Hello everyone…During the series of new interface Webinars some important changes were discussed and highlighted. So, I wanted to share the same with you with a little brief. This should help in managing things in a better way.

So here you go…

• Now you can view Destination URL’s for all of the keywords.

For this you need to customize your columns. Just go to Keywords tab, click Filters and views and select Customize Columns. Then turn on the column for Destination URL.

Here is the snapshot for your reference:

• Ad Scheduling, Frequency Capping & Ad Rotations

Go to Campaign Settings tab, there are a few sections labeled Advanced. At the very bottom of the page, you will find some additional advanced settings like ad scheduling, ad rotation settings, and frequency capping.

Click here to read PART II of Top Changes of the New Interface: Adwords.

Do you have any queries regarding Changes of the New Adwords Interface?

Click here to Ask anytime by typing “Adwords New Interface”.

Google has been running Webinars about the new Adwords interface for the last 2 months. The AdWords team discussed the changed made in the new interface and how to use the same to manage the advertising campaign efficiently.

Many advertisers joined this Webniar to learn about the new interface. These webniars were held on Wednesday, August 5 at 9:30 AM PDT, Thursday, August 20 at 9:30 AM PDT.

Here is the recorded Video of Adwords Webniar for the people could not attend this for your reference.

If you have any queries regarding New Adwords Interface, Click here and type “Adwords New Interface”.

Watch the video : http://www.youtube.com/watch?v=j9-ncKZYiIw

Did anyone ever check the alternatives to Google AdSense? That is, besides Google AdSense, is there anything else? Most of the online marketers are trying different alternatives to earn their online income. Running Google AdSense ads on their websites/blogs is one of the most preferred ways. However, there are other alternatives as well to monetize blogs or sites besides Google AdSense?

The quickest way to earning an online income through website is to find products, memberships, or services which pays recurring commissions.

The most popular way bloggers earn their income is by the contextual ad program from Google called AdSense. However, other alternatives are also available to increase this income.

Below are some of other alternatives of monetizing blog or website besides Google AdSense :

- WidgetBucks
- Chitika’s eMiniMalls
- Tribal Fusion
- Azoogle Ads
- Adbrite
- AdHearUs
- Kanoodle
- Clicksor
- BidVertiser
- FastClick
- ValueClickMedia

Also, the following affiliate programs can be tried out:

- ClickBank
- Commission Junction
- LinkShare
- Amazon

In conclusion, if someone wants to increase online earnings through website or blog then these above mentioned resources can be looked upon.

Rosetta Stone, Inc. a leading company in language learning and translation s/w, has sued Google Inc. and is seeking to prevent Google from infringing upon its trademarks. The suit alleges that Google allows third parties to purchase the right to use Rosetta Stone trademarks or other terms confusingly similar in Google’s AdWords advertising program.

The case has been filed by Rosetta Stone as Google allows PPC advertisers to use trademark terms in their ad text without owning the trademark and without the permission from the trademark holder. Advertisers are allowed to use these terms within the text or title of paid advertisements.

We have encountered the same issues with one of our PPC clients viz., Manas Hosting. Trademark terms such as “Godaddy” were being used as a ‘keyword’ to trigger our ads. On similar grounds, Godaddy also filed a complaint with Google regarding the usage of their trademarks by Manas Hosting.

Trademark and copyrights policy needs to be read thoroughly before using trademarked terms as keywords in any PPC campaign. Also we should educate the client regarding the same.

To make the work easier and faster on Adwords interface, Google has introduced a new feature in its new adwords interface called “spreadsheet edit”.Now advertisers can directly make the changes on Adwords interface in the same manner as they used to make through Adwords editor. The changes would include daily bid adjustment, creating keyword lists, adjusting destination URLs etc.

Also, we can simply copy and paste the work from another spreadsheet into Adwords spreadsheet. This will save a lot of time; and at the same time, advertisers will not have to go off-line to use Google Adwords Editor.

Budget cuts might force many marketers to stop bidding on their brand terms, but this can be the biggest mistake that they make. Undoubtedly, such a strategy would be a quick and easy way to limit the spending of resources; however, the negative impact of this step on the performance of a search engine marketing (SEO) campaign can be quite drastic. One can identify as many as seven reasons for brand owners to continue bidding on their brands and trademark terms even during recession to ensure the greatest returns from their SEO campaigns.

