Automotive Digital Marketing ProCom

Professional Community for Car Dealers, Automotive Marketers and Sales Managers

Loading... Be Patient!

Google AdWords Users

Information

Google AdWords Users

Automotive Professionals using Google AdWords to promote sales, service or parts business. Cost Per Click (CPC) and Cost Per Thousand Impressions (CPM) digital advertising within the Google Search and AdSense placement targeting networks.

Website: http://www.google.com/ads/industry/auto/index.html#utm_source=AWautonews&utm_medium=fyi
Location: Mountain View, CA
Members: 76
Latest ADM Activity: 13 hours ago

You can Sign Up for Your AdWords Account using the link below:

Adwords.Google.com

Google's AdWords Digital Marketing tool is quite possibly the single most powerul tactical means of self-generating leads, phone calls and floor traffic for a car dealership that has ever been created... I know, because I have used it for years to generate lead volumes at the thousands per month level!

Checkout the Google Automotive eNewsletter available at:
http://www.google.com/ads/industry/auto/index.html

Find more photos like this on Automotive Digital Marketing Professional Community (ADM)

Inside Google Adwords Blog Feed

Helping shoppers decide with product ratings on Google Shopping

Product reviews provide critical information to shoppers making purchase decisions. To help shoppers easily find this information when searching for products, we’re introducing product ratings on Product Listing Ads.

Shoppers in the United States will see product ratings appear in the form of stars and review counts on Product Listing Ads across google.com and google.com/shopping. This 5-star rating system represents aggregated rating and review data for the product, compiled from multiple sources including merchants, third party aggregators, editorial sites and users.
Product ratings for juicers as indicated by stars and a count of total reviews below Product Listing Ads
We believe these ratings will help differentiate products across google.com and google.com/shopping and will help merchants drive more qualified traffic through Product Listing Ads. In initial tests, product ratings also helped increase click-through-rates of Product Listing Ads.

How to enable product ratings on your Product Listing Ads

Product ratings are available to merchants targeting the United States who choose to share all of their product review content with Google, either directly or through an approved third party aggregator.

In order to give merchants time to share their review content, we’re offering a grace period from late July through October, 2014. During this grace period, we’ll allow product ratings to be shown across all Product Listing Ads where we have product review data available. After the grace period, we’ll only show ratings for products from merchants who choose to share their reviews with us.

Product ratings are one of several extensions we may show with Product Listing Ads, so please note that just because a product has reviews does not mean that we’ll always show ratings.

How to share your review content

If you would like to enable product ratings on your Product Listing Ads, please begin the process of submitting your review content to us by completing our product ratings form. During the initial launch, we expect high inquiry volumes and appreciate your patience as we work to address all inquiries.

We also plan to open up product ratings to merchants targeting countries outside of the United States in the coming months, so please stay tuned.

Posted by Mike Capsambelis, Product Manager, Google Shopping

Introducing Dynamic Sitelinks

Whether it’s shopping for a TV or planning a trip, people perform multiple searches when completing activities online. Sitelinks have long helped to connect people to the content they’re looking for by linking to specific pages on your websites -- directly from your ad, with just a single click.

Today, we’re introducing dynamic sitelinks: automatically generated sitelinks that appear below your ad text, connecting potential customers to relevant pages on your website more easily. This is another example, like seller ratings, of AdWords tools adding value to your ads while saving time and simplifying campaign management.  However, it’s important to continue adding and optimizing sitelinks because impression share for dynamic sitelinks will be low. In fact, the sitelinks you set up will always show, except for the few instances when the dynamic sitelink might perform better. Learn more
Dynamic sitelinks will begin rolling out globally today. Clicks on dynamic sitelinks are free -- you’ll still be charged for clicks on the headline of your ad and other ad extensions. And while they typically boost the average performance of an ad, advertisers always have the option to disable.

We’re constantly working on ways to improve the ad experience for our users and advertisers. Sitelinks enhance this experience by increasing the relevance of your ads and the relevance of the user experience you deliver after the click. To get more tips on how sitelinks can improve your ads, check out this best practices article.

Posted by Rahul Lahiri, Senior Product Manager, AdWords

Advertising on your schedule with AdWords Express

Small businesses know the importance of being online, but running that first ad can be overwhelming. Google introduced AdWords Express to help small businesses start advertising online easily, without the need for daily management. Fast-forward nearly three years to today, and businesses around the world are seeing success with AdWords Express.

