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PPC Ads: Using the Latest Features from Google AdWords

PPC Ads and Google AdWordsGoogle AdWords has come a long way during the past several months. They’ve released myriad new features in beta form, and many of them have been released to the general public. In the lists below, I’ve highlighted some of the details associated with the new features and the ways they can help boost your pay-per-click (PPC) efforts. I’ve also included some links to help you learn more about the features.

Remarketing

  • This feature (probably one of the most exciting features Google has unveiled in some time) is available to all AdWords advertisers.
  • Remarketing allows you to retarget people who have already visited your site (through PPC ads, direct traffic, organic traffic, etc.).
  • The AdWords system allows you to set parameters to remarket to people who fit your designated profile(s). These remarketing ads are displayed on the Google Content Network.
  • Here are some of the profiles you can create for your retargeting efforts:

    • People who put items in the shopping cart, but didn’t buy.
    • People who bought an item, and now you’d like to advertise a related item to them. For example, you sold pairs of ruby red slippers, and now you want to persuade the users to buy a gingham dress to match.
    • People who bought a product that may need to be refilled in a few weeks. For example, you sold packages of Scooby Snacks, and now you want to encourage the customers to buy more to replenish their supply.
  • Information is collected via a script that you place on the back-end of the eCommerce store page that you’d like to track. Custom combinations can also be established.
  • Learn more about Remarketing.

Product Extensions

  • This feature is available to all AdWords advertisers who also have a Google Merchant Center account (through Google Product Search or the Google Affiliate Network).
  • Product Extensions allow you to display product photos within your PPC text ad. The system pulls images from your Google Merchant Center account and matches them with your PPC ads. Users can click the expand (+) button to view the images.
  • The added benefit of having images within your ad speaks for itself, but another advantage is that when expanded, the ad pushes competitors’ ads further down the page, thus giving you more visibility.
  • To enable this feature, choose a campaign and then go to Settings>Ad Extensions>Products>Use Products From My Google Merchant Center Account. Then, select the radio button next to your Google Merchant Center account number. If no account appears, you’ll need to log into your Google Merchant Center account, go to Settings>AdWords, and then input your Google AdWords customer ID number.
  • You don’t have control over which images are pulled for your ads, so be sure your feeds are up-to-date and accurate.
  • Learn more about Product Extensions.

Mobile Targeting

  • This feature is available to all AdWords advertisers.
  • Mobile Targeting has been around for a while, but the functionality has increased dramatically.
  • Now you can cherry-pick the types of devices on which you’d like your ads to appear, including the iPad.
  • To enable/disable the options, choose a campaign and then go to Settings>Networks And Devices>Devices>Edit>Devices>Let Me Choose>Advanced Device And Carrier Options. You can then select or deselect specific devices and carriers.
  • When you’re doing mobile targeting, I recommend that you create a separate mobile-targeted campaign so that you can track the results more easily.
  • Learn more about Mobile Targeting.

Ad Sitelinks

  • This feature is available to selected AdWords advertisers. To see if your account is eligible, choose a campaign and go to Settings>Ad Extensions>Sitelinks. If you don’t see a Sitelinks option, then your account is not yet eligible.
  • Ad Sitelinks allow you to show additional links within your PPC ad, instead of just one display URL. Up to 4 Sitelinks can show at a time, but you can set up as many as 10 links per campaign for rotation.
  • For example, if you have an ad for pickled peppers and you also sell porridge, curds, and whey, you can include links to your porridge page, your curds page, and your whey page. This helps provide additional real estate for your PPC ads, and it presents opportunities for upsells and cross-sells directly within your PPC ad.
  • Learn more about Ad Sitelinks.

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    1. Andy said on May 18, 2010

      Ad Sitelinks are an interesting development. I’ll take a look at those in more detail.

      1
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