Google continues to roll out new tools designed to provide larger advertisers with scalability.  They call these “Tools For The Power User” with the Ad Customizer being the most recent one announced.  This tool is especially helpful for advertisers that have thousands of products or services and need to show highly relevant ads to customers.  […]

Call extensions are not new. Call extensions add credibility to ads and brands, even if the user never dials the number, by simply giving them the ability to speak to a live person to ask questions and verify information. To track the activity around call extensions, Google shows a “Google Forwarding Number”, that is different […]

Google recently announced a new extension for paid ads.  Callout extensions (see example below) allow you to include yet another line of text in your ad, expanding page real estate and providing key information about your brand or service. They look like sitelinks, but are not clickable.  Their purpose is more to encourage focus on the main […]

Retailers have been using dynamic remarketing for some time.  Recently, however, Google has made this extremely successful remarketing tool available to all types of businesses. As a reminder, remarketing allows you show ads to people who have already interacted with your brand, via your website or mobile app.  Dynamic remarketing, however, customizes those ads to […]

Google has announced plans to remove the “close variant” option this month, no longer allowing advertisers to opt out. This matching option helps Google match keywords within the campaign and ad group to close variants including plurals and misspellings. For example, if an exact match keyword is listed as [kids clothing], searches for "kids clothng" […]

Google announced in early August that they now use HTTPS/SSL as a ranking signal in their algorithm. This signal affects fewer than 1% of global queries and carries less weight than other signals, but Google may increase the impact of this signal in the future. With HTTPS, information is secured by three key layers of protection: Encryption — While the user is browsing a […]

Google historically assisted advertisers in tracking calls within their ads.  Now, with Website Call Conversions, Google AdWords includes call tracking after a user clicks an ad. This enhancement will give advertisers significantly more insight into an area most advertisers do not currently measure. After a user clicks to the advertiser’s site, Google can dynamically generate a […]

Delving into online analytics to give your visitors a better Web site experience is the No. 1 factor in search marketing success. Regardless of how high you rank in the organic or paid listings, customers ultimately decide whether to transact with you based on their experience on your Web site. While marketing plays an important […]