4 Google Adword features you should be aware of

Dynamic Re-marketing

It’s one of the coolest features of Google Adword for eCommerce business. If you want to create engagements with your audience on display campaigns, either you need to create very interactive media formats or need to pay higher bucks for top spot in popular sites.

With the use of dynamic re-marketing, you can achieve a great visitor engagement without making a hole in your pocket. It displays products or services on your website which users have already visited on your website with dynamic ads.

With the traditional version of re-marketing, you need to create ads for different product range and need to create a different list for each product range. For example, if you want to show selective dresses to the users who have viewed “Clothes & Lifestyle” section in your website, you need to create a re-marketing list of visitors who have visited that section and need to create an ad displaying dresses.

With dynamic remarketing, Google will automatically show products dynamically in ads to users who have visited different section on your website. Your ads will be displayed with relevant products viewed by specific visitors. You don’t require to create a separate ad, instead need to select ad template and Adword will automatically alter the products in ads based on your settings.

You need to link your Google merchant account with Adword in order to utilize this option successfully and also need to keep your product inventories up to date. If you have large product inventory, you can easily estimate the time it saves you after creating listings and ads for different product groups.

Campaign Experiments

Whenever you are confused on what part of your strategy is driving you more profit and which aren’t, it’s time to go for campaign experiments.

Campaign experiment allows you to show different versions of your ads, keywords, landing pages and other elements that you want to test for improvement of campaigns. The unique thing about it, you can test the alternate versions of these elements without harming the performance of your live campaigns.

So, you can experiment on limited portion of your audience and don’t touch the other part which might be working well in your campaigns. Previously, it was possible with third party A/B testing or multi-variant testing tools in which we required to tag different URL, Ads, landing pages and other elements that you want to try on.

With campaign experiments, it becomes easier to create experiments and measure the performance of experiment in Adword itself. You can set up campaign experiences through account setting. While opting for campaign experiments, it will ask you to select the portion of your audience on which you want to conduct experiments.

After completing the necessary setting, each time you would make changes in your campaign, it will prompt you whether you want to implement changes as an experiment or not. After comparing data of your campaign with and without experiments, you will be able to apply experimental changes permanently in your campaigns or pause it immediately.

It is advisable that you collect data that is sufficient enough to make precise decisions about the performance of experimental.  In other words, depending upon your daily budget and no. of clicks, you receive; keep the experimental changes on, at least for 15-30 days.

Offline Conversion Tracking

Offline conversion tracking is a step ahead version of conversion reporting. Generally, when we get a call or have an inquiry through form submission, analytic tool spots it as a conversion. But the actual conversion should be counted when that call or lead converts into engaging the services you offer and some sort of financial transaction should occur.

With offline conversion tracking, now you would be able to specify the actual conversion that brings financial profit to your business and can import into Google Adword.

This feature allows Google Adword to identify the clicks which brought actual conversion and later you can use this data into conversion optimizer to bring more clicks of similar nature.

Advantage comes with additional efforts! For implementation, you need to track GCL ID of each click associated from Adword. With each GCL Id and conversion combination, you need to keep track of which calls or leads actually converted into real conversions.

Later, you need to import these data into Google Adword with its specific csv/xls format.

Learn more about offline conversion tracking here.

Google Tag Manager

Adding/Managing javascript tags are quite difficult and require basic knowledge of cpanel/Admin Panel to frequently change tags in your website and place it correctly for proper working.

In today’s scenario, business running multi-channel marketing campaigns require various kinds of javascript tags to track the outcome driven by each campaign and managing those tags can be a tedious job and may need help of IT department to update it frequently when needed.

With Google tag manager, now it is possible to change or update all these tags easily from a single dashboard giving you complete freedom from IT and accessibility to manage tags on your own. You may need assistance of Google analytic professional to set up Google tag manager on your website properly and later you can manage on your own.

Learn more about Google Tag manager here.

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