For 2015, paid search advertisers are going to have to look outside the conventional search and display campaigns if they want to maximize their reach on Adwords. While many advertisers have begun using programs like Google Shopping (formerly PLAs) and Remarketing, most still aren’t aware of how far they can take their Adwords account.
Here is a short list of some rather underrated, underused Adwords programs and features.
RLSA – Remarketing Lists for Search Ads retarget customers that have visited your site by allowing you to optimize your Google Search campaigns with targeted keyword bids and text ads. Essentially its the same search ad campaign you’ve always run but now with the added layer of only targeting the audience of visitors who have been to your website or specific pages earlier. This will allow you to be more targeted with your ads or even try different ad copy on the next go around.
Dynamic Remarketing – Dynamic Remarketing uses ads that are unique to the customer who just visited the site by showing services or products related to that specific website visit. With Dynamic Remarketing ads, advertisers can create unique and personalized ads that automatically target an individual specifically when they have viewed a website page.
Search Network with Display Select – Search Network with Display Select uses improved signals and methods of predicting the time and place your ad will do best. It also has a higher standard of when to show the ads, so your ads are being targeted to a smaller group of individuals that are more likely to be interested in purchasing what you’re selling.
According to Google:
Search Network with Display Select uses improved signals and methods of predicting when and where your ads are likely to perform best, and sets a higher bar for when to show them. That means your ads are more likely to be shown to a smaller number of prospective customers, who are more likely to be interested in your offerings. Compared to the old campaign type, initial tests show that advertisers, on average, could see a 35% higher click-through-rate, and a 35% lower cost-per-customer purchase on the display portion of their Search Network with Display Select campaigns.
Website Call Conversions – Allows advertisers to track phone calls after an individual lands on a website from a Google ad click. Although these only track calls from Google ad clicks, the phone number displayed is valid for a few months unlike most 3rd party call tracking services. This is helpful for businesses whose customers will research services and call later.
Google will aim to replace the website phone number by either matching up area codes or by reissuing a toll free Google phone number.
Ad Extensions – Allows businesses to show more information on their ad listings, such as business address, ratings, phone number, etc.
Types of Extensions- Learn more here: https://support.google.com/adwords/answer/2375499?hl=en
- Call Extensions – a click-to-call button for your business that populates your phone’s dialer
Callout Extensions – unique selling points and important product details that draw attention in the ad. Up to four callouts with max of 25 words each.
- Site Links – links populated below your main listing that are shortcuts to certain pages in your site.
- Dynamic Sitelinks – automatically generated links that are separate of you Site Links that appear below your ad text. They link to relevant pages on the advertiser’s site and sometimes have a call-to-action.
- Location Extensions – shows business address, phone number and map maker with your ad. Can provide directions if being viewed through mobile platforms.
- Review Extensions – allows to put third party reviews, ratings, and awards under ad text.
Seller Ratings – allow mobile customers to see ratings from fellow customers under the ad text.
- Consumer Rating – consumer ratings display survey ratings that emphasize where your clients think you are doing a good job.
- Previous Visits – text that shows the last time you visited the website in hopes of making it easier to return back to that site.
- Social extensions – shows your Google + page and the amount of followers your business has under the ad text.
As much as it seems that the core of Adwords remains the same over time, Google is still very busy adding and changing programs for advertisers to take part in. Most advertisers that we connect with can make great strides by implementing these additional functions while optimizing the core of their paid search campaigns.