Experiments are only as useful as the results they produce. For those of you who use AdWords Campaign Experiments (ACE) to run experiments on your keywords, bids, placements, ad groups, ad creatives, and more, you’ll be happy to know that you can now run an AdWords report to evaluate your experiment performance. You can evaluate data in your report or easily export to a spreadsheet (no more cutting and pasting)!
ACE reports are now one of the many reports you can run from the Campaigns tab (or through the API!). When you run a report segmented by “Experiment,” you’ll see a side-by-side comparison of the performance of your experimental campaign changes (“experiment”) versus your original setup (“control”). You’ll also be able to see the level of statistical significance for your experiment performance, which should help you judge if experiment performance was due to chance or an actual difference in performance. You can learn more about evaluating your results and statistical significance here.
Understanding your experiment's performance can help you determine whether you’re ready to accept your changes fully, remove changes or keep running your experiment. Reports also serve as an important record of experiment outcomes as you won’t see your past experiment data after you’ve accepted or removed your changes.ACE can provide you with invaluable real-time data on how campaign changes affect your account. Whether you find that you have significant improvements to make or your account is running just fine, every experiment is a good experiment! To learn more about ACE, watch our video series on YouTube or visit the AdWords Help Center.
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
The broad match modifier is rolling out to all countries and languages after a successful open beta test in the UK and Canada*. To recap the original broad match modifier beta launch announcement:
The broad match modifier is a new AdWords targeting feature that lets you create keywords which have greater reach than phrase match and more control than broad match. Adding modified broad match keywords to your campaign can help you get more clicks and conversions at an attractive ROI, especially if you mainly use exact and phrase match keywords today.
To implement the modifier, just put a plus symbol (+) directly in front of one or more words** in a broad match keyword. Each word preceded by a + has to appear in your potential customer's search exactly or as a close variant. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants.
The graphic below illustrates the relative reach of different keyword match type strategies.
** Be sure there are no spaces between the + and modified words, but do leave spaces between words. Correct usage: +formal +shoes. Incorrect usage: +formal+shoes.
Here’s what one major UK retail company said about their experience using the feature:
"We're always interested in ways to increase our volumes while keeping our CPA down. As a result, we've added broad match modified keywords to several campaigns where previously we only had phrase and exact match keywords. After a few weeks of testing, we're pleased to see these campaigns showed significant increases in conversion and volume, whilst keeping the CPA down. Therefore, we will be looking to scale our use of modified broad match keywords in all our campaigns to take full advantage of these great results."
If you mainly use broad match keywords in your account, you should know that switching your existing broad match keywords to modified broad match will likely lead to a significant decline in your click and conversion volumes and will not directly improve Quality Score. To maintain volume, keep existing broad match keywords active, add new modified broad match keywords, and adjust bids to achieve your target ROI based on observed performance.
You can begin using the feature by logging into your AdWords account, through the AdWords Editor and through the AdWords API. For more details, guidelines on usage, and answers to common questions, check out the original blog post and the AdWords help center.
Posted by Dan Friedman, Inside AdWords crew This is a cross post from the Inside AdWords Blog
*Except Chinese, Japanese, Thai, Arabic and Hebrew languages, which are coming soon. We’ll update this post when the feature becomes available in those languages.
Whether you have ten keywords or ten thousand, making sure your ads are showing is a top priority. Now you can get detailed diagnostic information for multiple keywords at once by using a new keyword diagnosis option on the Keywords tab.
To get started, open the "More actions" menu on your Keywords tab (at the account, campaign, or ad group level) and select "Diagnose keywords."
On the keyword diagnosis menu, you have all the options available in the standalone Ads Diagnostic Tool. For example, if you're interested in seeing whether or not your ad is showing in a particular location, you can use the Location drop-down to narrow the scope of your diagnosis.
