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2013 has been a massive year for AdWords. Throughout the year we’ve been treated with a range of new feature updates – Enhanced Campaigns, Dynamic Search Ads, Search Remarketing.. The list goes on. But are all bases covered just yet? Not by a long shot! There seem to be some key reporting functions that for one reason or another, Google have not yet rolled out into AdWords.
Below are a few features that I’d like to see rolled out in the (very) near future:
Right now we don’t get much flexibility when it comes to advertising on Google’s ‘Search Partner’ network – We can choose to either advertise, or not advertise on the network. Sure, Google have added the ability to see reports on how the network as a whole is performing but that’s about it. To help Search Marketers further refine their campaigns and improve performance, we need the ability to see the performance that specific sites within the ‘Search Partner’ network are delivering. In addition, we should also be able to choose which of these sites we advertise and do not advertise on.
This ties in closely with the first point. Due to the reduced CPCs that are often seen from ‘Search Partner’ traffic when compared with Google Search performance, a lot of campaigns will obtain cheaper conversions from the Search Partner network than what they receive from Google Search. Because of this, it’d be nice to have the ability to disable Google Search and only run with the Google Partner Network. Right now if you want to advertise on the Search Partner network, you MUST advertiser on Google Search. This needs to change.
The launch of Enhanced Campaigns presented AdWords users with the capability of being able to set custom bids for Mobile traffic without having to duplicate your entire campaign list (which is how this would have been achieved with legacy campaigns). This is great, because performance seen from mobile traffic will often be completely different to that seen from PCs or Tablet devices. However, we aren’t yet given the ability to set custom bids for Tablet devices. Certain services and/or products will be better suited for PC traffic rather than tablet traffic, so the ability to set custom Tablet bids is a must in order for a lot of AdWords advertisers to get the most out of their marketing spend.
If you’ve had much experience managing large and/or confusingly structured AdWords accounts, then I’m sure you have gained a deep appreciate for the “Labels” feature. This feature allows you to set labels for campaigns/adgroups/ads/keywords within your account to keep a close eye on their performance within your segment reporting. However, labels have not yet been implemented within AdWords Editor so setting the labels can be quite a tedious job if you’re managing an account with tens of thousands of AdGroups.
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