With the new AdWords Dashboard reporting, our monthly AdWords reports are about to change – significantly!
Just today I saw that every single one of our client accounts now has a Dashboard view in the Reports tab. I am beyond excited! If you have not tested out AdWords Dashboard reporting I am here to tell you that it is revolutionary.
AdWords Dashboard reporting will allow me to set up important reports, an account score card, easily set up graphs and tables for a more visually compelling snapshot of a client’s account performance. Once set up, the data will refresh automatically allowing clients to see weekly and monthly updates in a very understandable format.
AdWords video advertising – should you be using it? You bet! With very low cost per click, relatively easy set up, AdWords video advertising allows you to reach a huge audience on YouTube and on Search Partner websites.
Statistics from Google
Google says YouTube viewing is up, way up! In fact from data in 2015 in the age range of 18 to 49 years old 74% more time was spent watching YouTube videos. During this same time period with this same demographic TV watching was down 4%.
Double Duty with Video
Once you have your YouTube channel set up, you will load all AdWords advertising videos there, but know that Google indexes video for search. You could potentially see your video in the Google search results and also use the same video for AdWords advertising on YouTube and on Google Search Partner website.
There’s No Downside
I consider video the new SEO and the potential to tap into a new market is huge. With video very easy to take with your smartphone, you can get your message out fast and click costs in AdWords are by the view and typically very low.
Google loves video and wants to do more of it and so do we! I am currently in the process of getting my AdWords video certification. We have excellent video post processing resources and can help you leverage exposure on YouTube using AdWords too.
As a Google Partner, I get access to interesting information, statistics, seminars, and trend notifications. One of the most interesting I have received lately is that of “right now” searches are trending up.
For example, searches like pizza place open right now, flower shop open now, and other similar searches showing a desire to act immediately are trending strongly upward on Google.com. Another term “best” is also trending and surprisingly “near me” is trending down.
Here’s why these terms are “hot” for searches – consumers are using smartphones more and more for search. The desire for immediate information that is immediately actionable is driving these numbers. In fact, traffic for terms that contain “open now” have tripled in the last two years alone.
“Near me” is a term that is trending down as mobile phone users now expect to see data that is relevant to their own personal location and so no longer feel the need to specifically state “near me” in a search query. You may still want to use those terms in AdWords for now but not for much longer.
“Best” is another term that appears to be trending up at this time in addition to immediate-related terms.
How can you leverage this information?
Make sure you are using these terms in your query strings in AdWords and in your ad text. Know that immediate, now, and best are surfacing strongly showing that users want to be able to take immediate action.
Make sure you are using a chat function on your website to help feed this need to interact with you and your sales team on a moments notice.
AdWords dashboard reporting will soon be changing my life, and I can’t wait. Managing 30+ client accounts is a big job, but the monthly reporting and communication, although important, is very time consuming.
In the Beta New AdWords, customized dashboard reporting is one of the biggest enhancements that will help clients to visually understand what I, as their account manager, think is important to know about in their AdWords account.
Not only does dashboard reporting make my life easier, but I do feel that this important enhancement will really help clients to gauge what is happening in their account easily, at a glance.
The interface is powerful. I can set up grid tables, pie charts, bar charts, and an account scorecard, that updates every month. Plus, I can download the report and send it on a schedule as a PDF to the client.
This is such a huge improvement for AdWords account managers and for clients that I cannot wait to see it appears in all of my client accounts.
“Near Me” searches have decreased by 150% over the last 2 years.
Use of a zip code in a search query has declined 30%.
Google data shows that consumers are wanting more useful information, more personalization, and more immediacy.
The reason for the decrease in activity on “near me” and zip code specific searches is that consumers expect the results to be location and self-specific. This change has been driven by the mobile micromoment, as Google calls it, – the I want to know, I want to buy, I want to go mentality.
One important trend that you can leverage on your website and in Google AdWords due to dynamic keyword insertion is the use of “best” in a search query. Consumers want the “best” toothbrush, “best” web designer, “best” lawyer and so on.
In fact in the research Google states that “best” related keyword search activity has grown by 80% in the past two years.
In addition, consumers are demanding personalized localization – meaning the delivery of results that are uniquely personal and based on their own location. Mobile apps leverage results by GPS location and websites can enhance results by providing location cues and data sortable by location.
In addition to more localization, Google has identified that 50% of all mobile users will typically make an immediate purchase after a successful mobile search.
Google is identifying other important trends and sharing them with Google Partners as we work to leverage this information to help our clients better market their products and services on Google AdWords.
AdWords drug terms used on website landing pages are causing AdWords site suspensions for dermatologists and cosmetic surgery practices.
AdWords has added Botox, Xeomin, Restylane and other commonly used injectables that physicians use for facial rejuvenation on their drug term monitoring list. As a result AdWords advertisers are being turned off at the account level and their site is suspended from advertising on AdWords.
This is a brand new landscape for medical professionals. This past year Google has been very, very picky and seemingly capricious in regards to who they turn off and who they do not when it comes to content and claims. Many medical practices had to clean up their content to promote Coolsculpting with AdWords, but the drug name suspension is a brand new thing, just happening this last week for more than one of our AdWords advertisers.