After clicking "Run test," you'll see the real-time results appear in the Status column next to each keyword. If all is well, you see "Ad showing." If not, you'll see a brief summary of the problem (for example, "Low bid or quality score"):
To get more details on a keyword's status, hover over any speech bubble icon. In the above example, viewing details for the keyword "meeting icebreakers" displays more information on the Quality Score issues that are preventing the ad from showing. To focus on one issue at a time, try creating filters for Keyword Status.
The next time your keywords need a check-up, try using keyword diagnosis -- it even makes house calls!
As agencies managing AdWords accounts, you know your clients are not alone in the auction -- any number of advertisers may be using AdWords to offer some of the same goods and services as them. You can monitor their performance and use optimisation tools to improve ROI, but you still might not know how they're performing as compared to similar advertisers. We’re aiming to bring more transparency to AdWords with the launch of Analyze competition in the Opportunities tab. For now, this feature is only available to a small number of advertisers using the English language AdWords interface, but we'll expand this to more advertisers in the near future.
‘Analyze competition’ examines an account’s activity over the past two weeks and lists categories that represent the products or services a client is advertising. Categories are based on actual Google.com search terms and are matched up against a client's keywords, ad text, and landing page text. For each category associated with a client's account, you’ll see a bar graph, which shows individual performance compared to the average performance of other advertisers in the same category.
When you hover over the data in the 'Competitive Range' column, you'll be able to see more details such as the exact size of the competitive range, the mean and median performance levels for this range, as well as data on the absolute top and bottom performers.
In the case below, you’ll see that we’ve chosen to evaluate our performance based on how our CTR compares with that of other advertisers. In addition to CTR, you’ll also be able to look at competitive data for impressions, clicks, and average position, and you can segment data by advertiser location.
As with other areas of the Opportunities tab, you’ll be able to export information from ‘Analyze competition’ to a .csv file.
It’s important to remember that data in ‘Analyze competition’ is anonymous, and as part of our commitment to protect your clients' privacy, we don't reveal information about any advertiser's identity.
Now that you know what ‘Analyze competition’ does, here are some tips on how to make the most of this data:
* Take action. Click the ‘Explore ideas’ button to see customised keyword, bid, and budget ideas for your clients' accounts. * Consider clients' advertising goals and focus on the most relevant metrics. It’s not always a bad thing to perform below competitors on a metric that’s not important to clients. * If you see that one campaign is performing poorly in comparison to the competition, you can get insight into changes you can make to improve that campaign.
Just like the other areas of the Opportunities tab, we hope that ‘Analyze competition’ will help you uncover new opportunities to improve your clients' AdWords performance. To learn more about this feature, visit the Help Center, or watch this short video.
To read more about and submit feedback on 'Analyze competition,' as well as discover other new developments in AdWords, visit the Ad Innovations page.
Posted by Kelly Blackford, Agency Training Team This is a cross post from the Inside AdWords Blog
Today we’re announcing a new enhancement to the Conversion Optimiser: the option to set a bid that reflects the average amount you’d like to pay for a conversion rather than the maximum you’re willing to pay for a conversion.
We launched the Conversion Optimiser in 2007 as a tool that studies your conversion tracking data, then automatically adjusts your bids for each auction to improve your campaign ROI. Over the past few years, we’ve been pleased to hear from a number of you who have seen ROI improvements after implementing the Conversion Optimiser. In fact, analysis across advertisers using the tool indicates that, on average, advertisers experience a 21% increase in conversions along with a 14% decrease in CPA.*
Our latest update to the Conversion Optimiser was made in response to your feedback. We’ve heard from many of you that while the tool has historically required you to set a Max CPA bid, you’re really more accustomed to thinking in terms of a target or average CPA when it comes to managing your online advertising. We hope that having the additional Target CPA bidding option will make the Conversion Optimiser an even easier tool for boosting your ROI.
If you’re happy using Max CPA bids with your Conversion Optimiser campaigns, then there’s no need to make any changes to your campaigns. However, if you’d like to start managing in terms of Target CPA moving forward, this option is now available.
