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Inside AdWords
Google's official blog for news, information and tips on AdWords.

  • Use ad customizers to gear up for your holiday promotions
    A few months ago, we introduced ad customizers, a new AdWords tool that lets you show highly relevant text ads to your customers, in real-time, even when you have thousands of products, services, and promotions—all changing by the day. Check out this video to see how you can put ad customizers to work in your accounts.

    Use ad customizers to boost performance this holiday season

    As the holiday season continues, there’s no better time than now to use ad customizers to connect with your customers at scale with the products and promotions they’re searching for, in real-time. Cameron Urry, Senior Interactive Acquisition Manager at Extra Space Storage, says: “We loved the ability to use the same ad template across multiple ad groups, while still being able to share a unique and relevant message to our potential customers.” To learn how Extra Space Storage used ad customizers to dynamically insert their daily inventory details, and increased their CTR by 113%, check out their story on Think with Google.
    Elite SEM, a performance driven digital marketing agency, also implemented ad customizers for their client, Clarks USA, to help them dynamically count down the number of days left in their Black Friday and Cyber Monday promotions, influencing customers to convert on their site. Kylie Beals, eCommerce Marketing Manager at Clarks Americas, says: "When using countdown ads over the Black Friday / Cyber Monday weekend, we noticed a 32% uplift in CTR. The ads proved effective at driving urgency once the consumer was onsite because conversion rates increased 3% over static ads."

    Introducing the new countdown widget

    And, to make it even easier to dynamically count down to important events like promotions in your ads, we are rolling out the new countdown widget to AdWords over the next few weeks. Now, you can easily set up a countdown to an event just by typing “{=” into any line of ad text as you’re creating text ads in the ‘Ads’ tab. You can also preview what the countdown will look like in your ads before setting them live.
    This holiday season, don’t forget to use ad customizers to dynamically show your customers:
    • the number of days, hours, or minutes left to ship their holiday presents in time
    • daily discounts or promotions for your hottest deals
    • most-up-to date inventory availability on your products, or even the number of flights left to make it home in time for the holidays
    To learn how you can set up ad customizers in your account, visit our AdWords Help Center.

    Posted by Karen Yao, Group Product Manager, AdWords


  • Video Analytics Page in AdWords for Video launches today, helping marketers make ads people choose to watch
    In AdWords for video, you add targeting and budgets to YouTube videos to make video ad campaigns. Until now, advertisers looking for info on how their videos performed outside of when they appeared as ads would need to jump over to YouTube Analytics for that data. Today we’re excited to announce a revamp of Videos reporting to offer more YouTube Analytics-style performance metrics right in AWV, bringing a greater focus on video creative to campaign management and optimization.
    As you can see in the above chart, the new Video Analytics page prominently features a visualization of your video’s views, split by paid and non-paid to give a holistic sense of how your video is doing. The page also brings the powerful audience retention graph to AWV (formerly only available in YouTube Analytics) – with this you can fine-tune your creative by visualizing when audience interest waxes and wanes. For example, are you seeing a steep viewer drop-off at a certain point? This alerts you to an opportunity to re-cut your video to hold their interest longer.
    This new reporting page also offers a panel that provides a sense of a video’s contribution to overall account performance, letting you see which videos are over or underperforming across all your campaigns, and more fully depicts how your video creative is helping to build your audience on YouTube.

    For more information please check out the Help Center article here. We hope this new feature provides more context for your video ad creative, and helps you make ads people choose to watch.

    Posted by Avi Fein, Product Manager, AdWords for video


  • Drive Downloads and Re-Engagement for Your Mobile App
    There are millions of mobile apps with more introduced every day. But as we talked about during our livestream yesterday, how do you get people to find your mobile app?  And once they do, how do you keep them coming back? We’ve created best practice guides to help you do both.

