Ginny Marvin says, “AdWords Scripts. The mere mention of them may cause glassy eyes, chest flutters or shoulder shrug. Scripts can be powerful tools for automating routine account tasks and reporting, but particularly for marketers without programming backgrounds, they are more often sources of confusion or kind of cool “tricks” with little practical application. If you’re curious about how to get more out of AdWords Scripts — either on your own or with a developer — check out the three-part series on our sister site, Search Engine Land. In part one, we start from the beginning,... [...]

Christopher Ratcliff says, “If you’re new to the search marketing world or just want a plain-English description of certain phrases and tools in digital, then you’ve come to the right place. Here we’ll be looking at Google AdWords, Google’s own advertising service which allows you to place search results for your website on a search engine results page (SERP) by paying for them. There’s no need to wait for your new site to work its way organically up the rankings. By using paid search you can see immediate results and it’s not nearly as difficult to use or expensive as you may think”. What... [...]

Pete Prestipino says, “Google’s recent (early Sept. ’14) introduction of callout extensions provides advertisers a powerful opportunity to present information to users during the purchase decisions. Callout Extensions are, essentially, additional text that advertisers can opt to show with their Google search ads, highlighting information about products and services that could prove useful to consumers. In addition to providing a better experience for users, another important reason to consider using callout extensions is that they can influence Ad Rank (Google’s system... [...]

Daniel Gilbert says, “AdWords is ending exact match. Here’s a script to stop ‘close variant matching’ and keep exact match…exact. Every so often, Google announces a change to AdWords that has significant consequences for account management. Last year the big shift was the introduction of Enhanced Campaigns, the main element of which was the merging of desktop and tablet targeting settings and the loss of the ability to exclusively target mobile devices. Now we’re on the cusp of Google’s latest alteration going live: the removal of strict exact keyword matching”. An... [...]

Melissa Mackey says, “For many small businesses, the telephone is an important tool. Oftentimes most sales and leads for those businesses — restaurants, pizza delivery, electricians, plumbers, party venues, many more — come over the phone. Many small businesses have been using pay-per-click advertising to generate sales forsome time now. Call extensions and location extensions enable advertisers to display a phone number alongside their PPC ads at no additional cost. Mobile call extensions can even be used to bypass clicks to your website, and drive calls only. I know of many businesses,... [...]

Ginny Marvin says, “Google has introduced a new ad extension in AdWords called callouts, which give advertisers more space to tout the benefits of their sites such as free shipping, sales, and other promotions. While many advertisers today use precious ad copy real estate to promote free shipping and sales, we’ll likely see advertisers adjust their ad copy as well as sitelink strategies with the advent of callouts”. Google AdWords’ New Callout Extensions Give Advertisers More Promotional Room Marketing Land  [...]

Pete Prestipino says, “The Web is as local as it is global and that can make it difficult for those selling online. Selling products or services in multiple currencies has become somewhat easier however thanks to a new feature in Google AdWords that enables advertisers to track conversion values (the revenue driven) in the currency in which they are sold on your website or app. Once advertisers add currency information to their conversion values, any sale generated will be converted into the same currency used for AdWords billing. Google provided the following example“. Tracking... [...]

Ginny Marvin says, “Amazon and Google have long had an tenuous relationship — at once both cut-throat competitive and symbiotic. The companies compete head-to-head in online product search and local delivery services among other areas such as phones; yet, Amazon is one of Google’s largest text ad advertisers, and the online retailer gets a cut of click revenues from running Google’s AdSense ads on its site. That relationship could get a lot more adversarial in the near future: The Wall Street Journal reports that Amazon is working on a competitive platform to Google AdWords. The platform... [...]

Matt McGee says, “Like a volcanic eruption, search marketers are raising their voices today over an unpopular AdWords change that Google announced late Thursday. If you missed the news, Google said that AdWords will no longer allow advertisers to prevent their ads from showing up on “close variants” of their keywords — i.e., ads will, by default, show up on both the advertisers keywords and on close spellings. If you bid on the singular version of a keyword, it might also show on the plural version and you can no longer tell Google you don’t want that. Your ads might also show on... [...]

Frederick Vallaeys says, “AdWords is great at telling you how much money your ads cost and how many conversions you’re getting but what happens between the click and the conversion remains a mystery unless you add Google Analytics to the equation. It can tell you what people do on your site, so if they’re not converting, it can help you find out why. And when you can fix conversion rate issues, your AdWords performance will get better. With the speed at which new features get added, it’s easy to overlook one or two cool capabilities so here’s a roundup of 10 of my favorite ways to... [...]