Blog Référencement Publicityweb

In our past content network posts, we've discussed how search and content network performance can differ. In particular, clickthrough and conversion rates aren't always comparable between the content network and the search network, since users browsing content commonly approach ads differently than users searching actively for a particular topic. As a result, we use smart pricing to protect advertiser ROI by automatically adjusting the cost of a contextually-targeted content network click based on its effectiveness compared to a search click.Because search and content network statistics can differ greatly, viewing aggregate statistics for a campaign running on both networks may not give you granular insight into your performance. For example, a high number of impressions and a low clickthrough rate on the search network may be signals that you should optimize, but similar statistics on the content network are unlikely to indicate poor performance.To provide better insight, we've made a small change to the campaign and ad group summary pages that allows you to easily evaluate search and content network statistics separately. The new "Statistics" drop-down menu lets you change your view to see search and content network statistics in individual rows for each of your campaigns and/or ad groups. You can also filter to see only the statistics for the network you choose. By separating the statistics by network on your summary pages, you can not only see which campaigns or ad groups need your attention, but you can also identify which network you need to optimize for. Optimization strategies for the search network are often different from strategies for the content network.When comparing your performance on search and content networks, look at your cost/conversion (measurable through AdWords conversion tracking). This metric is very useful since your target cost/conversion is likely to be the same for both networks and can be used as an accurate measurement of your overall ROI.To learn more about the new display options for your statistics, please visit our Help Center.Posted by Christian Yee, Inside AdWords crew

A new report is now available in the AdWords Report Center: the Geographic Performance report. This report provides you with an understanding of the geographic distribution of your impressions, clicks, and conversions down to the ad group level. Do you know if you're getting more clicks from snowy Juneau, Alaska, or sunny Miami, Florida? Now you can find out.How can this help? Well, if you're using AdWords, you already know about targeting. You can use location targeting with any campaign to only show ads to users in certain geographic locations.Say, for example, you sell and ship gourmet ice cream to anywhere in the U.S. After running the report, you find that your ads are doing great in Miami, Florida and Phoenix, Arizona, but you're also finding a surprising amount of customers from Juneau, Alaska. Next step: refine your campaigns. By specifically targeting those locations where your ads perform best you can maximize your campaign's performance.You can create a Geographic Performance report from the Report Center in your AdWords account.Posted by Trevor Claiborne, Inside AdWords crew

Today, we announced the beta version of a new open source web browser: Google Chrome. Google Chrome features a simple and intuitive user interface and an entirely new architecture designed for speed, security, and stability while browsing the Internet. For more information on why we built Google Chrome, please take a look at the Official Google Blog.We want you to know that Google Chrome should not have an impact on your AdWords campaigns.Google Chrome uses the same open source rendering engine as Apple's Safari browser (WebKit), so your landing pages and sites should appear in Google Chrome as they do in Apple Safari. The way users interact with ads and sites should be similar as well.You can learn more about Google Chrome on the features page; or try it yourself at the download page.Posted by Trevor Claiborne, Inside AdWords crew

We'd like to give you a heads-up that on September 2nd, all reports in your AdWords Report Center created over six months ago (before March 2nd, 2008) will be deleted. We're clearing out old reports to make room for new ones. But, don't worry! All of your account data will be retained and unaffected by any report deletions.Please plan accordingly before September 1st if you have reports in your AdWords Report Center that are more than six months old. If you'd like to save older reports, you can export them into Google Spreadsheets, .CSV files, Excel, HTML or another format with the click of a button.And remember, you can always run a report again for any date range. As we mentioned, no account data is being removed. Moving forward, we will periodically delete reports older than six months.Posted by Heather Lane, Inside AdWords crew

