Partners Blog
What's new @ Google? Tips and tools for agencies
MCC dashboard enhancements
Friday, May 30, 2008
Posted by Ali Miller, Product Specialist Team
Managing multiple client accounts can be, and often is, very time consuming. We've just made some changes to the My Client Center (MCC) dashboard that will hopefully make your job a little easier. Here's a quick summary of what you can now find in your MCC:
Client statistics visible on MCC dashboard
: See performance information such as clicks, impressions, and CTR without clicking into individual client accounts.
Tabbed design
: Looking for CTR and impression data for your client accounts? Look on the new Performance tab. Need to see how much budget your client has spent? Check out the new Budget tab.
Custom date range
: Set variable date ranges to see statistics for any period of time.
Lastly, you'll also see your reporting statistics update every few hours rather than once per day. With this new information you can keep closer tabs on your clients, or possibly start a daily CTR competition in your office.
AdWords Editor advanced webinar
Thursday, May 29, 2008
Posted by Laura Hood, Creative Team
If you use
AdWords Editor
, you may have already attended one of our introductory webinars on its basic uses. Our AdWords Editor team is now offering an advanced training for users who have experience with the application. We hope you can attend, so please
register here
to join us on Tuesday, June 10th from 10:30 to 11:30am PDT.
Financial Services Industry Knowledge Center
Friday, May 23, 2008
Posted by Maris Gersh, Creative Team
For those of you who work with clients in the finance industry we've got a new resource called the
Financial Services Industry Knowledge Center
.
If you've never heard of our Industry Knowledge Centers (or IKCs, for brevity's sake) they're sites dedicated to particular industries with AdWords tips, success stories, news feeds, and Google product solutions. You can view them all
here
.
Inside the Financial Services IKC, you'll find three
new success stories
featuring Garden State Life Insurance, IFA (auto insurance), and Bankrate.com (consumer financial information) and how they use various Google AdWords features to acquire new customers.
The site also dedicates several sections to our tried and true Tips for Success. We'll walk you through best practices to help you and your clients: Start off on the right foot, Target the right audience, and Get more bang for your buck.
Here's a peek at a tip we included for writing effective ad text:
Highlight free offers such as free rate quotes, free trades, free credit reports, or free market research
Intercapitalize the Display URL (AdWordsExample.com rather than adwordsexample.com)
Include a specific call-to-action like "Get A Free Quote Today"
As always, we welcome your feedback. You can drop us a line at finance-knowledge@google.com.
Optimization 101, part 1 in a series
Thursday, May 22, 2008
Posted by Alice Lin, Danh Ly, and Thu Nguyen, Optimization Specialists
As Optimization Specialists, we spend a good deal of our time helping advertisers improve the performance of their campaigns. We wanted to share some of the tips and guidelines we rely on regularly. We'll focus this series on the content network. Here are some tips to get you off to a strong start:
Create separate campaigns for search and content. By doing so, you'll be able to:
Organize and optimize your ads and keywords for different audiences.
Set different budgets for search and content, depending on your marketing goals.
Use general keywords for your content ad groups to help create your themes, without affecting your search performance.
Focus, focus, focus.
Create tightly-themed ad groups for each of the products or services your client offers.
Use about 15-30 keywords per ad group.
Turn a negative into a positive.
Use negative keywords. The more negative keywords you have, the less likely your ad will appear on a site that contains that topic, thereby helping you target your ads more accurately.
The
Keyword Tool
can help give you ideas for negative keywords.
Adjust your ads.
Write ad text that speaks to a user browsing a website. Highlight any special offers or low prices to catch users' attention.
Use call-to-action phrases that help guide users to know what to do on your clients' site. Phrases like "Learn More", "Call Now" or "Download Free Whitepaper".
Link your ad to customized landing pages that match the information in your ad text.
Avoid keyword insertion. Because no one particular keyword is used to trigger your ads on the content network,
keyword insertion
is better used within search campaigns.
Let's go to the videotape
Thursday, May 15, 2008
Posted by Christina Hill, Events Team
Back in April, we
posted
about the Google Marketer's Playbook sessions at ad:tech San Francisco. If you couldn't make it to the event, not to worry, we've captured the sessions on video and posted the
series
to our
Google Business Channel
on YouTube.
The seven-video series includes:
Introduction to AdWords
Managing your AdWords account
Optimization strategies 1
Optimization strategies 2
Measuring & tracking: Google Analytics
Increase your advertising reach: Traditional media
Online video advertising
Feel free to share the videos with other members of your agency as educational materials. We don't have a blooper reel, however, so you'll have to get your laughs elsewhere on YouTube.
TV and online: A dynamic duo
Tuesday, May 13, 2008
Posted by Tyler Johansson, Agency Team
You may have heard about the recent launch of Google TV ads to all US-based advertisers. If you're already purchasing television advertising for your clients, you can compare all the benefits and features of the AdWords system on the
Google TV Ads site
.
For your clients who have never advertised offline, television advertising can offer a new way to acquire customers, drive additional sales, and boost traffic to online campaigns.
Recent research
from Thinkbox and the UK Internet Advertising Bureau (IAB) has found that many people go online while watching TV. Here are some research highlights:
The likelihood of buying or using a product increases by more than 50% when TV and online advertising are used together.¹
Positive brand perception increases by 47% when both forms of advertising are used in unison, versus either medium in isolation.¹
Use Google TV Ads in concert with your clients' online campaigns to captivate viewers and Internet users when they're most engaged.
[1] Thinkbox and IAB Study: May 2008
New AdWords Travel Industry Newsletter
Friday, May 9, 2008
Posted by Ashley Kibler, Creative Team
We've just launched the inaugural edition of the
Google AdWords Travel Industry Newsletter
, designed for advertisers selling travel services and products.
If you have clients in the travel industry, take a look inside for ideas on how to take advantage of this growing market, which is forecasted to increase 5.2 percent, to $778.2 billion, in 2008.
1
You'll find details on how to gain more insight with
Google Analytics
, using Google's
content network
to get in front of customers while they're researching their next vacation, and for organizing your client's account, like those below.
If you'd like to receive this newsletter in the future, let us know at travel-newsletter@google.com.
[1] Travel Industry Association, "Modest Growth in Travel Projected in 2008, According to Travel Association Forecast," October 27, 2007
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