Language Targeting In Your Campaign

You may have noticed when creating a new AdWords campaign Google sometimes suggest targeting multiple languages based on the location that you’ve targeted. Here is the reason for the recommendation and the way it works in your campaign.

Refresher

The campaign that you are running will target the interface language that you have set as the language in which you’d like the Google interface to be displayed. A Spanish-speaker living in the United States, for instance, may want to perform searches on www.google.com but change the interface language setting to Spanish. Alternatively, an English-speaker living in Japan may want to perform searches on www.google.co.jp but see an English interface.

At present when your interface language matches the targeted language your ad appears. This means when user’s interface is in another language your ads won’t necessarily appear.

For example you target only the English language in your campaign and if you sell watches in the United States using the keyword watches, your ads won’t appear to bilingual users who search for watches but do so within a Spanish interface. Especially when targeting a geographic area with bilingual residents, targeting multiple interface languages can help your ad appear in front of as many potential customers as possible.

New improvement

Some words are common to more than one language and hence finding the language of the search from the query itself can sometimes be hard task. However, there are five languages in AdWords that can be distinctively identified by their characters: Greek, Hebrew, portions of Japanese, Korean, and Thai. Therefore, starting in late April, if you’re targeting any of these five languages, your ad will be qualified to show for all queries in that language that matches your keywords, regardless of the user’s interface language (your location targeting settings will still apply).

For example, if you have the keyword λουλούδια (Greek for flowers) in a campaign that targets the Greek language, your ad will be qualified to show whenever a user searches for λουλούδια, even if the user’s interface is in English.

This will be a good way to maximize the amount of traffic that your campaigns receive while targeting multiple interface languages.

Advanced Control Options Now To Target Your Ads

To reach our potential customers in our PPC campaign we used to target our ads in specific geographic locations such as countries, regions, and cities. Now you can prefer to target or exclude your ads based on the user’s physical location or the location of interest.

This new feature can be used when your advertising goals specifically call for more granular controls, because the use of advanced location options will limit your ad exposure.

Targeting method: Target using physical location

If you run a jewelry store in Flora and you want to advertise only to people located near your store. With the existing location targeting in AdWords, you can only specify the location you wish to target, Flora. However, your ad might be shown not only to people in Flora, but also to people elsewhere in the US whose searches include one of your keywords along with the word “Flora”.

If a Flora-based user searching for “Pennsylvania amish jewelry” will not see your ad. This is the case even if your campaign includes that exact keyword.

Exclusion method: Exclude by physical location and search intent

If you want to target sell properties in Chicago and don’t want to advertise to people who are based in Florida or interested in Florida properties, you can go in for restrictive exclusion method by choosing “exclude by physical location and search intent,” as shown below. This makes your ad visible to people based in Florida or to those who include a Florida location in their search queries.

New default working of excluded locations:

If you happen to own a restaurant in Paris, you may want to advertise special deals only to people planning a visit to the city but not to those who live there. Previously, if you excluded Paris from location targeting in AdWords, your ads wouldn’t be shown to people in the city or to those searching for places in Paris. With the new default settings, your ads won’t be shown to people who are in the city, but people outside the city can see these ads if they specify “Paris” in their search queries.

Negative Keywords Enabled In Product Listing Ads

Google Product Listing Ads and Product Targets, a new bidding and targeting technology feature that allows you to aim the products in your merchant center account into manageable groups, and to bid differently on those groups based on a number of attributes like brand and product type.

To help you get better with your performance with Product Listing Ads even further. Google has newly launched a new feature “negative keywords” to all U.S. advertisers.

Negative keywords for Product Listing Ads work in a similar way as they do with normal text-based search ads. Adding a negative keyword to your ad group or campaign means that your product listing ads won’t show for search queries containing that particular term.

“Using negative keywords, you can limit the chances that your ads will show on unrelated or low value queries. For e.g., if you sell fabrics, and not wool fabrics you can add the negative keyword [wool] to your Ad Group and your Product Listing Ads won’t show for any queries that contain the word [wool]”. The query for “fabrics” would trigger the ads, but a query for “wool fabrics” would not.

You can also run negative keywords across multiple campaigns using the negative keyword list feature.

