By Christie Huber
Spring has sprung, and with it, new updates to the Google AdWords platform have arrived. The biggest change has been the transition to a new, sleeker user interface, which will continue to be rolled out gradually this year, but numerous other updates are just as interesting—and more useful.
We’ve studied the latest additions in-depth so you can focus on getting the most bang for your buck. As part of your spring ad campaign refresh, consider implementing these five new AdWords features to help you drive more calls and customers:
Last fall, Google introduced custom intent audiences for display campaigns, so you can find new sales prospects who are ready to buy your products or services based on data collected from your campaigns and website. You have two options:
Google offered an interesting example of how this tool works: “Insights from existing campaigns may show that people who’ve visited a sporting goods website have also actively researched rainy day workout shoes. AdWords may then auto-create a new ‘waterproof trail running shoes’ custom intent audience to simplify the process of reaching this niche segment of customers.”
When visitors arrive at your landing page from an ad, what do they do next? Do they hang around and explore, or do they take off for parts unknown—taking their dollars with them? A compelling landing page that shepherds visitors into your sales funnel is critical to the success of your campaigns. With the update to the landing pages report, AdWords makes it easy to assess how well your landing pages are performing, ensure they are optimized for mobile devices, and help them earn higher quality scores.
The new Google AdWords landing page report delivers data from three key metrics for each landing page URL, including the final URL, the mobile final URL, and expansions of these URLs (the webpage where visitors go after you’ve substituted keywords and added custom parameters to the landing page URL). First, it provides the mobile-friendly click rate, or the percentage of mobile clicks that go to a page that has passed Google’s Mobile-Friendly Test. Second, it delivers the valid AMP click rate, or the percentage of ad clicks that land on a correctly coded AMP page, according to the AMP Validator. Finally, it offers performance metrics including clicks, cost, and conversion rate.
AdWords attribution now gives you options for how to assign the credit for sales and conversions to touchpoints in your conversion path on the search network. The current default in AdWords is last-click attribution, which gives full credit for the conversion to the webpage that the customer clicked last. But we hear that AdWords may soon make data-driven attribution the new default.
This model uses machine learning to study conversion data and then calculates each click’s contribution to the conversion. You can choose from five attribution model options:
Until last year, you had to manually run A/B tests over and over to determine the best copy for your network ads. But now, with the new ad variations feature, AdWords makes it possible to create and apply ad content variations at scale.
You can use the new find and replace tool to modify ad text. To create a variation, first select the scope of the change—the entire account, a specific campaign, or a custom scope. Then you can change the language, set the end date, and choose how much of your traffic will view the modification versus the original. AdWords will deliver the results of the variation, allowing you to drill down and see how well both your original and its variations are performing.
With the new AdWords experience, you can limit your display to the data most meaningful to your business, even if AdWords isn’t calculating the metrics you want to see. Not only can you choose which standard Google columns to show, but you can also make custom columns to report on your own custom metrics developed using the formula builder and existing metrics.
In other words, you can now measure performance at the keyword and ad level in addition to the campaign and ad group level. It’s as easy as choosing a metric, such as clicks, or a segment of a metric, such as mobile clicks, and then building a formula and a column with the appropriate operators and formatting.
We’ll continue to monitor as Google unveils additional features, but for now, give these new options a whirl and see how they affect your results. For even greater insight into customer conversions, learn how you can track calls as well as clicks by integrating DialogTech with Google AdWords.
DialogTech provides the most accurate keyword-level call attribution data for Google AdWords. Get the missing call conversion data you need to measure ROI and optimize bids for what’s really driving sales.Show Me How →
Get the latest straight to your inbox.