2015 will be remembered for a number of events….
- There was the birth of Princess Charlotte.
- The refugee crisis.
- The record-breaking premier of the highly anticipated “Star Wars: The Force Awakens”.
- The terror attacks in Paris.
- The sadness of “Directioners” around the world as One Direction announced they were to take break from making music.
- The legalisation of gay marriage in Ireland and the USA
- The Nepal earthquake and Chennai flooding
- The Volkswagen Emission Scam
- The dress!
For those of us in the online advertising world however, 2015 brought us a series of very exciting updates to the Adwords Campaign Manager which might have gone under your radar. For this blog I’m going to introduce what these updates were and how you can make use of them in 2016 to enhance your campaign results.
Google Customer Match
Google Customer Match allows businesses to upload their customer email database into the Google Campaign Manager to target them with campaigns and ads using Google’s powerful online marketing tools. Google will match these email addresses with those that are in use with those sign-in emails used for their platforms, including Gmail, youTube, Apps…etc.. Where the match occurs, you will be able to target that contact with campaigns whilst they are performing a search query on Google, checking their promotions on Gmail, or watching videos on YouTube.
If you aren’t already using Customer Match, it should be a priory to set this up for 2016. The real benefit of Customer Match is that it enables business to deliver relevant and timely information to their database, wherever they are, on any device they’re using. You can read an example of an application of Google Customer Match in action here.
Whilst Ad Extensions have existed in Google Campaign Manager since way beyond before 2015, they received a welcome expansion in 2015 with the introduction of Callouts and Structured snippets. Unlike the previous extensions, like location and call extensions that were in place to provide customers with more business information, the new sitelinks options give businesses the opportunity to provide more sales based messages beyond the limitations of the ad copy. Not only that but by putting these new extensions in place it increases the overall size of the ad, giving ads more space than their counterparts who haven’t utilised these extra features.
Callout extensions let you provide the key information about your business in bullet format under your ad copy. They are a fantastic opportunity for you to highlight your key selling points, such as product range, free delivery, or 24/7 support.
A brilliant perk about callout extensions is that each time you have a new special offer or sale you no longer need to create new text ads or edit your existing ads to include these. You can simply change or add an extension to your callout text. Putting relevant callout extensions in place can also help to improve ad rank, which will help to boost your campaign performance.
Structured Snippet Extensions
Structured snippets allow businesses to include additional text in their ads that highlights industry-specific, structured information about their products and services. Whilst you have control over what goes into the snippet, your text has to fit within a predetermined list of 12 categories. (Amenities, Brands, Courses, Degree programs, Destinations, Featured hotels, Insurance coverage, Neighborhoods, Service catalog, Shows, Styles, and Types). You can add up to 10 “Values” that fall under the theme of the category header, with 4 as the recommended minimum.
As with the callouts, they are not clickable but just provide a little more information for the searcher. They also help with the adrank which gives you another opportunity to improve performance and conversion rate, making the application of these really a no-brainer.
Better Campaign Reporting Features
The ultimate route to long-term success with your Google Adwords activity comes from truly understanding your activity data in order to identify where there are opportunities. With this in mind, the all new reporting interface for Adwords launched within Adwords Campaign Manager towards the end of 2015 was perhaps the most important update from last year.
The new interface uses graph and table functions to present data visually, making it much easier to understand and interpret what is going on in your account. The key metrics and functions can now be compared and analysed with just a few clicks within the easy to use, drag and drop Campaign Manager Interface, making it much faster and easier to spot trends and opportunities for optimisation.
To access the new reporting features in your account click on the ‘reporting’ tab at the top of the Customer Manager and then through the red ‘report’ button you can select your report type; Table, Line chart, Bar chart, or Pie chart.
Once you’ve put together your report, they are available to export to Excel or .pdf formats depending on the report type. They can also be automated to be sent out at regular intervals, so allowing you to receive updated versions of the reports you have created on a chosen frequency.