Category Archives: Inside AdWords

Google’s official blog for news, information and tips on AdWords

Introducing Smart display campaigns

There are now over 3 million apps and websites on the Google Display Network (GDN), from popular news websites to the latest gaming apps. No matter what your customers are doing to stay informed or entertained across the GDN, it’s important to reach them with timely and relevant messages. In order to do that, you need to find the right customers, tailor your creative to them and set optimal bids.


Starting today, Smart display campaigns begin rolling out to all advertisers, letting you reach more customers easily on the GDN. Smart display campaigns use the power of Google’s machine learning to automatically:



Only Google provides automation like this at scale, helping you deliver richer experiences to consumers and better results for your brand. In fact, advertisers who use Smart display campaigns are seeing an average 20% increase in conversions at the same CPA,1 compared to their other display campaigns.


trivago, a hotel search platform, is using Smart display campaigns to help travelers around the world find hotel rooms that meet all their travel needs—like a room large enough for a family of four, one with hi-speed Wi-Fi for a business trip, or one with an ocean-front view for that well-deserved beach vacation. The travel brand provided:


  1. Creative assets: Headlines like “Find Great Hotel Deals,” descriptions of its hotel listings, beautiful images of destinations like Rome and London, and its logo
  2. Business goals: A target CPA and daily budget


AdWords did the rest—creating over 25,000 tailored ads and showing them to travelers shopping for hotel deals. For instance, people browsing a travel blog might see a message with trivago’s “Find Great Hotel Deals” headline and a breathtaking image of the Coliseum. With Smart display campaigns, trivago drove 36% more conversions at the same CPA, compared to its other similar display campaigns. The brand now uses Smart display campaigns across markets in Europe, Asia and North America.


Smart display campaigns automatically created over 25,000 versions of trivago’s ad
and showed them to people across 55 countries shopping for hotel deals


Credit Karma, a free credit and financial management website, used Smart display campaigns to get more signups and drove 37% more conversions at a similar CPA.2 “Smart display campaigns help our team save time, engage new customers and scale our marketing efficiently,” says Andrew Tam, Senior Director of Marketing at Credit Karma.





Hulu Japan, a subscription video service, turned to Smart display campaigns to reach new subscribers and drove a 37% higher conversion rate.3 “Smart display campaigns make it simple to set up and manage our campaigns using the power of automation. They're a really effective way to promote our service to prospective customers,” says Mue Hasegawa, Online Communication Senior Manager of Hulu Japan.


Learn more about setting up your first Smart display campaign in the AdWords Help Center.


Posted by David Margines, Product Manager, AdWords


1 Google internal data
2 Based on initial launch in 2016
3 Compared to other similar display campaigns

Source: Inside AdWords


Data-driven attribution delivers better results than last-click

There are more moments throughout the day for businesses to connect with consumers than ever before. It’s critical for marketers to know which moments matter, and which ones don’t.



The search process doesn’t start and end with “buy the exact product I already know I want.” People tend to click on multiple ads before converting. This process makes it challenging to assign the proper credit where it’s due. Last-click attribution, the default choice in AdWords, ignores everything except for the final, “buy the exact product I already know I want” ad click.



As marketers, it’s crucial to understand which of your clicks are the most impactful, whether or not they’re the last click before a conversion.



Data-driven attribution (DDA) uses Google’s machine learning technology to determine how much credit to assign to each click in the user journey. With DDA, you can understand how much credit should be assigned to the click on an ad for “features for product I think I want.” Even though it doesn’t convert immediately, you might see that people who click on that ad are much more likely to become customers later on.



DDA was introduced to AdWords back in May 2016, and since then, we’ve been studying how it affects performance. A recent analysis of hundreds of advertisers using DDA revealed that performance improved when compared to last-click attribution:



When compared to last-click attribution, DDA typically delivers more conversions at a similar cost-per-conversion



For Search, data-driven is now the recommended model for all eligible advertisers. It is a better way to measure and optimize performance.



How data-driven attribution works



DDA is different from rules-based attribution models. It uses your account’s conversion data to calculate the actual contribution of each search ad click along the conversion path. By comparing the paths of customers who convert to those who don’t, DDA determines what truly matters for each conversion path.



As long as your account has enough clicks and conversions, you’re eligible for DDA. We automatically train a model that’s unique to each of your conversion types. The model observes what your customers do before converting, and what they do when they don’t convert, to measure what’s important. Using Google’s machine learning, the models continue to improve over time. Read more about DDA.