New Feature To Display Ads Which Provides More Conversion

Google has launched of a new ad rotation setting in AdWords that allows you to optimize for conversions. Previously, we had two options:

• Optimize for clicks: Ads that are expected to provide more clicks are shown more often
• Rotate: Ads are shown more evenly

Now, with a third option, you can choose to show ads that are probable to provide more conversions more often. The more conversion ad is calculated by combining the clickthrough rate and conversion rate.

To use the new setting, you’ll need to have Conversion Tracking in your account, as Google uses this data from that tool to determine which ad is the most likely to receive conversions. When Google does not get enough data to make a decision, then it will show you the ad that is the most likely to receive clicks. If you have Conversion Tracking, the Optimize for conversions option will be available in the Ad delivery: Ad rotation, frequency capping section under advanced settings on the Settings tab of any campaign. Once enabled, it will relate to all ads that appear on Google.

Call Metrics With Extensive Features Now!

Back in November, Google announced call metrics, a new AdWords feature that allows you generate and measure phone calls directly from your ads.

Now this feature is extended to view details about individual calls. That is the new detailed call reports that show the specific metrics about each individual call that your campaign has received since call metrics was enabled, including:

• Call start time
• Call end time
• Call duration
• Call status (missed or received)
• Caller area code

To view detailed reports about each call, you’ll need to first enable the Dimensions tab in your version. Once you’ve enabled the Dimensions tab, click View and select Call metrics calls to see the detailed call report.

While detailed call reports let you dive in depth into the individual calls you’ve received, you’ll still be able to view aggregated call reports for every campaign on the Campaigns tab. These metrics comprise total number of calls, received calls, missed calls, total call duration, and average call duration. Call metrics is only accessible to a limited number of US advertisers.

PPC Google Ads Verses PPC Banner Ads

Two of the most accepted choices in paid internet marketing today are Pay per Click Ads with Google, and Pay per Click Banner Ads. Each presents an excellent, but different opportunity, so their uniqueness should be weighed carefully. Paid ads have moderately a few advantages over organic SEO results, one of which is a nearly instant response. But which type of ad is more suitable to your business – Banner ads, or PPC text based Google ads?

Google harnesses the expertise behind Pay per Click (PPC) ads with AdWords. This program is so accepted because it has capabilities that permit the user to control every aspect of the campaign, from keywords, negative keywords, and ad copy. Each feature of the AdWords campaign can be managed and fine-tuned for increased competence and a better result in terms of getting the right people to your site. This sort of control makes Google’s PPC ads attractive to those who understand how to use the capabilities of Adwords to run a very cost proficient, effective campaign.

PPC Google ads permit the user to set the budget right down to the dollar. The minimum necessary budget per day to advertise with PPC Google Ads is only one dollar. Not only does the user only pay when the ad is clicked, but they can bid on how much they’re prepared to spend for each click on a certain word or phrase.

PPC Banner Ads also work on the basis that payment is based on visitor clicks. Banner ads can be triggered by any keywords supplied by the client. This lessens their capability to focus on a particular audience. Instead, advertisers rely on the fact that their banners are evident on related websites. The more intimately the ad is related to the website it’s placed on, the more likely it is to be effective and attain its target audience.

Banner ads are generally charged by Cost per Impression (CPI, or CPM). Often a cost will be set based upon a cost per thousand impressions. Banner ads may use Flash, or startling graphics to get their point across, rather than text. This can be helpful for some products that rely on images to relay a message. Banner ads can be harder to control, however, because a new banner ad will have to be uploaded for any changes. Placement on some pages may be costly, and some internet users have developed something called ‘banner blindness’. This means that some people intentionally ignore banners due to their prevalence in advertising.

If this is not satisfactory, there are some banner programs that do depend on keywords. When a related word is searched for in the search bar, the suitable banner will be displayed on the results page. As the internet user has shown interest in this meticulous topic, there is a somewhat higher possibility that he or she will click on the ad.

The decision to use Google PPC ads, Banner ads or both may be a hard one. In the end, the option will be tied directly to the product or idea that you’re advertising. If you’re not sure if one or both is better for your audience, use a full service Internet Marketing Company who will research your viewers or target market, and craft the best strategy for you.

Facebook PPC Verses Google PPC

Facebook is a social network that has had the success of breaking into the social networking sight and surpassing its competitors all the way to its present position at the top of the social media sphere providing its services to over 400 million users.

