Features Of Google AdWords For 2008

The following are list of features that have been added to the AdWords by Google:

• Google Ad Planner: was introduced, a research and media planning tool that connects advertisers and publishers. Enter demographics and sites associated with your target audience, and the tool will give information about sites both on and off the Google content network, that your audience is likely to visit.

• Ads Quality Improvements: This feature includes the changes in Quality Score calculation and also improvements in determining the ads to be shown above the search results.

• AdWords Display Ad Builder: Google launched a tool for ads called AdWords display ad builder.

• Keyword Tool Updated: Keyword tool in AdWords has been updated with additional data related to the search volume.

• Google Insights for Search: This is another tool that is useful for your business announced to help get more edge.

• Search & Content Network statistics: Changes have been made to campaigns and ad groups summary pages that enables you to easily check and analyze search and content network statistics separately.

• Google & Search Partners: Separate metrics is now available to view the Google and search partners.

• Website Optimizer: New features have been added to the Website Optimizer like experiment pruning, A/B offline validation and more intuitive reporting.

• Keywords & Placements on Content Network: Usage of both keywords and placements on content network.

• Google Trends: Announced more advantages of using Google trends for checking and evaluating data regarding seasons, trends etc.

• Search-based Keyword Tool: Launched a tool, search-based keyword tool.

Negative Keywords In Pay Per Click Advertising

Negative keywords: are the terms used in keyword advertising to prevent ads from being shown when the search terms include these terms called negative keywords in it.

Example: If you’re advertising exclusively for selling new PCs and the negative keyword “Used” can be used to prevent ads from being shown when the search term includes the term “Used” in it.

laptop pcs - WOULD SHOW
used laptop pcs - WOULD NOT SHOW

Therefore, negative keywords can be included in campaigns and used as powerful tool to capture the required audience and to have an impact on eliminating unwanted impressions.

Target More Customers With The Appropriate Match Type

To reach the potential customers, it is always important to target with appropriate match types. As the search behaviour of customers has always been unpredictable, it becomes more difficult for the advertiser to predict the right kind of keywords. Broad match is one of the good match type options to cover people of unpredictable search behaviours.

More specific searches can be covered by the other two match types i.e exact and phrase.

Therefore, matching your ads against all relevant query variations can made a world of difference in the success of your online search campaigns.

Benefits Of Landing Pages

A landing page is a specific page, other than the index page, where the visitor or user lands after clicking your ad. The benefits of landing pages are as follows:

• Landing page gets the visitor to a particular page that consists of a specific product or service, instead of getting a visitor to visit the entire website with tons of information.

• Visiting this page would be the next step to take an action.

• It gives only the required information to the visitor to make the right choice of purchasing the product/service.

• If the landing page is rightly tailored then the battle is already half won.

• This page holds importance and priority as other components: keywords, ads etc. Other components can get a visitor to the site, but the task will be accomplished only when the visitor completes an action on the site.

Impression Share Report To Increase Traffic

Google is updating the “Reports” Section with new reports to use the data for optimizing the accounts. Impression Share Report is one such report, used to increase traffic to the site. Impression share is the percentage of impressions that your ad receives out of the total available impressions in the market you're targeting.

Advertisers can now make informed decisions and also can get answers to certain questions like:

a) Can I expand in my targeted market?
b) Are low impressions due to the ad rank?
c) Are low impressions due to the budget?
d) What’s impression share for specific campaigns in the account?

Impression Share data will enable you to understand the areas where you're missing out on potential traffic. This data, understanding and implementation will further lead to improved ads' impression share.

Therefore, this particular report will help advertisers to analyze and make decisions to increase traffic.

Landing Page

Landing Page is an active customized web page or a web page from the website itself, where customers will 'land' after clicking your ad. In Pay Per Click accounts, the web address for this page is often mentioned as a 'Destination URL' or 'click-through URL'.

A successful sale or purchase happens only when landing pages are consistent with your ads and keywords.

The Landing Page includes the following:

• The main content that focuses on a particular product or service.

• The offers provided by the company.

• The features of the particular product or service.

• The form that need to be filled or any other formality required to make a sale.

Thus, It plays a vital role in online advertising through Pay Per Click in converting the users into potential customers.