Nick Valle, owner of Nick’s Towing and Roadside Assistance, uses AdWords Express to run his business from the road. After a decade of driving an 18-wheeler and working part-time for a towing company, Nick decided to start his own small business. He started using AdWords Express six months ago, and his business is doing better than ever. He gets enough calls to keep himself and a driver busy throughout the day, and can easily track calls back to his ad with the call reporting feature.

Get results on the go with the AdWords Express app
Nearly 74% of small business owners like Nick use mobile devices to help manage their business*, and earlier this year, we announced improvements to AdWords Express across all screen sizes. To make starting a new ad and managing an existing one even easier on mobile, we’ve now introduced a free app for Android and iOS users in the U.S. The app gives you access to all the features of AdWords Express while on the go:
Reach the right customers with new targeting options
AdWords Express has added more control where it counts for defining your target audience. Now advertisers can choose exactly where to promote their business -- in their zip code, city, state or others around the country (currently in English-speaking countries). When customers search from their phone, they can get driving directions, call your business, or visit your website in one tap.

Let AdWords Express do the rest
When you select your business category, AdWords Express makes sure that customers searching for related topics see your ad. To improve the targeting of your ad, products and services that are mentioned on your website can now be added by AdWords Express as keywords if they are related to your ad. We’ve also added more negative keywords to exclude unwanted searches, which improves the click-through rates of ads and means a lower cost for advertisers.

Let us know how AdWords Express is working for your business, and stay tuned for additional improvements in the coming months.

Posted by Xuefu Wang, Engineering Director

*NSBA, page 4

Scale your Shopping campaigns with bulk uploads and AdWords Editor

With less than eight weeks left until regular Product Listing Ad (PLA) campaigns retire, we're excited that the majority of PLA advertisers have already started taking advantage of Shopping campaigns, and 85% of these have already fully upgraded. Advertisers who’ve upgraded like Farfetch, US Mattress, LiBoutique and ValuePetSupplies are seeing great success thanks to the retail-centric interface, item-level reporting and competitive benchmark data.

For those of you who’ve upgraded, we’re excited to introduce two new tools to make campaign management, specifically bid optimization, easier.
  • Bulk Uploads: You now have the ability to download a product group report, edit your bids and destination URLs, and import your changes using bulk uploads
  • AdWords Editor: We’ve heard your feedback, and with the latest version of AdWords Editor, you can edit your bids and destination URLs for individual product groups at scale. At this time, AdWords Editor doesn’t support the creation of Shopping campaigns or product groups, so please plan time to create your campaigns and subdivide your product groups directly in AdWords.

If you haven’t upgraded to Shopping campaigns, we strongly encourage you to start as all regular Product Listing Ad campaigns will retire at the end of August.

Many third-party agencies and platforms are upgrading advertisers to Shopping campaigns, so if you work with one, reach out and see how they can help. Here are a few resources to answer questions and get you started:
Posted by Eric Tholomé, Director of Product Management, Google Shopping

A simpler way to manage your business locations in AdWords

We’re excited to introduce upgraded location extensions, a better way to display your business locations in every ad by linking your Google My Business and AdWords accounts.

Consumers increasingly look online for information such as driving directions, store hours, and products and services available at local businesses. Research shows that 50% of consumers visit a store within one day of searching for local information on their smartphones.
As people are likely to visit a store based on what they see in online search, it’s important to capture every opportunity to showcase your locations. Newly upgraded location extensions allow you to feature your store locations in all campaigns so that every ad can deliver the most relevant local information at the moments that matter.

Many of you already include local business information using campaign-level location extensions in ads on Google Search and Maps. Now there’s a faster, better way to do this at the account level. You can manage all of your business addresses using Google My Business (formerly Google Places for Business). Then, link your Google My Business and AdWords accounts to automatically display relevant business location information in all of your AdWords campaigns.
“Account level location extensions save us hours of time managing large accounts. Adding store locations to a single Google My Business account then linking them to AdWords means we don't have to spend time manually updating addresses in each individual campaign while still maintaining accuracy. Every minute saved is more time that we can spend improving performance.”
Emma MacDonald
Director of Search Strategy, Optimedia

Key Benefits

Scale and reach. The new Google My Business makes it easy to manage your business listings on Google and link them to AdWords. Previously, location extensions needed to be set up for each campaign. Now you can set up upgraded location extensions at the account level and they’ll automatically be enabled for all campaigns in your AdWords account.

Easier optimization. The business addresses you link to your AdWords account can also be used for location targeting and bid adjustments. For example: you can target ads to the United States, then bid +80% for the area within 4 miles of all the business locations that you’ve linked in a single step.

