Last week, Google announced that Custom Affinity Audiences is available for everyone on the Google Display Network. Google’s Custom Affinity Audiences gives advertisers more flexibility in how they target across the Display Network. It’s been a busy few weeks for advertisers with the release of new targeting toys; In addition to Google’s announcement, Facebook also recently announced their Audience Network expansion. In this post, I will share my insights on how Custom Affinity Audiences will impact you as an advertiser.
What is it?
Custom Affinity Audiences allows advertisers to reach the exact people they are looking for as they create the audience parameters. This feature is the culmination of two years of Google launches, including affinity and in-market audiences.
- Affinity – Someone with a strong history of viewing a subject, i.e. a technophile
- In-market – Someone who is actively browsing, researching or comparing the types of products you sell, i.e. a new technology
Now, Google is providing advertisers with this information in a way that allows them the ability to define their audience with a combination of interests and sites.
What Are the Benefits?
- No longer dependent on Google’s pre-defined audiences
- Couple numerous ‘personas’ together to target an audience specific to your business
- More control of how you want to find customers online
How to Set It Up in Google AdWords
1. Create a new Ad Group within a AdWords display campaign
2. Select “+ Targeting” to add new targeting
3. Name your Ad Group
4. Choose “Interests & Remarketing” for targeting and select “Affinity” as the category
5. Below the list of affinities, select “+ Custom”
Now, you can start designing your Affinity.
- Be sure to hit enter between each target. For placements, make sure it’s in URL form; if not, it will default to an Interest.
- This screenshot below shows what it might look like if we wanted to target people for our blog.
My Take on Custom Affinity Audiences
It’s interesting that this feature launch happened so soon after Facebook’s Atlas announcement and the aforementioned Audience Network expansion. It seems Google is getting closer and closer to “persona” targeting.
As an advertiser, I love the ability to hone in my audience as tight and specific as possible, so I can say firsthand that this play is very appealing for anyone looking to create Display Campaigns. I’ve always been a fan of the Google Display Network (GDN) and have seen some very good results from advertising on it. Google Display Network to many is like throwing spaghetti against the wall and seeing what sticks; hopefully, this new way of targeting will help alleviate some apprehension to advertise on the GDN. The GDN notoriously has been used as a way for companies to brand, and according to ComScore, it reaches 94% of the web in the U.S. and 89% of global users, so hopefully we’ll see more responsiveness from consumers in terms of conversions.
Custom Affinity Audience targeting gives advertisers an extra layer of targeting and customization, and rightfully so since Google took a lot of customization away with enhanced campaigns. It will be interesting to see how Google uses this data to form other targeting options, i.e. lookalike audiences. Have thoughts on Custom Affinity Targeting? Please share in the comments.
Have you ever searched Google to see which of your competitors also appear for the keywords you’re bidding on? You can get a much clearer picture of this data with the Auction insights report in Google AdWords. In this post, I’ll give you an overview of this report to help you understand your competitive landscape and optimize accordingly.
About the Auction Insights Report
The Auction insights report in Google AdWords lets you compare your auction performance with competitors who advertise across the same keywords. You’ll see see how often your ads outrank your competitors as well as how your share of voice compares with theirs.
While the report does show you some interesting high-level insights about your competitors, it won’t show you the details. You won’t see which keywords, bids or settings your competition is using. Neither will you see their account metrics, like CTR or Quality Score.
How To Generate The Report
To view your Auction insights report in AdWords:
- Drill down to the part of your account you want to analyze, or click on the appropriate tab (campaigns, ad groups or keywords) and select the appropriate rows.
- Click the details drop-down, and select “Auction insights.”
- View the report (and adjust the date range to see how the data changes over time).
Once you generate the report, you can also apply different segments (like time or device) to see how the landscape changes for these different scenarios.
Here’s an overview of the metrics the Auction insights report covers:
- Display URL Domain - This is the URL your competitor is using in their ads. Use this to identify who your competition is.
- Impression Share - This shows how often your competitor’s ad displayed in auctions you were also competing in. Use this to identify your most visible competitor.
- Average Position - This shows the average position of your competitor’s ads on the search results page for auctions you were also competing in. Use this to approximate how aggressively your competitor is bidding.
- Overlap Rate - This shows how often your competitor’s ad displayed alongside yours. Use this to understand how frequently you’re going head-to-head with your competitor.
- Position Above Rate - This shows how often your competitor’s ad displayed higher than yours. Use this to understand how your ad rank compares with your competitor.
- Top of Page Rate - This shows how often your competitor’s ad displayed at the top of the search results page for auctions you were also competing in. Use this to determine your most aggressive competitor.
