is a cross post from the Inside AdWords Blog
We recently launched the Google Certification Program and we’re glad that thousands of you all over the world have taken the new exams and joined the program. This certification program replaces the Google Advertising Professionals program. To provide you with time to make the transition, we’ve run both programs side by side during a six month grace period which ends in October. To retain certified status and continue using the badge within your marketing collateral, you’ll need to meet the requirements of the new program.
What’s the difference between the two programs? With the Google Certification Program, we’re offering updated learning materials written by Google experts. We’ve developed four in-depth exams on AdWords management called Fundamentals, Advanced Search, Advanced Display and Advanced Reporting & Analysis. The exams are designed to prove proficiency in these areas and are being widely adopted by employees of search marketing agencies. In addition to this, we launched Google Partner Search, a directory to help advertisers find agencies to manage their campaigns. Currently, all Google Advertising Professionals who have opted in are part of Google Partner Search, but this will not be the case by the end of October.
We’re informing all of you who have qualified under the old Google Advertising Professionals program to update to the Google Certification Program. In order to do so, a company must meet a minimum AdWords spend level, and have at least one employee become individually qualified under the Google Certification Program.
If you have an employee that already qualified under the old program, this is a great time for them to update their skills through the Google Certification Program. Upon completion, just update your company profile so that advertisers can find you using Google Partner Search.
To learn more about the Google Certification Program visit our Help Center.
Posted by Kelly Blackford, Agency Training Team This is a cross post from the Agency Ad Solutions Blog
Whether consumers are looking for a great lounge to hang out with their friends or a trusty shop to repair a bicycle, the web is a great place to discover and learn about local businesses and services. Some of the listings on Google Maps showcase reviews to help prospective customers make informed decisions and find the places that are just right for them. Reviews on Google Maps are assembled from a variety of sources on the web to give you the best possible overview of what people are saying about a specific place. We also encourage users to share their opinions by writing reviews directly on the Place Page of any place they’ve visited, be it a local business, tourist attraction or the like.
If your clients are verified Google Places business owners, they can publicly respond to reviews written by Google Maps users on the Place Page for their business. Engaging with the people who have shared thoughts about their business is a great way to get to know their customers and find out more. Both positive and negative feedback can be good for a business and help it grow (even though it’s sometimes hard to hear). By responding, your clients can build stronger relationships with existing and prospective customers. For example, a thoughtful response acknowledging a problem and offering a solution can often turn a customer who had an initially negative experience into a raving supporter. A simple thank you or a personal message can further reinforce a positive experience. Ultimately, replying to reviews provides business owners the opportunity to learn what they do well, what they can do better, and show their customers they are listening.
Before writing a response, we recommend reading our handy tips on how to respond to reviewers. You can also follow these instructions. If your client has not yet verified ownership for their business on Google, please direct them to Google Places to claim their listing.
Do you have AdWords clients who target the UK, Canada or Ireland? We recently announced that as of September 14th, we will allow some advertisers who target these markets to use third party trademarks in their ad text even if they don’t own that trademark or have explicit approval from the trademark owner to use it.
This policy was first implemented last year in the U.S. in an effort to provide better ads and a higher quality experience for our users. We believe that this change has helped both our users and advertisers by improving the usefulness of text ads on Google.com and across partner sites. For example, resellers of computers have been able to highlight the actual brands they sell in their ad text making their ads even more specific and relevant for users.
What does this mean for you? As an example, if your Australian client has a campaign targeting the UK for a store that sells Billabong and Roxy T-shirts, you may be able to use the words 'Billabong' and 'Roxy' in your ads in certain circumstances.
Separately, we've also announced an update to our policy to enable advertisers across Europe to select trademarks as keywords. For example, if a user searches for a car brand name that is trademarked, relevant and helpful third party and competitor ads can show -- such as car review sites, car mechanics, and second hand dealers.
This update will also occur on September 14 and brings Europe in line with the trademark policy that already exists in the U.S. and most of the world today.
Please note that these policies do not currently apply to ads targeted to Australia and New Zealand. For a full description of the trademark policy in your country, please check out the AdWords Help Centre.
For more detail on our updated trademark policy in Canada, the UK and Ireland, please visit the FAQ in our Help Center.
Posted by Kelly Blackford, Agency Training Team This is a partial cross post from the Inside AdWords Blog
We're excited to announce the launch of Enhanced CPC, a new automated bidding feature that can help you improve your ROI on your campaigns with manual bidding. Enhanced CPC uses your campaign's historical conversion tracking data to automatically adjust your Max CPC bid based on the likelihood that your ad will convert. As a result, you should receive more conversions while maintaining or reducing your overall CPA and hopefully spend less time managing your Max CPC bids.
How does it work?
Let's walk through an example. Jeff sells model airplane kits and has enabled Enhanced CPC for a campaign that contains the following keywords, each with a Max CPC bid set to $0.30: model airplane, model airplane kits, and build model airplanes. When a user searches for 'model airplane kits,' the AdWords system recognizes that this term has converted well for Jeff in the past, and therefore increases the Max CPC bid to $0.32 for this specific auction. If the likelihood of a conversion is very high, Enhanced CPC can bid up to 30% above the Max CPC. This means that the most that Jeff will be charged for a click is $0.39.
On the other hand, when a user searches on a term that has not converted well in the past, e.g. 'model airplane,' the AdWords system will lower the Max CPC bid for this specific auction to $0.20. By adjusting bids based on Jeff's conversion data, the AdWords system ultimately helps him increase sales while maintaining or decreasing his average cost per conversion.
Enhanced CPC has the unique ability to consider a number of factors when predicting the likelihood of a conversion. A few examples of what Enhanced CPC is able to do include:
* Adjust your bid depending on how well a particular search or display network partner site in the Google network has converted for you in the past * Recognize when specific words within a keyword (e.g. 'kits') convert well and adjust your bid when users search on variations of these terms (e.g. 'model airplane kits for children') * Detect attributes such as the user's location, language settings, browser, and operating system and analyze how these attributes may impact the likelihood of your ad converting
How to get started
To use Enhanced CPC, you'll need to first enable Conversion Tracking for your campaigns. Conversion Tracking not only allows you to take advantage of ROI-boosting features like Enhanced CPC but also provides you with valuable insight into how frequently your ads convert into sales and how much you're paying for these conversions.
If you're already using Conversion Tracking, getting started is easy. Simply navigate to the 'Bidding and Budgeting' section of the settings tab for your campaign, and select the checkbox under 'Enhanced CPC.'
Please note that campaigns using Enhanced CPC cannot currently be modified using AdWords Editor. We're working to ensure compatibility in the near future. If you're choosing between Enhanced CPC and Conversion Optimizer as your method for boosting ROI, please read this FAQ for more information on how these tools differ.
