Adwords features a wide variety of features to help you achieve your advertising goals. Here are a few of our favorites:
If you’ve never used conversion tracking, this feature is a definite “must”. A conversion is any desired action taken by a visitor, such as making a purchase, signing up for newsletter, or even spending a certain amount of time on your website. Any of these actions can be tracked back to the specifics of your campaign – right down to the specific ad, keyword, and region that brought in the conversion. This feature allows you to closely track and reduce the cost of your conversions so that you only pay for ads that are bringing you value.
Mobile Click to Call Ads
Most of the time, ads work by bringing users to your website where they can access more information. But what if all you really want is to increase calls? Then just pay for that. Click to call ads enable mobile viewers to call you directly from your ad, with one click. You can also choose to pay only for calls rather than website visits.
If you want to show searchers that you’re local, location extensions are a great way to do this. The length of your ad is limited to 95 characters plus your URL, but location extensions allow you to show your address in addition to your 95 characters. If you have multiple locations, Adwords will automatically show the address that is closest to the searcher.
Invalid Click Detection
Have you ever worried about your competitors clicking your ads to drive up your costs? Luckily, Google has worried about this for us. Google implements several automated and manual checks for “invalid clicks” such as clicks from automated software or repeated clicks from competitors. When the occasional invalid click gets through the automated checks, they will even issue refunds (without being asked!) for suspicious clicks.
Not every visitor to your website will place an order or book an appointment with you. And once they’ve left your website, in many cases, they’ll simply forget about you. But with remarketing, you’re able to target those people who left your website with ads custom-made for them. The most common application is for online shoppers who abandon their shopping carts. Remarketing can be used to show ads offering free shipping or other incentives to entice these visitors to complete their purchases.