Three new ways to use Google AdWords

Here are some more updates on changes with Google AdWords – it’s all happening at the moment. For those of you using us to manage your campaigns, rest assured we’re looking into the applicability of these opportunities. If you’re managing your own campaigns, these will be worth putting aside some time for. If you use someone else to manage them, it might be worth seeing if they’re on the ball. You know what to do if they’re not.

1. Expanded Text Ads
I’ve previously mentioned this new opportunity with search adverts, and all I need to add is that it should now be a priority task to get all of your adverts rewritten to take advantage of this. Our own clients will have had plenty of information from me about what’s going on.

2. Responsive Display Ads
Text ads on the Display Network are all but dead. Google has been taking our text and creating pseudo-image ads for some time now, but the results have been less than optimal in terms of branding. They’ve even had the nerve to lift images from our landing pages or logos from our Google+ accounts, which is an outrageous liberty, and I’ve told them so at the highest level. The new “Responsive Display Network Ads” allow us to at least specify the image and/or logo which is used, and ads will be created from these (and the text) to fit in the 50 or more sizes of advert now available to us, as well as responsive screen displays. Do not continue to use text adverts on the Display Network without having a thorough understanding of this. Here’s a good background article which Wordstream has written, so I don’t have to.

3. Remarketing for Dynamic Search Ads
Not something which Google is promoting as a major new class of advertising, but an interesting idea nevertheless. The link above is to a Wordstream article (again) which explains this interesting combination of two search advertising campaign types: Dynamic Search Ads (DSA) and Remarketing Lists for Search Ads (RLSA). With the first, we let Google create ads dynamically, based on our landing pages and the searches being made. With the second, we modify the bids for previous visitors, perhaps to enable us to target a broader range of searches. Put the two together and you’re giving Google an adventurous level of control, but one which is worth investigating. Best of luck.

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