Rachel Poole and Sarah Kemp bring us the latest paid search news, including the addition of cost data to AdWords attribution, developments in Hotel Ads and behaviour data changes in Google Analytics
Google Adds Cost Data To AdWords Attribution
Google announced on Google+ last week that it has added cost data to the Attribution Modelling on AdWords. There was already conversion data shown for various models e.g. time decay, position-based and first-click. But now the cost side of these reports will be clearer. This will allow advertisers to evaluate how their CPA and ROAS changes.
"This allows advertisers to change their bids accordingly, reflecting the actual value of each campaign and keyword across the full conversion path," Google said.
Here’s an example of the new report:
Top Tips for Twitter Keyword Research
Keyword research on Twitter is a lot different than standard search campaigns, because of user intent on the platform, according to JD Prater in his post on PPC Hero this week.
Users are not necessarily using Twitter to search for an answer like on Google or Bing. They’re going there to find relevant news, engage with others, share articles/thoughts and be a part of a conversation. With this in mind, how do you perform Twitter keyword research in order to improve ad performance? Below are a selection of great sites to help improve understanding of keywords and hashtags on Twitter.
Topsy – A powerful social analytics platform to help understand keyword volumes on Twitter. It displays how many times a keyword was used in tweets over a selected time.
Hashtagify – Looks for relevant and related hashtags and displays them in a spider diagram style chart to help the visualise trends.
Hashtag.org – Displays a cloud-like visual of related hashtags and popular tags that have been used in a selected date range.
Google Improves Hotel Ads and Book on Google
Over the past several months there have been improvements to hotel search across Google, to help travellers find information more quickly and to enable hotels to generate more qualified leads.
As a continuation of these efforts, Google has announced a few more changes to Hotel Ads:
- Broader availability for the Google Hotel Ads Commission program
- Expansion of the Book on Google feature to more partners
- Inclusion of more amenity information within Google search
With these changes, Google is retiring the dedicated site for Hotel Finder this week, as users are now able to access the hotel information they need right from Google search.
Earlier this year Google tested its Hotel Ads Commission Program with a small set of independent hotels. With this program, these hotels are charged on the industry-standard commission basis rather than cost-per-click, making it easier for smaller, independent hotels to use Google Hotel Ads. Google has since announced that more hotels can participate in this program now that they have partnered with leading hotel technology solutions providers.
Book on Google is available to all Hotel Ads partners and works for users in the US. We will keep you posted when it rolls out in the UK.
Google Rolls Out Dynamic Callout Extensions
Just a year after Google introduced its callout extensions to highlight site benefits in AdWords text ads these extensions are now going dynamic.
Dynamic callout extensions will pull information from your website automatically and place it into your paid search text ads – saving you time managing your account. However, if you still prefer to manage this service yourself manual settings will trump he dynamic ones.
Google still recommends advertisers add and optimise callouts in their accounts, as dynamic callouts might not show for all advertisers.
Behaviour Data Changes in Google Analytics
Google Analytics has made changes to the way its behaviour data is viewed. Until now, Google’s default view from the behaviour page is the “Day” option, although the option to view hourly has been available. Now, it defaults to the “Hourly” option, but only if you select a time period of up to 4 days. Once it is 5 days or higher, it switches to the day default, and the “Hourly” option no longer works.
Viewing the hourly option is a great way to determine things such as when you should be posting new content to your site based on when the most visitors tend to go on the site or when marketing efforts should be concentrated. It is just a minor change but one that many people will notice - particularly if they have never explored viewing the Analytics hourly data before.
Here’s how the hourly view looks:
More Paid Search News and Advice
Read our previous PPC news update: Structured Snippets Come to AdWords
Learn how to stay competitive and relevant with regular AdWords Audits. Download your FREE Best-Practice Guide to AdWords Audits and discover our 22-step process for structuring an account.