Getting Started

1. Create your Google My Business account and add your business locations.
If you’re the owner of a business with physical locations and aren’t using Google My Business yet, you can sign up for free. Google My Business makes it easy to connect with your customers, keep your business information up-to-date, add photos, and more.

2. Link your Google My Business account to AdWords.
Linking your accounts in one easy step allows your business info to appear with your ads. All campaigns will have location extensions automatically enabled when you link your accounts. You’ll also be able to customize your upgraded location extensions for different devices. Learn more
This change is part of our broader effort to help you better reach customers as more people search for locally relevant content while on the go. We’ll continue to improve account location extensions with the goal of upgrading all AdWords accounts over the next few months.

You can learn more about upgraded location extensions in our help center.

Posted by Aileen Tang, Senior Product Manager, Local Ads

Drive More App Installs and Engagement with New Ads on the AdMob Network

Earlier this year, we announced a number of AdWords enhancements to our app promotion offering as part of a broader effort to connect consumers to relevant content, both on websites and apps.  Starting today, advertisers will be able to access many of the offerings on the  AdMob network that we announced with more to come for search ads (beta info for app engagement) and YouTube in the coming months. We’ll share more details with you on this blog at that time.

Reach people most likely to install your app
A top priority for app developers is driving installs from people most likely to use their apps.  Starting today, you can use installed app category targeting on the AdMob network to find new  customers who have already installed apps  from related categories on Google Play or the  iTunes Store (e.g., Travel, Shopping or Games).  For example, an action-oriented game developer may wish to reach users who have previously installed apps from the category Action & Adventure Games.

Another way to promote your app is through videos. Starting today, advertisers can entice new users to their app using interstitial video ads on the AdMob network. By just entering in your video’s YouTube URL or Google Play Store listing, you can have a brand new video ad for your app!

Click here to get started with these new app promotion ads using our new, simplified campaign setup flow!

Help people rediscover and engage with your app  
According to a study by Compuware, 80%-90% of all downloaded apps are used only once.  Driving app users back to your app to play another game, book another vacation or watch another video are important actions in the app development lifecycle.  Starting today, you can deep link to specific parts of your app directly from your ads.  For example, a travel app developer may wish to  reach its existing users with relevant hotel deals. When the user clicks on the ad, they will be taken directly into the app to book the hotel deal. Similarly, if you have a shopping app, you could show an ad to existing customers encouraging them to check out an upcoming sale by taking them directly to the promotion page.  You can try out these app deep-linking features for the AdMob network by signing up for the beta here.  Learn more.

Simplify the way you measure and optimize
In AdWords, you are already seeing Android app installs show up as conversions.  Starting today,  you can use Conversion Optimizer as soon as you create your campaign to automatically find the optimal bid for your ad each time it’s eligible to appear without waiting for conversion history  to accumulate.  This lets you immediately maximize the total number of  installs at  your target CPA.  Learn more.

Over the coming weeks we’ll dive into these new features with tips and best practices on the Inside AdWords blog and on our Google+ page. We’re looking forward to your feedback and hearing how you are using these features to promote and drive engagement to your apps.

Posted by Sissie Hsiao, Director of Product Management, Mobile Display Ads

More Insights about Quality Score and the AdWords Auction

People are happier with their search results, including the ads, when those results are relevant.  Advertisers are more successful when they show relevant ads, as they’re more likely to see engagement.  It’s with this in mind that we factor the quality of your ads into our AdWords auction.

Ad Rank and ad quality are important because they can impact position, price and extensions.

Your Ad Rank is used in the auction to determine where your ads will show.  We have a new video that covers the AdWords auction and its many moving parts.  In it, you’ll learn:
  • The key factors behind Ad Rank
  • How Ad Rank is calculated
  • Things to consider for maximizing Ad Rank.
The quality of your ads is an important factor of Ad Rank.  To help you better understand the usefulness of Quality Score and how it reflects (but isn’t a direct measure of) your ad quality, we’ve put together a resource, Settling the (Quality) Score.  In it, you’ll learn:
  • How to use Quality Score as a diagnostic tool
  • Tips for optimizing the components of Quality Score
  • Key insights about what does and doesn’t matter in terms of the quality of your ads
Relevant and useful ads are good for you and your customers.  We hope the video and the guide are useful resources to help you better understand the ads auction.

For more information, please see the articles in our Help Center about Quality Score and Ad Rank.

Posted by Hal Varian, Chief Economist, Google

Win the Digital Shelf with Our New Guide to Shopping Campaigns

We introduced Shopping campaigns in February to make it easier for you to manage your Product Listing Ads (PLAs). In late August, Shopping campaigns will be the default campaign type for all PLA advertisers.