To enable Target CPA bidding, visit the Settings tab in your account, select ‘Focus on Conversions,’ and click ‘Advanced Options.’ Note that the Conversion Optimiser is only available for campaigns that have implemented conversion tracking and have received at least 15 conversions in the last 30 days.
For those of you who are ROI-focused but haven’t implemented the Conversion Optimiser, we encourage you to give it a try. To read real life success stories & learn more about how the Conversion Optimiser works, visit http://www.google.com.au/adwords/conversionoptimizer/
Posted by Kate Conroy, AdWords Product Specialist This is a cross post from the Inside AdWords Blog
*This analysis compares the performance of Conversion Optimiser campaigns over the course of a year with a control set of campaigns and represents the average impact of Conversion Optimiser. The actual impact will vary from campaign to campaign.
Do you find yourself creating templated ads for clients where only a few variables change, such as a city, price or product? With the Ads Multiplier, templated ads can now be produced much faster.
The Ads Multiplier is a open source Google Apps Script for Google Spreadsheets that populates AdWords creative templates with a list of user-provided inputs. With the Ads Multiplier, just input variables, create the templated ad text and run the script to generate a new tab with your final ad creatives. The script is triggered via menu option: Ads Multiplier --> Generate Output.
See the screenshots below for an example of what the Ads Multiplier script can produce for Awesome Airlines, a hypothetical travel client:
Inputs:
Templates:
Completed Ads:
The best way to access and use the Ads Multiplier is through the sample spreadsheet provided here, which includes the example data for Awesome Airlines. Just click on "Use this template" to download a copy of the template into your Google Docs and run the script. You can edit and add new inputs and reuse the template. We do recommend occasionally coming back and getting the latest template from the link here to ensure you have the latest updates to the tool.
For more information on using the Ads Multiplier, please visit the Ads Multiplier wiki.
Posted by Adam Hersly, Launch Manager, Partner Solutions Organization - Global Tools Team This is a cross post from the Agency Ad Solutions Blog
Last month we held three Google Analytics Master Classes in Singapore, Kuala Lumpur, and Sydney. We had close to 1000 advertisers, agencies, bloggers, developers, and technophiles joining the events to learn more about web analytics. For those of you who made it out, thanks for your participation and interest. We hope you found the speakers helpful and learned a few new Google Analytics tricks!
Today we are making available videos of all the talks from the Singapore event. We kept each session short - no speaker goes longer than 20 minutes - so that we could offer these tips to you in convenient, bite-sized portions.
You can find Product Manager Beth Liebert’s keynote below. Please check out the Solutions for Southeast Asia blog for the full list of videos.
Posted by Vinoaj Vijeyakumaar, JAPAC Google Analytics Lead, Global Technical Services
Google recently announced the launch of remarketing on the Google Content Network to all AdWords users. Remarketing is a powerful solution for advertisers to customise creatives to users who abandoned their shopping cart or visited specific product pages on their website. On Wednesday 14 April, 2010 the Google agency team is offering a webinar training session that will showcase this new way of targeting customers, explain key benefits, and show you how to set it up in your AdWords account.
Google Remarketing Training for Agencies April 14th 2010 - 2pm Sydney Standard Time (4pm AKL, 12pm SG) You can sign up for this webinar here.
To help you prepare for the new Google Advertising Fundamentals and Search Advertising Advanced exams in the Google Certified Partners program, we are also offering two, four-part webinar series covering the following topics:
Google Advertising Fundamentals - Targeting the Google Network on April 15th - Understanding Search Ads Quality on April 20th - Optimisation Tools & Strategies on May 4th - Selling Google AdWords on May 6th
Search Advertising Advanced - Leveraging AdWords Tools on May 20th - Performance Monitoring and Conversion Tracking on May 27th - Conversion Optimiser Strategies on June 2nd - Multiple Account Management Tools and Best Practices on June 3rd
In order to help you make even more informed decisions about your AdWords keywords, ad groups and campaigns, we're excited to release a new set of reports in your AdWords account: AdWords Search Funnels (beta). Currently, conversions in AdWords are attributed to the last ad clicked before the conversion takes place, masking the fact that many customers perform multiple searches before finally converting. AdWords Search Funnels help you see the full picture by giving you insight into the ads your customers interact with during their shopping process.