Control the marketing message: You can control the marketing message that the visitors see by entering the auction for your brand and trademark terms. If you are not a part of the auctioning process, the way your brand is represented in search engine results would be controlled by the resellers and affiliates. More often than not, this would not be aligned with the branding objectives that you have in mind. The dynamic quality of a paid search ad would obviously be missing in a top natural listing. On the contrary, you can engage your customer using the latest promotion or customer focused messaging in a paid search.

Go with the policy changes: Google’s trademark policy has been updated since June 15th and now the advertisers can buy trademark terms that they do not own and also use then in their ad copy, even without the explicit permission of the trademark owners. This change has made it imperative for brand owners to display ad copy on their trademark terms. The fact that you are not bidding on your trademark terms does not mean that your competitors would also follow your example. Other advertisers, and sometimes even your competition, can display relevant ad copy capturing the searcher’s attention, and stay ahead in the market dynamics.

Check out what affiliates are doing: Many a times, your affiliates would not hesitate in making a quick buck by bidding your brand name in paid search. They could go for geo-targeting on your live brand ads, or sometimes even try and out bid you. The affiliates could be bidding with your permission; and you would have to decide whether it is in your interests to allow them to own these terms in the present moment. You would also have to think about the time when you would want to join the auction process in the future.

Drive conversions the right way: Bidding on trademark terms can drive conversions for one. It would also provide you with avenues to conduct research on the marketing messages that go well with your customers. You could check out whether your target customers respond better when you appeal to their emotions, their judgment, or their spending capabilities. If promotional messaging is working wonders, does free shipping or a discount ensure the maximum number of conversions? You can set up a simple ad copy test using your brand terms. Once you have an idea on the messages that have the maximum appeal amongst customers, half the battle is won. You can then apply these messages in other online marketing channels such as email marketing, affiliate marketing, and display advertising.

Align your marketing message across channels to capture maximum traffic: PPC brand ads complement other types of marketing efforts such as display advertising. According to a recent study being conducted by iProspect on the integration of display and search advertising, around 27% of people responding to online display ads also search for the product or service featured in the advertisements. When you are not advertising on your brand terms in a paid search auction, you could miss out the benefits of display advertising.

Assess your cost advantages: You could be saving incrementally by pausing your brand terms; this might not however offset the loss of revenue – more so when the average CPC for brand terms is low. The brand with a top organic position might not always get a click and the overall site traffic including SEO revenue could be adversely affected, when you pause your brand terms.

Assess your long term objectives: If you are abandoning your auction due to budgetary constraints, you might have to pay higher CPCs in the future, when you decide to enter the auction again. Your competitors, sellers, and affiliates can take advantage of your absence and bid on your brand and trademark terms to improve their quality scores. In the future, auctioning on your brand and trademark terms could be a more expensive proposition.

The bottom line is that eliminating paid search on trademark terms could work out in the short term for most brands. On the long run though, the brands can enhance their overall campaign performance to a significant extent by advertising on these terms. Smart marketers would be bidding on them, even when the marketing budgets are tight.

Google has recently announced a new type of conversion tracking through Adwords marketing campaign. This would make the conversion tracking more detailed and specific.

As stated by Google:

“We know different campaign goals often require different success metrics. If you want to drive online purchases, you probably look at the total number of sales, so if one person buys three items from your web site, you’d want to count three sales. But if you’re measuring leads, you may care more about unique leads, so if the same person fills out a lead form three times on your site, you’d want to count them only once.

To make it easier for you to manage campaigns with a variety of advertising goals, in the coming months we’re updating AdWords conversion tracking metrics in the new AdWords interface and other AdWords account management platforms (such as AdWords Editor and the AdWords API).”

This can be understood through an example: Let’s say a website is selling gardening supplies online and the webmaster has set up conversion tracking on his “Thank You page” and “Newsletter Subscription Confirmed” pages.

If a visitor clicks on the advertiser’s ad, buys something, then subscribes to his newsletter, the advertiser will see two many-per-click conversions (count each conversion that occurs after a click on ad), but just a single 1-per-click conversion (click leads to multiple conversions, counted only once) in his account. If the same customer returns to his site a few days later and buys a something again (but doesn’t click on one of his AdWords ads to get there), he’ll now see three many-per-click conversions, but his 1-per-click conversions will still remain at one.