To help retailers make the most of their Shopping campaigns, we’re excited to introduce a new best practices guide, “Shape Up Your Shopping Campaigns.” It addresses important questions like:
  • How should you structure your campaigns: by product line, performance, or both? 
  • Which feed attributes have the best chance of improving CTR?
  • Are you adjusting bids quickly enough during peak seasons?

Download the “Shape Up Your Shopping Campaigns” guide now to ensure you’re making the most of your PLAs and data feeds.

 For additional help, here are a few resources:

Posted by Matt Lawson, Director, Performance Ads Marketing

2014 update to Google Shopping Products Feed Specification

Over the past year the Google Shopping team has made improvements to help merchants sell their products with new ad formats and a new campaign type. These improvements would not have been possible without great product data from merchants to help build better experiences for shoppers. Today, to provide merchants with more flexibility when organizing product data and reach more shoppers, we’re announcing an update to the Google Shopping Feed Specification:

  • Mobile landing page links should be submitted separately to direct mobile shoppers to the right experience
  • Merchant-defined custom bundles, such as a camera with additional case and lens, must now be identified as such in order to be displayed appropriately on Shopping
  • Apparel attributes are added to allow more detailed descriptions of your apparel products
  • Item availability now simplified to allow a clearer distinction between different availability states
  • Mandatory character limits clearly stated for each attribute to help the right product information being displayed

Along with attribute updates, we are also revising image quality recommendations and creating a new landing page policy as part of the feed specification update.

Beginning September 30, we will start enforcing the updated feed specification globally, but merchants can submit the new attributes immediately. We encourage all merchants to review the new feed specification as some of the updates will require changes to your current product data. To find a list of all changes, view the updated feed specification in the Merchant Center Help Center.

Merchants should always make sure to comply with our Google Shopping policies and legal requirements while participating in Google Shopping to avoid any product or feed disapprovals. For more help with data requirements, please visit the Merchant Center Help Center.

Posted by Angelika Rohrer and Patrik Reali, Google Shopping Team

New Study: Search Ads Lift Brand Awareness

Everyone knows that search ads are for direct response, right?  But what if it turns out that search advertising also has a powerful effect on branding?

That's exactly what we learned from a new meta-study run by Google and Ipsos MediaCT in 2013. We partnered with Ipsos to run 61 studies across 12 verticals, from auto to retail. Here's what the study found: search ads lift top-of-mind awareness by an average 6.6 percentage points.

In each of the studies, 800 qualified consumers ran simulated searches for certain category keywords, like “hiking boots” or “small cars” on their desktop or laptop. They were then shown either a Control search engine results page (SERP) or a Test SERP created for the study, which put the test brand in the top search ad position.

Consumers were then asked to name which brand first came to mind for the category keyword. An average of 14.8% in the Test group named the test brand, while just 8.2% of the Control group named the same brand. That’s a 6.6 percentage point increase or an average 80% lift in top-of-mind awareness.
6.6 percentage points was the average lift, but some vertical-level results were impressively higher. In CPG, top-of-mind awareness was 11.1%, and search ads lifted top-of-mind awareness by an average of 8 percentage points to 19.1%. In auto, there was an average lift of 9 percentage points. Those are numbers any brand manager would be glad to see in the morning report.

What's behind these big increases? In part, simply this: search ads reach people who are already in a highly receptive mindset. After all, they are actively searching for topics related to your business, product or service.  If your brand appears front and center in that moment, as they search, there's a strong likelihood they'll remember you.

Or to say it more simply: search ads can help build brand awareness.

There's a lot more on this study - read it now on the Think with Google site.

Posted by Bao Lam, Search Ads Product Marketing Manager

Help your business shine with Google My Business

There’s one thing that lies at the heart of every business: customers. Customers are the reason why businesses flourish, and their shared passion for your craft is what makes running a business so rewarding. For many business owners, customers are more than just patrons - they’re your regulars, your advocates and your friends. In other words, they’re your people.

The Internet is connecting more businesses with their people every day. However, our users tell us that finding these loyal customers can be complex and time-consuming. We believe it shouldn’t be. That’s why we are happy to introduce Google My Business - a free and easy way to find and connect with your people, wherever you are.