What is AdWords Search Funnels?
AdWords Search Funnels are a set of reports describing the ad click and impression behavior on Google.com that leads up to a conversion. In addition to a Top Conversions report, Search Funnels consist of 7 reports including Assisted Conversions, First and Last Click Analysis, Time Lag, and Path Length. For an overview of these new reports, check out this video:
Why is this useful?
"Search Funnel enables us to create a better experience for our customers by helping us understand how they search for our products," said Beth Hirschhorn, Chief Marketing Officer from MetLife, the largest life insurance company based in the United States. "It is an important tool to help de-code consumer shopping habits and thought processes, which we can relate back to our online as well as offline advertising."
By showing which ads your customers and clicked before ultimately converting, Search Funnels gives a more complete picture of the value of your keywords, ad groups and campaigns. Let's look at an example.
An online vacation service called Flyaway Vacations is running AdWords campaigns for vacation packages in Hawaii. Their ads link to a site where visitors can book any or all parts of a package that includes flights, a hotel, car rental, and surf lessons. Suppose on March 10 someone searched for "hawaii vacation" and saw and then clicked on an ad for Flyaway's Hawaii package. A click was registered in their AdWords account. Then, two days later, the same person searched for "flights to hawaii" and saw another ad for Flyaway, but didn't click. An impression was registered in Flyaway's AdWords account. Finally, three days later, the same person searched one more time, this time for "flyaway hawaii." This time they clicked the ad, visited the site, and purchased the Hawaii vacation package.
Instead of showing only a purchase conversion for the "flyaway hawaii" keyword, Search Funnels will show an assist click for the keyword "hawaii vacation" and an assist impression for the keyword "flights to hawaii". Testing the value of assist clicks and impressions is important for evaluating and understanding the true value of all of your keywords.
Search Funnels not only help you understand the keywords seen by converters, they also show you those that weren't seen. For example, in the Flyaway campaign, it's possible that another keyword, such as "hawaii surf lessons," didn't contribute any assist clicks or impressions, or last click conversions, indicating that this may be a keyword that's providing little conversion value. Assist information is an additional data point you can use when making strategic budgeting decisions, from the campaign level down to the keyword level.
Search Funnels also show the "Path Length," or average number of clicks and impressions prior to conversion, which can help you understand and target repeat visitors. Additionally they show "Time Lag," or the amount of time it takes a customer to convert after seeing or clicking on your ads for the first time, which can help you determine lead time for seasonal campaigns. These breakdowns can help you understand your customers' behavior and create strategies around that information.
Over the next few weeks, the Search Funnels beta will be rolled out gradually to all accounts in the 'Conversions' section under the 'Reporting' tab. To activate them, you must either have AdWords Conversion Tracking running or import goals or transactions into AdWords from Google Analytics. Keep in mind that Search Funnels are only available in your AdWords account (not in Google Analytics), and will only show data for keywords that show up in at least one conversion path. Search Funnel data is currently limited to search ads showing on Google.com, for ad impressions and clicks within 30 days of the conversion.
Posted by Matthew Davison, Account Strategist
This is a partial cross post from the Inside AdWords Blog
To help you prepare for the new Google Advertising Professional (GAP) Fundamentals and Advanced Search exams, the Google Australia & New Zealand Agency team is offering two, four-part webinar series covering key topics including:
Fundamentals
- Targeting the Google Network
- Understanding Search Ads Quality
- Optimisation Tools & Strategies
- Selling Google AdWords
Advanced Search
- Leveraging AdWords Tools
- Performance Monitoring and Conversion Tracking
- Conversion Optimiser Strategies
- Multiple Account Management Tools and Best Practices
In addition, you can watch on-demand webinars covering a variety of topics including YouTube Advertising, new tools, and industry research relevant to the Asia-Pacific region.