In the spirit of the back-to-school season, we have a very large curriculum of free upcoming advertising webinars to help you prepare, optimize, and expand your campaigns. Here's a breakdown of the material:Subject: Website Optimizer - Test and enhance your site - Register hereDate: Tuesday, August 26, 10:00 AM PDTInstructor: Tom Leung, Google Business Product ManagerClass Description: Thinking of redesigning your site? With Google's free Website Optimizer, you can test different layouts for key pages of your website, and measure exactly which one generates most sales or leads. The webinar will provide you with an introduction to Website Optimizer and website testing.Subject: Holiday webinars - Register hereDate: Wednesdays, August 27, September 3, September 10, 10:00 AM PDTInstructors: Members of the AdWords Retail and Tech B2C TeamsClass Description: The holidays may seem far off, but it's never too early to start planning. To help you get a jump start on the season, we've designed Unwrapped: Retail Holiday Guide, a series of three free webinars featuring tips and strategies for running and tracking successful holiday campaigns. All advertisers are welcome to register, though the sessions are tailored to retailers and those marketing to consumers. To get the most impact out of this series, we recommend attending all three webinars:      Setting the Stage: Make the Most of the Holiday Season      Wednesday, August 27, 2008, 10:00 AM PDT      Expanding Reach: Find Your Target Audience      Wednesday, September 3, 2008, 10:00 AM PDT      Analyze & Simplify: Measure Success & Streamline the Buying Process      Wednesday, September 10, 2008, 10:00 AM PDTSubject: How to effectively reach your audience on social media sites in the content network - Register hereDate: Wednesday, September 3, 10:00 AM PDTInstructor: Anastasia Leng, Social Media SpecialistClass Description: What is social media? Learn what kind of users visit social media sites and what they're doing once there. Obtain an overview of the social media sites in the Google content network.You will also learn what tools Google offers you to effectively reach the users you need, including Demographic Bidding and Reports, User Interest Placements, and Enhanced Online Campaigns.Subject: Optimizing in AdWords Editor - Register hereDate: Thursday, September 11, 10:00 AM PDTInstructor: Taylor Marcus, AdWords Editor SpecialistClass Description: If you're an AdWords Editor power user, we have excellent news. We'll be hosting an 'Optimizing in AdWords Editor' webinar to help you learn to how to more efficiently optimize your campaigns. Taylor Marcus, an AdWords Editor specialist, will demonstrate how to use AdWords Editor to achieve ROI best practices, improve and maintain account health, and utilize different ad formats.To stay on top of these and more of our free webinars for advertisers, check this calendar for updates.Posted by Christian Yee, Inside AdWords crew

In July 2005, AdWords introduced minimum bids for keywords based on Quality Score. This system allows us to show very high quality ads to Google users, while also giving advertisers control over their keywords. Since 2005, we've improved Quality Score in many ways, such as the inclusion of landing page quality and landing page load time as factors. Along the way, we've also received much helpful feedback from both users and advertisers.Today, we'd like to let you know of further improvements we'll introduce in the coming weeks -- based, in part, on this feedback. First we'll outline the key points, and then dive into the details:

• Quality Score will now be more accurate because it will be calculated at the time of each search query
• Keywords will no longer be marked 'inactive for search'
• 'First page bid' will replace 'minimum bid' in your account