Google Partnership with Bloomberg TV

Google has announced the partnership with Bloomberg TV on Thursday. According to the statement made by the director of Google TV ads, Mike Steib, Google is pleased to be partnering with Bloomberg Television to continue to make TV advertising more relevant and measurable.

Bloomberg TV is a 24-hour news channel in business and financial areas, reaching over 54 million households in the US. Advertisers can now target Bloomberg TV through the DISH Network inventory that is available on the Google TV Ads platform.

Partnering with Bloomberg TV will enable advertisers to reach all Bloomberg TV viewers in the US.

Search & Content Network statistics

Search and content network performance always differed from the past. Terms like clickthrough and conversion rates are not always compared between the content and search network, since the approach used to browse content by users have always been different from those searching for a particular information.

The approach used to analyse search network statistics may not be the same as content network statistics. Also, optimization strategies used for search network are different, most of the times from content network.

In order to make the optimization process easy, for better clarity and improved performance, Google made a small change to the campaign and ad group summary pages to give better clarity in evaluating search and content network statistics separately.

The Statistics drop down menu on to the top right corner, will allow the advertiser to select the options provided to check the statistics according to the requirement. The options are as follows:

• All(Search+Content)
• Search
• Content
• Summary

Geographic Performance Report

Google AdWords has now added new report to other existing reports like: Ad Group Performance, Account Performance etc in the report centre. This report will help you to understand the geographic distribution of your impressions, clicks, and conversions down to the ad group level.

“Geographic Performance report” provides data to the advertisers from where clicks are coming from. Advertisers can analyze the locations to be targeted that received more clicks etc. Once the data is on hand, advertisers can use location targeting with any campaign to only show ads to users in certain geographic locations.

The report includes the following columns:

• Country/Territory
• Region
• Metro
• Town/City

Therefore, this report can be a great asset for advertisers to target the right locations for potential audience.

Google & NBC Universal Partnership

Google is venturing into television advertising and it announced a strategic partnership with NBC Universal.

This partnership will allow Google to sell ads across all days and times on selected cable networks of NBCU. Google advertisers will be allowed to place their ads on CNBC, Sci-Fi Network, MSNBC, Oxygen, Sleuth and Chiller starting in early 2009. Once, this initial phase will hit success then the partnership would be extended to other areas of NBC Universal properties.

Google is all set to help small companies too that are already using online advertising tools and advertising with Google and have not yet tried television ads. Google advertisers are predicted to get greater returns on the dollars spent and NBC Universal will be making good earning of about $6 billion a year through the allotted slots for Google advertisements on NBC networks.

This partnership will allow advertisers to buy advertising time through Google on prime channels like Sci Fi which has a reach of 1.4 million viewers. Other advertisers with lesser budget can buy advertising time in other cable channels that are less popular.


Impact of Google TV ads on online advertising:

The affect of Google TV ads on online advertising cannot be predicted as of now.

Google Chrome

Google announced beta version of a new open source web browser called Google Chrome. Google Chrome is a browser that combines a simple design with sophisticated technology and new architecture to make the web faster, safer, and easier.

Google Chrome and AdWords:

Google Chrome will not have any impact on advertiser’s AdWords campaigns.

Google Chrome uses the same open source rendering engine as Apple's Safari browser (WebKit), so landing pages and sites should appear in Google Chrome as they do in Apple Safari. The way users interact with ads should be similar as well.

Features:

• One unified box for all browsing needs.

• New tab page will show visual sampling of most visited sites, search engines, bookmarked pages and closed tabs.

• Application shortcuts can help you to directly load your favorite online application without opening the browser.

• Customizing tabs according to the user’s choice like: dragging the tab to create new window, gather multiple tabs to make a single window, etc.

• Crash control feature in the browser allows other tabs to run properly in spite of one tab (application) crashes down.

• Choose incognito mode for private browsing.

• It warns, if user is about to visit malware or otherwise unsafe website.

• Easy and flexible bookmarking .

• The user can pick up all the bookmarks and passwords from the existing browser to Google Chrome.

• Simpler downloads and the status of the download will be shown at the bottom of the current window.

