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PAID SEARCH ARTICLES ON SEARCH ENGINE LAND

Google Keyword Planner Now Shows Conversion Estimates

Nov 20, 2014 at 5:40pm by Ginny Marvin

Google announced today that conversion estimates have been added to the Keyword Planner tool in AdWords. Google will use an account's historical conversion data, or users can enter their own conversion rates and conversion values to see how bid changes might impact metrics such as estimated conversion, conversion value, ROAS and Average CPA for mobile and desktop. You can see the conversion estimates broken out by ad group, keyword, device and location by selecting the respective tabs above the chart area. To get started, choose the "Get traffic forecasts for a list of... Read More

Google Adds New Shopping Campaigns Tools: Auction Insights, Diagnostics Tab And More

Nov 19, 2014 at 9:44am by Ginny Marvin

Strange things happen during the holiday shopping frenzy -- search queries sky rocket and inventory fluctuates as demand surges on certain days. Managing spikes in search volume on brand and product queries and ensuring product feeds accurately reflect inventory pose particular challenges. Today, Google announced updates to help retailers keep their Shopping campaigns running smoothly. To help retailers plan and manage the types of surges that come on Black Friday and Cyber Monday, Google is adding Auction Insights to Shopping campaigns. Auction Insights allow advertisers to see how they stack up... Read More

Google Shopping Merchant Promotions Roll Out To More Countries

Nov 19, 2014 at 8:58am by Ginny Marvin

Just ahead of the holiday frenzy, Google is expanding Merchant Promotions  to the United Kingdom, Germany, France, Australia and India. Launched in the U.S. in 2012, Merchant Promotions allow advertisers to show promotion code offers alongside their product listing ads in search as well as their listings on Google Shopping. Merchants interested in launching promotions need to fill out an interest form. Google says it will respond within 1 to 2 weeks. Promotions can be set up in the AdWords interface or via a promotions feed.    ... Read More

AdWords' New Demographics Charts Offer Visual Insights On Age, Gender & Parental Status

Nov 18, 2014 at 2:57pm by Ginny Marvin

The Demographics tab under the Display Network section in AdWords now displays charts on gender, age and parental status for campaigns running on the display network, including retargeting campaigns. The Demographics tab began rolling out last month. The new charts make it easier to visualize who your ads are reaching on the display network. You can view demographic reach in the charts by impressions, clicks or conversions with a drop-down. You can also analyze demographic data further by enabling "View demographics combinations". This allows you to see performance by two or more... Read More

Buried Gems: 6 Important AdWords Reports You've Never Heard Of

Nov 17, 2014 at 11:00am by Susan Waldes

Every paid search marketer has their "pet" reports. Some are obsessed with quality score, others with queries, and some chase sheer numbers of active keywords. Over the years, I've developed a set of "go to" reports where I always find meaningful insights and account improvements. You probably already know what some of them are -- the query report, the time of day report, etc. -- so I won't bore you with those. Instead, I'm sharing 6 "hidden reports" that are underutilized by almost all search marketers, largely because they are buried and difficult... Read More

AdWords Glitches? Google Says Shopping Campaigns Access Issues Have Been Fixed

Nov 17, 2014 at 10:30am by Ginny Marvin

Paid search management is demanding enough without platform connectivity issues. Over the past weeks, several AdWords users have taken to Twitter to complain about ongoing issues with what's come to be known as the "red bar of death". The red banner looks like this: Last week, there was a widespread issue that affected user's ability to access Shopping Campaigns in AdWords. They clearly seem to feel like “Thanks for letting us know and rest assured we’re working on it” is an acceptable status for days or weeks on end. It is not. -... Read More

For The Trifecta, Bing Ads Rolling Out Close Variants On Phrase Match

Nov 14, 2014 at 8:38am by Ginny Marvin

Bing Ads has already announced the switch to include close variants on Exact Match and Broad Match Modifier keywords. Now Phrase Match keywords will also get the close variants treatment. With close variants, ads trigger on search queries that closely resemble the keyword -- plurals, misspellings, abbreviations, and the like -- while still adhering to the original search intent. In this announcement, Bing Ads said it has found that adding close variants to phrase match improved click volume upwards of 5 percent overall. Below are examples of how this change will affect... Read More

More Bulk Editing Capabilities In Bing Ads Web UI Are Now Live

Nov 13, 2014 at 1:35pm by Ginny Marvin

Bing Ads has been rolling out bulk editing capabilities within the web interface over the past few months. Today, more options became available. Bulk bid and destination editing are both relatively new additions, and now advertisers can edit keyword match types in bulk. At the ad group level, bids can be set or adjusted up or down at a specific percentage or dollar value in bulk. It's also possible to now enable, pause or delete multiple ad groups across an entire account. The status of ads can be set across an account. Soon,... Read More