A more accurate Quality ScoreMost importantly, we are replacing our static per-keyword Quality Scores with a system that will evaluate an ad's quality each time it matches a search query. This way, AdWords will use the most accurate, specific, and up-to-date performance information when determining whether an ad should be displayed. Your ads will be more likely to show when they're relevant and less likely to show when they're not. This means that Google users are apt to see better ads while you, as an advertiser, should receive leads which are more highly qualified.Keywords no longer marked 'inactive for search'The new per-query evaluation of Quality Score affects you in that keywords will no longer appear as 'inactive for search' in your account. Instead, all keywords will have the chance to show ads on Google web search and the search network (unless you've paused or deleted them). Keep in mind, however, that keywords previously marked 'inactive for search' are not likely to accrue a great deal of traffic following this change. This is because their combined per-query Quality Score and bid probably isn't high enough to gain competitive placement.'First page bid' will replace 'minimum bid'As a result of migrating to per-query Quality Score, we are no longer showing minimum bids in your account. Instead, we're replacing minimum bids with a new, more meaningful metric: first page bids. First page bids are an estimate of the bid it would take for your ad to reach the first page of search results on Google web search. They're based on the exact match version of the keyword, the ad's Quality Score, and current advertiser competition on that keyword. Based on your feedback, we learned that knowing your minimum bid wasn't always helpful in getting the ad placement you wanted, so we hope that first page bids will give you better guidance on how to achieve your advertising goals.It's worth mentioning that the impact of these changes will vary from advertiser to advertiser; some might see no changes to their ad serving, while others may see a noticeable difference. As always, we recommend optimizing ads to prevent them from receiving a low Quality Score.Putting it all togetherHere's an example to illustrate how per-query Quality Score works:Nancy's Dairy advertises on the keyword 'milk.' Nancy's ads perform better on the keyword 'milk' in the U.S. than in Canada. Her ads also perform better on the query 'milk delivery' than on 'milk,' and better on certain search network sites than on others. Instead of one static Quality Score and minimum bid that determines whether the keyword 'milk' is eligible to trigger an ad for all search queries, we will now determine eligibility dynamically, based on factors such as location, the specific query, and other relevance factors. For that reason, Nancy's keyword 'milk' will be able to trigger an ad for search queries where it's likely to perform better, i.e., in the U.S., on 'milk delivery' and on certain search network sites.We're working to update the AdWords API and AdWords Editor so that, in the future, they will support first page bids. Until then, both the AdWords API and AdWords Editor will continue to show the minimum bid field. However, the information shown in this field will be based on the new per-query Quality Score. You may keep current with upcoming API releases on the API Blog and learn about upcoming AdWords Editor releases via the AdWords Editor Forum.Finally, please note that we'll release these Quality Score changes to a very small segment of advertisers within the next day or two, so that we can gather feedback before launching to all our advertisers. We will, of course, post again in advance of the time that these changes go live for everyone.In the meantime, please see this comprehensive list of frequently asked questions for more information.Posted by Trevor Claiborne, Inside AdWords crew

On Saturday, August 23rd, 2008, the AdWords system will be unavailable from approximately 10 a.m. to 4 p.m. PDT, for maintenance. While you won't be able to sign in to your accounts during this time, your campaigns will continue to run as usual.AdWords system maintenance typically occurs on the second Saturday of each month from 10 a.m. to 2 p.m. PDT, with this Saturday being an exception.We'll continue to update you via the blog as we always have, but please make note of the August 23rd date and our scheduled maintenance further down the road.Posted by Trevor Claiborne, Inside AdWords crew

Today, at the Search Engine Strategies conference in San Jose, CA, the Website Optimizer team announced the launch of several highly requested product updates. For those unfamiliar with Website Optimizer, it's Google's free content testing and optimization tool. It allows you to test different variations of your site content to determine what will be most effective at getting you the results you want from your site. Website Optimizer's offering has now expanded to include:

• Experiment Pruning: This new feature allows you to disable one or more combinations from taking part in your Website Optimizer experiments. Pruning can help you achieve faster, more meaningful results by allowing you to remove poorly performing or illogical combinations. This is especially helpful in cases where your experiment may have too many combinations relative to the amount of traffic it receives.
• A/B Offline Validation: If your test or goal pages aren't accessible to Website Optimizer then no worries. You'll now be able to just upload a copy of your tagged page and Website Optimizer will make sure that everything is tagged properly.
• More Intuitive Reporting: We've enhanced our reports to more clearly show how your combinations are performing, and to better indicate when we've found one or more high-confidence winning combinations. This will help prevent you from drawing false conclusions from results or from ending experiments prematurely.

