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New ‘Top Movers’ Report in Google AdWords and ‘Dynamic Remarketing’ for Retailers

Google AdWords’ new Top Movers report that show “which campaigns and ad groups have experienced the largest changes in clicks and cost, as well as highlight changes which might have contributed to those moves” is now available to everyone.

“The report compares performance for two consecutive time periods of equal length, and finds the campaigns and ad groups that experienced the largest change between the two periods. You can compare periods of 7, 14, or 28 days, or look at reports generated in the last 90 days,” expalins google.

The report will start by finding up to 10 of the largest moves in clicks or cost and present a summary at the top. “If a top mover saw an increase, it goes into the “Top increases” category. If it’s a decrease, it goes into the “top decreases” category. When changes aren’t significant enough to be a top mover, they will roll up into “Other changes”,” google added.

“When possible, we offer a “possible cause” for the move, like “bids were increased” or “new keywords were added”.” Note that “possible causes” only considers changes made to your account. It won’t tell you, for example, if your competitors have raised their bids or introduced new ads.

Even if your overall account performance metrics appear unchanged, “the top movers report will look inside your campaigns to highlight big moves that might have been easily overlooked.” informs AdWords team.

To view the “top movers” report, click the Dimensions tab, then View: Top movers.

As you can see in the picture, the table below give details for each top mover.

Google AdWords Top Mover Report: Top Increases

Google AdWords Top Movers Report

Google Dynamic Remarketing is now open to all clients with a Google Merchant Center account.

The feautre is currently in pilot test in the travel and education sectors. Howerver, Google plan to expand availability to more sectors later this year.

Beautiful, tailored ads to reconnect with customers “”Dynamic remarketing” lets you automatically create beautiful, customized ads that connect with shoppers across the web, by reminding them of items they’ve seen on your site,” informs Google. “You can build ads quickly with dozens of templates to choose from that you can customize to reflect the design elements of your brand.”

Dynamic remarketing delivers tailored ads across the web that combine the layouts, products, messages and offers that your customers are most likely interested in, based on what they viewed on your website.

You can benefit from our: “

  • Auto-optimized layouts which predicts the best performing layout for each impression Product recommendation engine which optimizes the combination of related and
  • opular products that show in your ads
  • Real-time bidding algorithm which helps boost performance by calculating the optimal bid for each impression.”

In addition, the site-wide “remarketing tag” and “remarketing” introduced to Google Analytics last year “can also used to discover new customers similar to your site visitors with Similar Audiences, which has been recently made available to all clients in AdWords,” google write.

Google further notes it has also made it easy to get started by automatically creating dynamic text and display ads for you. And, consumers also now has options to exercise control over their ad experience with features like the “Ads Settings” and “Mute this Ad.”

Google Dynamic Remarketing: Dynamic Ads

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