Download the browser at the download page: Google Chrome

Quality Score Updates

The following are few improvements in "Quality Score":

• A more accurate Quality Score: Google is replacing static per-keyword Quality Scores with a mechanism that will evaluate an ad's quality each time it matches a search query. This system of AdWords will help Google to determine whether an ad should be displayed or not based on accuracy, specificity and up-to-date performance information. This will result in showing more relevant ads more than less relevant ones. Therefore, the user can view more relevant ads and the advertiser can receive more leads.



• Keywords will now no longer be marked as 'inactive for search': This system will now no longer mark your keywords as 'inactive for search'. All keywords in accounts will now have the chance to show ads on both Google web search and search network. However, at the same time, the previously marked keywords are not likely to drive good traffic as the new system of per query quality score along with bid may not be good enough to drive high traffic.



• 'Minimum bid' will be replaced by 'First page bid': Due to the new system, related to quality score, minimum bid will no longer be shown, instead, First page bid will be shown. As first page bid is an estimate of bid that would take your ad to the first page on search results on Google web search. This bid has replaced minimum bid as the minimum bid, could hardly help the advertiser to get the placement that was always desired.

In short, Google will determine eligibility of a keyword to trigger an ad dynamically, based on factors such as location, the specific query, and other relevance factors, instead, of one static quality score and minimum bid.

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Posted at: PPC Blog

How to Write Effective Google Text Ads

An Ad needs to be more effective, to show an impact on the user, to turn to a customer. Many advertisers in a particular industry compete with their best ads. So, for your ads to stand out among competitors, it needs to be unique, relevant and effective.

Text Ads can be made more effective by following tips:

• Google Guidelines: Ads at the first place need to comply with Google guidelines given for text ads.


• Relevancy: An Ad need to be more relevant to the keywords as well as the landing page.


• Precise Ad Messages: Messages and descriptions need to be precise, clear and to the point.


• User’s Perspective: The advertiser should think from the user’s perspective and write an Ad.


• Multiple Relevant Ads: Create many small adgroups and target them with each Ad specific to the particular adgroup.


• Title Matters: Make the title more precise and catchy.


• Call to Action: Use call to action terms in your Ad to capture the user’s attention to visit the landing page and make a sale.


• Includes Complete Message: The Ad need to include the right description of the business, product/service along with other offers and call to action terms.

Therefore, the next time you write an Ad, keep in mind the above tips to make it more effective.

Posted at: PPC Blog

Microsoft adCenter Text Ad

Text Ad in Microsoft adCenter, is an ad with 3 lines describing the business, product/service and URLs that are displayed of a particular company as well as that leads users to the company's landing page.

The above details can be seen in the following example:

Beautiful Flowers
Quality flowers delivered by hand., Trust Us, Fast UK Delivery.
www.flowers.com

In the above example,

a) The first line "Beautiful Flowers" is the "Title"
b) The second line is the ad text
c) The third line is the display URL. (The fourth line in the tool would be destination URL and this is used when the user clicks on the ad and will be led to the landing page.

Title:

The Title is the main caption that highlights the business of the company in short. The Title will have maximum 25 characters in it.

Ad Text:

The Ad Text will have 70 characters or less in it. This describes the business in terms of product's/service's features, offers etc.

Display URL:

The display URL is only for the company's main url's display on the ad. The maximum limit is 35 characters or less as in Google Adwords and Yahoo Search Marketing.

Destination URL:

The destination URL will lead the user to the landing page when once clicked on the ad. The maximum limit is 1022 characters or less.

Posted at : PPC Blog

Google Content Network Updates

Google has announced new enhancements on the Google content network that will provide advertisers and publishers more useful options to check the performance that in turns helps them to target the relevant group i.e. target audience.

The key enhancements that were announced will be available in the coming months on the Google content network:

• Frequency Capping: This feature will enable advertisers to have a control on the number of times a user sees an ad. This aspect enable the user to have a better experience on Google content network sites as they don't have see the same ad again and again.
  
• Reporting Frequency: It provides an insight into the number of people on average, are seeing these ads.
  
• Ads Quality Improvements: Improves the ad quality and in turn performance within the Google content network.
  