(Click the image for a full-size version)If you're unfamiliar with Website Optimizer, we've developed some great new videos for you. These include a new product tour, A/B experiment demo, and multivariate experiment demo. You'll see how quick and easy it is to create Website Optimizer tests in just minutes. You can always find these and all of our other tutorials on the videos page of the Website Optimizer microsite.We hope you'll enjoy these updates. Remember, you can always find out the latest product news and industry insights straight from the Website Optimizer team by visiting the Website Optimizer blog.Posted by Trevor Claiborne, Inside AdWords crew

Due to the success of the AdWords Seminars program, we’ve recently added a third level which builds upon the two existing AdWords Seminar levels. To help our attendees find the right session(s) that will best meet their need, we’ve renamed the sessions as AdWords 101, 201, and 301. These new sessions will be held in various cities over the rest of 2008, including Houston, New York City area, Atlanta and Charlotte, NC in the upcoming months.Currently there are three different levels of AdWords Seminars:AdWords 101: Beginner - This introductory session is designed for those new to managing an AdWords account. Topics covered include navigating your account, creating a campaign, measuring results, and an introduction to optimization.AdWords 201: Intermediate - AdWords 201 builds upon the material learned in 101, and dives deeper into tools such as the AdWords Editor, My Client Center, and Website Optimizer. Additionally, bidding options, ad copy best practices, and Google Analytics are discussed in greater detail.AdWords 301: Advanced - The 301 session is recommended for advertisers who already understand the basic fundamentals of advertising on AdWords. Topics include campaign best practices, advanced optimization techniques, and split testing. There is also a deep dive into the Content Network and advanced bidding strategies.You'll find more information about these seminars, including dates, course outlines, and registration instructions at http://www.google.com/awseminars. And of course, if you'd like to be informed when AdWords Seminars become available in your area, simply fill out this form.Posted by Vivian Leung, Inside AdWords crew

We’re happy to announce that we'll soon be enabling a number of new features made possible by a new DoubleClick ad serving cookie on our content network. All advertisers will soon be able to take advantage of features like frequency capping, better reach and frequency reporting, and view-through conversions. Many of these features will be launching over the next few months. You can read more about these on the Official Google Blog. We also have an updated program policy that covers data usage related to the launch of these new features.We hope these features will help you meet your ROI goals by concentrating your ad impressions on the best inventory at the most relevant time and by helping you more effectively manage your campaigns on the Google content network. We're excited about delivering these enhancements while preserving user privacy, and we'll be sure to provide you more info on all of these features as we begin to roll them out in the next few months.Update 8/7/2008: Link to program policy updatedPosted by Trevor Claiborne, Inside AdWords crew

On Saturday, August 9th, 2008 the AdWords system will be unavailable from approximately 10 a.m. to 2 p.m. PDT, for maintenance. While you won't be able to sign in to your accounts during this time, your campaigns will continue to run as usual.AdWords system maintenance typically occurs on the second Saturday of each month from 10 a.m. to 2 p.m. PDT.We'll continue to update you via the blog as we always have, but please make note of the August 9th date and our scheduled maintenance further down the road.Posted by Trevor Claiborne, Inside AdWords crew

In June, we updated Google Trends with numbers and the ability to download results to a spreadsheet. We received a lot of great feedback from agencies and advertisers on how they're using the new version; from identifying new growth markets to optimizing their Google AdWords campaigns.We have Elan Dekel and Niv Efron to tell us about a new tool for fans of Google Trends:Today, we're launching Google Insights for Search, a new product designed with the advertiser in mind. It provides more flexibility and functionality for advertisers and marketers to understand search behavior, and adds some cool new features like a world heat map to graphically display search volume and regional interest.Like Google Trends, you can just type in a search term to see search volume patterns over time, as well as the top related and rising searches. You’ll also have the ability to compare search volume trends across multiple search terms, categories (commonly referred to as verticals), geographic regions, or specific time ranges.Let's take the example of entering the term apple. You'll notice that the majority of top related and rising searches are associated with the brand Apple.(Click the image for a full-size version)Google Insights for Search allows you to filter this query by the Food & Drink category, resulting in a dramatically different view of search volume trends and related searches of apple, the fruit. You can also use this filter to compare search terms with the category (for example, apple compared to the Food & Drink category).(Click the image for a full-size version)This is just an example to get your ideas flowing. If you love Trends, we hope you’ll fall in love all over again with Google Insights for Search.You can get started at the Google Insights for Search homepage, and, just a note, you'll need to sign into your Google account to see numbers or download results to a spreadsheet. You can also take a look at more examples of how you can use Google Insights for Search. As always, we love to hear your feedback about the tool and the insights you discover.Posted by Trevor Claiborne, Inside AdWords crew

