In the last two months Google AdWords has rolled out a number of new features. In this newsletter I highlight the new callouts and give recommendations relatively new bid strategies.
Google AdWords will also be making further changes this next month to location extensions and will be changing how AdWords ads are displayed on mobile devices.
If you want to know what is happening first on AdWords, make sure to bookmark my blog as I'll be discussing items there as they happen.
Another great reason to visit our blog weekly is our new feature called "Try It Friday". On our blog, we post short videos about something cool, new, or just downright fun to use. Make sure to check out the post from October 24th on Trunx a photo organizing smartphone app.
New this past month, Google AdWords callout extensions are the new way to draw attention to what you are promoting and a way to differentiate your ads from those of your competitors.
AdWords decides when to show this new extension based on relevancy but that does not mean you should brush it off or not set it up.
Use callouts to highlight something special like:
- Free shipping
- We match prices
- 20% off for first time customers
- 24/7 Service
- Daily deals
Google will show your callouts underneath your ads where sitelinks or your business address may typically go. These blurbs are not linkable - they just add more ad text and selling points. When you do set up make sure you stay within the 25 character (including spaces) limit and create a minimum of two for your AdWords account.
Google recommends sentence case versus capitalizing each word's letter. They say they've had better results, but it may be a factor that Google shows two or three at a time and so they simply look more like an extension of the ad versus an after thought.
To find our more information and tips on using AdWords callouts make sure to check out this great article.
Using a bid strategy in Google AdWords to automatically place bids to move your ads to the first page of results seems like a good suggestion, but be careful!
In the accounts where we have tested this new bid strategy, clicks have fallen more than half when compared to when running ads using auto-bid setting.
In fact, monitoring numerous client accounts, I have personally found that not only have clicks nearly dropped to half, but that clicks were sometimes as much as 30% higher in cost without an increase in lead conversions.
When you enact a bid strategy in Google AdWords, it is very important to closely monitor and be ready to roll back if you don't get the results you were expecting. For one client we did see a strong increase in lead conversions in the first 15 days of use, but by the end of a 30 period we saw a 50% drop in clicks and no substantial increase in conversions.
Rolling back the account to remove first page bid strategy and using auto-bidding with a bid cap to boost clicks using the average first page bid as a guide has provided much better results for the clients we manage.
It is always important to test new features in AdWords, but not to take a set it and forget it strategy. If you need a proactive, smart, and knowledgeable Google AdWords account manager, I invite you to find out more about the services my firm offers for Google AdWords account set up, optimization, and routine management.