A big part of the services we offer here at webFEAT Complete is Google Ads (formerly AdWords) management. If you’re not yet familiar, first check out our site, where we explain why your small business should absolutely be using Google Ads.
Google has announced this week a few updates to how Google Ads works, and we thought we’d use this week to fill you in:
Website Call Conversions With Google Ads
Tracking which links searchers have used to make their way to your website has never been a problem for Google. Google Analytics — the search engine’s robust measuring and reporting module — has been able to do this since basically its beginning.
In fact, Google already had a number of features in place that allow you to track who places a call to your business before actually clicking through the ad (or, those who effectively use your ad as a reference to your phone number). But what about users who click through your Google ad to your site, and then decide to dial your storefront or office. How can that conversion be tracked and measured?
Google has a tool for that, now, too: website call conversions.
It works by combining a Google forwarding number — a customized, tracked toll-free number (Google also offers free set-up) that redirects to your active storefront extension — with a snippet of code written into your website’s HTML that will note when a phone call is made to the forwarding number after a particular Google ad garners a click-thru for your website. The subsequent report will indicate which keywords and ads lead to sessions that result in a phone call.
Conversions for Optimization
One of Google Ads most integral features is automation — indicating to Google the specific conditions (like keywords, copy, and placement, among others) you’re willing to pay for an ad to appear at the top of a search results page, and then letting Google take care of the rest.
Google just made that automation more powerful, but launching conversions for optimization, which basically allows you to customize the desired action taken by the user as part of that automation. For instance, let’s say the ads you use to promote your “Free Estimate” offer lead to more revenue than an ad promoting your e-mail list. Now, you can incorporate in those automated conditions which conversion action you most prefer (and the cost per click or impression adjusts accordingly).
In Google’s own words, it comes down to offering more detailed, while still comprehensive, reporting:
Customers may visit your website for many reasons other than buying something. They might visit to find more information, explore similar products, or sign up for a mailing list. This new setting makes it easy to focus your bid automation on the most valuable conversions, while still gathering insights on all the activities driven by your ads.
Google has also announced new tools that will allow bulk editing of your advertising campaigns. With the new tools, users can filter for campaigns that target a specific geographical location, update multiple campaigns simultaneously (including those targeting a specific location), and adjust other settings like language and ad rotation.
What does this mean for the end user experience? Google explains:
Let’s say you’ve just extended your business operations to Mexico, and would like all of your US campaigns to target Mexico as well. You can filter to quickly find all of your campaigns targeting the US, so you can add Mexico as an additional location to those campaigns with just a few clicks.
Google has also begun the process of folding app promotion into ad campaigns in search and on YouTube channels. This was a feature Google launched as part of its Display Network back in June, but now it is coming to Google’s own properties, which get far more traffic than nearly every other site on the web:
There are over 100 billion searches per month on Google.com. People search here for places to visit, movies to watch or music to listen to. Sometimes this content lives on a website, sometimes it’s in an app. Now… you can get your app into an ad by using a new, simplified campaign set-up flow that promotes your app on Google.com. Search ads created with this new flow are only show to people who don’t already have your app — so every click is from a potential new user, saving you time and money.
The same will also become true for YouTube ad space.
Don’t already use AdWords? Let webFEAT Complete help! We offer full-service management of your Google Ads campaigns, as well as a plethora of other search engine optimization and search engine marketing services as well.
For more reading on SEO and other search engine best practices, we recommend supplementing our blog posts with these other great resources: