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Latest Adwords Features: Winning Approaches for Online Retailers

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Google has the tradition of providing its users with the best stuff and like every time, this time too Google has something great to offer. This time Google has come up with some great features to be provided to its Adwords users. Some of the existing features can also be modified so that users can draw maximum benefit by reaching their targets in a cost effective way.  Mentioned below are some of the great approaches that can be very beneficial for online retailers.

Display Advertising –

This is nothing but the changed name for Google’s ‘Content Network’ which became ‘Display Network’ in the year 2010. and since then, there has been a considerable growth in the targeting options that are available on tons of sites in Google’s Display network. Some of its key features are Placement targeting, Topic Targeting, Contextual targeting etc.

Re-Marketing –

Ever since it was introduced in 2010, this feature has successfully maintained itself at the top spots when it comes to display advertisers. It is actually a subset of display advertising. By not selecting re-marketing, you will be losing out on a very important asset, that is, your existing website traffic. A great feature of re-marketing is that it provides some of the cheapest conversions. It further boosts the handwork done by you in drawing traffic to the site, by giving you access to the audience even after they leave your site. It certainly is one of those features that you can not afford to ignore.

Mobile Device targeting –

After desktop/laptop and mobile phones, now smart phones are ruling the roost and they are just as efficient and app friendly like the regular desktop or laptop. However, there are slight differences. Smart phones are light and cost effective. As most of the mobile devices these days have built-in browser integrated into them, it can be safely assumed that Mobile Targeting can be as effective as desktop targeting. With the help of adwords, you can create campaigns to target only mobiles. It also lets you target users based on networks along with locations. This is not all. You can also target those mobile ads that lead to pages that are  compatible for mobile devices.

Product Listings and Product Extensions –

These ad formats provide you with picture of relevant products with your ad. This helps a lot in getting higher click-through and conversion rates. You can also use this feature to cross-sell and up-sell your products.

Automated Rules –

This feature lets you manage every day account updates in a much better manner. With this you can automate hings like adjusting bids, ad positions, and pausing or enabling ads. Moreover, Google has also made some modifications so that users can set up to 100 rules unlike the old 10 rule limit. The past changes can also be undone. It will reduce the time you spend managing your accounts.

Call Extensions –

This is another new feature that helps you to generate calls(leads). Good thing about this feature is that it is not restricted to mobiles or tablets, but can also be displayed in desktops/laptops. When you enable call extensions, Google starts assigning a unique phone number to your ads. When this number is dialed, it redirects the caller to your business phone number. Google also provides you with the detailed information on call data like location, call duration etc.

Dynamic Search Ads –

This feature was introduced by Google in October 2011. now Google can automatically create an advertisement for your site. This will be done whenever a relevant search is made. This feature is based on Google’s organic web crawling technology. Google can dynamically generate a headline based on the search query and the content on the most relevant landing page of your site. Once the ads are generated, they follow the regular process of entering the auction etc. This is a very flexible feature and is useful for big e-commerce sites.

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Varun Bhagat is a technology geek and works in PixelCrayons as a Sr. Technology Consultant. He possesses in-depth knowledge of different web development technology and helps our clients to choose the best technology as per their needs.

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