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AdWords announces new Media Partnerships for Mobile App Promotion

By on Jul 3, 2015 in AdWords, Google Analytics | 0 comments

As the app industry continues to grow and expand, developers and companies putting these apps out need to have better ways of getting their new apps out there.  The competition for getting people to install apps is extremely high, but if you can find a way to attract the users, apps can be extremely profitable.  With that in mind, Google AdWords has been looking for new ways to help developers measure, manage and optimize their apps across multiple ad networks and devices. They have just announced a new set of quality media partnerships and ad options that are designed to help the app developers get in front of potential customers and have a successful business. Exceptional New Solutions Whether you’re trying to drive people to install your app or to re-engage with it, you need to know just how effective different marketing efforts are going to be.  To accomplish this goal, AdWords has invested in a variety of great solutions to help developers get the consistent measurements they need no matter which app platform they are using.  This helps them to get a clearer picture of exactly what is working and what isn’t. For example, the Google Analytics for Apps feature is offering high quality in-app analytics that will benefit developers whether they are attempting to generate app installs organically or through ads.  It will also help them when they are looking to see just how much interaction their users have with the app.  To further this, they have partnered with over 20 ad networks including top names such as InMobi and Millennial Media. Of course, not all of these partnerships are right for every developer.  This is why they have given developers the option to adjust where data is gathered and how it is displayed to ensure they are getting the most accurate picture of their environment.  They have even given developers the option to use third party measurement tools from places like Adjust, Appsflyer, Apsalar, Kochava and Tune.  This essentially makes the Google platform the ‘one stop shop’ for any developer who needs to get transparent, open and reliable measurements for their apps. Improved Options for Promoting Your Apps on Google Tracking information about apps is just...

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Google AdWords Improving Local Search

By on Jun 15, 2015 in AdWords | 0 comments

Google AdWords knows that a growing percentage of people are using search engines to help discover local points of interest.  In fact, people searching for phrases followed by “near me” has doubled in the past year and more than 80% of those searches are from mobile devices.  This means that people are quickly learning just how helpful Google (and other search engines) can be when looking for a local business or other items in the area.   With this in mind, they are working to further improve the search results for these local inquiries. Learning about the Nearest Location One way they have enhanced the SERPs for local searches is by improving the local search extensions.  These extensions allow businesses to show as many as three locations for a business within a single ad.  This makes the AdWords program even more flexible than ever and helps companies to show their potential customers exactly where they are located to hopefully help drive people into their businesses. Additional Business Results A new feature that Google has just rolled out is going to display more businesses in the SERPs for searches that include geographic modifiers.  If, for example, you search for ‘nearby auto repair shops’ you will see at least 3-4 different businesses in the area.  This can be very helpful for both searchers and businesses.  You can see an example of this in the image below provided by Google: Improved Extensions Google AdWords knows that consumers want to find the information they need as quickly as possible. With that in mind, they are growing the ways that ads can be fine-tuned to give the exact information that is needed based on the context of the search.  For example, using ad extensions a brand can make their ads more engaging.  Adding additional extensions, when done properly, can be even more effective. This is why Google is now allowing you to use as many as four ad extensions in each ad the tis displayed.  You can include things like site links, call outs, reviews and more to help quickly give your potential customers the information that they are looking for. Using Extensions Properly Of course, you need to make sure you are using extensions...

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AdWords Editor gets Upgraded Features

By on May 29, 2015 in AdWords | 0 comments

Google AdWords has just released the latest version of their AdWords Editor, and it has some of the most significant changes since last year’s version 11 update came out.  This update is currently available to all AdWords users around the world. In addition to the normal small updates there are a few major changes.  These changes cover labels, upgraded URLs, call-only ads and ads in mobile apps. Update to Labels The first change is regarding the full support for labels within the editor.  These labels will help advertisers organize objects within their accounts.  You can, for example, group campaigns and keywords with labels such as ‘sale items’ or ‘spring clothes’ or anything you can imagine.  Each business can come up with their own list of labels that they want to use and begin taking advantage of this increased organization right away. Creating, editing and deleting labels is done under the Shared Library within the AdWords Editor.  You can then add or remove the labels from the actual campaigns at any time.   Of course, these labels can be used to sort ads, filter them or perform a number of other actions to help you to find the data you need, when you need it.  You can see an example of how these labels can be used here: Upgraded URLs The upgraded URLs is a big move forward to the feature which was introduced last year.  These upgraded URLs offer improved tracking and makes it so google doesn’t have to crawl your website nearly as often to get the data it needs.   With this update you can upgrade all the destination URLs within the AdWords Editor and manage URLs as well as tracking templates quickly and easily. Added Call-Only Ads For customers who want to make it faster and easier for customers to actually call them on the phone, the new call-only ads are an ideal solution.  These ads are set up for mobile customers to be able to simply tap the ad and have it trigger a phone call rather than going to a set web page like traditional ads would do.  This type of advertising has been shown to be very effective and will undoubtedly be very popular for...