The benefits of knowing which clicks matter



Here’s how DDA has already created value for other companies:






Select Home Warranty, which provides warranties to homeowners for household repair projects in the United States, saw a 36% increase in leads and a 20% decrease in cost-per-conversion after making the change to DDA.



“Switching to a data-driven attribution model unlocked growth for our business because it allowed us to give proper credit on mobile devices and non-brand keywords, resulting in a significant increase in overall conversions.” - Joseph Shrem, Founder, Select Home Warranty







Medpex is one of the largest mail-order pharmacies in Germany. Using Smart Bidding  and data-driven attribution, they drove 29% more conversions while reducing cost-per-conversion by 28%.



“An algorithm is better equipped than any manual optimization to react to dynamic changes such as price changes of competitors or delivery bottlenecks.” - Frank Müller, Chief Marketing Officer, medpex







H.I.S., a travel agency with global presence in over one hundred cities worldwide, combined DDA with Smart Bidding and Dynamic Search Ads to grow conversions by 62% at a constant cost-per-conversion.



“Data-driven attribution helped us to acquire new users because we could strengthen our approach to users in the consideration phase.” - Ryoko Kume, Customer Communications, WEB Promotion , H.I.S. Head Office WEB Division

Updating your model



Making this change is straightforward. When you change your conversion action settings, use the dropdown in the Attribution Model section to select Data-driven as your attribution model:



DDA Picker.gif



Going forward, your “Conversions” column in AdWords will report your conversions based on the new DDA model. Smart Bidding will automatically adjust to this new way of measuring conversions. If you’re bidding manually, use the “current model” columns to make the initial set of adjustments. You can find these under the set of attribution columns.



Making the most of DDA



Updating your “Conversions” column is a big step, but there are a couple of other steps to ensure that your account sees the most potential improvement:



  • Adjust bids considering your new DDA-based conversions. Once you’ve updated your attribution model, your “Conversions” columns will begin to populate with stats that reflect your choice. From there it’s easy: Optimize your bids to account for the numbers in those columns. The recommended approach is to adopt an AdWords Smart Bidding strategy, like Target CPA or Target ROAS. Historical performance for that model can be found in the “current model” columns, which you should use as you make initial bid changes.
  • Give DDA some time. Those multiple clicks in a user’s conversion path take some time to happen. Give users a chance to convert or make a purchase before evaluating results. Once your account has settled into the new method, allow a couple of weeks to pass where you gather results.
  • Re-evaluate keywords that tend to be earlier in the click path. Last-click attribution could have favored some keywords at the expense of others. Now that you’re doing a better job measuring what matters, you may find that some campaigns make a big difference in the user journey. That difference may not have been measured appropriately in the past.
  • Stop reviewing assisted conversion metrics. In the coming months, we’ll be removing columns that reference assisted conversions from your statistics tables and reports.



Watch this video for more information about getting started with data-driven attribution. For more detailed guidance, including the steps to follow to properly test a new attribution model, check out our best practices for going beyond last-click attribution.



DDA is recommended for all Search ads, and we’re dedicated to improving DDA elsewhere. You can also take action on DDA if you use DoubleClick Search. In addition, DDA is also available in Google Analytics 360 and Attribution 360. We’ll continue to invest in DDA to make it even better across platforms.



Posted by
Joan Arensman, Product Manager, AdWords Attribution
Wilfred Yeung, Senior Product Manager, Bidding

Source: Inside AdWords


Google Customer Reviews: receive and share customer feedback while earning seller ratings

Thousands of merchants have long been using our Google Trusted Stores program to gain their customers' confidence. Today, we’re excited to introduce Google Customer Reviews, which will replace the Google Trusted Stores program.

Google Customer Reviews offers more ways to customize the Google badge and opt-in on your site, better account management tools that save your time, and new insights into your seller rating.

     
Google Customer Reviews Badge showing seller rating


With Google Customer Reviews, you can collect valuable reviews about your business for free. After you sign up and complete the brief setup process, customers who make a purchase on your site can opt-in to receiving an email survey to rate their buying experience. The reviews collected will contribute to your seller rating, which represents aggregated consumer reviews from multiple sources, including independent data providers and our own Google surveys. Your seller rating shows up on Google Shopping, AdWords text ads, and your website if you choose. Showing seller ratings on your text ads can boost your ads’ click through rate by up to 10%.


