matchcraft // 4
AdWords recently revealed its “Marketing Goals website,” a net new
site built with your marketing goals front and center. The site is
focused on four buckets of goals: increase online purchases, get
customers in the door, get the phones ringing, and grow your app.
Exploring any one of these goal areas leads you to a rich overview of
how Google AdWords can support your goals. Plus, learn from other
AdWords customers by reading a library of success stories.
While the website may be a tad elementary for AdWords veterans, it
provides a new way of browsing through AdWords’ features and
AdWords now testing price
extensions on desktop
matchcraft // 6
Price extensions for mobile ads have
been available in beta since July.
This extension allows viewers to see
pricing for products and services; it’s
been in testing for the list format as
well as a horizontal card layout.
The latter layout was spotted last week
on desktop. Keep your eyes peeled for
a broader release.
Promotion extensions are now
offered on text ads
matchcraft // 8
A new toy for your extension toolbox: promotion extensions are now
available in text ads. Advertisers can promote a discount or special savings
(25% off sportswear!) with a descriptive line of copy. This is now being
tested on all devices.
Examples of AdWords ad extensions
Google AMP reporting gets an
upgrade and a note about
Google’s mobile-first index
matchcraft // 10
Now, you can gain increased visibility into how your AMP pages are
Google has added a new reporting filter under its Search Console Analytics
report that allows you to choose whether to view performance for AMP
pages in the rich card section (for example, the top news carousel) or AMP
pages from the core mobile search results.
matchcraft // 11
Previously, your only option was to view the carousel results.
And, while we’re on the topic of AMP, Google will not be using your AMP
page versions for its mobile-first index—even if you do not have any mobile
So, if you have a desktop version of your website and you’ve built AMP
pages to support it—but skipped a mobile version altogether—Google will
default to indexing your desktop pages.
Holiday trend: Google is
displaying oodles of shopping
ads on desktop
matchcraft // 13
Google has continued to reward
product listing ads’ (PLAs) great
performance by giving them more
real estate over the years.
Recently, Google has been showing
as many as 15 PLAs on mobile
devices and up to 18 on desktop.
Their secret? The scrolling slider of
ads, which allows for up to 16 PLAs
when clicked upon to expand the
Also impacted: text ads showing
above PLAs are becoming
Rich cards now support
restaurants and online courses
matchcraft // 15
Local restaurants and online courses are new categories supported by
Google rich cards.
These cards “contain a new user interface, such as ‘carousels that are easy to
browse by scrolling left and right, or a vertical three-pack that displays more
individual courses,’ per Google.
AMP is recommended, but not required.
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