RetailT
WHAT’S NEW IN THE PPC TOY CHEST?
Online marketing expert Frank Orman examines the implications for e-commerce and multichannel retailers of the introduction of Google’s Adwords Enhanced Campaigns
G
oogle implemented a major upgrade of its AdWords pay-per-click (PPC) search advertising
product this summer. It soon followed with the release of AdWords Editor 10.2, which supports upgraded site links for AdWords Enhanced Campaigns. Frank Orman, managing director of London-based
online marketing agency LeadGenerators, commented: “The big day was 22 July. Advertising agencies like ours all over the world woke up to discover the new additions to the Google Adwords toy chest. “Like children on Christmas Day, PPC managers
eagerly tore off the wrapping paper to reveal the new playthings they were being given to try out on their clients. It’s hard to know where to start in an inventory of all the new shiny baubles and enhancements that were laid out before us, so I thought I’d share with you a few of my favourite new and improved Ad Extensions. “More of an upgrade than an innovation, Site
Links now has now been rolled out to use to a more targeted degree. We’re all used to using this facility on a campaign level but now we can deploy them at the Ad Group level too.” The e-marketer said could make a significant contribution to improving the outcome of his clients’ campaigns. “For example, I was really excited to try this
upgraded feature on the florist chain that I work with in north west London,” he continued. “On days when he gets a delivery of pink roses I can set up site links for these pink roses within his Ad Group for roses.” Orman also highlighted scheduling as, “a brand
new toy to play with”. “Google has taken the day parting concept and has applied it to the site links,” he explained. “Now I can choose not only to apply to site links to an Ad Group, but I can even decide when I want these site links to appear. So, taking my florist example again, I could make sure that pink roses appear as a site link between 3pm and 6pm when the romantic lothario is contemplating picking up a bunch of roses for his loved one on the way back from the office.” Like Site Extensions, the Call Extensions
feature has always existed but Enhanced Adwords
www.retailtechnology.co.uk
has refined and expanded its powers. “No longer a wind-up toy, Call Extensions is now battery- powered,” Orman said. “You can still choose whether to publish your client’s switchboard number or you can take advantage of the Google forwarding number. If you go for the latter, you can track calls that are a direct result of a key phrase.” Enhanced Adwords provides this crucial
tracking tool as a service that comes as part of the cost-per-click package. “In the flower business, my client often complains that he has no way of knowing whether the calls to his switchboard come from his PPC advertising,” he added. “By providing him with a way of identifying the source of his enquiries he has a better grasp of whether his advertising budget is bringing him any extra customers.” Google was also thinking of the wellbeing of
all PPC managers with its targeting improvement, according to Orman. “If you need to target multiple destinations with flexible bidding values within a single campaign, the harried PPC manager has always had to set up independent campaigns to cater to different destinations. “Now we have been given the capacity to make
More of an upgrade than an innovation, Site Links now has now been rolled out to use to a more targeted degree
those refinements within one campaign,” he said. “For the florist, I have the option to bid more if a customer is within a half mile of, say, his Hendon branch. This gives him maximum visibility to a potential client who is literally on his doorstep.” So what does Orman think overall? He
responded: “My preliminary assessment of the changes is generally positive and I’m actually very excited about the new array of tweaks and refinements that this revised package offers,” But he also advised: “Dabble here and there
with the new features, introducing one or two changes at a time so that you can see what is working. New toys are always seductive, but they should be integrated without losing the essence of good Adwords practice: relevant keywords, strong creatives and effective Landing Pages.”
Autumn 2013 19
echnology
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60