How to enable Google Customer Reviews



1) Sign in to your Merchant Center account (or sign up if you do not have an account).
2) Select “Merchant Center programs” from the dropdown in the upper right-hand corner.
3) Click “Get Started” in the Google Customer Reviews card and accept the Program Agreement.
4) Add the survey opt-in code to your website.
5) [Optional] Add the badge code to your site wherever you want. This will make the badge appear on your site, allowing you to display your seller rating and show customers that you’re integrated with Google Customer Reviews.


Learn more



Google Customer Reviews is now available in the United States, France, Germany, United Kingdom, Japan and Australia. To learn more about the program, please visit our Help Center.

Source: Inside AdWords


New measurement innovations unlock more store visits data

When people are deciding where to go—like where to shop, eat or have fun—they turn to their smartphones to explore and find nearby places. We introduced store visits measurement two years ago to help advertisers measure these consumer journeys that span the online and physical worlds. Since then, advertisers globally have measured over 4 billion store visits in AdWords.

Today, we’re excited to announce new innovations that will make store visits available to thousands more advertisers around the world. These innovations will also allow us to report more store visits for advertisers already using these insights to give a more complete view of performance.


Richer store visits data at the same high level of accuracy


We know measurement insights like store visits help you make business-critical decisions about how you manage and optimize your marketing campaigns. That’s why we uphold strict, conservative confidence thresholds for the data you see in AdWords and only report on store visits when we’re sure the data meets the highest standard of accuracy. This is also done in a secure, privacy-safe way without sharing any personal location information at an individual level. Store visits are calculated based on aggregated and anonymized data from users who opt in to activate Location History.

As we continue to evolve our measurement technology with new strides in machine learning, mapping technology and survey quality, we are able to increase the number of store visits we can report while still achieving that same high bar for accuracy you’ve come to expect.


Deep learning helps us better predict store visits in challenging scenarios


In the past month, we’ve upgraded to deep learning models to improve how we measure store visits. We’re now able to train on larger data sets and increase our accuracy in prioritizing which location signals are most predictive of true visits. This allows us to reliably measure more store visits in contexts that are typically tricky, such as in multi-story malls and dense geographies where many business locations are situated close to each other.

These are the innovative machine learning techniques at the core of powerful Google features that help people solve complex problems in their everyday lives -- they can help automatically curate images in Google Photos to create an album of your favorite college memories. Or process entire sentences at a time in Google Translate to give you translations that sound much closer to what a fluent speaker would say.


New mapping initiatives improve how we define location geometry


We’ve also scaled our efforts to map the precise geography and geometry of more business locations. We’ve refreshed imagery from Google Earth and Google Street View to get the most up-to-date, external views of where different buildings begin and end. Around the world, on-the-ground teams are also partnering with more businesses to scan Wi-Fi strength inside buildings to figure out their true boundaries.


Higher-quality survey data to verify store visits


When our systems detect that potential visits have occurred, we add an extra layer of verification by surveying select users about their store visits. We directly ask which locations they’ve visited, see how this checks out against our predictions, and then use this data to calibrate our machine learning models. We’ve continued increasing the reliability and quality of these surveys using real-life audits and location visits from our own teams. For example, we’re now verifying more visits that happen in areas with high store densities to give our models more data to learn from. This strengthens accuracy and allows us to report on more store visits that may have been previously excluded.

New innovations for measuring store visits will allow more AdWords advertisers to get these insights for the very first time, and deliver a richer and more complete data set to advertisers already using store visits. We’re excited to continue partnering with you to build better online-to-offline experiences for your customers and help you measure the direct impact to your business.

Source: Inside AdWords


Dynamic Search Ads are now more effective than ever

Dynamic Search Ads (DSA) help you reach people who are searching for your products and services—without the need for you to actively manage keywords or ads. Today we're introducing three improvements to DSA: page feeds, expanded ads and quality enhancements.


Control the products you advertise


Page feeds give you additional control over your DSA campaigns to ensure only relevant products and services are shown to your customers. Simply provide us with a feed of what you want to promote and select the landing pages that you want to include in your auto targets. We’ll use this information to determine when your ads will show, and where to direct your customers to on your website.

You can also apply custom labels in your page feeds to keep your ads organized. For example, create a label called “Holiday Promotion” and apply it to a group of products to easily activate and pause all ads within that promotion at the same time. Mark out of stock products with an “Unavailable” label to prevent driving traffic to them.

