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Enhanced Campaigns: Location ‘Bid Adjustments & Extensions Targeting’, Offer Extensions

Enhanced Campaigns in Google AdWords just received new new location-oriented features –available globally and help achieve better results with AdWords “online and offline.”

Whether online-only, offline-only, or multi-channel, businesses can now geotarget broadly with selective bid adjustments for improved results.

“It’s simple to increase or lower your bids by a certain percent for any location target in your campaign. In the AdWords interface, just click Locations on the Settings tab, and then click on the bid adjustment column to the right of a location target to increase or decrease your bid,” explains Google.

Additionally, you can also make location bid adjustments with the latest version of AdWords Editor.

To optimize with selective bid adjustments using the AdWords interface:

  • “Click on the “Location details” button and select “What triggered your ad.”
  • Toggle the View button to slice your campaign performance data, including conversion data, by different geographic levels (example screen)
  • Sort or filter to focus on the locations you want to optimize
  • Select one or more locations
  • Click the “Add targets and set bid adjustment” button” informs Google.

Enhanced Campaigns: Adjusting a bid for a location target

If you operate an offline or multi-channel business, you can now reach customers near your offline business locations more easily with just a few clicks.

“It uses the location extensions you’ve already created and a radius that you specify to create targets around your businesses,” informs Google. Here is the step-by-step directions.

  1. “Sign in to your AdWords account at http://adwords.google.com.
  2. Click the Campaigns tab.
  3. Click the name of the campaign that you’d like to edit.
  4. Click the Settings tab.
  5. Click Edit next to Locations.
  6. Click Advanced search.
  7. At the top of the window, click Location extension targeting.
  8. Enter the radius that you’d like to target around each of your location extensions.
  9. Click Add.
  10. Click Done.
  11. Click Save to save your settings.”

Enchanced Campaigns Setting a location extension target

Offer extensions help you “drive offline purchases and in-store traffic with a redeemable offer shown with along side search ads across devices.”

“When a customer click your offer, they’ll see your offer details, business logo, and nearby stores. They can print your offer or save it to their Google Offers account for in-store redemption. At the point of sale, customers redeem the offer using either a text code or a bar code,” Google wrote.

You can use them whether you’re a retailer, manufacturer, or other type of business “currently shown to users in the U.S. only.”

Further Google notes that business will pay for clicks on an offer just like a click on your ad headline – “there are no fees for each redemption.” Adding, “We’ll also remind customers about unused offers through email to improve the redemption rate,” Google said.

Offer extensions are available at the campaign or ad group level–check out this Help Center for more details and tips on offer extensions usage and reporting.

Enhanced Campaigns Drive measurable offline purchases and in-store traffic with offer extensions

In other advertising news, Google just expand its “Project Re: Brief” program with the launch of new project called “Art, Copy & Code” that show how creativity and technology can work hand in hand.

To this end, the project is now available–Volkswagen Smileage, a Google+ sign-in powered mobile app and web service that aims to add a little bit of fun to every drive, from your daily commutes to holiday road trips.

“The app measures the fun factor of each trip using a metric called “smileage,” based on signals like weather, traffic, location, time and social interactions (e.g., a long drive on a sunny Saturday afternoon might accumulate more smileage than a morning commute in the snow),” explains Google.

You can use the app with any car, not just Volkswagens.

Google has updated AdSense APIs Chart Tools to AdSense Management API v1.2–that now has four episodes that can be used as a great exercise to familiarize yourself with the AdSense Management API and Google Chart Tools.

Also, with the release of AdWords API v201302, Google made available six new guides covering key features of v201302:

  • “v201302 migration guide covers all breaking changes introduced in v201302.
  • Enhanced campaigns guide details on upgrading your legacy campaigns with the API.
  • Managing account links guide covers all steps required to add or remove a managed account under your MCC.
  • Feeds guide describes each of them and covers typical feed use cases.
  • Bidding guide provides new bidding objects usage examples.
  • Shared sets guide offer details on shared negative keywords lists and placement exclusions now available in the API as beta features.”

Check the guides out at Developers site.

Google has also launched a new program dubbed DoubleClick Rich Media Education that help you through the steps with DoubleClick Rich Media.

Register for the Rich Media Fundamentals Course hereand start making your digital campaigns richer!

Google also announced of ending support for DART for Publishers legacy ad serving platform on September 1, 2013—and advises all publishers to complete their upgrades to DFP before September 1.

“To ensure continuity of ad serving, support and training, publishers who haven’t upgraded to DFP by that date will be automatically scheduled for an upgrade date between September 1 and December 31, 2013 when ad serving on the DART for Publishers legacy platform will cease,” the DFP team stated.

In addition, the team also preview a few of upcoming updates including:

  • “new data-driven revenue models by enabling Audience Extension from directly within DFP.
  • increasing ability to tap into the accelerating brand opportunity with new ways to measure such as Active View reporting for viewable impressions.
  • investing to make it easier for publishers to manage advertising across devices with tools like the Google Publisher Tag, which automatically selects the appropriate ad for the screen size “responsive design”.
  • making it faster to access online content: since the new DFP is roughly twice as fast at serving as DART, “when we’re done upgrading we’ll be saving Internet users 63 years a day in waiting for ads to serve,”” the team adds.

Finally, Google Affiliate Network announced the Notifications tab for advertisers, “making it easier for advertisers to stay informed about important program changes to make the most of their affiliate marketing efforts.”

Now, advertiser will receive a notification whenever there is a pending publishers in your account. Additional, notification such as when publishers report an order that may not have tracked in your account as well as errors pertaining to any offline files you may have uploaded are also available.

Notification alert appear in the upper right corner of the Advertiser Home interface that shows the number of pending messages.

“When you click the alert, you can see more information along with a link to see all notifications. And, when click Notifications tab, will show a basic summary and detailed view for each communication,” explains google.

You can even search across notifications so you can more easily review and act on these alerts while you’re working in your account.

Google Affiliate Network: Notifications tab for advertisers

Update: Google also released latest Dart SDK, that now provides a cohesive API for asynchronous programming. “Some of the new or improved classes in this release include Stream, a sequence of asynchronous events, and Future, a single asynchronous result,” google wrote.

You can get the new Dart SDK here.

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