Google AdWords Offer Extensions

October 1st, 2013 by Krystal Kukuk

Offer ExtensionsLooking to get more foot traffic to your store?  In February of this year Google rolled out their new ad extension, Offer Extensions. With offer extensions and proper PPC management you can now attach a coupon, rebate or discount offer to your Google AdWords campaigns or ad groups that are redeemable in-store only.

Setting up your Google AdWords offer extension is pretty simple.  First you will need to go into the Ad Extension tab in the interface. Next you will want to click the new offer button at the bottom of the screen. From there you just need to enter the details of the specific offer you would like to make: redemption dates, offer code, your terms and conditions, devices you would like to target,  etc. When a shopper clicks on your extension you are charged the same amount you would if they clicked on the headline.

IN UI

Here’s an example of what an offer ad will look like to potential shoppers on desktops or tablets:

Ad Offer Example

Once a shopper clicks on the view offer button they could be given a couple of different options based on the offer code that you pick. They will be brought to google.com/offer where they can view the offer. Then they can either print a coupon or save it online to their “My Offers” page.

Here’s what the Offer looks like to someone who clicks it:

Example of Offer page

The great thing about this new extension is that now businesses have a new way to track and promote foot traffic into their stores from PPC and they can now turn online users into in-store traffic. Have you seen a new offer extension while searching on Google?


Putting Google Analytics to Work in AdWords

September 19th, 2013 by Michael Marchese

BLOG-analyticsOne of the great PPC management features of Google AdWords is the ability to pull in Analytics data straight to your AdWords account. Although limited in scope, it provides detailed information such as Bounce Rate, Page/visit, Average visit duration and % of new visits. These are all very interesting statistics to see being imported into your AdWords account but what use can they actually provide? The answer is, quite a bit. Let’s take a look at a single instance and how it can benefit you.

Online retailers with an extensive inventory can be overwhelming to keep up with, especially when the client is adjusting inventory without notifying you of the changes. Let’s say a particular client had a furniture store that had hundreds of products and product lines that you have individual campaigns, ad groups and keywords for. Unfortunately you are not sure if the inventory is being updated without you knowing, and yet you want to keep one step ahead of the client.

You can start the process by sorting your ad groups or keywords by bounce rate from highest to lowest. The reason for this is that a pattern of high bounce rates suggest that the landing page is not relevant to the searchers needs. Although it is possible that other reasons exist for the lack of page interest, a common theme tends to be that the page is not doing what you intended it to do. From here it now only takes a few easy steps to uncover the problem at hand.

Continue by filtering out all 90-100% bounce rates (this is all relative to each accounts particular history) and then individually check the items with significant data points, usually more than just a few clicks, to see where the link takes you. I would be surprised if you did not find several items that were no longer available or had their URLs changed. Now you can go back to the client and present your proactive findings before huge dollars had been wasted on useless clicks.


Google AdWords Remarketing “Similar Audiences”

August 21st, 2013 by Cary Goldstein

BLOG-SimilarAudiencesLooking for ways to expand your reach to additional relevant audiences?  Google AdWords can help you reach people similar to your existing Remarketing audience with the new “similar audiences” feature.

Google Remarketing allows you to reach people who have already visited your site and reconnect with an audience that’s interested in your products or services.  The similar audiences feature enables you to find people who share characteristics and browsing patterns with your site visitors. By adding similar audiences to an ad group you can now serve your ads to this similar population, allowing you to reach a new group of qualified potential customers.

How Similar Audiences are Established:

AdWords reviews the browsing activity of millions of users on Display Network sites from the prior 30 days. This data is used within their contextual engine to understand shared interests and characteristics with those people in your remarketing list. Based on this information, they identify a new audience whose interests and characteristics are similar to those of the people in your current Remarketing list. The more characteristics and interests people in your Remarketing lists share, the better this similar audiences feature should work.  As your Remarketing audience changes, your similar audience will change as well.

A similar audiences list is created based on a Remarketing list that contains at least 500 cookies with enough similarity in characteristics and interests to create a qualifying population for similar audiences. Google will automatically identify which of your Remarketing lists qualify for similar audiences based on a variety of factors including the types of sites that these visitors have browsed.

Adding Similar Audiences to an Ad Group:

Just click the Change Display Targeting button under the Display Network tab and select an Ad Group. You’ll then click the Remarketing lists link under Interests & Remarketing and the “Show Similar Audiences” checkbox should be automatically selected. If there aren’t any lists that qualify for similar audiences then this option will be grayed out. You’ll see a new list for the similar audience along with the estimated list size right below each qualified Remarketing list which you can then select for addition to your Ad Group.  For professional assistance, contact Google AdWords Management Specialists.

Capitalize on the Benefits of Similar Audiences:

The similar audiences feature takes the guesswork out of your search for relevant new audiences by automatically finding a large-scale group of potential customers who are similar to your existing site visitors. This feature can help you find qualified customers based on the specific topics that people (in aggregate) were browsing from one of your Remarketing lists before being added to that list.

With similar audiences you can boost the reach of existing Remarketing campaigns and drive new traffic to your website site that should have a strong likelihood of being interested in your product or services.

Even if these new visitors don’t generate an immediate conversion from your advertising campaign, they have now been added to your Remarketing list allowing for future conversion opportunities through ongoing exposure. By enabling similar audiences, you can grow your Remarketing list dramatically in a way that is both intuitive and easily managed.