Whether you're a new agency employee or a seasoned veteran, our AdWords webinars can help you meet your goals. Led by local AdWords experts, these online webinars will help you to improve your AdWords knowledge and get the most out of your clients' accounts. All you need to get started is an internet connection and a computer with speakers or headphones.
We’ve recently made some policy changes regarding AdWords display URLs. These changes cover hosted domains, new character lengths and display URL re-reviews. We'd recommend you review these changes now as they may affect your AdWords campaigns.
Hosted Domain Policy
As you know, your AdWords ad's display URL must accurately reflect the URL of your website. If you are advertising a site that shares a domain with many other sites, particularly hosted domains, we will require that your display URL contain a subdomain or other path which uniquely identifies the content on your own site. For example:
Correct: Destination URL: mycompany.blogspot.com/
Display URL: mycompany.blogspot.com
Incorrect:
Destination URL: mycompany.blogspot.com/
Display URL: blogspot.com
The display URL blogspot.com does not clearly identify the landing page to which the user will be taken, because there are many different independent entities hosted from the blogspot.com domain.
Domain Character Length
We will no longer provide exceptions to the display URL policy for domains that exceed the character space, which is limited to 35 characters for text ads and 20 characters for mobile ads. We believe users are best served when the domain displayed in the ad is the same domain as the landing page. Since this is not possible for domains that exceed the current system limitations, we are no longer supporting this exception.
To ensure a positive user experience, we have an existing policy which requires that your ad's display URL match its destination URL (the URL of your landing page.) Over the next couple of months we will be taking additional steps to identify and disapprove all ads in our system which are not currently compliant with the display URL policy. This includes keyword-level destination URLs as these are also considered destination URLs.
Please note that this policy applies to all advertisers, regardless of previous exceptions. To ensure that your ads run without disruption, you can edit your URL(s) to comply with policy. For instructions on editing your display or keyword URLs, please see https://adwords.google.com/support/bin/answer.py?answer=6272&hl=en_US.
Thanks for your understanding, and for helping us to continue to improve the AdWords experience.
We are often asked about how to maximise the ROI from Google Display Network campaigns. What type of targeting should you use? How many keywords and ad groups should you have? How can you develop effective creatives?
We have developed a set of best practices to answer some of these questions for you. Recently introduced as part of a new initiative called Optimisation University in the US, these are now available to everyone through a series of 6 videos and the Getting Started guide. The guide and videos provide a conceptual walk-through and product demos of major steps in executing a Display Network campaign.
Along with simple tips and tricks to improve ROI, we also go over several tools, such as Wonder Wheel, Keyword Tool and Conversion Tracking, that help you be more efficient in creating and optimising Display Network campaigns. The recommendations are based on our analysis of thousands of campaigns to better understand what works and what doesn't. They are easy enough for you to start applying them to your campaigns today.
If you're starting a new Display Network campaign, watch the first video below.
Alerts are a great way to stay on top of changes in your account. In addition to the account alerts already available for billing and campaign maintenance, you can also use custom alerts to monitor shifts in key metrics like clicks and cost.
We've recently added alerts for new keyword and budget ideas in the Opportunities tab. Ideas are personalised tips to help you potentially improve your campaigns' effectiveness. Every few weeks, we'll automatically generate these ideas for you to expand your coverage and boost your traffic. Rather than having to check these ideas yourself in the Opportunities Tab, you can now see them highlighted along with the rest of your campaign alerts.