• View-Through Conversions: This feature enables advertisers to gain information on number of users visited their sites after seeing your ad. This helps advertisers determine the best places to advertise the ads so that the users can see more relevant ads.This functionality will be enabled by implementing a DoubleClick ad-serving cookie across the Google content network.
  

Posted at: PPC Blog

Yahoo Search Marketing Text Ad

Text Ad in Yahoo Search Marketing, is an ad with 3 lines describing the business, product/service and URL that is displayed of a particular company and destination URL that leads users to the company's landing page.

The following is an example of a Text Ad:

-------------------------------------------------------------

Beautiful Flowers
Beautiful Same Day Flowers , Trust Us, Fast UK Delivery
www.xyz.com

-------------------------------------------------------------

In the above example,

a) The first line is the "Title"
b) The second line is the short description (The long description will not be shown on the sponsor results, as only short description will be shown. If an ad does not have a short description, only the first 70 characters of the long description will be displayed.)
c) The third line is the display URL. (The fourth line would be destination URL and this URL is used when the user clicks on the ad the same will lead to the landing page.

Title:
The Title is the main caption that highlights the business of the company. The Title will have maximum 40 characters in it.

Short Description:
The short description will have 70 characters or less in it. . If an ad does not have a short description, only the first 70 characters of your long description will be displayed. This describes the business in terms of product's features, offers etc.

Display URL:
The display URL is only for the company's main url's display on the ad. The maximum limit is 35 characters or less.

Text Ad

Text Ad in Google adwords, is a short ad with 5 lines describing the business, product/service and URL that is displayed of a particular company and destination URL that leads users to the company's landing page.. The same need to be concise, action-oriented and describes product/services in terms of features, offers etc.

The following is an example of a Text Ad:

-------------------------------------------------

Beautiful Flowers
Beautiful Same Day Flowers
Trust Us, Fast UK Delivery
www.xyz.com
www.xyz.com/flowers.html

-------------------------------------------------

In the above example,

a) The first line is the Headline
b) Second line is the description line 1
c) Third line is the description line 2
d) The fourth line is the display URL
e) The fifth line is the destination URL

Headline:
The headline is the main caption that highlights the business of the company. The Max limit is 25 characters.

Description Line 1:
This line describes further the business in terms of product's features, business and offers. The Max limit is 35 characters.

Description Line 2:
This line will mostly include call to action words related to the product's/service's business. The Max limit is 35 characters.

Display URL:
The display URL is only for the company's main url's display on the ad. The Max limit is 35 characters.

Destination URL:
The destination URL will lead the user to the actual landing page. The Max limit is 1024 characters.

Google's Official Traditional Media Blog

Google has launched a blog named "Let's Take it Offline", the official blog to help you with your offline ad campaigns. The Google offline advertising offerings include: TV, Print and Audio Ads. Google's official traditional media blog keeps you updated with all the latest product launches, updates, tips and industry findings.

This new traditional blog enables the advertisers to keep in touch with the latest products updates. The URL of the blog: http://google-tmads.blogspot.com/ . Therefore, advertisers can view the link to keep themselves updated on regular basis.

Ad Ranking

Ad Rank Number in Google Adwords is determined by the following factors:

● Cost-Per-Click(CPC): The cost-per-click (CPC) is the amount that an advertiser pays each time a user clicks on your ad.

● Cost-per-thousand Impressions (CPM): CPM stands for cost-per-thousand impressions. As per this pricing model the advertisers pay for impressions received.

● Quality Score: It is a number assigned to each keyword and its calculated based on various factors like: CTR, relevancy of the keyword with respect to the ad group, landing page quality, ad text relevancy with respect to the content on the landing page.

Ad Rank Number determines the ads position in the search results. The better the ad rank number, the better your ad attains position in the sposored listings.

The advertiser can pay only CPC that's required to have a higher rank number than the next lowest ad.

Advertising and More..

Pay Per Click Advertising enables advertisers to advertise on search engines, such as Google, Yahoo, etc. There are different pay per click advertising tools i.e Google Adwords, Yahoo Search Marketing, etc. The more you bid, the higher your ad will appear in search engines results. The major factor that affects the ad placement in Google Adwords is "Quality Score".

Definition Of Quality Score:
A score or number given by search engines that is calculated by measuring ad's Click Through Rate (CTR), Max Cost Per Click (CPC), Ad Text relevancy and Landing Page and other factors related to quality of site and more.