For today's installment of (Ad)Word of the Day, we're looking at keyword insertion from the AdWords Glossary:Keyword insertion is an advanced feature used to dynamically update your ad text with your chosen keywords. You insert a special modification tag into your ad text to enable this feature for your ads.Keyword insertion is a powerful feature that can save you time and also help make your ad text more relevant. This feature will automatically customize your ad to a user's query, which means your ad is more likely to attract a user's attention. And, since ad text that matches a user's search terms is shown in bold, your ads will stand out even more.Even with these benefits, keyword insertion shouldn't be used all the time. We recommend reading this article and going through this tutorial before you start using keyword insertion.Posted by Trevor Claiborne, Inside AdWords crew

From time to time we like to address common questions that many of our advertisers have. Here's a frequent one about how ad impressions are calculated:Q: If my ad appears on the third page of a search result, does it count as an impression if a user does not go to the third page of search results?A: No; impressions are only counted when a user visits a page that the ad appears on.For more information about impressions and other important terms, check out our Help Center.Posted by Christian Yee, Inside AdWords crew

We all know the importance of measuring the impact of your ad campaigns. That's why, today, we're discussing the term conversion from the AdWords Glossary, which is defined as follows:When a user completes an action on your site, such as buying something or requesting more information.In AdWords, a conversion occurs when a user clicks on your ad, then proceeds to complete an action on your web site that you deem valuable, like a purchase, registration, or sign-up. You can track actions like this on your web site by using one (or both) of the tools we offer:

1. Conversion tracking: A tool for measuring conversion metrics for your campaigns.
2. Google Analytics: A more robust tool that tracks not just conversions, but also gives insight into how your web site visitors found your site, how they navigated through it and how you can improve their user experience -- all things that ultimately help you improve the ROI of your web site.

Both conversion tracking and Google Analytics are free tools and are great ways of ensuring advertising accountability and making smarter online advertising decisions.Learn more about setting up conversion tracking for your AdWords ads, and signing up for Google Analytics. Posted by Emel Mutlu, Inside AdWords crew

This summer, we're offering a number of webinars covering a broad range of topics -- if you're interested in learning inside tips about Google AdWords, check out our webinar calendar. Topics range from getting started with AdWords and improving ROI, to learning how to track the effectiveness of your campaigns, so there's truly something for everyone. You can register using the links provided on the AdWords Events Calendar page.We're also offering a special webinar on July 30 and July 31, 2008 to help retailers prepare for this fall's back-to-school rush. This special session will highlight industry trends, profile key demographics of your target audience, and provide tips to reach top influencers so you can make the most of this busy shopping season. Our back-to-school webinar will begin at 10AM PDT on both days, and will last an hour. The same material is covered both days, so pick the time that's most convenient for you.July 30, 10:00AM PDT: RegisterJuly 31, 10:00AM PDT: RegisterSpace in all our webinars is limited, so register today! We look forward to seeing you in class.Posted by Heather Lane, Inside AdWords crew

Today we released version 6.0.1 of AdWords Editor. In response to user feedback, it's now possible to download performance statistics for selected campaigns and ad groups, instead of always downloading statistics for the whole account. Once you've installed version 6.0.1, you'll be able to download selected statistics by following these instructions.Unlike our last release, this update won't affect your comments or unposted changes. As a result:- You don't need to export an archive of your account. In the auto-update prompt, choose the 'Update without Backup' option.- After you upgrade, your account will already be in the new version. You won't need to download your account again.If you're already using AdWords Editor, you'll be prompted to upgrade automatically. You can also visit our website and click 'Download AdWords Editor.'For more information about AdWords Editor, visit our Help Center.Posted by Christian Yee, Inside AdWords crew