If you're using AdWords conversion tracking, you can now create custom alerts for changes in conversion volume, conversion rate, and cost per conversion. By setting alerts for your conversion data, you can make sure that you're quickly notified about fluctuations in your key metrics.
Please note that we're still working to bring custom alerts to all linked accounts for My Client Center (MCC) users. In the meantime, you can still set custom alerts for your individual accounts if you're able to log into them directly.
Posted by Kelly Blackford, Agency Training Team This is a partial cross post from the Inside AdWords Blog
Google Display Network campaigns differ from Search campaigns in how they're set up, optimised, and tracked. If you've been interested in advertising on the Display Network but aren't sure how to get started, we now have a step-by-step Getting Started Guide to help you hit the ground running. You can think of it as a do-it-yourself instruction manual for how to best structure, optimise, and track your Google Display Network campaigns.
Not sure how to create an effective content campaign? You can refer to the campaign, ad group, and ad sections to find tips for optimal account structure.
Not sure what's working well? You can use the optimisation section to determine which of your ads are performing well and which you should edit or delete. You can also take further control of your campaigns by learning how to select where your ads are shown and how to exclude certain sites and keywords.
Not sure how much to bid? Use the guide to learn more about how bidding works on the Google Display Network. You can also get tips to refine your bids and improve your performance.
Don't forget to check out our Display Network microsite for even more information on Display campaigns, including details on available ad formats and a list of some of the websites we partner with to show your ads.
Posted by Kelly Blackford, Agency Training Team This is a partial cross post from the Inside AdWords Blog
We recently announced the launch of Place Pages - a Google Maps page of every location in the world, including, of course, businesses. Place Pages can include relevant photos, user reviews, directions, and contextually targeted ads.
We wanted to make targeting Place Pages as easy and clear as possible, so we've included them in AdWords placement performance reports. This data can help improve your clients' ROI by identifying potential areas of expansion. Take a look at this PDF to learn more about how to reach Google Maps users on the Google Display Network.
Christmas is 25 December every year, right? Yes. And, in an online sense, no.
Actually, the online users searching for Christmas items on Google start doing so in September. The chart below uses Google's free Insights for Search tool to compare searches for "Christmas" to searches for "gifts". Without fail, "Christmas" starts its meteoric search rise every September. In a year when retailers will be looking for growth, the Christmas starting in September 2009 is a bright star on the horizon.
Christmas 2008 was massive online. The annual growth in queries in key retail categories was enormous: "Gifts" queries were up 38% for December 2008 compared to December 2007, "Mass Merchants & Department Stores" queries increased by 42%, "Apparel & Footwear" queries were up 52%, and "Home Appliances" queries increased 57% year on year. There is ample opportunity to capture this growth and retailers need to be online now to take advantage of early-bird Christmas shoppers.
Christmas 2009 is shaping up to be even bigger online. Based on internal Google data in Australia, retail categories are currently growing 18-40% year on year -- depending on the specific retail categories -- and we project that there will be hundreds of millions of searches looking for solutions for their Christmas gift-giving needs.
Now is the time to prepare your clients advertising campaigns for the biggest retail season of the year. Did you run campaigns last year? If you did, revisit them and look at what did and didn't work. Use these learnings to set up new campaigns specifically for the Christmas period. Next, look through their product offerings and find items that would be in demand as gifts for Christmas. Refresh messaging for these products, geared towards people buying them as a Christmas gift.
Start holiday advertising early and set different messaging for the different shopping periods leading up to Christmas. Tailoring your messaging to the different types of shoppers (ie the early shopping, the peak season shopper and the last-minute shopper) will ensure that your clients' ads stay fresh and relevant. This also gives you means to test Christmas creative, and adjust it quickly according to interest they receive.
Remember that lots of people leave shopping until the last few days. Can your clients offer express post or courier delivery to these last-minute shoppers? It's a stressful time for shoppers, so any added extras they can throw in (such as gift-wrapping) will leave their customers remembering the great buying experience, making them both more likely to return themselves, and to recommend the site to their friends.
