The broad match modifier is now rolling out globally in most languages 1 after a successful open beta test in the UK and Canada. To recap the original broad match modifier beta launch announcement: The broad match modifier is a new AdWords targeting feature that lets you create keywords which have greater reach than phrase match and more control than broad match. Adding modified broad match keywords to your campaign can help you get more clicks and conversions at an attractive ROI, especially if you mainly use exact and phrase match keywords today. To implement the modifier, just put a plus symbol (+) directly in front of one or more words** in a broad match keyword . Each word preceded by a + has to appear in your potential customer's search exactly or as a close variant. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants. The graphic below illustrates the relative reach of different keyword match type strategies. (click for full size image) ** Be sure there are no spaces between the + and modified words, but do leave spaces between words. Correct usage: +formal +shoes. Incorrect usage: +formal+shoes. Here’s what one major UK retail company said about their experience using the feature: "We're always interested in ways to increase our volumes while keeping our CPA down. As a result, we've added broad match modified keywords to several campaigns where previously we only had phrase and exact match keywords. After a few weeks of testing, we're pleased to see these campaigns showed significant increases in conversion and volume, whilst keeping the CPA down. Therefore, we will be looking to scale our use of modified broad match keywords in all our campaigns to take full advantage of these great results." If you mainly use broad match keywords in your account, you should know that switching your existing broad match keywords to modified broad match will likely lead to a significant decline in your click and conversion volumes and will not directly improve Quality Score . To maintain volume, keep existing broad match keywords active, add new modified broad match keywords, and adjust bids to achieve your target ROI based on observed performance. You can begin using the feature by logging into your AdWords account, through the AdWords Editor and through the AdWords API. For more details, guidelines on usage, and answers to common questions, check out the original blog post and the AdWords help center . Posted by Dan Friedman, Product Marketing Manager 1 Except Chinese, Japanese, Thai, Arabic and Hebrew languages, which are coming soon. We’ll update this post when the feature becomes available.
Follow this link:
New keyword targeting feature rolling out globally
As agencies managing AdWords accounts, you know your clients are not alone in the auction -- any number of advertisers may be using AdWords to offer some of the same goods and services as them. You can monitor their performance and use optimization tools to improve ROI, but you still might not know how they're performing as compared to similar advertisers. We’re aiming to bring more transparency to AdWords with the launch of Analyze competition in the Opportunities tab . For now, this feature is only available to a small number of advertisers using the English language AdWords interface, but we'll expand this to more advertisers in the near future. ‘Analyze competition’ examines an account’s activity over the past two weeks and lists categories that represent the products or services a client is advertising. Categories are based on actual Google.com search terms and are matched up against a client's keywords, ad text, and landing page text. For each category associated with a client's account, you’ll see a bar graph, which shows individual performance compared to the average performance of other advertisers in the same category. When you hover over the data in the 'Competitive Range' column, you'll be able to see more details such as the exact size of the competitive range, the mean and median performance levels for this range, as well as data on the absolute top and bottom performers. In the case below, you’ll see that we’ve chosen to evaluate our performance based on how our CTR compares with that of other advertisers. In addition to CTR, you’ll also be able to look at competitive data for impressions, clicks, and average position, and you can segment data by advertiser location. (click to view full size image) As with other areas of the Opportunities tab, you’ll be able to export information from ‘Analyze competition’ to a .csv file. It’s important to remember that data in ‘Analyze competition’ is anonymous, and as part of our commitment to protect your clients' privacy, we don't reveal information about any advertiser's identity. Now that you know what ‘Analyze competition’ does, here are some tips on how to make the most of this data : Take action. Click the ‘Explore ideas’ button to see customized keyword, bid, and budget ideas for your clients' accounts. Consider clients' advertising goals and focus on the most relevant metrics. It’s not always a bad thing to perform below competitors on a metric that’s not important to clients. If you see that one campaign is performing poorly in comparison to the competition, you can get insight into changes you can make to improve that campaign. Just like the other areas of the Opportunities tab , we hope that ‘Analyze competition’ will help you uncover new opportunities to improve your clients' AdWords performance. To learn more about this feature, visit the Help Center , or watch this short video . To read more about and submit feedback on ' Analyze competition ,' as well as discover other new developments in AdWords, visit the Ad Innovations page. Posted by Alexandra Kenin, Product Marketing Manager
Link:
AdWords brings you insight about the competitive landscape
