Google helping advertisers to generate more calls, Wednesday, adds a new call bid adjustments in AdWords, which lets you control how often a call option appears with the search ads.
The feature is helpful to increase bids on campaigns that drive valuable phone calls, for example, Google explains, "a travel advertiser, may see higher order values from calls because it can be easier to cross-sell rental cars, group tours and other vacation add-ons during a live conversation." "Just raise your call bid adjustments to show call extensions more frequently and drive more of these high-value call conversions."
Call bid adjustment range is -90 percent to +900 percent, and its only "exclusively available in the new AdWords experience," which will roll out to all advertisers by the end of the year, says google. Calls are also listed under "Interactions" in the UI.
Also, available through the new AdWords UI experience are the features like:
Promotion extensions, that allow you to show and link to a specific offer in text ads. The tag icon in this extension helps it stand out on the page. See, how the setup looks in the new UI:
Household income reporting and targeting is available for search campaigns from the Demographics tab in the new interface. A chart at the top of the page makes it easy to quickly see how your campaigns perform along household income segments. Bid adjustments can be set at the campaign or ad group level.
Audiences page offer a single place to manage audience targeting and optimizations.
"Target and bid" is now called "Targeting," and "Bid only" is more aptly called "Observations."
N-grams. a Words tab in the Searches box that's shown on the campaign Overview provides an n-gram view of the words included in the search terms that have triggered ads in the campaign. The darker the border around a word or phrase, the more impressions it received. Hover over a word or phrase to see a pop-up list of search queries that contain it and the impressions, clicks and conversions of each. This can help you analyze word or phrase performance across a broad set of search queries rather than on an individual basis.
Several new features coming soon including (via):
- Landing page performance, similar to ads and keywords pages, aims to help advertisers optimize for better user experiences and improve ad performance, particularly on mobile.
- Custom in-market audiences coming to Search campaigns. Google will also be launching custom in-market audiences that can be tailored based on the advertiser's website, campaign performance and business goals. Look for this later this year.
- Google attribution will be integrated into the new interface.
- Store sales measurement uploads, let retailers that capture loyalty program emails at the point of sale can import store transactions into AdWords directly or through a third party.