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Google Improves its AdWords Metrics with “Store Visits” Data

author image Written by: Content Team           Categories - Digital Marketing

google adwords It was just this week that we met with one of our clients who stopped by for a meeting to discuss his Google AdWords advertising campaign. As you can imagine, advertising goals differ amongst clients, and common Google AdWords goals include raising the company’s brand awareness, increasing traffic to a website, or increasing online sales and conversions. After 30 minutes of reviewing the data and analytics from the campaign, he fired back with the question “but how many customers are walking into my shop as a result of this budget that I’ve invested?” Luckily for us Google is coming up with a method to relate clicks on an ad with actual store visits. Although this new feature is still under a test/development phase and is only available in the US, for now, once fully launched, this will help Google Partner Agencies like SEO TWIST ensure that the results we present to our clients are much more quantitative and measurable, in the way that really counts for them–customers walking through their doors. In order for this “store visits” analytics to work, users will first need to have the Location History on their smart phone activated. Then Google estimates store visits based on the customers’ proximity to the participating retailers’ Google Maps location. The metric calculates clicks that were made on the ad from various sources–desktop computers, phone and tablets. Merchants who want to participate and access this valuable store visit data must confirm their address with Google and associate their address with their campaigns. Of course in order for this to be most accurate the analytics will only count store visits that occurred within 30 days of the client having clicked on the retailer’s ad. This information provided with the store visits data is invaluable to business owners who wish to invest in a Google AdWords campaign in the slow months of January or February, and who really need to know whether or not the campaign is effective, and if it does indeed bring customers into their business. As with many methods of Estimated Total Conversions, it must be kept in mind that estimating store visits is also an approximation. To arrive at these numbers Google is actually using anonymized, totalled user data and inferring it to the broader population. According to statistics, there’s also an approximate 70-80% of users who actually never convert online, but do end-up going into the store to make a purchase. At this point only store visits, and not actual store purchases, are measured. This is something that Google is also working on, which can expect to be launched in the future. The day when the data related ad clicks with in-store purchases will be a great day for business owners and Google Partner Agencies alike!

Content Team

Google AdWords API Gone By Tomorrow

04/26/2022

Starting tomorrow, April 27, 2022, Google AdWords API will be officially gone. It has been a year since Google had warned us about this happening and the day is finally here – Google AdWords will stop being fully supported. Instead, we will have to use Google Ads API which is now up to version 10.

Google Ads API is basically the next generation of AdWords, a modern interface that should help make your campaign management more efficient and increase your overall productivity. It lets developers interact directly with the Google Ads platform, making it easier to manage large or complex Google Ads campaigns and accounts.

So, this should be your final notice for making the full switch to Google Ads, if you hadn’t done that by now. If you don’t, you can expect AdWords not to be supported tomorrow. Google also warned developers that they will see AdWords API requests fail at a rate of ~25% until May. You can resubmit failed requests but you should really upgrade instead.

If you need help with migration, check out this resource.

 

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Google Rolls Out Black Friday, Cyber Monday Ad Units

11/22/2018

Limited-Time Ads Units Focus on Biggest Shopping Weekend in North America

Just in time for Black Friday and Cyber Monday, Google has rolled out an experimental ad format to help advertisers promote their sales and deals. As Black Friday and Cyber Monday are widely considered some of the biggest shopping events in North America, it makes sense that Google would want to support advertisers looking to take advantage of curious shoppers in the online market. According to Google, 100% of searches for “Black Friday” occurred between November 19 and 25 in 2017. This promotion extension is an opportunity to increase your brand’s availability in this highly competitive window of time.

Limited-Time Availability

Running from November 15 to 27, this ad format is a simple promotion extension in Google Ads that targets specific keywords and keyword variations:

  • “black friday deals”
  • “black friday <product name> deals”
  • “black friday <company name> deals”
  • “cyber monday deals” and variants
  • Variations of the above

These ads, as usual, will show at the top of a search results page, but the unique promotion extension adds special offers to the main ad. Check out an example we found below: An example of Google Ads' Black Friday extension. As you can see, the ad shows off some of the top deals available online at the moment, including the discount and a bit of additional information for availability.

Who Can Use These Ads? How Do You Get Started?

These ads and promotion extensions are available to all English-speaking AdWords users and advertisers, but that doesn’t guarantee your promotion will show up in the list. The first step is to add promotion extensions to the Google Ads interface. Next, you can create ad groups to target Black Friday and/or Cyber Monday keywords, and then write your ad copy. Keep in mind your ad copy is the biggest determinant in whether your ads and promotions are shown off! Interested in learning more about PPC, AdWords, and other advertising options? Start here: https://creativetrnd.com/digital-marketing/get-impressive-results-with-ppc-website-marketing/ https://creativetrnd.com/blog/ppc-ads-vs-content-marketing-better/

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