Click Through Rate (CTR) - This is the number of clicks divided by the number of impressions.

Max Cost Per Click (CPC) - The maximum bid placed on any particular keyword.

Ad Text - The relevancy of the ad text in relation to the keyword phrase that is typed by the user into the search engine.

Landing Page - The relevancy of the content on the landing page in connection to the keyword phrase typed and ad text clicked that leads to the landing page.

The higher the quality score, the better the ad position. This in turn leads to better visibility on the search engine.

Keywords & Placements on the Content Network

It has always been that keywords in ad groups were used to contextually target your ads by matching them accordingly to relevant pages across the hundreds of thousands of sites on the Google content network. But one could not bid more (or less) for a specific content network site. Now this is possible as Google has combined keyword-targeted and placement-targeted campaigns into a single online campaign type.

Advertisers can now target both keywords and placements together in the same ad group. Now keywords can be used to show ads on contextually relevant pages and placements can be used to set specific bids for sites that you value the most.

Two ways to use these content network controls:

● Customized bids for specific placements: When your selling a product and are advertising the same on content network for pages relevant to certain keywords and you find that certain sites are getting good sales, then customized bids can be set accordingly for those sites by checking the performance through Placement Performance report.

● Ads are shown only when both keywords and placements match: Advertisers can check the Placement Performance Report and if the ads related to the particular business are showing up on certain set of sites that are themed about Ex: features related to this specific product then the advertiser can go ahead and create an ad group with same set of keywords and add sites related to the features(Product's features).

These controls can help advertisers to better manage their campaigns more efficiently for a better ROI.

Basic Adwords Features

Google AdWords is an effective, quick and simpler way of advertising on Google. This effective advertising medium is cost-effective, reliable, reachable and flexible. It caters to small, medium and large businesses.

The basic features and terminology for an advertiser to know are as follows:

--> Adwords Account: AdWords account, is a dashboard relating to your AdWords advertising. Your AdWords account includes your AdWords campaigns, billing history, Details regarding performance data i.e Reports. This dashboard includes campaigns, adgroups, keywords, ads and other parameters.

--> Campaign: Campaigns within the account are used to categorise and structure the products/services of your company. A Campaign in turn consists of one or more adgroups.

--> Adgroup: Adgroup contains ad/ads that are targeted to a single set of keywords. Maximum price can be set for an entire adgroup i.e at the adgroup level or for individual keywords within adgroup i.e at the keyword level.

--> Keyword: The keywords within an adgroup are used to target your potential customers by means of ad/ads. For example: If your company is into selling used computers, then you can use "used computers" as a keyword within your adgroup. When Google user enters "used computers" in the search, your ad appears on the right side of the search results under sponsored listings.

--> Ads: An adwords ads helps you to target potential customers. It provides different Ad formats like Text, Image, Video, Local Business, Mobile and Traditional Media Ad Formats.

--> Impressions: Refers to the number of times an ad is displayed on Google.

--> Clicks: Refers to the number of times your ad is clicked by users on Google.

--> CTR: Clickthrough Rate (CTR) is the number of times your ad is clicked divided by the number of times your ad is displayed on Google.

--> CPC: Cost-Per-Click (CPC) is the amount that you pay each time a user on Google clicks on your ad.

--> CPM: Cost-per-thousand Impressions (CPM) is the amount that you pay for impressions received.

--> Google Network: The Google Network is a network of large group of websites and other products, such as email programs and blogs, who have partnered with Google to display AdWords ads. Advertisers have the option of running their ads on Google as well as the Google Network that have sites partnered with Google for no extra cost.

--> Search Network: If your campaigns are under the option keyword-targeted then they are automatically eligible to appear on the search network. Search network includes Shopping.com, ask.com, EarthLink and many others.

--> Content Network: If your ads within campaigns are targeted based on content themes and and may use keywords (keyword targeting) or target sites or placements on those sites (placement targeting) and are placed under the option placement-targeted then they are automatically eligible to appear on the content network. Content network includes Business.com, gmail.com and many more.

Benefits of PPC!

