Reviewing New PPC Features

This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “Reviewing New PPC Features.” The following is the transcribed Streamcap from the live chat:

Q1: What recent new update do you find to be the most beneficial? Why?

  • Callout Extensions comes to mind, but I’m intrigued by the eventual elimination of Description Line 2. – Leo Sussan (@lsussan)
  • Google Shopping campaigns for us e-com peops (not sure if this counts as recent). – Kirk Williams (@PPCKirk)
  • Callout extensions! They are essentially an extra line of text where you can brag about the company. Great update and easy to use – has significantly helped improve CTR. – Matt Umbro
  • Not sure if this counts but I’m looking forward to search partners for PLAs. Callout extensions are performing pretty well, though. Pretty pleased with those. – Amy Bishop (@Hoffman8)
  • I like having Callouts in all of my accounts, not just those with beta access. The updates to the keyword planner have actually been very nice and timely for me personally. It’s a much better base to jump from. – Nate Knox (@nateknox)
  • AdWords Tracking templates & upgraded URLs to simplify conversion tracking codes for tools. – Chris Haleua (@chrishaleua)
  • Callout extensions (helps with clients who can’t use sitelinks) and website call tracking. – Nicole Mintiens (@Tregesy)
  • Definitely callout extensions. Ads that answer the why questions in stead of the what questions will do better. – Joe Martinez (@MilwaukeePPC)
  • I like shopping campaign functionality but my RLSA campaigns produced better ROI. Just need time to optimize I guess. – Nicole Mintiens
  • I’m a big fan of Callout extensions so far. Clients also seem to love them. – George Gilmer (@GeorgeGilmer)

Q2: How have you been using callout extensions?

  • Callouts are meant for specific selling points, making ad copy, for me at least, more about the message or branding. – Nate Knox
  • They’ve been great as simple extensions of ad copy. More space, more message. – Michelle Morgan (@michellemsem)
  • Broadly at this point, using it more for retailer/client key benefits/characteristics. Haven’t gone campaign/AG level yet. – Kirk Williams
  • To free up space from the description lines i.e. things like ‘Free Delivery’, where we know we’d be in position one. – Inderpaul Rai (@inderpaul_rai)
  • We showcase our worth over competitors. “Free Shipping” “Guaranteed for Life” “Receive a Quote in 24 hours”. – Joe Martinez
  • I definitely write specific callouts for everything. It makes more sense to me and my accounts. Nate Knox
  • Callout extensions allow advertisers to focus more on branding & call to action! As benefits make part of the new feature. – Juan Restrepo (@JUANRRESTREPO)
  • Callouts are like ad group level sitelinks – generally campaign level should be fine unless the need for more specific ones. – Matt Umbro
  • Frees up Ad Copy for competitor differentiation, as opposed to the product benefits. Me likey. – Leo Sussan
  • Campaign vs Account wide depends a bit on the messaging we use in various ads. Want to try to make sure COE are not redundant. – Amy Bishop
  • Callout extensions are so easy to implement – go implement them right now if you haven’t – I’ll wait. – Matt Umbro
  • Using callout extensions to emphasiss the sales or other advantages. – Onur Dogan (@onuhrdogan)
  • Do we know what ad position shows callouts? Is it only pos. 1 or any of the top 3? – Meg Timmons (@TimmonsMeg)
    • I believe only the top 3. – Matt Umbro
    • I’ve seen them on positions 1 and 2 – haven’t seen them on the third position yet. It’s Google – roll the dice. – Leo Sussan
    • Same on pos. 1 and 2, but not seen 3 yet. – Jeremy Brown (@JBGuru)

Q3: Has anyone implemented Google’s native call tracking solution? If so, what have your results been?

  • I have not. It doesn’t make sense for any of my clients, though I’m dying to know what y’all think. – Nate Knox
  • The third party solution I use is simpler and can be implemented thru Google Tag Manager – so why would I? Klunky Google, Klunky. – Steve Cameron (@adventcom)
  • I have not, seems more hassle than it’s worth. – Matt Umbro
  • Negative. We’re still using third party tools to get info on all channels. – Joe Martinez
  • We’ve set up for a few clients. Seems to be issues with tracking non-text ad campaigns (Shopping, Display, etc.). – Jeremy Brown
  • Not yet. Happy enough with our current call tracking provider at the moment. – George Gilmer
  • No. When I need call tracking, I need the functionality 3rd party tools offer. – Theresa Zook (@I_Marketer)

Q4: How will your mobile strategy change (if at all) with description line 2 not always showing? Why?

