This week I’ve been taking the Google AdWords Certifications in order to re-satisfy the minimum requirements for my agency to achieve Google Partner status. So it’s not surprising that AdWords-related posts have caught my attention most often this week.
Here’s this week’s Fast Five:
1) AdWords Gets Local Google Forwarding Numbers by Chris Crum of WebProNews. Lots of new AdWords features were announced by Google this month, one of which is local Google forwarding numbers, which advertisers will be able to display on their ads. These will have local area codes with number displayed and may inspire more clicks/calls from searchers in the vicinity of the business.
2) AdWords New Demographic Charts Offer Visual Insights on Age, Gender & Parental Status by Ginny Marvin of Search Engine Land. Another new Google AdWords feature is Demographic Charts. These new charts show detailed reach metrics for your ads on the Display Network across particular demographics including gender, age and parental status. The new charts can be accessed via the Demographics tab under the Display Network section of AdWords and can be viewed by impressions, clicks or conversions.
3) 7 Alternatives to Google AdWords for Small Businesses by Adrienne Erin of SiteProNews. As a small business owner, this post jumped out at me. In it, Adrienne explains why AdWords may not always be the best ad network choice for small businesses with limited budgets. She offers up several economical alternatives for advertisers who are currently disenchanted with AdWords.
4) Delving Into the Auction Insights Report by Helena Clark of Search Engine Watch. I’m a big fan of the AdWords Auction Insights reports, so I was pleased to see a recent post dedicated to this. Basically, Auction Insights reveal several different statistics about your search campaigns: impression share, average position, overlap rate, position above rate, top of page rate, and outranking share. Because the report provides information on advertisers who participated in the same auctions as you, it provides a loose benchmark for your performance against other advertisers in the same industry. Strangely, Helena’s article does not include how to find your Auction Insights reports in your AdWords account, but you can access them by selecting your campaign, ad group or keywords, then clicking on the box next to the metric you are measuring, clicking on *Details* at the top of the table and then choosing *Auction Insights* from the drop-down menu.
5) How Google AdWords Works (Infographic) by Lindsay Kolowich of HubSpot. If you manage Google AdWords campaigns for a living like I do, you will eventually get asked the magic question: “How does Google determine where my ad ranks against other advertisers?”. Well, this handy Infographic now saves you the exhausting task of explaining Ad Rank to a non-technical person. I’ve printed it out and stuck it to my office wall. I’m even tempted to carry a copy in my wallet for those awkward networking events.
*Image courtesy of Threadless.
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