Partners Blog
What's new @ Google? Tips and tools for agencies
AdWords API v2009
Tuesday, June 30, 2009
The AdWords API team has been working on the launch of the latest version, v2009, which we're happy to announce is now in production. This version offers more speed, scale, and flexibility to developers, at a lower cost. Since this version is a production beta, developers can
sign up for access
and will be whitelisted on a rolling basis. For full details on what you'll find in v2009 and how to get started, visit the
AdWords API blog
.
Posted by Adam Wooley, Product Marketing Manager
Seminars for Success: Next stop, Edmonton
Tuesday, June 30, 2009
Calling all Canadian agencies (and those close to the border)! We're pleased to share that we'll be offering
Google Analytics Seminars for Success
in Edmonton, Canada on July 17-18, 2009.
The seminars will be led by Benjamin Mangold, an Authorized Analytics Consultant from Mangold Sengers in Australia. Day one will provide an introduction to Google Analytics, and day two will cover how to install and configure the advanced features and capabilities of Google Analytics.
For more information, and to register for one or both sessions, click
here
or visit the
Google Analytics blog
.
Posted by Eva Woo, Product Marketing Manager
Quality Score fact of the week
Monday, June 29, 2009
A few months ago, we ran a
series of posts
on a hot topic among our agency clients:
Quality Score
. Due to the popularity of the series, we'll be bringing you more facts about this important metric on a weekly basis. We hope you find these useful, and here's our first installment:
A higher bid will not improve your Quality Score.
Your Quality Score is determined by a number of factors, clickthrough rate (CTR) foremost amongst them, and is normalized to compensate for the higher CTR that ads in higher positions accrue. By simply increasing your bid for a keyword, you will likely increase the position of your ad on the page, but you won't be impacting the Quality Score for that keyword.
Posted by Dan Friedman, Product Marketing Manager
Update: New date for Landing Page webinar
Friday, June 26, 2009
The webinar "The Seven Deadly Sins of Landing Page Design," originally scheduled for June 24, 2009, has been rescheduled for Wednesday, July 1, 2009.
During this webinar, we'll help you ensure that your client's site makes a great impression by avoiding the major pitfalls of landing page design. Learn the "seven deadly sins" of landing page design through real-life testing scenarios. After the presentation, Tim Ash, CEO of renowned landing page optimization firm
SiteTuners.com
, will be available for Q&A as well.
Date: Wednesday, July 1st
Time: 10:00am PDT, 1:00pm EDT
Have your client's customer ID number handy when you
register here
, and for more examples of landing page improvements, see our
Website Workout
page.
Posted by Andrew Gomez, Marketing
Case study: Building success with display ads
Thursday, June 25, 2009
ROI Revolution recently decreased their client's cost per conversion by 58% while increasing clickthrough rate by 392% through the use of display ads created free through
AdWords Display Ad Builder
. I spoke with Matt Seising, an Account Manager at the North Carolina-based search marketing and website optimization firm, to uncover how he was able to achieve these results.
Ryan Hayward:
Why did you decide to start using the Display Ad Builder?
Matt Seising:
We first thought of it for our client who has been successfully targeting Google Finance. We knew that taking up the entire ad space would likely boost click-through rate and in fact, we saw a 392% improvement in CTR with the new display ad. Because of this boost, clicks were 46% cheaper for the display ad, and our cost per conversion decreased by 58% as compared to text ads. Additionally, the ability to use a free tool was incredibly efficient and helped us to get a display ad up in a day for free. If the client had been paying traditional rates to start running banners, they probably wouldn't have had any interest.
RH:
How does the Display Ad Builder fit with your overall client strategy?
MS:
The Google Content Network has been a focus for our agency for the last year because there's a ton of available traffic, and the Placement Performance Report has helped us to make it very profitable for our clients. In addition to driving more volume at lower costs in many cases, display ads also help clients to see the unique value of content as compared to search.
RH:
How have you optimized performance with the tool?
MS:
After seeing the initial performance, we decided to split the display ads into new ad groups; the click-through rates were so much higher and costs per conversion were so much lower we were probably going to want to bid those up to get as much profitable traffic as possible.
To start building your ads right away, click the Display Ad Builder option when creating a new ad in your account. You can also learn more about the tool on the
Display Ad Builder site
. Happy building!