Google My Business brings together all the ways Google can help your business shine in one place:
  • Update your business info on Search, Maps and Google+ from one place to make it easy for customers to get in touch
  • Add beautiful photos of your business and a virtual tour of your business interior to help customers see what makes your business unique
  • Connect directly with your fans and customers by sharing news, events and other important updates from your Google+ page
  • Stay on top of reviews from across the web, and respond to Google reviews
  • Understand how people find and interact with your business using custom insights and integration with AdWords Express
  • Manage your information on-the-go with the Google My Business Android app and the iOS app (launching soon)

In addition to new businesses getting started with Google My Business, we’re also upgrading current users of Places for Business and the Google+ Dashboard to this new experience.
Businesses with a passion for everything from beautiful hand-made hats and fresh crab cakes, to the best local pale ale, are finding their people with Google.

To learn more about how you can find your people, visit google.com/mybusiness.

New and Improved Content API for Shopping

A few years ago, we introduced the Google Content API for Shopping to help you manage and update your Google Merchant Center product information programmatically and at scale. Today, we’re excited to announce a new version of this API, giving you more insight into your data quality and new options to help you keep your data fresh.

With this new version, you can, for example:
  • Get item-level data quality information and see if an item was disapproved because your landing page URL isn’t working on a mobile device or if your unique product identifiers are inaccurate.
  • Update price and availability for one or more items much more quickly so your customers have the latest price-point and know what’s in-stock before they click through to your site.
  • Integrate more easily with Google Shopping thanks to a broader choice of programming languages and data formats supported.

While the current API will continue to be available until the end of February 2015, we encourage you to adopt the latest version of this API and take advantage of these new features as early as possible.

To learn more, visit the Content API for Shopping hub. If you have any questions, check out our Content API for Shopping support forum.

Posted by Eric Tholomé, Director of Product Management, Google Shopping

The Profit-Driven Marketer: Setting a New Standard for Performance

What if your search investment could be managed as a profit center? A growing cadre of performance marketers are rethinking digital advertising basics like KPIs, budgets and customer journeys–all while driving maximum business value. We’re referring to this trend as "profit-driven marketing,” and we’ve been watching from the front row as they develop paid search strategies that ignore traditional efficiency metrics and chase the dollars to win more customers.

One of the central premises is the idea that sometimes marketers need to bid higher and spend more to make more. If the goal is to maximize profits, then an effective bidding strategy shouldn't be tied to a budget or cost per acquisition (CPA). For example, would you prefer an $80 CPA or a $90 CPA? The answer should be “it depends.” Perhaps the higher priced ad appears at the top of a search results page, bringing in more sales volume than the less expensive CPA unit. This would be a case where spending more means making more. The point is to stay completely focused on profit, and follow the consumers’ lead. They’ll show you what to bid for and when.

The Volume / Efficiency Trade-off
Example CPA versus Total Profit Analysis
Learn the secrets of profit-driven marketing from the innovative advertisers that are succeeding with this strategy on Think with Google.

Posted by Matt Lawson, Director, Performance Ads Marketing

Improving Call-to-Action overlays and video reporting in AdWords for video

Starting today,  Call-to-Action overlays on promoted YouTube videos will have a new look and feel across both desktop and mobile. The two lines of accompanying text will be gone leaving a single line call-to-action, giving more real estate to video content. We’ll make this change automatically so you won’t need to make any changes to existing CTAs.

Here’s the expanded CTA for desktop and mobile:
And here is the collapsed CTA for desktop and mobile:
In addition to this visual makeover, CTA clicks will now be included within the “Clicks” and “CTR” reporting metrics in AdWords for video, enabling you to better quantify the total impact of this video interactivity feature.

We are also rolling out new reporting improvements in AdWords for video that many advertisers, large and small told us would be helpful, namely:
  • Improved Column Sets: We’re adding View Rate by default for all sets and are grouping sets of metrics by insight topic (like Views, Audience, Branding or Conversions). This lets you see a snapshot of your campaign based on key objectives, as well as evaluate your overall campaign performance based on View Rate before diving deeper into individual targeting groups.
  • Added Conversion Segmentations: You can now segment by conversion name and category, showing how your video campaigns are driving key conversion types.
  • All Metrics Now Visible in the Videos Tab: now you can more easily optimize across your videos by seeing the entire set of metrics available in other tabs.
Head over to AdWords for video to take advantage of these new features today.

Posted by Avi Fein, Product Manager, YouTube

Toll Brothers and Wayfair.com grow their businesses with in-market audiences

What if you could connect with shoppers at the exact moment they're ready to buy?

That's the idea behind in-market audiences a feature in the Google Display Network that we released last year.  With buying signals like sites visited, ads clicked, and recent conversions, you can connect  your ads with consumers who are actively researching or comparing products and services across the Google Display Network. In-market audiences is helping companies like Wayfair.com, America's second-largest retailer of homewares, and Toll Brothers, a luxury home building company, connect with qualified leads, at scale.
Wayfair is seeing up to 20% higher ad response rates with its in-market ads. "You're much more able to effectively find customers who are right on the cusp of purchasing,"  says Wayfair's senior business analyst,  Ben Young. "They've been through the consideration process, and they're really just looking for the perfect deal or the perfect place to place their order."

