Car insurance Channel

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• It’s easy. Creating a Google Site is as easy as editing a document, which means there's no markup language for you to learn—just get started.
• It’s free. Google Sites is one of many free products offered by Google.
• It’s measurable. One-click Google Analytics integration allows you to monitor your site's traffic.
• It’s fast. Create your mobile landing page in minutes by starting from one of five pre-loaded templates. You can also start from scratch with the custom template.

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• Turning on/off special ads for a promotional event
• Turning on/off certain ads on a repeating basis (e.g., every weekend)
• Turning on/off a special ad campaign for a promotional event

• Pausing low-performing keywords based on success metrics (e.g., high cost per conversion)
• Pausing low-performing ads based on success metrics (e.g., low CTR)

• Adjusting bids for keywords based on cost per conversion
• Changing bids to reach a desired average position
• Raising bids to ensure ads show on the first page
• Bid scheduling (e.g., a higher bid during certain hours of the day)

• Increasing budget for campaigns that convert well (using cost per conversion)
• Budget scheduling (e.g., higher budget on certain days of the week)
• Pausing campaigns that have spent a certain amount partway through the month
• Pausing campaigns that have received a certain number of clicks partway through the day

• Understanding how to make a rule work on one, several or all campaigns
• Excluding keywords from a rule

• Getting started
• How to measure success
• Beyond the basics

• Live streaming begins on June 21, 2011, at 12:35 pm EDT
• Register here
• Following us? Use #thinkevents for this event

• Getting started
• Best practices
• Advanced options
• Measurement

Inside AdWords (IA): What initially drew your interest to Product Listing Ads?
Matthew Mierzejewski (MM): We have many retail clients who are looking for scalable ways to increase their presence in search. Because Google managed the targeting for Product Listing Ads, we wanted to see how much incremental traffic we could gather outside of our existing keyword-targeted campaigns. Also, the prominent ad listings with highly relevant product images are an extremely attractive ad space to play in.

IA: Was the implementation challenging?
MM: Most of our retail clients are already using Merchant Center to get free traffic in Google Product Search. For those clients, the basic CPC implementation was pretty simple. Furthermore, working with Google to implement some additional attributes was helpful and has allowed us to accurately track and improve our ROI.

IA: How much incremental traffic should an advertiser expect from Product Listing Ads?
MM: It varies a fair amount based on product category and bid level, but we see some clients getting up to 10% additional traffic from Product Listing Ads. These are clients who have already done a lot of work with their core keyword-targeted accounts, so it was great for them to have another tool available.

IA: How do the conversion rates for Product Listing Ads compare to keyword-target text ads in search?
MM: We've seen conversion rates up to 10% higher on Product Listing Ads compared to average text ad conversion rates. Taking it one step further and looking at queries that serve both a Product Listing Ad and a text ad to the same product-level landing page, we're seeing Product Listing Ads in some cases with a 30% higher conversion rate. With all other elements being held equal, we conclude that since the user is able to see the exact item of interest, price, and often a promotional message, they are more likely to convert per click in Product Listing Ads versus text ads.

IA: How do the costs for Product Listing Ads compare to keyword-targeted text ads in search?
MM: In general, where the data is significant and we're bidding effectively to ROI targets, we're bidding and paying up to 15% more on Product Listing Ads compared to text ads. Though, as I called out earlier, in many cases we're seeing a greater return on Product Listing Ads traffic, so we can afford to be slightly more aggressive [with our bids].

IA: How do results vary between clients who use cost-per-click (CPC) pricing versus those who use the cost-per-action (CPA) pricing?
MM: We don’t see much difference in terms of conversion rates between CPC and CPA pricing. Though, in general, clients who use CPC pricing have been able to get more volume than those who are using CPA pricing. We like the idea of CPA pricing, but if we optimize our CPC bids we’re able to meet our ROI goals just as easily. It’s all a matter of testing and optimizing.

IA: Who do Product Listing Ads work best for?
MM: Advertisers with products that already do well in natural product search are ideal, since they know that users are already searching for their products. In general, when a user’s query can closely match a specific product in your Merchant Center feed, you’ll do better. For example, canon eos 60d will do better than men's suit coat. Think of it as objective versus subjective user intent that a robot would have a hard time parsing out.

IA: What advanced tips do you have for an advertiser using Product Listing Ads?
MM: Advertisers should be using some combination of, if not all available, Merchant Center parameters available to them: adwords_grouping, adwords_labels, adwords_publish, and adwords_redirect. Those attributes should be used to set up granular product targets inside of AdWords. Segmenting those bids will ensure proper ROI goals can be met. Sometimes this means using multiple attributes together to get the best result.
Finally, you should consider utilizing promotional messages for various product targets. These can easily differentiate your ad from the competition and can lead to higher CTRs and CRs if you can afford the offers.

• an introduction to ACE
• a description of ACE’s primary benefits over traditional methods of testing and optimization
• a list of campaign elements you can test
• best practices for using ACE
• ACE success stories from AdWords advertisers like you

We’ve just released a new My Client Center (MCC) feature called multiple links, which makes it easier for agencies, SEMs, AdWords API developers, other 3rd party providers and clients to work together while taking advantage of the benefits of the MCC structure. It enables up to five MCCs to link to and manage a single AdWords account as necessary. Multiple links also removes the distinction that Google currently has between UI/API and API-only links.

FAQs to help you make the most of this feature:

• How will the process change for linking an MCC account to a child account?
  The process for linking remains the same. The only change is that when you click on the button “Link Account,” you will no longer see the radio button asking you to identify the access level you require (‘User Interface and API’ or ‘API only’)
• Now that there are up to five MCCs linked to an account, which MCC will be the bill-to?
  Even though an AdWords account can be linked to up to five MCCs, there will still only be one active budget at a time. Same as today, each budget can be associated with only one Manager Defined Order and each MDO can in turn be associated with only one MCC. Hence, for each budget period, at most one MCC will be billed for the account.
• Will having up to five MCCs linked to an account impact who is doing account management?
  Anyone who has access to any of the MCCs linked to an account may make changes.
• Is there any chance that two users of different MCCs could make conflicting changes to the account?
  Yes, this may happen. To reduce the chances of conflicting changes being made, we recommend having clear communication amongst all users about roles and responsibilities for account management.

Additional FAQs for multiple links can be found in the MCC section of the AdWords Help Center.

In addition, if you wish to learn more about multiple links and optional-login accounts in detail, we’ll be hosting a webinar on Wednesday, June 8 2011 at 9amPST / 12pmEST. Register here. Event password: googleMCC.

• Keyword match types (e.g., How does adding a modified broad match keyword affect my account?)
• Bids (e.g., What happens if I increase my bids by 10%?)
• Ad creatives (e.g., How does new ad text and a new display URL affect my performance?)
• Ad groups (e.g., Does a broader or more tightly themed ad group structure work better for me?)