Posted by Ryan Hayward, Product Marketing Manager
Analytics tips from the "streets" of Google
Wednesday, June 24, 2009
You work hard to track, analyze and optimize ad campaigns to keep your clients ahead of the curve. To help you efficiently and effectively collect and analyze these metrics, we headed out to the street (ok, it was a quick trip through the office) to hear what the Agency Team's Analytics experts had to say. Here are some recommended reports and best practices straight from the experts' mouths:
I love creating keyword clusters in
Advanced Segmentation
. I choose "Keyword" as the segment and then type in a keyword fragment that captures the essence of a cluster. For example, if I wanted branded keywords for a Google property, I would do "Keyword" "contains" "goog" (just in case there are misspellings), and for non-branded it would be "Keyword" "does not contain" "goog". Here's a
video
to learn more. Pretty powerful stuff. - Jesse N.
My advice is to set up
Site Search
. It's
simple to do
, gives you a finger on the pulse of your audience, and can guide optimization and testing strategies. Learn what users are looking for and identify good keywords for your accounts. See what users have or have not found, and use the information for ad text optimizations, A/B inventory tests, or internal site search improvements. - Eddie H.
I often
create
an Advanced Segment that only shows Google AdWords data. You can then look into any report and see what's working well and what can be improved with campaigns, specific landing pages, or geographic targeting. - Cassie P.
Check the
Referring Sites report
for your own domain name. If it looks like you're your own top referrer, you're doing something wrong. Check for
badly tagged/untagged pages
. Make sure redirects aren't causing your PPC traffic to get miscategorized. Ensure you're set up for subdomain tracking if applicable. - Brian K.
My vote would be for
Custom Reporting
. You
create
your own report and see data the way you want to. You can also save custom reports, add them to your dashboard or schedule them to be emailed to you. - Kelley C.
For additional resources and answers to your frequently asked questions, visit the
Google Analytics Help Center
or check out the Google Analytics learning resources on
YouTube
. For more posts on how to get the most from Google Analytics, check out the
Google Analytics Blog
.
Posted by Agency Ad Solutions blog team
New report: Brand Value of Rich Media and Video Ads
Wednesday, June 24, 2009
Are your clients looking to push forward with their branding goals? Can you help guide their decisions about effective branding formats?
If branding is creating a buzz with your clients, download the new report from DoubleClick and Dynamic Logic. The jointly authored "Brand Value of Rich Media and Video Ads" report provides detailed information on the impact of ad formats on branding results. Learn the branding strengths of image, rich media with video, rich media without video, and simple Flash ad formats, all within the report. Readers will also find tips and tricks on how to match ad format choice to branding goals.
Download the PDF report here
for free, no registration required. For more details about the report, visit the
DoubleClick blog
.
Posted by Sally Cole, Business Marketing
Case studies: Search-based Keyword Tool
Tuesday, June 23, 2009
Identifying effective keywords is one of the best ways to ensure that customers can locate your client's site. And the
Search-based Keyword Tool
(SbKT) is an efficient way to find and add highly relevant keywords to your client's account. Using actual Google search queries and the content of your client's site, the SbKT generates organized, themed suggestions for keywords that are new to your client's account.
To let the results speak for themselves, we've recently highlighted the success of two clients who expanded their keyword lists with the SbKT. U.K.-based shoe retailer
Cloggs
was able to quickly create new campaigns for their ever-changing product lines and drive increased traffic to their site. And Accomodation Direct, a South African travel company, lowered their cost per conversion by 34% using the keyword suggestions from the SbKT.
For more details,
read the full case studies
. Then
try out the SbKT
, and find the right keywords to be found by the right customers.
Posted by Adam Wooley, Product Marketing Manager
DoubleClick Spotlight: Display Benchmarks
Friday, June 19, 2009
If you're ever left scratching your head wondering how your campaign performed against the rest of the industry, then this development from DoubleClick may interest you.
Introducing the
DoubleClick Benchmarks Report
, a comprehensive set of benchmarks derived from data across
DART for Advertisers
based on rigorous methodology with input from the
Advertising Research Foundation
.