Hot Pepper Beauty, one of Japan's top salon booking services, uses page feeds and has reduced its time spent managing DSA campaigns by 90%:

“DSA with page feeds helps us expand our audience reach and dramatically reduces operational overhead while maintaining targeting control at the URL level.” - Tomoyuki Ishii, Manager of Digital Marketing at Recruit Lifestyle Co., Ltd.


Booking.com, the world leader in booking accommodations online, has also experienced positive results with page feeds:

“DSA Page Feeds has provided us with better ad performance through more relevant ads and allows us to reach more potential customers.” - Richard Gradwell, Director Marketing PPC Innovation at                                                                                         Booking.com



Expand your Dynamic Search Ads


Earlier this year, Search and Display campaigns fully transitioned to expanded text ads. Over the next month, we’re rolling out support within DSA campaigns for this expanded format. Longer headlines and description lines allow you to show more information about your business before people click your ad. When you create a new ad, use the expanded description field to provide deeper messaging that focuses on what consumers care about.



Show more relevant ads


It’s important that your ads only show when they’re most relevant to what people are searching for. For example, if you're a baker in Palm Springs, your ads should only show to people who are looking for baked goods in Palm Springs. That’s why we’re always improving the effectiveness of our DSA campaigns. With our latest updates, advertisers are seeing on average an increase in conversion rate and a decrease in CPA.

Source: Inside AdWords


Expanded safeguards for advertisers

The web has opened a door for new communities and platforms that help people find diverse views and have a voice. Today, anyone with a smartphone can be a content creator, app developer or entrepreneur. And Google has enabled millions of content creators and publishers to be heard, find an audience, earn a living, or even build a business. Much of this is made possible through advertising. Thousands of sites are added every day to our ad network, and more than 400 hours of video are uploaded to YouTube every minute. We have a responsibility to protect this vibrant, creative world—from emerging creators to established publishers—even when we don’t always agree with the views being expressed.

But we also have a responsibility to our advertisers who help these publishers and creators thrive. We have strict policies that define where Google ads should appear, and in the vast majority of cases, our policies and tools work as intended. But at times we don’t get it right.

Recently, we had a number of cases where brands’ ads appeared on content that was not aligned with their values. For this, we deeply apologize. We know that this is unacceptable to the advertisers and agencies who put their trust in us. That’s why we've been conducting an extensive review of our advertising policies and tools, and why we made a public commitment last week to put in place changes that would give brands more control over where their ads appear.

I wanted to share that we've already begun ramping up changes around three areas: our ad policies, our enforcement of these policies and new controls for advertisers.


Raising the bar for our ad policies


We know advertisers don't want their ads next to content that doesn’t align with their values. So starting today, we’re taking a tougher stance on hateful, offensive and derogatory content. This includes removing ads more effectively from content that is attacking or harassing people based on their race, religion, gender or similar categories. This change will enable us to take action, where appropriate, on a larger set of ads and sites.

We’ll also tighten safeguards to ensure that ads show up only against legitimate creators in our YouTube Partner Program—as opposed to those who impersonate other channels or violate our community guidelines. Finally, we won’t stop at taking down ads. The YouTube team is taking a hard look at our existing community guidelines to determine what content is allowed on the platform—not just what content can be monetized.


Increased brand safety levels and controls for advertisers


Every company has brand guidelines that inform where and when they want their ads to appear. We already offer some controls for advertisers that respond to these needs. In the coming days and months, we’re introducing new tools for advertisers to more easily and consistently manage where their ads appear across YouTube and the web.

  • Safer default for brands. We’re changing the default settings for ads so that they show on content that meets a higher level of brand safety and excludes potentially objectionable content that advertisers may prefer not to advertise against. Brands can opt in to advertise on broader types of content if they choose.
  • Simplified management of exclusions. We’ll introduce new account-level controls to make it easier for advertisers to exclude specific sites and channels from all of their AdWords for Video and Google Display Network campaigns, and manage brand safety settings across all their campaigns with a push of a button.
  • More fine-tuned controls. In addition, we’ll introduce new controls to make it easier for brands to exclude higher risk content and fine-tune where they want their ads to appear.



Increasing resources, accelerating reviews and improving transparency


We’ll offer advertisers and agencies more transparency and visibility on where their ads are running, and in the coming months we’ll expand availability of video-level reporting to all advertisers.

We'll be hiring significant numbers of people and developing new tools powered by our latest advancements in AI and machine learning to increase our capacity to review questionable content for advertising. In cases where advertisers find their ads were served where they shouldn’t have been, we plan to offer a new escalation path to make it easier for them to raise issues. In addition, we’ll soon be able to resolve these cases in less than a few hours.

