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Newsfeeds from around the industry
Inside AdWords
Google's official blog for news, information and tips on AdWords.

  • Highlight a specific aspect of your products or services with structured snippet extensions
    Earlier this year, we introduced dynamic structured snippets. This automated ad extension gives your customers a better sense of the content on your website before they click on your ad. Whether it’s highlighting a list of hotel amenities or top clothing brands, dynamic structured snippets make your search ads more relevant and helpful while saving you time and simplifying campaign management.

    Over the past few months, many of you have been seeing tremendous success with dynamic structured snippets. And we’ve heard that you sometimes want to customize the information that shows in this format. That’s why today we’re starting to roll out structured snippet extensions: advertiser-provided structured information that show with your text ads.
    From amenities to brands to product types, you’ll now be able to select a predefined “Header” and input a list of customized values that make the most sense for your business. For example, if you’re a hotel brand promoting hotel property, you can now create a structured snippet for “Amenities” and order them accordingly.
    Using structured snippets with callouts

    Structure snippets and callouts have distinct attributes and benefits.
    Learn more

    Structured snippets will be rolling out to all AdWords accounts over the coming weeks. Please note that structured snippets can only be created in English at this time.

    Ad extensions typically boost the performance of an ad and are also a factor in Ad Rank. Though ad extensions aren’t always eligible to show, the more you provide, the better the auction is at selecting the best combination of extensions to improve performance.

    For more information about setting up structured snippets, see the AdWords Help Center.

    Posted by Senthil Hariramasamy, Product Manager, AdWords


  • Beautiful New Designs for Full-Screen In-App Ads
    Nearly 60% of smartphone users expect their favorite apps to look visually appealing. We’ve always believed that in-app ads can enhance an app’s overall experience by being well designed. So today we’re announcing a completely new look for our interstitial in-app ad formats - also known as full-screen ads - that run on apps in the AdMob network and DoubleClick Ad Exchange.

    Inspired by Material Design, the new app install interstitial comes with a beautiful cover photo, a round install button, and matching color schemes. Technology called “color extraction” makes the ads more consistent with the brand's look and feel -- we extract a dominant color either from the cover photo or app icon and apply it to the footer and install button. We found that having a greater variety of designs and colors can improve conversion rate.

    Other features include the app’s rating, and a screenshot gallery which appears when a user taps ‘More images’, so users can learn more about the app without leaving the ad.
    BeforeAfter (4).png
    The previous design of our app install ads on the left, and our new version on the right.
    Lineup (1).png
    Different examples of color matching.             
    Our app install formats have driven more than a billion downloads across Android and iOS. You can use these new designs automatically when you run a mobile app install campaign on the AdMob network in AdWords. That’s right, no extra work required!

    Next, our new text-based ads are easier to read, and contain a larger headline and a round call-to-action button that clicks through to a website.
    prev_wayfair.png               new_wayfair.png


    On the left, the previous text ad interstitial design, and the new version on the right. 

    As with other ad format innovations, our ads UI team test multiple designs - ten in this case over the course of a year - to find final versions that increase clicks and conversions for advertisers, and a positive experience for users. Both app install and text ad formats appear within the app and can be closed easily, so users can return to what they were doing with a single tap.

    As we announced at Google I/O this year, the volume of interstitial impressions has more than doubled across AdMob since last July, so now’s a great time to get your business in front of more app users.

    If you’re a developer looking to learn more about earning with in-app interstitial ads in your app, visit AdMob now. These new designs will also be available to developers monetizing their apps with DoubleClick Ad Exchange.

    Posted by Pasha Nahass, Product Manager


  • Best Practices: Improve the performance of your DSA campaigns
    Dynamic Search Ads are driving great results for businesses, and, as we announced last month, DSA is now more powerful than ever.

    As you reach all sorts of interested users via Dynamic Search Ads, we’ve created a Best Practices checklist to help you get the most out of DSA.  Beyond Keywords, a checklist for optimizing Dynamic Search Ads, is loaded with recommendations and tips, such as:
    • Why you should create targeting groups based on user behavior
    • How to exclude traffic you don’t want captured
    • Which tactics to combine with DSA to improve performance
    Review the checklist and start optimizing today.