The latest report, available for
download
on DoubleClick.com, covers 2008 benchmarks across ad format, ad size and industry vertical. Normalized across hundreds of advertisers, thousands of campaigns, and tens of billions of ad impressions, the DoubleClick Benchmarks Report gives you information on:
Static image ads, Flash, and DoubleClick rich media formats
Average click-through, interaction, expansion, and video complete rates
Benchmarks across various creative sizes and industry verticals
Worldwide overall performance norms
To catch an overview of DoubleClick's display advertising benchmarks, register for the IAB-hosted webinar on June 24, 2009, Benchmarking Ahead: IAB reveals the DoubleClick Benchmarks Report. The webinar will be led by Ari Paparo, Group Product Manager for Google, who oversees the product vision for rich media, video and display advertising technology.
Date: June 24, 2009
Time: 9am PST / 11am CST/ 12pm EST
Register
here
Posted by Pamela Eng, DoubleClick Marketing Manager
Agency Tweeting - Where Technology and Creativity Intersect
Wednesday, June 17, 2009
We are very excited to announce the official launch of the Google Agency Team's Twitter account,
Creative Sandbox
.
We'll be tweeting about the coolest things happening across the Google platform. Follow us at
http://twitter.com/CreativeSandbox
and share your own creative applications of Google tools. Just remember, keep it short and tweet - 140 characters or less!
Posted by Sara Bell and Janine Gianfredi, Agency Team
Webinar: Landing page design
Monday, June 15, 2009
A landing page can be like a job interview: Present yourself in a clear, effective manner and you may be on your way to a great offer. Appear confusing, sloppy, or unappealing and you risk losing a good opportunity.
In our upcoming webinar, we'll help you ensure that your client's site makes a great impression by avoiding the major pitfalls of landing page design. Learn the "seven deadly sins" of landing page design through real-life testing scenarios. After the presentation, Tim Ash, CEO of renowned landing page optimization firm
SiteTuners.com
, will be available for Q&A as well.
Date: Wednesday, June 24th
Time: 10:00am PDT, 1:00pm EDT
Have your client's customer ID number ready handy when you
register here
, and for more examples of landing page improvements, see our
Website Workout
page.
Posted by Andrew Gomez, Marketing
Launch of the YouTube Biz Blog
Wednesday, June 10, 2009
In today's digital landscape, YouTube has quickly emerged as a must-have piece of online marketing strategy. Whether using the medium for its social and viral opportunities or for its massive reach, marketers and agencies continue to reach out to us with opportunities and ideas.
Every day YouTube is innovating, building out new features and products that may spark an idea of your own. That's why we just launched the
YouTube Biz Blog
. Created specifically for YouTube partners and advertisers, this newest member of the Google blog family is the best place to turn for tips, tricks, and feature launches that can help you stay in the know about the world's most popular entertainment destination online.
Posted by Michael Rucker, Product Marketing Manager
CPG Industry Spotlight: What's cookin' good lookin'?
Tuesday, June 9, 2009
Google's Consumer Packaged Goods sales and marketing teams have spent last few months cooking up research and resources to help agencies and clients effectively and efficiently meet their goals. Here's a peek at two of these resources, and how you can use them to support your CPG clients.
Research - "The Search for Beauty Buyers"
Google partnered with
Compete
to learn more about beauty searching, researching and purchasing behavior through survey and click-stream analysis. What we found is that online beauty searchers are more influential, engaged, and likely to purchase than beauty shoppers who do not use search. In addition, beauty searchers showed little preference between branded and non-branded keywords, and used online resources throughout the purchase process.
What can this mean for you? Consider an "always on" approach for search campaigns to reach these buyers, include both branded and non-branded terms to catch beauty searchers at all stages of the purchase funnel, and consider increasing bids on branded keywords to capture all of the traffic for these searches. Check out the recorded
webinar
for more data and take-aways.
Case Study - Flora's "Cooking with Schools"
Google UK partnered with
Unilever
,
Mindshare
and research partner
MetrixLab
to assess the impact of search on brand awareness. Unilever's brand
Flora
sought to extend its reach with families, children, nutrition and cooking through its "
Cooking with Schools
" campaign. Could paid search help Flora increase brand awareness with its target audience? We administered surveys to mothers and to children under age 15 who were exposed to different media combinations while performing search tasks, and found that search was more efficient than both TV and radio at raising Top of Mind Awareness for the Flora brand. In addition, we found that searching and seeing a sponsored link increased all brand awareness metrics.