We believe the combination of these new policies and controls will significantly strengthen our ability to help advertisers reach audiences at scale, while respecting their values. We will continue to act swiftly to put these new policies and processes in place across our ad network and YouTube. But we also intend to act carefully, preserving the value we currently provide to advertisers, publishers and creators of all sizes. In the end, there’s nothing more important to Google than the trust we’ve built amongst our users, advertisers, creators and publishers. Brand safety is an ongoing commitment for us, and we’ll continue to listen to your feedback.

Source: Inside AdWords


Join us live on May 23, 2017 as we announce the latest Ads, Analytics and DoubleClick innovations

What: Google Marketing Next keynote live stream
When: Tuesday, May 23 at 9:00 a.m. PT/12:00 p.m. ET.
Duration: 1 hour
Where: Here on the Inside AdWords Blog

Be the first to hear about Google’s latest marketing innovations, the moment they’re announced. Watch live as my team and I share new Ads, Analytics and DoubleClick innovations designed to improve your ability to reach consumers, simplify campaign measurement and increase your productivity. We’ll also give you a sneak peek at how brands are starting to use the Google Assistant to delight customers.

Register for the live stream here.

Until then, follow us on Twitter, Google+, Facebook and LinkedIn for previews of what’s to come.

Source: Inside AdWords


Attention, please: Supporting the ad industry to measure what matters

If a million trees fall in the forest and nobody hears them, do they make a sound? What about a million impressions that are served but ignored?

It’s important for advertisers to ensure their video ads don’t just reach their audience, but also capture their attention -- at scale. Today, I’m excited to announce new research and reporting features to help advertisers do just that.

Reach is a critical measure of scale for advertisers. To help you know how many people you're connecting with, we are introducing Unique Reach in AdWords. This update allows you to see the number of unique users and average impressions-per-user across devices, screens and platforms.

But mere exposure to advertising isn’t enough. In order to have real impact, ads must capture attention. And to maximize attention, you need to know that your audience has seen, heard and spent time with your ad.

Globally, YouTube viewability grew to an industry leading 93% in 2016, up from 91% in 2015.1 Across the web and apps, video viewability grew from 54% in 2015 to 66% in 2016.2 Ads on YouTube are also 95% audible.3 And while viewability and audibility are each important on their own, together they pack a much more powerful punch: In analyzing data from over a thousand YouTube ads, we’ve learned that users who both see and hear ads experience higher brand awareness, higher ad recall and higher consideration than those who only see or only hear ads.4


Source: Google TrueView Brand Lift studies Aug-Sep 2016, Global, data for users with single impression. Data shows ratio of additive differences vs. control respondents for each group of viewers.



Finally, even with the assurance that your audience can see and hear your ad there still remains the lingering question of how much time they actually spent watching your content. To help provide advertisers with this critical layer of detail we’ll start reporting watch time for your in-stream and bumpers campaigns. Alongside viewability and audibility rates, watch time gives you another powerful signal for understanding how people view your ads.

Now, by looking at watch time across your YouTube campaigns, you can get closer to understanding which ads are holding the attention of your viewers, and are thus most likely to make an impact.

Driving business results in today’s media environment means prioritizing attention. On YouTube, advertisers are able to take that powerful combination of sight and sound, and scale it to over a billion users with the ability to better understand how many users you reached across screens and how much time they spent watching your ads. We’re excited to offer these metrics, which will be available shortly in AdWords. For more information, check out our Help Center articles on Unique Reach and watch time reporting.



1. Google and DoubleClick advertising platforms data, Q4 2015 over Q4 2014
2. Google and DoubleClick advertising platforms data, April 2016
3. Google Internal Data, Global, August 2016 (when volume is at least 10% for YouTube ads)
4. Google TrueView Brand Lift studies Aug-Sep 2016, Global

Source: Inside AdWords


Close variants now connects more people with what they’re looking for

From running shoes to cheap hotels to credit cards, and everything in between, people are searching for the products and services you offer. However, finding the right keywords to reach your customers can be difficult–and many advertisers agree.1 Whether someone is searching for “running shoes” or “shoes for running,” what they want remains the same; they’re looking for running shoes. You shouldn’t have to build out exhaustive keyword lists to reach these customers, and now you don’t have to.