  • Not much. All mobile ads are already using the extended headline to showcase the value to the user. More action oriented. – Joe Martinez
  • Using call-to-actions on desc. 1 to keep ctr good. – Onur Dogan
  • Start putting CTA more in Line 1. – Kirk Willaims
  • Emphasis on Callouts for product benefits, sitelinks for mobile functionality, Description Line 1 to address pain points. – Leo Sussan
  • Will write copy that doesn’t cut sentences off. Looks and reads hokey to the search IMO. – Michael Fleming (@SEMFlem)
  • To be completely honest, i do not see much of a big strategy change coming from this. – Joseph Drury (@drurytheelder)
  • I’ll test some ads with the CTA in description line 1 but I don’t think it will make a difference. – Matt Umbro
  • Make use out of mobile specific sitelinks and mobile specific callout extensions! – Inderpaul Rai
  • Line 1 will be able to standalone, with a CTA, in case line 2 is dropped. – Amy Bishop
  • Lack of control is troubling (sometimes might not show line 2??). We will probably opt-out for larger clients. – Jeremy Brow
  • I’ve started writing copy with line 1 being a full sentence, which continues the headline on desktop. It’ll be an easy move. – Nate Knox
    • Yeah, in general most of my ads (desktop and mobile) utilize the extended headline. – Matt Umbro
  • Also Started using Mobile specific callouts along with the CTA in line 1. – Brett Stevens (@BrettStevens1)
  • Quite a lot, eventually. It’s a sweet spot for msging in some markets. Will, have to re-strategize. Am currently rewriting to put CTA higher in the ad text. – Theresa Zook
  • Line 1 will have biggest/best benefits & CTA. Line 2 will house less appealing part of messaging. – Michelle Morgan
  • CTA higher up and know that I only have approx. 1 line of text to get full message across. – Michael Knight (@MichaelAKnight)

Q5: What do you think about Google Shopping ads now showing on Search Partners? Why?

  • Love it. Love the idea of extra volume! – Amy Bishop
  • I love the idea. I’m surprised so many SPs are down with it to be honest since it pulls sales away from them. Don’t get me wrong, would love to have more control over it, but I do like the initial option for increased Shopping traffic. – Kirk Williams
  • Anything that happens in an area I can’t really see or affect makes me crazy. – Theresa Zook
  • Same thing that I think about regular Search Partners – extra traffic is awesome, but we still can’t exclude SPs. – Leo Sussan
  • More inventory is good, but it’s different. CTRs vastly different and performance can be too. Need bid control! – Jeremy Brown
  • Just another thing to monitor. Sometimes Search Partners works for us, sometimes it doesn’t. More segmentation to review. – Joe Martinez
  • Quite happy, Shopping campaigns has been a real winner so more volume is great. Lack of control (like search) a worry though. – Inderpaul Rai
  • More volume is great… less control not so much! – Bryant Garvin (@BryantGarvin)
  • With the all or nothing approach to SP’s I usually choose nothing. – Steve Cameron
  • I have to admit, I have an e-com client where SP’s kill it. I just shrug and keep em on! – Kirk Williams

Q6: Somewhat overshadowed, have you been paying attention to recent BingAds updates? Which ones are you excited about?

  • Most excited about? PPC consistency. – Nate Knox
  • Ad scheduling in 15 minute timeframes is interesting, but haven’t played with yet. – Joe Martinez
  • Have to love shared negative keyword lists in the editor. – Amy Bishop
  • Supporting Shopping campaigns. It was obvious, but necessary. – Jeremy Brown
  • Not that excited, shared library in Editor aside. Autotagging for GA is much welcomed, but no sign of it coming to UK soon. – Inderpaul Rai
  • Also the tablet device targeting updates are something to keep an eye on. – Joe Martinez
  • Ad Scheduling that can now be set at 15-minute intervals. – Chris Haleua
  • The Bing Ads interface refresh is, well, refreshing. – Andrew Miller (@AndrewCMiller)

Q7: With all of the recent updates in both Google and Bing, what do you expect is coming down the pipeline?

  • Amazon coming in and being the next big engine we talk about all the time. – Chris Haleua
  • Honestly, at this rate I have no idea. They do some intuitive things and others are completely off the wall. – Michelle Morgan
  • Tablet bid modifier for Google? – Inderpaul Rai
  • Google – RLSA for PLAs/Shopping. Bing – RLSA – Andrew Bethel (@AndrewPPC)
  • RLSA using Analytics seems like a no brainer. – Leo Sussan
  • More demographic targeting options from Google. They have to compete with Facebook. – Jeremy Brown
  • More dynamic ad text and customizers are coming down the line I’m sure. – Matt Umbro
  • I honestly can’t wait to Retarget on Search / Shopping using Dimension Widening. – Leo Sussan
  • I also think more tagless options will be coming down, specifically with remarketing. – Matt Umbro
  • Interface upgrades from LinkedIn Ads would be huge. Amazon or FB launching a new display network is intriguing. – Andrew Miller

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More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.


Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• Paul Kragthorpe (@PaulKragthorpe)
• Amy Bishop (@Hoffman8)
• Andrew Bethel (@AndrewPPC)
• Andrew Miller (@AndrewCMiller)
• Brett Stevens (@BrettStevens1)
• Bryant Garvin (@BryantGarvin)
• Chris Haleua (@chrishaleua)
• George Gilmer (@GeorgeGilmer)
• Inderpaul Rai (@inderpaul_rai)
• Jeremy Brown (@JBGuru)
• Joe Martinez (@MilwaukeePPC)
• Joseph Drury (@drurytheelder)
• Juan Restrepo (@JUANRRESTREPO)
• Kirk Williams (@PPCKirk)
• Leo Sussan (@lsussan)
• Meg Timmons (@TimmonsMeg)
• Michael Fleming (@SEMFlem)
• Michael Knight (@MichaelAKnight)
• Michelle Morgan (@michellemsem)
• Nate Knox (@nateknox)
• Nicole Mintiens (@Tregesy)
• Onur Dogan (@onuhrdogan)
• Steve Cameron (@adventcom)
• Theresa Zook (@I_Marketer)

Reviewing New PPCChats…making them Streamcaps

This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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