ETA (and More) Coming to Dynamic Search Ads

On March 28, 2017
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Still mourning Exact Match Keywords?

Maybe the changes to Dynamic Search Ads, announced earlier today, will lift your PPC spirits.

While fundamental best practices remain the same (leverage the hell out of negative keywords to avoid cannibalizing search campaigns; combine with RLSA to enrich your remarketing strategy; only bid manually), Google has made three significant alteration to DSA, all of which could have a profound impact on your account performance.

dynamic search ad expanded text ad creation adwords 

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NEW Display Location Extensions & Ads: Drive More Local Business

On March 14, 2017
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Every year, as we spend more time on our devices and on the go, our search intent increasingly becomes more local. Google knows this all too well and it continues to give advertisers new tools to target local users, ad extensions to show location and affiliate locations, and ways to measure in-store visits spurred from our actions on the SERP.

But as we become more connected with our phones, Google knows that even if we’re searching more locally, we’re spending far more time in apps than browsers or search engines.

google adwords display location extensions

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NEW AdWords Message Extensions Enable High-CTR Click-to-Message Ads [Data]

On October 19, 2016
21

This week, Google announced one more mobile ad extension, message extensions. What are AdWords message extensions?

Message extensions, like all other ad extensions, are eligible to show alongside an advertiser’s ads on the SERP, generally making them larger and more feature-rich while increasing CTR.

message extensions

Here’s what’s new: message extensions give users the opportunity to click to text a business directly from the SERP!

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NEW in AdWords: Demographic Targeting for Search Campaigns

On September 12, 2016
13

As SEMs spend so much time doing keyword research, building keyword lists, and reviewing their keyword performance it’s easy to forget that their customers aren’t keywords – they’re people. A 19-year-old and a 70-year-old searching Google for the term “hair extensions” are likely looking for very different products. And a man and a woman searching for “leather boots” online aren’t likely to be searching for the exact same pair.

“User intent” begins with the user and with this in mind, most online advertising platforms like Facebook and Bing have offered demographic targeting for their campaigns. Well, starting today, AdWords has enabled advertisers to target age and gender demographics within their search campaigns.

demographic targeting best practices

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10 Dos and Don’ts for Sitelink Extensions

On September 6, 2016
7

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Sitelinks are the king of all AdWords ad extensions. They are, by far, the most versatile extensions; they’re useful for accounts of all verticals, they appear on all devices and advertisers can use them to say just about anything.

Even better, I’ve literally never encountered an account that didn’t yield higher CTRs once enabling these bad boys. According to the crew at Google, the mere presence of sitelinks typically lifts ad CTR by 10-20% (+20-50% on branded searches).

Sitelinks FTW.

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The New Google Merchant Center: What You Need to Know

On September 6, 2016
1

As you may have seen Google has recently given Merchant Center more than just a fresh coat of paint.  Along with a new responsive user interface that makes it easier and more efficient to use, there’s also lots of new features to get familiar with.

The update is now globally available. So here’s a quick overview of what’s new in Merchant Center.

Google Merchant Center

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