Paid Search

How to Use AdWords Scripts to Optimize Paid Search Performance

How to Use AdWords Scripts to Optimize Paid Search Performance

See our Top 5 Scripts and Learn How to get Started Today

What Are AdWords Scripts?

AdWords scripts provide the opportunity to automate, customize and control your AdWords account with a simple JavaScript code. Scripts allow account managers to go beyond the provided tools in AdWords by leveraging external factors.

Why Should I Use Them?

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Is your search campaign taking advantage of Google Call Extensions?

Call Tracking

Local companies are a good example of advertisers whose paid search goals include receiving phone calls. A recent study showed that 70% of mobile searchers call a business directly from search results.

Often there is no comparison to talking to a live person. This can be the case when a prospect is searching for a business in the service industry, as well as other verticals like travel, auto, finance, etc. The days of simply including the advertiser’s phone number within Google paid search ad text may be gone but call extensions enable an advertiser to still have a phone number appear with their ad.

Google AdWords Call Extensions are an ad extension format that allows searchers to call a business directly from the paid search ad. There are several ways to configure call extensions depending on your needs, as well as some challenges in navigating Google’s reporting of their results.

Using call extensions, your number can show on desktop searches as well as mobile searches in the form of a clickable button. This can be customized to show only on mobile devices. The cost is the same as a regular ad click, you can use your own actual number, or a Google forwarding number.

With the forwarding number, you can view call insights which include call time, duration and area code.

As with all ad extensions, which also include location, seller ratings, reviews and site links, Google uses several factors to determine whether and how they will show. These include ad position, rank, keyword quality score and max bid. If you have several ad extensions enabled there is a chance not all of them will be shown.

When it comes to reporting results, AdWords offers call details if using a Google forwarding number, as well as many data views which offer great information but also can cause some confusion. Google has made some changes to call extensions over the past weeks which improve how results are viewed from within the AdWords interface. For example, call conversions are now tallied into the total of regular ad click conversions, instead of being shown separately in a call conversions column.  Additionally there is a ‘phone call conversions’ column that displays only phone calls longer than a user-specified minimum duration. Another view under ad extensions differentiates clicks to call from call conversions, which offers insight to calls where the user may have clicked to call but chose to not to go through with placing the call when their mobile device’s dialog box appeared. The conversions view under the ‘Tools’ menu in AdWords also shows the conversion data broken out by ad clicks and phone calls. So when tracking phone calls, Google offers a lot of reporting insight but requires some digging to see the full picture.

extensions

Google AdWords Call Extensions offer a valuable extension to your paid search efforts which allow searchers to reach an advertiser and convert by phone from search ads. Local and other businesses that value leads in the form of phone calls which are already using Google paid search, can add value to their existing efforts by using call extensions.

Rich Snippets and Product Listing Ads

Rich Snippets and Product Listing Ads are ideas which can enhance the search experience for users shopping online. When someone types a query for a product, Google has enabled features both organic and paid which can highlight your product details, give more attention to your listings and ads and set your brand apart from other advertisers.
Rich Snippets

Rich Snippets are the few lines of text that appear under every search result in Google. They are designed to give users a sense for what’s on the page and why it’s relevant to their query. If Google understands the content on your pages, it can create these rich snippets, which provide detailed information intended to help users with specific queries. For example, the snippet for a restaurant might show the average review and price range; the snippet for a recipe page might show the total preparation time, a photo, and the recipe’s review rating; and the snippet for a music album could list songs along with a link to play each song. For the product advertiser, the goal of a product rich snippet is to provide users with additional information about a specific product, such as the product’s price, availability (whether product is in stock), and reviewer(s) ratings and commentary.These rich snippets help users recognize when your site is relevant to their search, and may result in more clicks to your pages.

You can optimize your product specific pages so they are more likely to appear with rich snippets by marking up your content with particular product and offer properties and description tags, preferable using the microdata format. Specifics can be found here.

Product Listing Ads or “PLA’s” are search ads that include richer product information, such as product image, price, and merchant name, without requiring additional keywords or ad text. Whenever a user enters a search query relevant to an item in your Google Merchant Center account, Google will automatically show the most relevant products along with the associated image, price and product name.

PLA

Product Listing Ads require a Google Merchant Center account and a feed set up with all of the products intended to be advertised. You then link the merchant and adwords accounts together from both tools to have access to the feed within Adwords. “PLA’s” do not use keywords and you can set offers or “promotions”, or test with none at all. You need to link in products from the feed using product attributes, for which Google provides a testing tool to make sure the product is being found in the feed. For some advertisers the competition to show as a “PLA” will be very high and you can increase the likelihood by using very specific product attributes to link from the merchant feed such as product ID.

