With the holidays fast approaching, many webmasters and online business owners are now scrambling to come up with the best shopping and ad campaigns to entice more people into visiting and shopping on their respective sites. Fortunately, Christmas has come early for them as Google just recently added new AdWords features that will give their shopping campaigns a huge boost.
According to Yuyu Chen of Search Engine Watch, the new AdWordsupdates include an auction insights report, the ability to see search impression share, device and time segmentation, bid simulator columns, and a flattened view of product groups.
First stop, the auction insights report. This new features allows users to compare their Product Listing Ad or PLA performance with other advertisers who are participating in the same auction. To determine how your competitors are doing, all you have to do is refer to impression share, overlap rate, and outranking share.This is definitely a huge help as it gives you a pretty good idea on how to adjust your campaigns to get a huge advantage over other advertisers.
Device and time segmentation, on the other hand, is somewhat similar to auction insights report. It also allows users to determine the performance of the campaigns of their peers and competitors, giving them an idea on how they can better refine their bid modified strategy to get better results.
With the update, Google has also significantly improved users’ ability to search impression share. According to the tech giant, users can now easily identify which campaigns are limited by a low budget by checking out the Lost IS (budget) column. They can also determine which PPC ads need further optimisation by referring to the Lost IS (rank) column. Take note, however, that there might be a change in impression share between the months of October and November. It is because Google said it is now calculating search impression share at account level.
Wondering what might have happened with your PPC ads should you decide to bid differently?Well, now you can with a simple click of your mouse button. The new bid simulator columns can show you what your advertising results could have been if you have set different bids. To make the most of this feature, Google said you should add bid simulator columns in the product groups tab. This will help you easily identify the product groups that have the potential to attract more clicks.
And finally, the flattened view of product groups makes organising and viewing your campaigns much easier. It allows you to sort product groups within an ad group based on performance data such as impression share and cost per click. This allows you to pinpoint which product or ads should be optimised and further enhanced to get the results you are expecting.
If you want to improve the efficiency and performance of your PPC ads this shopping season, be sure to check out these new AdWords features and give them a try. This way, you can trump the competition and generate bigger revenues.