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

  • Making every character count in your mobile search ads
    People expect information right at their fingertips, whether it’s locating the nearest burger joint or booking a flight. And they’re searching for all this information on small screens -- sometimes as narrow as 4 inches. This means that mobile ads must make every character count.

    Today, we are announcing an improvement to the way ads look on smartphones to make it easier and faster for consumers to find things they are searching for, while on the go.  Starting on October 15, 2014, your ad extensions may show instead of the second line of ad text (description line 2) on your mobile search ads. Description line 2 may or may not show, depending on how well it’s expected to perform. These improvements are designed to show more relevant and useful information to your customers. Many advertisers have already optimized their ad text in a way that’s updated for longer headlines in keeping with our ads best practices, so no action is required in many cases.

    Highlighting the information that matters most to your mobile customers

    By showing ad extensions in this more prominent location, consumers will have easier access to information about your business, like your location and product offerings.  Advertisers will see improved ad performance because you’ll be able to:
    • Highlight featured products and services in a more pronounced way using callouts
    • Provide useful and timely local information with location extensions
    • Take customers to relevant pages on your site, like to the sale or promotion page, with sitelinks

    What this looks like

    Let’s take a look at an example business, Flowers Forever, to see how this update will work.  Before the update, people who searched for “flowers” on Google.com saw the ad on the left which shows the business’ website URL, two lines of general information and a link to place orders.
    After the update, potential customers may see a Google Maps marker that shows the location of the flower shop, in addition to the website URL, ad creative and online order form -- all within one ad.

    By eliminating the second line of ad text, we give businesses another point of engagement with customers in their ads -- in this case, it’s the additional location extension.  With just a single click on their smartphones, consumers can now directly engage with Flowers Forever in three ways: they can visit the mobile website, place an order, or get directions to visit the store.

    Getting the most out of your mobile ads
    While no specific action is required for these improvements, it’s always a good idea to keep these mobile ads best practices in mind:
    • Ensure that your most important information is in the first line of ad text (description line 1) to address customer needs right away.  Remember to keep this text within the 35 character limit.
    • Enable all relevant extensions to help consumers find information faster and increase clickthrough rates (CTR).
    • Use mobile preferred creatives to help consumers quickly and easily take action while on the go. You’ll also get better results when your ads are more relevant to mobile searchers.

    We’re constantly adapting our products to better meet consumer needs and help businesses connect with customers.  While we believe that these new updates will provide improved performance for your mobile ads, you may opt out of this offering when it becomes available in October via a form on this Help Center article.

    Posted by Senthil Hariramasamy, Product Manager, AdWords


  • Extend the reach of your Product Listing Ads to qualified shoppers
    With the growth of product queries across the web, advertisers are looking for new ways to connect their products to interested shoppers.

    By opting your Shopping Campaigns into Google’s search partners, you can now reach users as they search or browse for products on retail and commerce sites in the Google Search Network. These retailers, such as Walmart.com, are part of AdSense for Shopping, our latest product to help monetize site traffic.

    Extending your Shopping Campaigns to these sites helps you reach qualified users beyond google.com and Google Shopping. Your Product Listing Ads show alongside contextually relevant results, determined by the user’s search, the product category or the product name. For example, if you sell tailgating grills on Google Shopping and a user searches tailgating grill on a retail partner's site, your Product Listing Ads may be eligible to appear.
    Product Listing Ads on Walmart.com
    Similar to text ads, opting your Product Listing Ads into search partners won’t affect your quality score on google.com.

    AdSense for Shopping is currently limited to a small set of retail and commerce publishers. As we release the product to more publishers, we expect advertisers with Product Listing Ads opted into search partners to see increased traffic to their sites. If you’re a retailer and you’re interested in monetizing your site through AdSense for Shopping, please complete this interest form.

    To learn more about showing your Product Listing Ads on search partners and evaluating your performance, please visit our AdWords Help Center.