Please note that this data only applies to the section of your account which you’re analyzing and doesn’t reveal your competitor’s overall advertising strategy.
Now armed with this data about your competition, you can modify your strategy to react to competitive threats and opportunities!
Google just announced its expansion of Product Listing Ads into AdSense for shopping, allowing shopping ads to run next to content on retail sites, such as Walmart.com.
Here is an example.
This expansion gives advertisers a whole new landscape to introduce their products to consumers, opening some interesting doors in the digital environment. So what does that mean for you? In this post, I will provide some insight into the future and guide you through ways to organize your Shopping Campaigns to help you succeed in this new environment.
First, let’s look at what this expansion means for advertisers.
- Unlike enhanced campaigns, for now anyway, advertisers can choose to opt in or out of these sites by opting shopping campaigns in or out of search partners.
- Advertisers will now be up against site content, leading to some very clear brand distinctions. See the stark differences in both product and price above.
- Space will become more competitive since these ads are now pitted against image ads, site content and partner content.
- Perfect competition (many buyers and sellers, prices reflect supply and demand) – By pairing a few ads next to an entire business’ site, the only way to compete is to be able to offer something very similar, or better in price.
How To Organize Your Shopping Campaigns
First, Clean Up Your Data Feed
- Get rid of anything that you do not want in there, such as expensive acquisition and low margin items.
- Correct any issues with products by looking in the Merchant Center; you can find this under Data Quality.
- Make sure your data feed is set up to automatically update; this will keep your data feed from expiring if you forget to manually upload it every month.
Organize By Product Groups (Ad Groups)
Add these attributes to your data feed if you don’t already have them: id, condition, google product category, product type, brand and custom label. This will be crucial in organizing your campaign(s) in a way that will make data much easier to find and analyze. You will be able to create Product Groups (Ad Groups) in AdWords, based on these attributes.
You may need/want to re-organize this attribute for your products, but it will allow you to identify products easily in the group. For instance, all products with an Id 1-100 have free shipping. Now, you can easily promote free shipping in your ad. This capability will help you stand out against competitors on their sites.
You could also organize the id numbers by product. For instance, for a golf store, putters could have a product number ending in 01. If you can’t compete in some areas, you can exclude these product id’s from the campaign. This way, you will be able to focus on the products which stand a chance against your competitors. You can also easily turn product id’s back on if you are having a sale or clearance event.
Very easy concept here, but really useful if you sell new, used and refurbished products. You can set up product groups to easily find these products.
This could be a particularly powerful group for some used or refurbished products. I could see it doing well on a site pitted against some new very expensive products; e.g., sporting equipment.
Google Product Category
This attribute is one of the main drivers for Product Listing Ads. Nailing the category helps tremendously; organizing by category will allow you to position products next to similar products in the new AdSense for Shopping landscape.
You can also bid more aggressively or introduce more sales in these categories to help standout on a competitor’s site.
Similar to Google Product Categories; however, these are specific to your business and can be manipulated, so you can organize them in a way that will allow you to easily track and compete on competitor sites.
It will also help you bid more or less aggressively on products, and make better decisions on products as more data is available.
- Organizing by brand will help to ensure that you are competing aggressively on the brands that warrant the most return, and less on those that don’t– the goal being to maximize ROI.
- It will also allow you to quickly change promotional text for when a specific manufacturer has a sale, or quickly exclude a brand that is not performing.
- Custom Labels
You can add up to 5 custom labels and only one value per label.
- You will be able to use these labels to create product groups so you can customize bids and specialize promotions for these groups at any particular time (great for seasonal retailers).
- Very useful to help identify products that produce very well or not so well for your company.
- Also, it will help you exclude groups that you don’t want to run in a current campaign; for instance, if you are running a sale on specific items and you don’t want other items to run as well.
- Labels are also nice if you work with a variety of products that are hard to define using Google Product Categories.
* Your definitions will not import into AdWords; they are there for your reference. However, you can utilize AdWords labels to help you stay organized and keep you from switching back and forth in AdWords and the Merchant Center.
Create campaigns with either the intent to include search partners, or not. This will give you the ability to manage your products more efficiently. Keep in mind that you are still running on search as well, so excluding content that you don’t want to run on AdSense For Shopping sites will help keep products off sites on which you can’t compete. Structure is going to be very important when competing on AdSense sites, it will help make optimizing and decision making much more manageable. Have other strategies for success with Product Listing Ads for AdSense for Shopping? Please leave your comments below.
Move over, sitelinks. We have a new contender in the battle for AdWords extension prominence. In this post, I’ll show you what callouts are and help you make the most of them for your AdWords campaigns.
Just last week, Google announced the callouts extension as a way to highlight information about your products and services with your search ads.