Toll Brothers reached in-market buyers in real estate and home-related segments such as “residential properties for sale,” “home décor,” and “home furnishings.” Result: they're achieving up to 50% lower CPAs, more leads, and a click-through rate (CTR) up to three times higher on remarketing ads. “One of our biggest challenges is qualification,” says Tim Bolle, online marketing manager at Toll Brothers. “When we learned about in-market audiences, it was a way to reach a more qualified audience of people actively searching for a home.”

In-market audiences is easy to add to your campaigns. It's found on the "Interests & Remarketing" tab in the Display section of AdWords. Advertisers can select in-market audiences in 14 different verticals across more than a dozen languages including Japanese, French, Spanish, and German, with more to come. To learn more, visit the AdWords help center.

Posted by Diya Jolly Product Manager, Google Display Network

Breaking Down the #1 Barrier to Brand Building Online

As I’ve shared in the past, brands are starting to embrace digital in a big way, but there still remains one big hurdle to digital becoming the medium of choice for brands: measurement. This unsexy topic doesn’t win any awards at Cannes, but it is top of mind for marketers and we hear about it from our partners all the time. In fact, according a survey we conducted last year, only about half of marketers consider their current brand measurement metrics effective.

Our ultimate goal continues to be offering measurement for brands that is as meaningful as the click has become for performance-driven marketers. I’m incredibly excited to see this start to come to fruition across the industry. Today at the Digital Media Summit, I focused on one of our efforts I’m particularly excited about, Brand Lift.

Brand Lift
We started testing Brand Lift earlier this year as a way for marketers to measure their video and display campaigns against objectives like brand awareness and ad recall - in near-real time at significant scale. We’re gradually rolling out this feature across both YouTube and the Google Display Network. We’ve also improved Brand Lift: advertisers can now measure whether their ads drive greater interest in their brands, as indicated by increases in organic, brand-related searches on Google. Here are two examples of how brands have deployed Brand Lift in their campaigns:

eHealth
eHealth, the country’s largest health insurance marketplace, has traditionally been a direct response oriented advertiser, but wanted to try a brand-building display campaign. Through Brand Lift, they uncovered a 45% increase in branded searches and a 33% lift in all health insurance-related search terms for consumers who saw the eHealth display campaign.  Rather than having to wait until the campaign had completed to find out what drove results, eHealth was able to find out mid-flight, and as a result, expanded their display campaign.

Oscar Mayer
Oscar Mayer recently pushed the envelope from traditional CPG creative and debuted this funny, sophisticated ad to promote their bacon.  Brand Lift showed that this ad generated a 19% lift in brand awareness (notable because this brand is already well known) and 112% lift in ad recall among those who saw the ad.  Perhaps most amazing, searches for their brand increased more than 1000% and searches for their product went up 2000%. Not only did the data validate their bold and risky creative direction, but it also provided some invaluable insights.  For instance, lift in ad recall for women was twice as high as for men.  And, lift in brand awareness was more than ten times higher for 45-54 year olds than it was for 55-64 year olds.  Oscar Mayer was able to adjust their audience targeting and media strategy based on these insights in real time, while the campaign was still running.

The Road Ahead
Having spent my career in digital, working with brands, I’ve seen the barriers to digital branding fall down, one by one.  From audience scale and targeting, to creative freedom and flexibility, and now, the ability to measure and act on audience behaviors and campaign performance in near real-time - the needs of brands can finally be fully realized online.

Posted by Neal Mohan, VP, Display Advertising

Dial Up Your Business with Higher Value Phone Calls

In a constantly connected world, people rely on their mobile devices to engage with businesses on the go, at any time and from anywhere. From research to purchase, AdWords mobile click-to-call ads allow advertisers to connect with customers online in a relevant and meaningful way. In fact, over 40 million calls are made directly to businesses from Google ads each month and that number is growing.

In November 2013, we introduced calls as conversions in the US, UK, France and Germany. In recent weeks, calls as conversions launched in Spain and Australia; and we plan to expand to more countries in the coming year.