Close variants helps you connect with people who are looking for your business, despite slight variations in the way they search. To make it even easier for you to reach more of your customers, over the coming months we’re expanding close variant matching to include additional rewording and reordering for exact match keywords.2 Early tests show advertisers may see up to 3% more exact match clicks on average while maintaining comparable clickthrough and conversion rates.3



Rewording and ignoring function words


Function words are prepositions (in, to), conjunctions (for, but), articles (a, the) and other words that often don’t impact the intent behind a query. With this change, exact match will ignore these function words to match with similar queries.

Function words are the only words that will be ignored. This should only happen when it won’t change the meaning of your keyword. For example, the “in” in “hotels in new york” can be safely ignored because it doesn’t affect the meaning. However, the “to” in “flights to new york” would not be ignored, because a “flight from new york” is not the same as a “flight to new york.”




Same meaning, different order


Two keywords can share the same meaning, even if the word order is slightly different. For example, “buy new cars” and “new cars buy.” Now, exact match will use that same logic to match with queries that are reordered variations of your keyword.

It’s important to note that word reordering won’t add any words to your keywords. Your keywords also won’t be reordered to match with a query when it changes the original meaning of those keywords. For example, the keyword [SFO to JFK] shouldn’t match to the query “JFK to SFO” because the destination is different.



Putting it all together


With this expansion of close variants, you’ll no longer have to build and maintain lists of reworded and reordered exact match keywords to get the coverage you want. If you already use reworded or reordered keyword variations, AdWords will still prefer to use those keywords identical to search queries. Phrase match keywords aren’t included in this update.

Going forward, use RLSA, Smart Bidding, the search terms report and negative keywords to help shape your traffic and reduce costs. To learn more about this and other strategies that can help you make the most of this change, check out our keyword best practices.



1. Google internal data, global
2. This change will affect English and Spanish keywords only, with other languages to follow throughout 2017
3. Google internal data, aggregate traffic

Source: Inside AdWords


A fast start to 2017 for click-to-call ads

Living in a mobile-first world has made it easier than ever to pick up the phone and talk to a business directly. That’s why we've continued investing in calls innovations based on the great feedback we've heard from you. From call-only ads for marketers who prioritize calls to imported call conversions that allow you to upload your own call conversion data directly into AdWords, we’ve strived to drive more high-quality calls to your business in three main ways:

  1. Simplified workflows so you can set up click-to-call ads faster
  2. Better ad experiences that make it easier for people to call you
  3. Detailed call reporting that shows which parts of your campaigns drive the most valuable calls 


We have new updates coming soon across these areas to help you improve your calls performance.


Get your call extensions up and running more quickly


Account-level call extensions will begin rolling out this week to help you set up call extensions at scale. You can implement them once across your entire account rather than adding them multiple times to individual campaigns and ad groups.

In the coming months, we're also rolling out automated call extensions to more advertisers globally to help you set up call extensions more quickly. AdWords will identify landing pages that already feature a prominent phone number, and automatically set up a call extension and call reporting for this phone number to help you drive more calls to your business.


New year, new look for click-to-call ads


In addition to making call extensions quicker to set up, we’re improving the ad experience to help consumers call you more easily. For example, we started testing business names in the headlines of call-only ads last year to help advertisers maximize high-quality calls from people who intend to call them.

“Introducing business names to call-only ads has improved the quality of calls we drive from Google Search for clients across our agency. We’ve been able to showcase their brands more clearly and increase user trust, which has led to significantly higher clickthrough and call conversion rates."
-Kevin Quinlan, President of wommster.com

We’re now rolling this change out globally and will continue experimenting with other new features in click-to-call ads, including testing caller satisfaction ratings to show consumers which businesses are delivering a great user experience over the phone.




New reporting for keyword and ad-level call details


Measuring performance from your click-to-call ads is essential for making informed decisions about your spend and optimizations. AdWords call reporting is easy to set up and available in 23 countries around the world at no additional cost to show you useful insights and conversions from the calls you’re receiving. We’ll soon be adding new call details to your keyword and ad copy reports. Additional columns for “Phone impressions” and “Phone calls” will give you a more complete view of call performance and help you see where there are opportunities to improve. For example, consider using call-only ads on keywords with the highest phone-through rates, or decreasing wait times when you have customers on the phone to improve call conversion rates.

We hope these new updates to click-to-call setup, ad experiences and reporting will help you ring in 2017 with great calls performance. To learn more, visit the Help Center and read our best practices for driving phone calls to your business and optimizing the caller experience.

Source: Inside AdWords