Just a quick update on some of the funky new changes Google is bringing to the AdWords table!
Remarketing is coming to Google!
http://adwordsagency.blogspot.com/2010/03/now-available-reach-right-a…
Think of Remarketing as ‘stalker banner ads’ – Ads that follow you around the web.
Once someone has visited your site & didn’t buy, you can now elect to show them (& only them) a different ad to everyone else – for instance a special pricing deal, or a free trial. This is very powerful stuff.
From the post:
“Here’s an example of how it works. Let’s say your client is a
basketball team with tickets to sell. You can put a piece of code on
the tickets page on the client’s website, which will let you later
show relevant ticket ads (such as last minute discounts) to everyone
who has visited that page, as they subsequently browse sites in the
Google Content Network. In addition to your own site, you can also
remarket to users who visited your YouTube brand channel or clicked
your YouTube homepage ad. ”
This is a game changer!
Below the Fold Impressions
You can now filter out your content network ads & stop them showing if the placement is below the fold on the target page.
I think this is going to be particularly useful for CPM campaigns where you really don’t want to be paying if nobody has seen the ads. But worth testing for a number of different types of campaign
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=173715
Google considers that ads are above the fold only if they’re 100% on-screen when the browser window loads.
Conversion Reporting Makeover
This I think is huge.
Some major additions to the conversion tracking reporting that are rolling out over the coming days/weeks. Now you’ll be able to see which keywords caused impressions & clicks (for that user) before the final keyword/ad that caused the actual conversion.
Being able to walk backwards up the path that lead to the conversion is useful is so many ways, eg:
- Did those brand terms convert because someone had already searched for a different keyword?
- Did someone convert on the first search or the 6th?
- Do most conversions happen on the day of the first search, or a week later?
Too be honest there’s probably too much data in these new reports for most of us – but great to have it if we need it!
http://www.youtube.com/watch?v=Wwj5W0UzAlo
