Now that Google Instant has been running for a month or so it would seem time that Google offers a new few paid search tools for us to play with. Let’s take a look at some of these cool new features Google is offering its Adwords clients:
- Adwords Campaign Experiments – Google was some what clunky when you wanted to make a change within your Adwords account. You had to perform a screenshot and did a “before” and “after” view to see how this change helped or hurt your performance. Now this is not the optimum way of doing this so now with (ACE) you can split test two versions of your campaign or Adgroup simultaneously to see how these changes perform. In theory this is nothing more than a A/B split test but some of the changes include:
- AdGroup Restructuring – Man, I love this! I see way to many Adgroups stuffed to the gills with keywords. Talk about tanking your quality score! Can you say keyword relevance equals poor? Now you can break up these Adgroups and split test them to improve click through, I mean quality score!
- Adding keywords – Another biggie! Now you can run Adgroups quickly and easily on match type. Find out if the experts you read about are right when they say exact matches convert higher over broad matches.
- Bid Changes – So you are sitting at position 3 and your conversions are great but what about bumping it up to position 1 or 2? Will the extra charge in Cost Per Click (CPC) be worth it to your bottom line? Now you can find out.
- Search Funnels – In the past you needed a third party software to give you this detailed information. Not any more! Now you can view first click, last click, time lag between clicks and conversions, clicks that contributed to conversions and few other nuggets! Very nice!
- Cost Per Acquisition Bidding (CPA) – I have never been and will most likely, never will be a “software optimizer” guy. I do like this option much more than I thought I would but remember the more you let Google “optimize” for you, the more you risk. Be careful using their “Max CPA” option as it can really limit your traffic. Instead use the Target CPA option with gives you more flexibility while keeping your lead costs under the max CPA. Also note that you will experience some fluttering of your traffic, leads, and lead costs for the short terms as the technology learns your account. This tools is for optimization for the marathon not the sprint.
- Click to Call Extensions – Some clients I have were very fortunate enough to receive their phone number in their ad a few months ago but how do you measure the success of this? Until now you need unique phone numbers per campaign but now you can add unique phone numbers very easily. A true must for any business especially the business that gets a lot of mobile traffic.
- Seller Ratings – We have become a user-generated society and reviews can and will continue to carry more weight moving forward. Get rated for your products and your service and your ads will show these ratings. Right now this is an option for Beta clients only but be assured that it will go to all clients soon. Now if you just can’t wait and you spend a good deal of dough with Google you can always bug your Representative to get you in the Beta now!
Overall I am very impressed with these new paid search tools that Google has developed and think they can really help you optimize your account more effectively. But just like any tool, what you put into it is what you will get out of it so be careful and dive on in!
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