Introducing new call conversion settings

For many businesses, not all phone calls are valued the same. In the coming weeks, we’re launching new, flexible controls for mobile click-to-call ads to help drive the calls that are most valuable to your business.
  • Value different calls, differently. Assign conversion values to different call conversion types to understand which keywords and ads are generating more valuable phone calls. For example, a local bank might assign more value to a 10-minute call about opening a new savings account than a 30-second call enquiring about branch hours.
  • Maximize value, not just volume. Using Target ROAS, a flexible bid strategy, you can automatically maximize call conversion value across campaigns with auction-time bid adjustments that factor in signals like device, location and time of day. From our previous example, the local bank can now drive more phone calls that result in higher value conversions, like phone calls for new savings accounts during branch hours.
  • Manage your call conversions. Align your call conversions with your business needs by customizing call conversion names, categories and conversion windows. The local bank can now report on phone calls for “Savings Accounts” and “Branch Hours” as different conversions right within AdWords.

These new call conversion settings are available in countries where Google forwarding numbers are available*. You can learn more about these new call conversion settings here.
Join us for a click-to-call Hangout On Air

Mobile click-to-call data is transforming businesses. In a newly published white paper, Marchex, a mobile advertising technology company, found that 20-30% of car rental calls resulted in a booking and that 15-22% of calls for hotels resulted in a reservation. For more insights and a live discussion on click-to-call best practices, please join us on June 10th at 10 am PST for a Hangout On Air. You can join the hangout here.

Please stay on the line…

Mobile devices inspire people to call businesses now more than ever before. As advertisers refine their mobile strategies to capture this growing opportunity, Google continues to innovate. In the next few months, we’ll introduce more, powerful tools to help you to understand better how phone calls are impacting your business.

Posted by Anurag Agrawal, Product Manager, Calls

* US, UK, France, Germany, Spain and Australia

Analytics & AdWords Bulk Account Linking

To maximize marketing investment and return, advertisers need insights into the effectiveness of their ads. However, gaining such insights is often overly cumbersome. This is why we’re pleased to announce that in the coming weeks, the Google Analytics and AdWords account linking process is becoming even more streamlined, making it easier for advertisers to quickly gain rich insights. The new linking process allows you to link multiple AdWords accounts all at once. This enables more tightly controlled linking access for each Google Analytics property. 

Enable Bulk AdWords Account Linking
Many Google Analytics users have multiple AdWords accounts. Until now, each AdWords account had to be individually linked. The new account linking wizard allows you to select any of the AdWords accounts in which you have Administrative access. The following screenshot shows what the wizard looks like for a user who has access to an AdWords MCC containing many AdWords accounts. Note that you can select multiple accounts:

Discover Unlinked Accounts
Many users want to quickly find unlinked AdWords accounts and link to them, and the new wizard makes this easy. A quick glance at the AdWords account list in the screenshot above shows which accounts are and aren’t linked. To link additional accounts, just mark the “X” in front of each account, and then continue.

Gain More Granular Control
With this launch, linking to AdWords now takes place at the Analytics property level instead of the account level. This is a benefit for those with many properties in a single Analytics account; if you have different teams of people managing each property, you no longer need to give them access to the full Analytics account in order to link to AdWords. Now, you can simply give that team access to only the appropriate property, and they can manage AdWords links. All it takes is property-level Edit permission to create and update AdWords links. This is another Analytics feature enabling large-scale Analytics customers to better control access to their Analytics accounts.

Visit The New AdWords Linking Section
Once the new linking process has launched to your account, you’ll be able to see all these features. Log in to your Analytics account, click the Admin button in the header, and you’ll see a new AdWords Linking section in the Property column.

Log into your Analytics account soon to update your AdWords account links and gain rich marketing insights.

Posted by Dan Fielder and Matt Matyas, Google Analytics Team

New Research: Location Extends The Relevance of Search Ads

4 out of 5 consumers say they want search ads to be customized to their city, zip code or immediate surroundings.

That's one of the key findings to come from new research on local search conducted by Ipsos MediaCT and Purchased®. Google commissioned the research to find out more about consumers' local search behavior — that is, their behavior when they're trying to find things nearby. 5000+ participants were recruited based on their smartphone usage and purchase behavior, and voluntarily completed an online survey or logged their smartphone search and in-store activities via a mobile diary.

Here's what we learned: people expect search ads to be relevant to their context and location. If they search for "car rental" or "Mexican restaurant," they prefer ads that are customized to where they happen to be and that help them take the next steps in their shopping journey. Among the findings:

  • Consumers search for local information from all kinds of places. On computers and tablets, those places can include home (76%), work (24%) and hotels or motels (18%). On smartphones, those places include home (53%), on the go (51%) and in stores and malls (41%). 
  • More than 60% of consumers say they've used ads with location information like address, directions, phone number or a click-to-call button. And, more than 70% of consumers who have used location information in ads say that information is important.
  • Consumers choose stores close to where they happen to be. 72% of consumers who searched for local information on their smartphone visited a store within 5 miles.