Callouts are plain text, which may look boring on the surface, but it offers some compelling benefits:
- Nearly doubles your ad copy
- Helps draw attention to the most important benefits
- Helps you present a more compelling offer
- Helps potential customers make informed decisions
- Helps position your offer above competitors
- Improves Ad Rank
How Hilton Used Callouts
The use of callout extensions has meant we’ve been able to let our customers know how much more our hotels have to offer than just rooms. Spas, restaurants and meeting facilities are just a few of the attractive options our hotels have to offer, which may not be seen through a traditional revenue driving campaign. In just one month after implementing callout extensions, we’ve seen a 9% increase in conversion rate.
- James Harrower, Senior Search Manager, Hilton Worldwide
How To Create Callouts
- From the AdWords interface, click on the “Ad extensions” tab.
- From the “View” dropdown, select “Callout extensions.”
- Click the red “+Extension” button.
- Click the “+ New Callout” button.
- Enter the text of your first callout (there is a 25 character limit per callout).
- Save and repeat for all callouts.
- Select the callouts to include in the campaign. You can select many callouts, but a maximum of four can be displayed with your ad. Callouts can be added at the account, campaign or ad group level.
Example Callouts to Get Inspired
- 1 year warranty
- 10% off site-wide
- 24×7 customer service
- AAA discounts available
- BBB A+ Rated
- Cancel anytime
- Easy returns
- Featured in TechCrunch
- Free delivery
- Free quote
- Free shipping
- Instant download
- Join free
- Limited-time offer
- Money-back guarantee
- No contracts
- No hidden fees
- Official dealer
- Order online
- Pickup from store
- Price matching
- Trusted by professionals
Callouts have already begun rolling out to the native AdWords interface. Learn more in AdWords Help.
Are you just starting out as an advertiser? Maybe you just need a refresher on things you should be doing? Do you have a clear vision of your goals and all the bells and whistles available, set-up for your account(s)? It’s easy to get wrapped up in big projects in your accounts and forget about the smaller, yet still very important, tasks that keep your account healthy and up to speed.
This new webinar from the experts at AdStage, PPC Hero and Hanapin Marketing, provides tips on building the structure and goals of your account and list out the daily tasks and extra opportunities available to optimize your account and boost performance.
Are you just starting out as an advertiser? Maybe you just need a refresher on things you should be doing? Do you have a clear vision of your goals and all the bells and whistles available, set-up for your account(s)? It’s easy to get wrapped up in big projects in your accounts and forget about the smaller, yet still very important, tasks that keep your account healthy and up to speed. Join the experts from AdStage, PPC Hero and Hanapin Marketing as we discuss the ten things your PPC account should definitely have.
This new webinar will give you tips on building the structure and goals of your account and list out the daily tasks and extra opportunities available to optimize your account and boost performance.
When: 9am – 10am PDT on Thursday, September 4th, 2014
You’ll get expert-level PPC tips like:
- Defining your goals and audience and how to test for success
- Easy and quick ways to boost CTRs and ROIs
- How to identify opportunities for optimization and expansion
The app industry continues to grow substantially, following increased usage of smartphones. Gartner reported in 2013, 102 billion apps were downloaded, equating to $26 billion in sales. Ad budgets are shifting to mobile and the ad networks are accommodating. To capitalize on growing demand, advertisers can now create app campaigns across Google AdWords, Facebook Ads, and most recently, Twitter Ads.
Promoting an app can be different than running a lead generation or retail e-commerce campaign. Take advantage of each networks app campaign settings.
Create at least one unique campaign per app, and assign a budget.
Nothing pains an advertiser more than when they build a thorough campaign only to see click-throughs bounce off the landing page.
App installs ads remove the need for a destination url, instead allowing the target audience to download the app right on the ad itself.
Drive App Engagement
Use this ad type to remarket to app users, keeping them actively using your app.
App engagement ads help increase monetization, aiding in the engagement and retention of the app.
There are many types of apps (subscription based, in-app purchases, free with ads, etc.), and each will have a unique set of KPIs to measure engagement. Optimize towards your core KPIs, driving more users to complete your desired action.
*Note: AdWords app engagement campaigns are currently in a closed beta.
Set up conversion tracking to report on total installs, cost-per-install metrics, or custom engagement metrics.
App Conversion Tracking by Network
Add a snippet of code from Google to your app.
Optimize for KPIs
While impressions, clicks, click through rate, and avg. CPM/CPC trends are important to track, advertisers should be laser focused on two key metrics – total conversions (which can include engagement) & cost per conversion.
Continually test different targeting and bid combinations to increase new installs, cost-effectively.
Test conversion optimizer bidding algorithms to help drive additional revenue.