    Posted by Jesse Adkins, Product Manager, Google Search Ads



  • Call out what matters most to your customers
    Whether it’s free shipping on all laptops or a price match guarantee on smartphones, the more information people have, the better purchase decisions they can make online. That’s why we’re introducing callout extensions: additional text that shows with your Google search ads, highlighting specific information about your products and services. Callouts will start rolling out today, with full availability to all advertisers in the next few weeks.
    Example text ad highlighting callout extensions
    Strengthen your message

    Callouts show valuable information to potential customers before they click your ad; while also being a factor in Ad Rank. Use them to draw attention to important product details and benefits. Or highlight what makes your business different from your competitors.
    The use of callout extensions has meant we’ve been able to let our customers know how much more our hotels have to offer than just rooms. Spas, restaurants and meeting facilities are just a few of the attractive options our hotels have to offer, which may not be seen through a traditional revenue driving campaign. In just one month after implementing callout extensions, we’ve seen a 9% increase in conversion rate.” - James Harrower, Senior Search Manager, Hilton Worldwide
    Callouts can also be used effectively in combination with other ad formats. For example, if you’re already using sitelinks for “Women’s Clothing” and “Back to School,” create a callout for “20% off entire site” to encourage people to click through and make a purchase. Or if you’re using call extensions, highlight “24/7 customer support” so your customers know they can call your business for help. However you plan to use callouts, make sure to keep them focused and relevant.

    Create your first callout

    You can manage, schedule, and report on your callouts from the Ad extensions tab. Since callouts can be added at the account, campaign, or ad group level, you can provide more general information about your products and services at the account or campaign level, and more detailed information at the ad group level.

    For example, add callouts for “Special discounts” or “Free shipping” to campaigns containing more general keywords like cheap flights or shoes respectively. Or add callouts for product details at the ad group level to support more specific keywords like men’s running shoes or 12 cup coffee makers.

    Keep in mind callouts are limited to 25 characters each and up to four can show with your ad. They can also co-trigger with all other ad formats in the auction.
    Learn More

    To learn more about creating and managing callouts, see our AdWords Help Center article.

    Posted by Senthil Hariramasamy, Product Manager, AdWords


  • Making it easier to build rich and engaging mobile ads for the Google Display Network
    We recently added the ability for AdWords advertisers to upload HTML5 ads built with Google Web Designer into Google Display Network campaigns. Below is an overview of how you can use this integration to build HTML5 ads for your GDN campaigns. 

    People are now constantly connected and using mobile devices to communicate, shop and stay entertained. In fact, 25% of global pageviews occur on smartphones and tablets.1 Further, there are now more consumers using the web in HTML5-compatible environments than in Flash-compatible environments.2 In order to reach as large an audience as possible, advertisers should build their rich media ads in HTML5.

    AdWords already supports HTML5 ad units that are made using the built-in templates in AdWords Ad Gallery. AdWords can convert uploaded Flash files into identical HTML5 ads, which can run in places where Flash isn’t supported.

    But what if you are looking to design a more customized ad experience, using interactive rich media ads? Now you can upload HTML5 ads built in Google Web Designer to your Google Display Network campaigns.*

    Google Web Designer is a free, professional-grade HTML5 authoring tool that lets you build interactive and animated HTML5 ad units, no coding necessary! Create interactive ad units in Google Web Designer, publish them locally as an .html file, and then upload that file as a new image creative in your display campaign. This way, you can run custom, engaging ad units across smartphones, tablets and desktops, engaging consumers in more places with clever and interactive ad experiences.


    Want to learn more? Visit our website and download Google Web Designer for free. Then, learn how to create engaging, rich media ads in our Help Center.

    Posted by Sean Kranzberg, Engineering Manager, and Tony Mowatt, Lead Product Manager for Google Web Designer



    *Note: Adwords only supports .html file uploads from Google Web Designer. No other HTML5 authoring tools are supported at this time.

    1 KPCB Internet Trends - Mary Meeker,  May 2014
    2 DoubleClick Mobile Survey and report, “Unlocking the HTML5 Opportunity: What’s the Hold-up?” July 2013




  • A Guide to the New Profit-Driven Marketing Movement
    A new breed of marketers have made the shift to “profit-driven marketing,” which is about tackling traditional marketing challenges with unconventional approaches.  For example, they understand that in order to make more money, they have to strategically invest more money first.

    One company employing this new strategy is Airbnb. The popular global accommodations company creates models to understand the value that every new customer brings over his or her lifetime.  Then, equipped with flexible budgets, their digital marketing team is able to reach all the right customers at the right time. Check out the full story here.


    Being a profit-driven marketer means challenging traditional methods in order to reach new levels of success (and profits). We’ve launched a practical guide, where you’ll learn how to strategically bid up CPAs and flex ROI limits to grow your digital campaigns, just as Airbnb and others have done. Find the full guide on Think with Google.

    Posted by Antony Ho, Product Marketing Manager


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