What can this mean for you? Consider including search in future brand awareness campaigns. Pair it with other forms of media such as TV, radio or print to increase brand exposure and improve brand recall. For more details, read the
post
on the Official Google CPG blog.
To keep up-to-date on future CPG research and trainings, visit
www.google-cpg.blogspot.com
or
subscribe
to the blog.
Posted by Jenny Liu, CPG Marketing
Upcoming industry webinars: Travel, B2B, and Auto Insurance
Monday, June 8, 2009
If you manage clients that are in the Travel, B2B or Auto Insurance business, please feel free to join us for the upcoming webinars we're hosting with third party research companies.
Travel: A Look Into Destination Shopping Behavior
Using a detailed online behavioral analysis and in-depth survey of traveler perspectives, Google and Compete partner to present a new study exploring how consumers shop for and book destination-based travel.
Date: Tuesday, June 16, 2009
Time: 10:00-11:00am PDT, 1:00-2:00pm EDT
Read more details and register here
B2B: The Digital Life of the C-Suite
We asked hundreds of CEOs, CIOs, CFOs and other top-tier executives at $1 billion-plus organizations what makes them tick. In partnership with Forbes Insights, we'll share insights on how C-level executives use the Internet for information gathering.
Date: Thursday, June 18, 2009
Time: 10:00-11:00am PDT, 1:00-2:00pm EDT
Read more details and register here
Auto: The Role of Search in the Auto Insurance Shopping Experience
Google and Compete will present findings of a recent study that analyzed consumers’ auto insurance-related shopping and purchase behavior, with an emphasis on the role of search.
Date: Thursday, June 18, 2009
Time: 11:00-12:00pm PDT, 2:00-3:00pm EDT
Read more details and register here
Posted by the Agency Ad Solutions blog team
AdWords Editor 7.5.1 for Windows and Mac
Monday, June 1, 2009
We just released a new version of
AdWords Editor
with a few exciting updates.
Increase efficiency with CSV import
Many agencies have requested the ability to import CSV files in AdWords Editor, so we're happy to announce this new feature. If you make changes to your client's account in a spreadsheet or a custom application, you can now import your spreadsheet directly into AdWords Editor, then post your new or edited items.
Learn more
Save time by downloading or updating selected campaigns
Have you ever waited a long time for your client's account to download, when all you want to do is work with one or two campaigns? Now you can just download the campaign (or campaigns) that you want to edit, leaving the rest of the account alone. You may also choose to download or update only active campaigns (or only paused campaigns).
Learn more
Make the most of Keyword Opportunities
We've made a few changes to the Keyword Opportunities tool that should make it easier to manage your client's keyword data. On the "Search-based keywords" tab (the AdWords Editor version of the
Search-based Keyword Tool
) you can now view and organize new keywords by topical category, letting you zero in quickly on the keywords that are most relevant to the account. Also, when you export or copy keywords, the Keyword Opportunities columns (such as Volume and Competition) are now included. As another response to agencies' requests, you can now add terms to your account as either keywords, negative keywords, or campaign negative keywords.
Learn more
To learn more about what's in version 7.5.1, such as multiple column sorting and new conversion columns, please visit the
release notes
.
If you're already using AdWords Editor, you'll be prompted to upgrade automatically. This update won't require you to re-download your accounts, and it won't affect your comments and unposted changes. In the auto-update prompt, choose the 'Update without Backup' option; after you upgrade, your accounts will already be in the new version.
If you're not already using AdWords Editor, you can visit
our website
and click 'Download AdWords Editor.'
To learn more about the benefits of using AdWords Editor to manage clients' ad campaigns offline, please refer to these
frequently asked questions
, or visit the
Help Center
for comprehensive instructions and tips.
In addition, there will be a webinar for our agency partners on Friday, June 5, 2009 at 11 am PST / 1pm CST / 2pm EST:
Event number: 576 383 259
Event password: awe
Registration password: agency1
Call-in toll-free number (US/Canada) 866-469-3239
Click
here
to register.
Posted by Adam Wooley, Product Marketing
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