When we discover something great, our first impulse is to share it. How else do you explain the 66 million times people have watched a baby panda sneeze ? Sharing the insights you find in your AdWords reports should be as easy as forwarding a YouTube link, so we’ve recently released new options for segmenting, scheduling, and emailing the data on your Campaigns tab. By clicking the Download button in the toolbar above your data tables, you’ll open a menu that shows you a number of options for sharing reports with others. click to view larger image First, you’ll name your report, just as you would in the Report Center. Next, you can add segments to reveal different dimensions of your performance. Add multiple segments at once to get a even deeper breakdown of your statistics. For example, you can segment your campaigns by device and day of the week to understand the days when your customers are more likely to see your ad on their mobile devices. Each new segment you add will appear as a separate column in your downloaded report. From here, you have a few options. You can simply download your report in formats ranging from .CSV to .PDF and personally deliver it to your favorite teammate. Or, you can choose to email your data to one or all of the users with reporting access in your account. Finally, you’ll set the frequency at which you want this report to run. So if you’ve set up a filter for your keyword list to show, for example, only those keywords containing the term “free” that have cost you over $50 with a conversion rate under 5%, you can now get a weekly email with a report showing you their performance. All the reports you download from the Campaigns tab will appear in your Control Panel and Library , a new area used to manage the reports and custom alerts that you’ve created for your account. These changes are just the latest in our ongoing efforts to simplify the ways you access your reports. We hope that with more data in the Campaigns tab and easier access to advanced statistics , looking at the different dimensions of your campaign performance becomes common practice. After all, you never know how many baby pandas could be hiding in your campaigns... Posted by Devin Sandoz, Product Marketing Manager
View post:
Sharing is caring: new ways to segment, schedule, and email reports
Over the past year, we've focused on building new solutions on the Google Content Network for campaigns focused on branding. Last year we introduced frequency capping to help you manage how often your Content Network campaigns reach the right people. We then launched an “ above the fold ” filter to allow you to show ads only in places that appear on potential customers’ screens when the page loads. We also developed innovative tools to measure the impact of brand campaigns . Today, in response to feedback from many of you who run branding campaigns, we're announcing a new filter that allows you to show your ads only on AdSense sites among the 1000 largest on the web as defined by DoubleClick Ad Planner . This new feature will ensure that your ads reach a large number of users, but only on well-known sites best suited for branding goals. To activiate the new filter, select ‘non Ad Planner 1000’ within the ‘category filters’ section of your AdWords account. Keep in mind that not all sites in the Ad Planner 1000 are in the Google Content Network and that your ads will only show on those sites that are. It's important to note that the Ad Planner 1000 does not take performance statistics into account, and that by enabling this filter, you may be excluding many sites that are relevant to your advertised products. Additionally, with this or any of our other brand filters enabled, your campaign will run on fewer sites, so you may need to raise your bids if you’d like to maintain your impression levels. We recommend experimenting to determine which feature or combination of features best meets your goals. We hope this new feature gives you greater control and assurance over where your ads appear and makes the Google Content Network an even more powerful environment for effective branding campaigns. Posted by Sean Harvey, Product Manager
Originally posted here:
New Tool for Brand Advertisers on the Google Content Network
Over the next few weeks, a new set of reports called AdWords Search Funnels (beta) will be made available in your clients' AdWords accounts. This set of reports describes the Google.com search ad click and impression behavior leading up to a conversion. They provide data on how "upper-funnel" keywords behave on the conversion path prior to the last ad click. In addition to a Top Conversions report, Search Funnels consists of 7 reports including Assisted Conversions, First and Last Click Analysis, Time Lag, and Path Length. The information in these reports will give you even more insight into the ads customers interact with before converting on clients' sites so you can make even more informed decisions about the keywords, ad groups and campaigns in their AdWords accounts. Take a look at this video giving an overview of the new reports: (click here to view video) Note: Over the next few weeks, the Search Funnels beta will be rolled out gradually to all accounts. They are available only in your AdWords account and not in Google Analytics. They are activated when you have AdWords Conversion Tracking running or if you've imported goals or transactions from Analytics into AdWords, and will only show data for keywords that show up in at least one conversion path. Search Funnel data is currently limited to search ads showing on Google.com, and for ad impressions and clicks within 30 days of the conversion. For additional information, please visit the Inside AdWords Blog . Posted by Jeff Gillis, Product Marketing Manager
Read this article:
New Analytics reports - AdWords Search Funnels