Rich snippets and product listing ads require a bit more forethought and effort, however provide additional avenues to market products using organic and paid search. To gain a competitive edge with e-commerce, sometimes using every specifically designed tool can return extra benefits and be very rewarding.

White Paper: How to Make Paid Search Pay Off

WESTBOROUGH, MA, February 17, 2013 /24-7PressRelease/ — Nowspeed, a top Internet marketing agency has released a new paid search marketing white paper entitled, How to Make Paid Search Pay Off, written by President & Founder of Nowspeed, David Reske. The white paper explains how and why it is important for companies to incorporate an effective pay per click (PPC) marketing strategy and test their tactics to ensure a steady flow of new lead generation prospects.

Businesses will learn the efficiencies of a paid search marketing strategy through Nowspeed’s tips and best practices that will jumpstart your efforts to create a paid search marketing strategy that works. The goal of any paid search marketing strategy is to turn it into an actionable plan to generate more qualified leads. Whether you’re developing a fully integrated online marketing program or just executing a simple Google AdWords campaign; it is important to start with a plan.

Reske states, “I’ve been working with companies like yours since the heyday of online marketing over a decade ago, and I’ve seen major changes in what works–and what doesn’t–to engage your prospects. The fact is, the companies that are reaping high returns on marketing plans need to do every step right, from defining your target market to ongoing testing optimization.”

The paid search marketing strategy tips mentioned in this 8-page marketing white paper will help marketers understand how to get started by setting goals, deciding on which offer to use, creating a well-designed landing page, testing with AdWords, and then optimizing the campaign when needed. Nowspeed has used these strategies to help a number of top companies achieve success with their marketing programs.

Download this free Nowspeed email white paper, How to Make Paid Search Pay Off, by clicking this link and filling out the form:http://www.nowspeed.com/resource/how-to-make-paid-search-pay-off

Nowspeed is an Internet marketing agency that drives leads–from click to customer–for companies. Our packaged services include a blend of social media marketing strategysearch engine marketingsearch engine optimization SEOemail marketing,lead nurture campaigns, marketing analytics and website design so that we can deliver complete end-to-end solutions to our customers. For more information, visit us at www.nowspeed.com.

Targeting the Google, Search and Content Networks in AdWords

Remember when our only options of displaying ads were on Google alone or Google with the Search and Content Network? I do. Managing spend amounts by niche-targeting these networks was far more difficult to control until around the end of 2005 when Google expanded targeting options to separate the Search and Content Network.

Since then, we have witnessed Google’s revenue climb from a mere $6 billion in 2005 to somewhere in the $200 billion range this year! Specific bidding strategies on the Content Network using site-targeting and exporting the placement report are a wonderful addition to utilizing the power of the Content Network. Not only do we have the ability to export domains that gained conversions and move to a site-targeted specific campaign with a separate budget, but we can also block the ones that don’t perform according to the goals of the campaign. A specially designed campaign with carefully chosen ad copy and keywords can effectively target those AdSense users with great sites out there.

But what about this so-called “Search” Network? According to AdWords Support, the Search Network “includes Google Product Search and Google Groups and the following entities.” Is this the same description AdWords has used since 2005? There is a level of uncertainty around what exactly this Search Network is, but we do know that both Search and Content ads are displayed on MySpace, as listed in this AdWords post. Therefore, the new question will soon be “how can we block MySpace or see what websites are included in the Search Network?”

The New Google Network Interface Display
It took two years for the Placement report to appear for the Content Network change, so it may be some time before a new Search Placement report is available so we can see what domains are included and controlled on the Search Network. However, we can use this new AdWords display option to see what Google vs. Search vs. Content Networks are performing and which are not.

The new display makes it far easier to see how Google vs. Search is performing, particularly if your campaigns aren’t separated by network. Selecting between “Search only” and “Content only” for different time periods can show the need to utilize advanced bidding preferences. Other tips include creating bidding strategies via the average position for Google vs. Search placement, evaluating the amount of impressions per targeted ad group, and watching CTR/conversion rates at peak search times, just to name a few.

This article from Pete Cashmore is a fine summary of how to create and target separate Google and Google Search campaigns. Of course designing specific Content-Only campaigns will help you achieve the best cost-per-conversion on the Content network too, but this new display option on the AdWords interface makes it far easier to view new statistics with one click.

For additional reference purposes, here (below) are just a few more links about targeting Search vs. Content…

PPC Discussions

AdWords Blogs 1 and 2