New From Google Adwords
Another productive start to the month over at Google with several new Adwords features having been released.
My personal favourite (had it existed) would of been the ‘Click to Teleport’ ad extension which was mooted as being released on April 1st with the epic description line of ‘Please be aware that while Click-to-Teleport is in beta, there is no “teleport back home” option for users. You are responsible for providing return transportation or calling a taxi for any teleport customer.’
Of the real features released for Adwords, I believe there are two worth mentioning. The first new feature is a tweak to the ‘advanced locations options’, where Google has effectively remarked the boundaries. This is a welcome change I feel, as before the definitions for each setting were a little woolly. Now each setting has been reworded to provide clarity and ease of understanding. Google now claims that as part of its location targeting update, if you choose a certain region to only show ads, then your ads will only show in the desired location with no exceptions. What did Google class as an exception? Google provided the following text to explain:
Let’s say you are an airline using physical location targeting to reach customers in Atlanta, GA looking to fly to Hawaii. You have the keyword “flights to Hawaii” in your ad group. Previously, your ad wouldn’t appear for any prospective customers in Atlanta that were searching for “flights to Hawaii” because the search term indicated that they were interested in Hawaii. With the new setting “People in my targeted location,” the airline can now reach the customers in Atlanta searching for “flights to Hawaii”.
Ad Extension Conversion Data
This new feature was released with no fanfare or even a blog post on the Adwords Blogspot, but could be a very useful data range on a lot of campaigns. Further reach has been added to conversion tracking information. First it was available for ad groups, and now it is available for ad extensions, allowing you to see which whether its click to call or sitelinks that is drawing you more sales.
Basically, this information can be used for tweaking your ad extensions to suit and aid conversions, rather than as before just guessing at the effect they were having based on CTR and impressions.
The below image shows what your screen should look like with the new information included:
The best way to access this information is to go to your ad extensions tab, customise your columns so they show your conversion data and then segment the data by click type, allowing you to see what type of click on which extension led to a conversion.