This document summarizes innovations from Google Adwords in Q3 2014, including new shopping campaign tools, call conversion tracking, and dynamic sitelinks. It also discusses using remarketing lists for search ads to boost generic keyword performance. Additional sections cover measuring offline conversions, the battle among internet companies, and key online advertising trends like increased personalization. Key recommendations include leveraging ad extensions, seeking reviews, and applying search marketing skills to social media.
11. How Many Adwords Innovations in Q3
2014?
1. Product ratings on Google Shopping
2. New shipping configuration tool available in
Google Merchant Center
3. Search Network with Display Select
4. New Shopping Campaigns Upgrade Tool
5. Close variant matching for all exact and phrase
keywords
6. Introducing Website Call Conversions
7. Using Google Search and YouTube to Promote
Your App
8. Product Listing Ads become Google Shopping
9. New display ads formats for a multi-screen
world
10. Google Shopping: automatic item updates
11. Estimated cross-device conversions, now
available for display
12. A simpler way to manage your business
locations in AdWords
13. Scale your Shopping campaigns with bulk
uploads and AdWords Editor
14. Advertising on your schedule with AdWords
Express
15. Introducing Dynamic Sitelinks
16. Making it easier to build rich and engaging
mobile ads for the Google Display Network
17. Call out Extensions
18. Product Listing Ads now on search network
19. New look mobile search ads
20. Local inventory ads expand to more countries
and formats
21. Announcing Ad customiser
12. Agenda
1. Visual Web Rollback
2. What’s New
3. Behind The Ad
4. Measurement
5. Real Time Advertising
6. Battle of the Internet Giants
7. Key Trends
8. E-commerce KPI Report
9. Takeaways
17. Why the Rollback?
“We've been doing lots of work to clean up the
visual design of our search results, in particular
creating a better mobile experience and a more
consistent design across devices.”
106. Key Take Aways:
1. Ad extensions are your best friend
2. Proactively seek customer reviews
3. Solve the “Generic Keyword Conundrum” with
RSLAs
4. RSLAs + DSA = Cash Money Y’all
5. Get creative with Real Time Advertising
6. Think beyond website conversions
7. Upgrade to Universal Analytics
8. Put a search marketer in your social team!
Editor's Notes
----- Meeting Notes (17/09/2014 10:02) -----
Industry
At Dig Summit?
Feels they could be doing more online?
BA
Celber
Distinguish the review extension
Explain the hack
What are they and what do they look like
What happens when I click on them
Free click
What do I need to get them
30 independent review sites (incl. shopvote.de)
Need 30 unique reviews from last 12 months
multiplier
The byproduct of great paid is good seo (organic)
cleber
They are a factor in ad rank
25 character limit
I’ve seen up to 4 shpw
Cleber
Enhanced campaigns represented a big leap towards audience targeting, where less empahsis was placed on the keyword and more on the user or audience, based on location, time, device etc. Following enhanced campaigns, furtther innovations have put even more of an emphasis on the audience.
High traffic, low conversion rate
Annotate this
Selling Kurt Geiger Shoes for example
Example
Better results for user
Shines a light where there had been darkness
Budget goes to he who keeps score best
Cleber
I know paid search is adding value beyond the trackable conversion and as a direct reposne marketer, I’m greedy for conversions.
Call conversions – revealed 11% incremental additional conversions
Est. Total Conversions:
Offline Conversions
I’m greedy for conversions
32% of smartphone users make a call after performing a search