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How to Capture the Moment Seekers with AdWords

By on May 23, 2015 in AdWords | 0 comments

Google is used by billions of people around the world who are looking for information to help them take some sort of action in their life.  As Google put it in a recent post, they are searching for “I want-to-know, I want-to-go, I want-to-buy” and other similar things.  For some of the top countries around the world, including the US, a majority of these types of searches are being done by people on their smart phones. To help capture these searches and give the proper results, Google has made a lot of great improvements over the past year.  They have updated and improved their app promotion tools and pushing innovative new options such as the ‘ads in the Play Store’ feature.  They have also improved cross-device conversions, which help marketers to keep their message in front of people whether they are on the PC, Smart Phone or Tablet.  They have even helped retail stores to market to customers in their physical stores. There is a lot more that can be done, however, and Google is looking to stay on the front lines of it all.  With that in mind, they have given some insight into what will be coming from the AdWords platform in the coming months: Car Shopping – People who are shopping for a new car today spend an average of 15 hours looking for information online. About half of the searches for cars today provide results with images, which is why Google has introduced a new type of ad format called ‘Automobile Ads.’  These ads will show multiple images of the exact vehicle that people are searching for with specs like MPG and horse power.  It will also have a Dealers Link to take them to a dealership with that vehicle in stock. Hotel Shopping – Hotels are another major industry that is searched for regularly. Google is launching ‘Hotel Ads’ which will provide customers with quick information about the rates, availability, location, reviews and more for each hotel.  It will also give photos and Google Street View results.  They can even select ‘Book’ to set up a new reservation on the partners’ sites. Mortgages – Not surprisingly, people also use the web to look into...

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Google to Help Small Businesses Reach Customers Better than Ever

By on May 18, 2015 in AdWords | 0 comments

One of the most difficult things for a small business to do is get their brand in front of customers.  Even in local communities, many people aren’t even aware of many of the small businesses that are there, so it is difficult to support them.  Google has long been an effective option for marketing with their Google AdWords program, but they are hoping to take that to a whole new level with their Google Shopping improvements. Of course, Google Shopping allows small businesses to access the power of customer intent to get their products in front of people who may be interested in them.  With the new feature, called Google for Retail, it is easier than ever for small businesses to learn about how Google’s services can really help them take their companies to the next level. To show just how effective this solution can be, they recently ran a story about two local businesses that have greatly benefited from this feature. PUBLIC Bikes PUBLIC Bikes is a multi-channel retailer that sells colorful, trendy city bikes.  The idea is to help customers want to ride bikes more, especially in urban settings.  Getting people to turn in the car keys, at least for certain trips, and take a bike is a great option, but it isn’t always as easy as the company would have hoped. PUBLIC Bikes is now using Google Shopping to help get their service directly in front of customers who would have otherwise never heard of them.  Using this service, they are enjoying twice the ROI that they get on other online channels, which is quite effective.  You can see more about how they use this service in this video, provided by Google: Paper Culture Paper Culture is a modern stationery company that uses environmentally-conscious stationery for all their products.  They have long been using Google AdWords to get their company in front of customers, and it has been very effective.  To compliment that service, however, they began using the Google Shopping as well, and it has helped their company grow significantly.  They report that they saw a 50% decrease in their cost per lead and a 3x improved ROI compared to other online options.  Learn more...

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Understanding ROI For Your AdWords Campaign

By on Apr 27, 2015 in AdWords | 0 comments

A positive Return On Investment (ROI) is critical for any business. Businesses require profit to be able to survive and flourish. The beautiful thing about online advertising is that it is much easier to calculate advertising ROI than conventional marketing because most of it can be tracked using web analytics services like Google Analytics. In this article, we’re going to dive into how you can calculate ROI for your e-commerce AdWords campaigns. Profit margins vary considerably and knowing that your campaign is generating revenue and more importantly, generating a profit is crucial to your ability to grow and reinvest back into the business and advertising budget. Tracking Revenue The ability to track revenue from different online sources is crucial to understanding your online marketing efforts. If you are only looking at revenue within your shopping cart, you are losing out on valuable insights. A favorite tracking tool is Google Analytics. It integrates excellently with AdWords and is quite powerful. Check out AdWords Conversion Tracking For E-commerce after reading this article to see how you can track revenue from AdWords. Calculating ROI Calculating ROI for online marketing is not that straightforward because of all of the different factors we need to consider. Last Click/Direct Conversions is important to consider, but it doesn’t tell the whole story. Assisted Conversions and AdWords tracking gives us a much better understanding of the impact the campaign is having. ROI ROI = ( revenue – cost ) / cost. The “cost” in this equation is the cost of your AdWords campaign. For example your campaign generated $1000 and cost $200 in AdWords, the ROI is calculated like this 1000 – 200 = 800 800 / 200 = 4 4 x 100 = 400% Multiplying by 100 makes it into a percentage. In this scenario, your ROI would be 400%. True ROI The above equation doesn’t take into consideration the cost of the goods. If your profit margin is 20%, the above example would have given you an ROI of 0%. (I state “True ROI”, but one needs to consider other costs too, like if you offer free shipping. For the example of true ROI, we’re only going to consider the cost of goods). To calculate the true ROI...

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