- Posted by Carlos M. Mendez
- On April 18, 2016
In the competitive world of pay-per-click advertising, it’s crucial to stay on top of the latest features to ensure that your business’ website receives regular visitors and continually grows its audience. At V Digital Services, our paid media experts do that work for you, so your site can reap the benefits.
Here’s a quick look at some of the newest PPC features, how we use them, and how your business can benefit from them.
Search advertising trends
Shopping Feeds are on the rise. Product feeds give advertisers a much more efficient way to manage the advertising of large sets of product stock keeping units (SKUs), while the ad formats create a more engaging way to reach customers and match their search intent. Feeds will increasingly help advertisers organize, track, promote, optimize and report on campaigns supporting large levels of dynamic inventory across multiple industries.
Call-only ads allow you to include a phone number in your standard text ad. We bundle call-only ads with mobile bidding strategies and we have seen increases in phone calls by applying call-only ads.
Mobile ads (app extensions, mobile app installs, mobile app engagement)
A great way to reach your customers while they’re on the go is with ads on mobile devices. Different types of ads work better on different mobile devices, such as the following examples.
Mobile devices with full browsers, such as smartphones or tablets:
- Text ads
- Image ads
- App promotion ads
- HTML 5 ads built with Google Web Designer
Within apps on smartphones or tablets:
- Text ads
- Image ads
- App promotion ads
- Image app promotion ads
- Video app promotion ads
- TrueView for app promotion ads
Only on devices that can make calls
- Call-only ads
Remarketing lists for search ads (RLSA)
Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they’re searching on Google.
For example, people looking for running shoes visit a sports apparel website to check out the available styles, and look at the shoe section of the site. The site could add these shoppers to a “shoe category” list. Then, the site could bid more for these visitors next time they search for running shoes on Google.
Tirendo, a European online tire retailer, saw a 161% conversion rate increase with remarketing lists for search ads, leading to a 22% overall sales increase. Read the case study.
Enhanced cost-per-click (ECPC) and flexible bid strategies
Enhanced cost-per-click (ECPC) is a bidding feature that raises your bid for clicks that seem more likely to lead to a sale or conversion on your website. This helps you get more value from your ad budget.
Here’s how it works. Imagine that your job is to stand outside a barber shop and bring in new customers. If a businessman with shaggy hair comes walking by, you give him a big wave and a hello. If a bald man walks by, not so much!
ECPC does a similar job for your AdWords ads. It’s a bidding feature that looks for ad auctions that are more likely to lead to sales for you, and then raises your max CPC bid up to 30% (after applying any bid adjustments you’ve set) to compete harder for those clicks. ECPC factors in real-time details such as device, browser, location, and time of day to adjust your bids during each ad auction.
ECPC double-checks itself by leaving part of your traffic alone to work with your regular max CPC bids. Then it compares the two sets of results and adjusts accordingly. Thus, when you choose ECPC, you should see conversion results that are better than – or at least the same as – the results you get without it.
ECPC for text ads is available on the Search Network and the Display Network, except in campaigns that promote mobile app downloads. For Shopping ads, ECPC works only on Google Search.
Auction insights, paid and organic report, segments
The Auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are. This information can help you make strategic decisions about bidding and budgeting choices by showing you where you’re succeeding and where you may be missing opportunities for improved performance.
With the paid and organic report, you can also see how often pages from your website are showing in Google’s free organic search results, and which search terms triggered those results to show on the search results page. This information helps you better understand how paid text ads and organic search results work together to help you reach people searching online; use the organic results to identify new, potentially valuable keywords; and gain a holistic view of how your online presence is performing overall in attracting views and clicks.
A category (such as ad type or day of the week) can be added to your campaign’s tables and charts in order to organize your performance data around the given criteria.
- On your Campaigns tab, you’ll see a “Segment” button in the toolbar above your statistics table. Use this button to select the level of detail you’d like to apply to the data in your table.
- For example, you can add the segments “Device” and “Day of the week” to understand the days when your customers are more likely to see your ad on their mobile devices.
- Use time segments (such as hour of the day or specific months) to isolate changes in your performance. For example, if you segment your data according to the day of the week and find that your ad performance is dramatically different on Saturdays, you can modify your bids to account for that change in user behavior.
- The segmentation options that are available depend on whether you’re viewing your keyword, ad, ad group, or campaign tables.
Cross-device conversions are counted when people click an ad on one device and then convert on a different one. Here are two examples of cross-device conversions.
- Maria is planning a family vacation. In the morning, while waiting for her train to work, she looks up potential destinations on her mobile phone by searching on Google. She clicks on an ad for “Honolulu hotels,” and likes the website that the mobile ad introduces her to. Later that evening, when she’s at home on her tablet, Maria returns to that website to book the trip for her family.
- While looking at a website on his work computer, John clicks on an image ad for movie tickets. Later, he decides to see a movie and uses his phone to go directly to the mobile app that the ad suggested and makes a purchase.
V Digital Services
The value your business can get from these latest PPC features depends on how well you are able to use them. When you enlist the team of paid media experts at V Digital Services, you can be sure your business will get an excellent return on investment. If you’re interested in learning more about how V Digital Services can help your business, please contact us today!