Facebook provides a PPC (Pay per Click) service that focuses on the various position markets that connect on the social network. The social site allows you to target your ads to only appear on certain profile pages.

Here is a view of the setup and the various demographics on Facebook:

These ads are non-invasive, similar to Google’s PPC, but Facebook allows you to add images and they also provide the user the chance to vote on whether or not they like the advertisement making the ads that much more responsible to their target audience.

Here’s a Facebook’s example of a PPC advertisement:

There are issues with Face book’s PPC; for example it is said that Facebook tends to have a very low CTR (Click Through Rate). Also, while Facebook may permit for more targeted niches, it is not a search engine and doesn’t have the volume that Google has. So, although Facebook gives you the capability to enhanced reach those buying your products or services, Google allows for a broader audience and a larger number of prospects.

However, Facebook ads are rapidly gaining in fame, and appear to be a very obliging tool for small to medium businesses attempting to increase traffic with PPC.

If you are trying to choose between the two, the only way to come to the right decision is to try them both and calculate the results over a defined period of time.

Google Makes Longer Headlines For Paid Search Ads

Google announced that select ads will feature a new format. Many analysts always try to find ways to maximize each line of their ad to get their message across to users. To help this Google is making a change to certain ads that will allow you to display more information where it’s most likely to be noticed in the headline.

For some ads where each line appears to be a separate sentence and ends in the proper punctuation, description line 1 will be taken over to the headline and separated by a hyphen. As an effect, some top placement ads will have longer headlines. Here’s an example:

It is found that the change results in higher clickthrough rates for ads that are revealed with the longer headline, as well as other top ads that appear beside them. It also creates a enhanced experience for users by highlighting more information in the ad.

While only some ads will be shown with the longer headline, you can augment your chances by ensuring that each line of your ad appears to be a separate sentence and ends in the proper punctuation (e.g., a period or a question mark). Since this is a global change, punctuation will differ by country.

More Powerful AdWords Reports In Your Campaign

You can now see how customers interact with your ads before they click through to your website and even know how often do they open a product extension plusbox or get directions to your store directly from the ad. And can check out how long customers stay watching the video and display ads or interact with your ad’s content.

Google has launched a new report in AdWords to help you determine interactions that take place before a click-through for video ads, display ads built with the Display Ad Builder, product extensions and location extensions. If you’re not yet using these ad products, now is a great time to give them a attempt given the expanded reporting now available.

To access the new report, choose the “Free clicks” view within the Dimensions tab of your AdWords account. If you don’t see the Dimensions tab, you can allow it by clicking the arrow button next to your present tabs above your performance table.

Here, you can find stats on actions your customers take without having to click through to your website. To differentiate them from clicks that you pay for, we’ve labeled them “Free clicks” and kept them apart from the paid clicks listed in other tabs.

Campaigns or ad groups with a high number of free clicks may mean that your ads are performing good than they appear to be elsewhere in your account. A high free click rate may specify ads that your customers find useful without needing to visit your website. For example, getting directions to your store (via a location extension ad) may be all your client needs to instigate an in-store purchase. Conversely, video ads that have low play rates may signify a creative change that needs to take place to keep customers engaged.

Knowing how customers interact with your ads will help give insight into how they research and buy online and what content captures their interest and prompts action. Ads are likely to persist to be more and more interactive, so take advantage of this new report to create ads that are more engaging and useful, all with the decisive goal of increasing sales for your business.

Adwords Home Page Now With New Features

Many advertisers want a quick snapshot of account performance and a summary of any important problems to address on their home page of campaign. However, the details vary quite a bit: Some advertisers want to rapidly identify any keywords with bids below their first page bid estimates. Others might want to focus on campaign-level metrics before diving into keyword stats or use a graph to quickly recognize any major fluctuations in performance. In short, customization is key!

With this in mind, Google has introduced a new version of the AdWords Home tab. Just like before, the page features a summary of account alerts and a graph of account presentation, but it allows for more extensive customization to help you check the parts of your account that matter to you.

The modules on the Home tab are based on saved filters created on your Campaigns tab. This provides you with the flexibility to define accurately which metrics and sections of your account are important to review right when you log in.  You can access it now by clicking “New version” on your accessible Account Snapshot page.