AdWords is always making updates, and we know that it can be tough to keep up. Here, we’ll highlight a few from this past month, along with some tips and what people are saying about them.
1. Import Salesforce Conversions into AdWords
You can now measure how AdWords investments are creating value offline by importing Salesforce’s Sales Cloud conversions into AdWords. Sales Cloud tracks new leads that turn into customers, and with the import you can learn which ads, campaigns and keywords are driving that.
The capability rolled out to all advertisers on Sept. 20, 2016, though it was introduced earlier in the year.
Be aware that the import requires more than the click of a button. You’ll need to create a custom field in your Salesforce account, add code to your website, test the system and link the two accounts. If someone else maintains your website, you’ll need their help to complete the process.
Ginny Marvin reminds us on Search Engine Land that Salesforce had a similar feature (specifically for AdWords) in recent years, but shut it down, and that third-party partners have since offered the integration.
2. Promote an iOS or Android App Across Google
With universal app campaigns, you can promote iOS or Android apps across Google’s top properties, such as YouTube and the Google Display Network. All it takes is some text and a bid, as well as what languages and locations you want for the ads.
AdWords then tests different combinations and shows the ads that perform best, and also handles targeting and bidding. This feature was announced as available to all global advertisers on Sept. 14, 2016.
The universal app campaign offers two options for how you optimize—one for securing more installations of the app, and another for driving certain actions within the app. You simply choose which is best for you. Your budget will go toward as many installs as possible, no matter which of the two options you select.
In a study of East African financial institution KCB Group, Think with Google found universal app campaigns delivered 130 percent of the targeted download volume, maintained a CPI (cost per install) that was 25 percent below target and helped KCB Group climb to 10th place in Play Store rankings.
With mobile apps becoming an important part of advertising and marketing, this is one to watch.
3. Track Android In-App Purchases from Ads with Google Play
If you use in-app billing to sell digital content from within your Android apps, you can automatically track when a user who clicked an add went on to make a purchase in the Google Play app. It’s as easy as altering some settings and designating what you want to track within your AdWords account.
This capability became available on Sept. 8, 2016, and doesn’t require users to add any code to their apps.
Tip: If you opt-in to the default setting of “include in ‘conversions’” you’ll see data for the in-app purchase tracking within your “conversions” reporting column. If you opt out of this option, the data will still be in your “all conversions” column.
4. Create and Assess Campaign Groups Based on Marketing Objectives
You can now group together and monitor campaigns as a way to determine if you’re on the right path to your goals. The campaigns in a campaign group share a common theme, such as performance indicators, as well as numerical performance goals.
This update rolled out on Sept. 6, 2016. Not every campaign must be in a group, though no campaign may be in more than one group at a time. The performance goals (based on clicks or conversions) may be edited at any time.
While it is allowable to remove or add campaigns from/to groups, taking this action may disrupt the status of that group’s performance goals.
So there you have it—the best of AdWords’ September updates delivered fresh to you. Stay tuned to see what else happens in these last months of 2016!