By focusing on many-per-click conversions, advertisers will be able to more easily compare AdWords campaign performance with the performance of their other online advertising campaigns.

In Order to analyze the campaign’s performance more effectively, Google has made the search query report more comprehensive and detailed.

Search Query Performance Report is used to analyze the search queries that trigger ads on Google.

In the Search Query Performance report till yesterday, we may have noticed that some of our traffic was grouped under a line item called “other unique queries.” This line encompassed queries with very low volume, often occurring triggering our ad only one or two times. However, some advertisers found that a significant portion of their spend was grouped under this heading, which made it difficult to manage keyword variations.

As stated by Google:

“Starting today, the Search Query Performance report will show all queries that resulted in a click, where the user has not specifically blocked their referrer URL. In other words, this includes all queries that you would see in your server logs or if you use a tool like Google Analytics. In requiring that the referrer URL be present, we are upholding our commitment to user privacy.”

As a result of this update, we can see longer lists of queries in our Search Query Performance reports, most of that will have very low traffic. We can analyze this data and take our decisions on keyword variations accordingly.

Google Recently Announced that

”We are excited to be able to make this update and believe that it will help make the Search Query Performance report even more useful. To learn more about running Search Query Performance reports, you can visit our AdWords help center.”

Customizable columns are one of the ways that new AdWords interface helps to manage campaigns more effectively. With customizable columns, we can select which metrics are most important to the business, and then quickly view those metrics in the campaigns.

To get started with the new AdWords interface, click on the Filter and views button in your account and select Customize columns.

From there we can see a variety of columns that can be added or removed from the account.

Also, we can see on the left hand side that the metrics are broken into two groups; Performance and Conversions. We will only see conversion columns if the Adwords Conversion tracking is enabled in our Adwords Account. Subcategories can be selected through the checkboxes.

As stated by Google:

“While on the topic of conversion columns, let’s go over the new conversion metrics. Last month, we announced an update to how AdWords reports conversions. Now, you can choose to see columns for many-per-click, 1-per-click conversions, or both.”

Getting back to the Customized Columns panel, take a look at the right side of the box, the Preview section. We can notice some columns are gray and others are green. The gray columns are fixed, so they’re always shown. The green columns are metrics we have selected to be shown. We can rearrange the order of these metrics by clicking and dragging them. This is great for setting up a side-by-side comparison for metrics like average cost-per-click and average position etc:

Also, keep in mind that columns vary across the different tables in Adwords, depending upon the metrics presented within each tab. For e.g. we can find a quality score column in the keywords tab, but not in the campaigns tab.

In an effort to improve the quality of ads and user experience, Google adjusted its adwords trademark policy in the U.S. to allow some ads to use trademarks in the ad text. This change will bring Google’s policy on trademark use in ad text more in line with the industry standard.

As stated by Google:

“Under certain criteria, you can use trademark terms in your ad text in the U.S. even if you don’t own that trademark or have explicit approval from the trademark owner to use it. This change will help you to create more narrowly targeted ad text that highlights your specific inventory.”

”For example, under our old policy, a site that sells several brands of athletic shoes may not have been able to highlight the actual brands that they sell in their ad text. However, under our new policy, that advertiser can create specific ads for each of the brands that they sell. We believe that this change will help both our users and advertisers by reducing the number of overly generic ads that appear across our networks in the U.S.”

Please note that this policy change will only apply to ads served in the U.S. on Google.com and to U.S. users on the Search and Content Networks. Also, while Google will start accepting new ads that contain trademark terms as of 11am PDT on May 15th, those ads will not begin showing until June 15th.

If some of our ads have been disapproved due to Google’s trademark policy (the previous one) and that comply with the new policy, we may submit those ads for re-review and eligible ads may begin showing in the U.S. starting June 15th. Click here for more information on editing the ad text.

In order to help advertisers understand whether their landing pages meet the Google’s policy guidelines they have added some new functionality to their Search Based Keyword Tool. We can visit www.google.com/sktool and enter your website URL, to see a list of brands on the left side of the page if our site contains those brands. When we click on any of those brands we’ll notice a column titled “Extracted from webpage.” Those landing pages may be opportunities for us to show re-sale or informational ads.

According to Google:

“We believe that this change will offer our advertisers the opportunity to provide users with more relevant information, choice and options while respecting the interests of trademark owners.”