    Want to stay on top of even more Best Practices?  Sign up to receive our monthly newsletter.

    Posted by Matt Lawson, Director, Performance Ads Marketing


  • Introducing automated extension for shopping ads (PLAs)
    We’re constantly looking for ways to give thoughtful, relevant information as shoppers browse, compare and research during their I-Want-to-Know moments. At the same time, we want to help you differentiate your products and stand out on Google.

    Promotional text, an optional message added to your ad groups in AdWords, was part of our first efforts to do just that. We noticed many of you use promotional text to highlight special offers or free shipping, so today, we’re excited to introduce new automated extensions for shopping ads (PLAs).

    Automated extension for shopping ads

    These new extensions are displayed alongside your shopping ads (PLAs) at no additional work or cost. They use existing information you’ve provided in your Merchant Center settings and data feed to automatically show free shipping and price drop information in a consistent and digestible way for shoppers.
    Promotional text retirement

    Based on initial results, we’re seeing shoppers prefer these new automated extensions over promotional text and advertisers are getting better click through rates with it too. Thus, we’ll be retiring promotional text at the end of September 2015 and start surfacing automated extensions more frequently instead.

    For those who use promotional text, no additional action is needed. Your ads won’t be otherwise affected and will continue to reach shoppers searching on Google. If you want to highlight other offers aside from free shipping and sale prices, we strongly encourage you to take advantage of our other shopping extensions:


    Availability of this extension may vary by country, so check out the above help center articles for more details. You can find more information on automated extensions in our help center as well.

    Posted by Tom Beyer, Product Manager, Google Shopping


  • Suite of automated bidding solutions for Google Shopping
    Last year, we launched powerful reporting and campaign management features like Auction insights to provide more visibility into the auction and ranking for Google Shopping. Going one step further today, we’re excited to introduce a suite of bidding strategies for Shopping campaigns. These enable you to go beyond manual max CPC bidding to deliver specific bids for each auction, tailored to people’s context.

    Maximize Clicks
    If you’re looking to capture as much traffic as possible within your budget, this is the bidding strategy for you. Maximize clicks will automatically adjust your bids and is also a great way to promote doorbusters on your website or in-store with local inventory ads.

    Mario Märzinger, Vice President Marketing at home24 says, “We are extremely happy with the ability of maximize clicks to deliver more traffic at significant cost savings! Testing this bid strategy on one of our key product lines, we received 7% more clicks at 13% lower CPCs one month into the test.”
    Enhanced CPC
    If you want to manage your own bids or use a third-party bidding platform, enhanced CPC is your best bet. It dynamically optimizes on top of your bid in real-time so you get more conversions or sales at a similar cost. We’re seeing advertisers get as many as 7% more conversions at the same cost with eCPC!1

    Radhika Aggarwal, co-founder and Chief Business Officer at Shopclues.com says, “We manage our bids as much as we can, and by using enhanced CPC, we’re able to optimize our bids based on user context and auction dynamics. Enhanced CPC’s real-time bidding has helped ShopClues improve our ROI and really elevate our performance.”
    Target ROAS
    If you don’t have time to manage your bids manually and are revenue-driven, let target return on ad spend (ROAS) do the heavy bidding lifting. With target ROAS, you choose your desired ROAS and it’ll dynamically bid so products that’ll drive more revenue will get higher bids.

    Currently a beta, target ROAS is available to a handful of retailers. If you’re interested in participating in this beta and being an early adopter, please fill out this request form.
    We’re very excited by these automated bidding solutions for Google Shopping. We'll continue to explore and invest in additional ways to help you be more effective and efficient with campaign management and bidding. For more information, check out the AdWords help center on bidding strategies and best practices for AdWords bidding.

    Posted by Dimitris Meretakis, Product Manager, Google Shopping

    1 Google Shopping internal data, August 2015.


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