Some extra things to consider when running your Christmas campaigns: * Keep an eye on your keyword positioning. Ensure your CPCs are competitive to keep you in the auction. * Get your clients' conversion reports to make sure their money is being spent in the right areas.
Posted by Christine Knight, AdWords Optimisation Team
How do I get better results from my campaigns? It's a simple question that can often be surprisingly difficult to answer. Where should I focus my efforts? On ad text? Budget? Keywords or bids? Which campaign has the greatest potential for improvement? And what results could I see from the changes I'm considering?
To help answer these questions, we're excited to launch the Opportunities tab which is a beta feature in the new AdWords interface. Using the tab, you can identify new keywords and budget ideas across campaigns, then compare their potential impact to better prioritise the changes you make to your account. By using AdWords and Google search data to generate customized optimization ideas, the Opportunities tab helps you find untapped opportunities and get more out of your campaigns. The Opportunities tab is currently available to all English-language accounts.
When should I use the Opportunities tab? You can think of the Opportunities tab as your homepage for account optimisation. You can use the tab to get a quick overview of Google's customised keyword and budget ideas for your campaigns and ad groups. You can also compare the impact of different ideas before making changes. So, if you're looking to increase your keyword coverage for a specific product, or have your ads appear more often for your existing keywords, the Opportunities tab is a great place to start.
Where did my AdWords Tools go? We're not retiring any of the existing AdWords tools with the Opportunities tab beta test, but we've changed where they're found. You can access AdWords tools by clicking on the Opportunities tab and scrolling down the menu on the side of the page. You can also see lists of ideas by campaign by clicking on any of your campaigns listed in the menu on the left side.
What optimization tools will I see in the future? This beta test of the Opportunities tab is just a starting point for a broader set of optimisation tools we hope to provide in the future. Over the coming months you can expect to see additional changes to the tab focused on giving you more insight into the broader search marketing landscape and more data to help you better estimate the effectiveness of new ideas.
Ultimately we want the Opportunities section of your account to evolve into a single destination you can visit whenever you want to get new ideas for increasing your ad coverage on relevant search terms, capturing additional clicks in your most profitable campaigns, or simply improving your overall ROI.
We plan to expand the Opportunities tab beta to all global advertisers over the coming weeks, and we'll continue working on improvements to the tab on an ongoing basis. In the meantime, if you have any suggestions for improving account optimisation, please let us know by submitting feedback in your account.
Posted by Jeremy Wood, Product Specialist Team This is a partial cross post from the Inside AdWords Blog
The guide offers information on how Quality Score affects your ranking and how much you pay, tips on how to improve your ad quality, and addresses some of your most common questions. It should serve as a resource to help improve the efficiency and profitability of your search advertising on Google.
Whether you've been advertising with AdWords for years, or you just created your first campaign, we believe that the Getting Started Guide will be a useful resource for you to learn more about a topic that is at the core of advertising on AdWords. Use it to learn, refresh, or review the foundations of Quality Score. You may even want to share it with clients to help them understand how their ads are shown on Google.com. Check it out today!
You may already use Google Docs and Spreadsheets for easy and efficient editing, such as collaborating on a company memo or managing your wedding guest list. Did you know that you can now also use Google Spreadsheets to efficiently make mass changes to keywords directly in your clients' AdWords accounts? You can easily copy and paste changes from an external spreadsheet into your account, change bids, create keyword lists, and edit destination URLs. The short video below will show you how to access the tool within your account. Who knew spreadsheets could be this fun?
Posted by Kelly Blackford, Agency Training Team This is a partial cross post from the AdWords Agency Blog
ACE can provide you with invaluable real-time data on how campaign changes affect your account. Whether you find that you have significant improvements to make or your account is running just fine, every experiment is a good experiment! To learn more about ACE, watch our video series on YouTube or visit the AdWords Help Center.