Advanced Bidding Options
Test bidding types that focus on optimizing for desired actions.
Drive more installs with conversions optimizer.
Test Optimized CPM, bidding on actions. Once enough historic installs occur, then CPA bidding will be available, and it’s one of the most cost effective bid types for installs.
The release of dedicated app campaigns have armed advertisers with a lot more flexibility and optimization tools when promoting an app. As mobile usage continues to increase, app ad budgets will also grow.
Who doesn’t love seeing a finished version of their project? Whether its an ad, a postcard or a deck, you’re filled with a sense of pride every time you look at your just-completed handiwork. But while there’s no harm in sending yourself a piece of direct mail or a promotional email, there are downsides to seeing your search ads in the wild.
If you search for your ad on Google, you’ll pay for it… directly or indirectly. In this post, I’ll show to how to preview your search ads without paying for it.
Why You Shouldn’t Search for Your Ads
Once you start running ads on Google AdWords, it can be incredibly tempting to do a search and see your ads serving in the wild. But you have to resist the urge because conducting searches to check up on your ads can hurt your performance.
The issue is that when you perform a search that triggers your ad, you rack up ad impressions that don’t lead to clicks. This can lower your click through rate (and reputation) and it can prevent your ad from running as often as it should. Do it enough times, and you might never be shown the ad again because Google might think you’re uninterested in that ad and will instead show you ads from your competition. Of course, don’t click on your ad either, since that will directly cost you money.
How To Preview Your Ads on Google AdWords
To check up on your ads without affecting your performance, you can use the Google AdWords Ad Preview Tool. It’s like an alternative Google.com where the impressions are free. The links don’t work, but you’ll be able to see if your ads are running.
Instead of searching for your ad on Google, use the Ad Preview and Diagnosis tool to see where your ad appears in search results for a particular search term. This is an easy way to check how your ad appears in context, and the tool provides the same results as a Google search, without accumulating any impressions. Also, the Ad Preview and Diagnosis tool will tell you if your ad isn’t showing and why, so you can make any needed changes and begin reaching customers.
How To Preview Your Ads on Bing Ads
If you want to preview your ads on Bing without affecting your performance, you can use the Bing Ads Ad Preview & Diagnostics Tool which offers functionality that is very similar to AdWords.
Now that you know how to preview your ads without paying for it, you can admire your handiwork without accruing costly impressions. For more help, check out our full list of Google AdWords help articles.
With Twitter & Facebook introducing self-serve remarketing capabilities in the past few weeks, it seemed right to give credit to the network that offered it first. In this post, I’ll walk you through creating a remarketing campaign in Google AdWords.
Remarketing (also known as retargeting), allows you to show unique ads to people who’ve visited your website before. It’s a great way to bring back people who didn’t become a customer the first time they came to your site, or previous customers who you want to engage with your site again.
Creating Your Remarketing List
The first step to creating your remarketing campaign is creating a list and defining how your audience will be added to it. For example, you may want to create a list for all people who visit your website, or just the people who visit your pricing page. Let’s walk through the process of creating your remarketing list:
1. Click “Shared library” in the left navigation.
2. Click “View” in the “Audiences” section.
3. Click “+ Remarketing List”
4. Give your list a descriptive name. (e.g., Visitors of the pricing page)
5. Select how you’d like to segment visitors in the “Who to add to your list” section. (e.g., “Visitors of a page” with the URL containing “/pricing”)
6. Decide how long each visitor should remain in the list in “membership duration.” 30 days is a good place to start unless you have a lot of traffic to your site, in which case you can get away with something as short as 3 days. You want it to be short enough where people still care about what you offer, but large enough that there is over 500 visitors in your list at any given time.
7. Click “Save.”
Installing Your Remarketing Tag
Before your list will begin collecting visitors, you’ll first need to copy the remarketing tag from the “Audiences” page and paste it onto your site.
Once your tag is on your site, people who visit your site will be added to the appropriate remarketing lists.
Targeting Your Remarketing List in a Campaign
Now that you’ve installed your tag and defined who you want to remarket to, you just need to set up a campaign that targets your list with ads.
1. Create a new “Display Network Only” campaign and make sure it’s type is either “Remarketing” or “All features.”
Note: You can also use your remarketing list to customize your search ads for people who’ve visited you site before.
2. Follow the campaign creation steps and create at least one ad group.
3. From your ad group, click the “Display Network” tab.
4. Click “+ Targeting” to modify the targeting.
5. Click the “Add targeting” dropdown and select “Interests and remarketing.”
6. Click the “Remarketing Lists” tab and select your list.
That’s it! Now simply finish populating your campaign with bids and ads and your ads will begin displaying to people once they leave your site!