What does this mean for advertisers? In a constantly connected world, advertisers need to think not only about consumers’ intent, but also their context. Consumers are reaching out to brands whenever and wherever it's convenient for them. Many advertisers still run broad national ads when consumers really want ads that are customized to their city, zip code or immediate surroundings. It’s more important than ever for advertisers to have an ad strategy that accounts for consumers’ context and location.

There’s much more in our full report. Read it now at Think With Google.

Posted by Bao Lam, Performance Ads Product Marketing Manager

We’ve Got You Covered with Our New Guide to Keywords

As people search for things on Google, advertisers target those searches, or queries, using keywords. The relationship between queries and keywords is at the heart of search advertising with AdWords.

Do you have the right strategies in place in your account to cultivate all of that potential demand?  Our new guide, Keywords to the Wise, details keyword best practices to take your account to the next level.

  • Do you target the meaning of a user’s search, in addition to the language a user may or may not be using?
  • Are your long tail keywords too long?
  • What opportunities for expansion are you missing out on in your account?
  • How diligent are you with your negative keywords, and do you understand the ways in which their matching behavior differs from positive keywords?

Download our latest best practices white paper -- Keywords to the Wise -- to ensure that you’ve got keyword coverage covered.

Posted by Matt Lawson, Director, Performance Ads Marketing

Comment Wall

Comment

Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Comment by Sebastian James on November 23, 2009 at 8:45am
Reality check for AdWords:

http://www.chiefmartec.com/2009/11/study-reveals-issues-with-search...

Great article, remember to build trust at the same time you position low price.
Comment by Ralph Paglia on August 28, 2009 at 9:43pm
Sebastian,

That's just Toyota's misguided attempt to prevent people from advertising their cars on Adwords... If you work for a Toyota dealer, request an exception to the rule in Adwords where the window is that tells you why it was disallowed... then write "This Adwords account is operated by a TMC authorized Toyota dealer. ABC Toyota, Dealer #####"... Within 24 to 48 hours your request will be approved if the dealer number matches up to the name

I do it all the time for the Toyota dealers that my team supplies with Digital Advertising services..
Comment by Sebastian James on August 28, 2009 at 5:09am
Is anyone having trouble using ads with "Prius", "Highlander" and other Toyota models in their copy? I'm finding that the ads never get approved, or get approved for limited run. As a blogger, I'd like to be able to attract readers by telling them about a specific post on the new Prius. Not being able to is frustrating. Are digital marketers assigned to sell Priuses running into the same problem?
Comment by Ralph Paglia on August 24, 2008 at 3:15pm
Here's a very helpful resource center from our friends at Google:
http://www.google.com/adwords/learningcenter/
Comment by Ralph Paglia on June 16, 2008 at 6:40pm
Hard to get Google "Talk to Live Person" information:

To speak with an AdWords Specialist:

1. Call 1-866-2-Google, and press 2 to access AdWords.

2. To expedite your call, press 1 to enter your Customer ID. This number is located at the top of every page in your AdWords account, next to your name and email address.

3. Press 2 if you don't have your Customer ID available, and you'll be transferred to the next available AdWords Specialist.

4. Press 3 if you'd like to start an AdWords account or want to learn more about the AdWords program.

AdWords Specialists are available by phone Monday - Thursday, from 7 a.m.
to 7 p.m. PST (U.S.), or on Friday, from 7 a.m. to 6 p.m. PST (U.S.).

If you have additional questions, please visit our Help Center at https://adwords.google.com/support to find answers to many frequently asked questions. Or, try our Learning Center at http://www.google.com/adwords/learningcenter/ for self-paced lessons that cover the scope of AdWords.

We look forward to providing you with the most effective advertising available.

Sincerely,

Nithila
The Google AdWords Team
Comment by Ralph Paglia on May 19, 2008 at 5:33pm
To this day I have not found a better single page web site with direct access to all knowledge needed to properly manag varu=ious types of Google Adwords campaigns... Here it is:
http://adwords.google.com/support/
 

Members (76)

 
 
 

ADMPC is a Network for Car Dealers, Automotive Marketing, Advertising and Management Pros sharing Digital Strategies and Execution Tactics.

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge

Loading…

Based On Your Interests...

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

 

Google Automotive Network Targeted Placement Ads

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......


Instagram

© 2014   Created by Ralph Paglia.

ADM Badges  |  Report an Issue  |  Terms of Service