When you use keywords in your ad groups to contextually target your ads, we match them to relevant pages across the hundreds of thousands of sites on the Google content network. But have you ever wanted to bid more (or less) for a specific content network site you're contextually targeting? Or write customized ad text for a precise group of pages, such as news articles or relevant discussions on social networks? Now you can.We've combined keyword-targeted and placement-targeted campaigns into a single online campaign type. Starting today, you can target keywords and placements together in the same ad group. By doing so, you combine the benefits of contextual targeting with placement targeting: use keywords to show your ads only on contextually relevant pages, then use placements to set specific bids for, or restrict your targeting to, sites you value differently from the rest of the content network.Here are two ways you might use these new content network controls:

1. Set custom bids for specific placements. Let's say you're selling laptops, and you're using the content network to advertise on pages relevant to the keywords 'laptops,' 'laptop computers,' and 'laptop accessories.' After checking your Placement Performance report, you see that you're getting sales at a great ROI from three technology review sites. You also see a few sites where you're getting sales, but your costs are too high to advertise effectively on them.If you currently have a $1.00 bid for the content network as a whole in this ad group, you can now add the high- and low-performing sites as placements into your ad group with custom bids. For example, you might set a $2.00 Max CPC for the three high-performing sites, and a $0.50 Max CPC for the low-performing ones. Meanwhile, you're still using the keywords in your ad group to target relevant pages across the content network, but now you've adjusting bids for the sites in the network that perform better or worse than average.
2. Show your ad only when both keywords and placements match. Suppose you check your Placement Performance report again and see that your laptop ads are showing often on sites that discuss how to make laptops more energy efficient. You know that you sell some of the most energy efficient laptops available, and you'd like to write an ad that highlights the power-saving benefits of your products. But you don't want to show this ad on pages whose readers aren't as concerned about energy conservation.Now you can create an ad group containing the same 'laptop' keywords you've been using and add each of the energy efficiency sites as placements. Next, change your campaign settings so that your ads show only on the sites you've added, and only when their pages are relevant to your keywords. This gives you the freedom to write an ad highlighting the energy-saving benefits of your laptops to this unique audience, since you know that your ad will appear only on relevant pages on the placements you've selected.

This new feature affects your ads on the content network only, and it's entirely optional. You can do nothing and your existing campaigns will continue running just as they have. But by using keywords and placements together, you can get better control over ad placement and pricing on the content network to help you meet your ROI objectives.To learn the ins and outs of the feature and and get started, please visit our Help Center.Posted by Emel Mutlu, Inside AdWords crew

Earlier this year, we launched the Google Business Channel, a YouTube channel that brings you the latest on AdWords and Google's other business solutions, in video format.And as part of the Advertiser Education Series on the channel, we've just added three videos that cover various aspects of the Google content network. This series is meant to help our advertisers learn about, and succeed with, advertising on this platform:Part I: Introduction to the content network - Learn about the benefits of advertising on the content network, including an overview of key tools and features to help you succeed.Part II: Optimizing campaigns for the content network - Learn strategies to optimize your content campaigns for maximum performance.Part III: Demographic bidding on the content network - Learn how you can reach an audience based on their gender and age on social networking sites in the content network.We hope you'll find these video lessons to be engaging and helpful with your advertising efforts on the content network. You can learn more about the content network on our microsite.Posted by Emel Mutlu, Inside AdWords crew

On Saturday, July 19th, 2008 the AdWords system will be unavailable from approximately 10 a.m. to 3 p.m. PDT, for maintenance. While you won't be able to sign in to your accounts during this time, your campaigns will continue to run as usual.AdWords system maintenance typically occurs on the second Saturday of each month from 10 a.m. to 2 p.m. PDT, with this week being an exception.We'll continue to update you via the blog as we always have, but please make note of the July 19th date and our scheduled maintenance further down the road.Posted by Trevor Claiborne, Inside AdWords crew