    The first guide, Tapping into Mobile App Installs, and its one-page checklist will show you how to drive installs of your app and grow a valuable user base. You’ll find out how to:

    • Estimate the value of a user for your mobile app
    • Attract potential users with compelling ads and app store pages
    • Track and optimize the app downloads acquired through display, search, and video

    The second guide, Tapping into Mobile App Engagement, and its one-page checklist will show you how to keep users coming back into your app for more. You’ll find out how to:

    • Track what happens after users install your mobile app
    • Create enticing ads that will re-engage users and deep link them to the most relevant parts of your app
    • Drive engagement with your app by reconnecting with users through display and search

    Building an app is only the first step. If you want it to be found and used often, download these guides today.

    Check out these and other Google Best Practices over at g.co/GoogleBP.

    Posted by Matt Lawson, Director, Performance Ads Marketing


  • Introducing the new AdWords Editor, turned up to 11
    Over the past two months, we’ve rolled out a series of tools built for AdWords power users. Designed with our most sophisticated advertisers in mind, these tools help simplify your workflow and reduce the time spent on campaign management. And as announced today on our global livestream, we’ve launched an exciting update to one of our most popular tools: AdWords Editor.

    AdWords Editor 11.0 represents the biggest update to the application since we released it in 2006. It’s been redesigned from the ground up: we’ve enhanced all of the features you know and love while adding new ones to help you do more in less time. With a brand new visual design and faster interface, AdWords Editor 11.0 is built to make you more efficient as you view and make changes across your accounts and campaigns.
    Manage accounts and items side by side

    In AdWords Editor 11.0, you can open multiple windows to view different parts of your account at the same time. For instance, you can now open a new window to view your keyword list while creating your ads. You can also easily manage multiple accounts at once by opening as many account windows as you like. Arrange them side by side and even copy and paste or drag-and-drop items between them. You can also add and manage all of your accounts, download data, and monitor status in the new accounts manager.

    Find what you’re looking for faster

    As your accounts grow, so does the need to find the things you’re looking for. In AdWords Editor 11.0, we’ve introduced a new panel for selecting type lists. This feature removes the need to navigate using tabs, so you can quickly perform common tasks while instantly accessing your campaigns, advanced features, and settings.
    Type Lists
    If you’re looking for something specific, use the improved, advanced search bar. You can now apply multiple search criteria and filters, and even save popular searches for future use. And once you’ve found what you’re looking for, it’s easy to navigate and make changes using simple keyboard shortcuts (Mac, Windows). Jump to an ad group and create a new set of keywords in seconds. You can also quickly access your favorite bulk editing tools from any view -- find and replace ad text with just a few clicks or change capitalization across multiple keywords.

    Perform more actions in bulk and at scale

    Making large-scale changes is even easier in AdWords Editor 11.0. Advanced multi-select functionality makes viewing and updating specific parts of your account simple. Select any combination of campaigns and ad groups to view their ads or keywords, and paste them into multiple campaigns and ad groups at once.

    Manage your Shared Library to assign bid strategies and sitelinks across multiple campaigns and ad groups. The “Make multiple changes” tool now automatically organizes your text into rows and columns as you add, update, or remove multiple items on the fly. And a detailed history of your recent changes is now just a click away, along with the option to quickly undo or redo multiple changes in sequence or in bulk.

    Upgrade to AdWords Editor 11.0

    The latest version of AdWords Editor is now available globally for Mac and Windows -- upgrade today! You can learn more about AdWords Editor 11.0 in the AdWords Help Center.

    Support for previous versions of AdWords Editor will continue for four months to allow you time to upgrade. To ensure uninterrupted use of AdWords Editor, you will need to upgrade to 11.0 by April 10, 2015.

    Posted by Geoff Menegay, Product Manager, AdWords Editor


  • Click through AdWords in 2014
    Welcome to the Inside AdWords livestream! Today, Jerry Dischler, Vice President of Product Management for AdWords, explores our most innovative products of 2014, shares customer stories and best practices, and wraps up the year with an announcement you won’t want to miss. Tune in to the livestream on YouTube or watch below.


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