Pay per click services are:

Cost-effective:

Pay Per Click advertising enables you to pay only when your ad is clicked, whereas, other advertising schemes charge you every time your ad is displayed. Also, allows to choose minimum spending limit.

Flexible:

Pay Per Click advertising gives flexibility in terms changing ads, reaching the desired target audience, allocating the affordable budget.

Target Oriented:

It enables advertisers to target the desired audience in order to make maximum profits by achieving desired ROI. Also, target multiple locations and languages at the same time.

Reachable:

This advertising helps the advertisers to reach the Internet users within no time.

Few of other effective services of Pay Per Click Services are as follows:

Branding Oriented:

This effective advertising strengthens your company's branding. As day-to-day numbers are increasing in terms of Internet users and advertising on this powerful medium can show a greater impact on the audience. Whenever your ad shows up for terms searched by users, the same would in turn contribute for strengthening the brand awareness of products/services of particular company.

Fast and Reliable:

Unlike organic ranking, Pay Per Click advertising is fast in terms of setting up campaigns and attaining results. It is also reliable in terms of services provided to the advertisers.

Pay Per Click Accounts

When we talk about online advertising, the first thing that comes into mind is, where we should advertise our website and it's product to get the maximum business!

As an online advertising expert, I suggest the following Pay Per Click Search Engines, which are the most important and the top most ones to get a kick start to your business.

Google - AdWords

AdWords account, is a dashboard relating to your AdWords advertising. Your AdWords account includes your AdWords campaigns, billing history, Details regarding performance data i.e Reports.
Click Here to sign up to Google Adwords.


Yahoo Search Marketing:

Yahoo Search Marketing account, is a dashboard relating to your YSM advertising. Your Yahoo Marketing Solutions account includes your campaigns, billing history and others such as performance details i.e Reports.
Click Here to Sign Up to Yahoo Search Marketing.

Microsoft adCenter:

Microsoft adCenter account, is a dashboard relating to your Microsoft adCenter advertising. Your adCenter account includes your campaigns, billing details and also others such as performance data i.e Reports.
Click Here to Sign Up to MSN AdCenter

Keyword Matching Options

Keyword
A word or phrase entered into a search engine in an effort to get the search engine to return matching and relevant results is called a KEYWORD.

Keyword Phrase
A Keyword Phrase is a combination of two or more words used together that an individual may search for, eg: "blue widgets".

Keyword Matching Options

“Keyword Matching Options”: Enables you to increase the likelihood that your ad is shown to your desired audience and also allows you to focus and target the right target audience.

The following are different “Keyword match options” that are used in different search engines:


Google - Adwords

The following “Keyword match options” are available for use in Google.

Broad Match

Broad match enables you to reach widest audience and is a default option. If your adgroup contains a keyword holiday turkey then your ad would appear for a user's search query that contained cheap turkey holidays.

Phrase Match :

Phrase matching is enabled by enclosing the particular keyword in quotation marks eg: “holiday Egypt”.
Your ad would be eligible to appear when a user searches on the phrase “holiday Egypt”, in the same order as the keyword phrase in the adgroup, and possibly with other terms before or after the phrase.

Exact Match

Exact matching is enabled by enclosing the particular keyword in brackets eg: [holiday Egypt]. Your ad would appear when a user searches on the phrase holiday Egypt, in the same order as the keyword phrase in the adgroup, without any other term before or after the phrase.

Negative Keyword

If your keyword is holiday Egypt and you add the negative keyword - information, your ad will not appear when a user searches on holiday Egypt information




Yahoo Search Marketing

The following “Keyword match options” are available for use in Yahoo.

Standard Match Type

The Standard match type enables your ad to appear for exact matches to your keywords, as well as for variations like singular/plural and common misspellings.
Eg: If the “keyword Phrase” is Egypt holiday, it will appear for Egypt holidays and also for Eygpt holidays.

Advanced Match Type

The Advanced match type extends your reach to a widest audience by displaying your ads for a broader range of search related to keywords, titles, descriptions, and/or web content. It also includes keywords from Standard match type queries.
Eg: If the “keyword Phrase” is Egypt holiday, it will appear for Egypt holidays, Eygpt holidays, cheap Eygpt holidays and package holidays to Egypt.




MSN - AdCenter

The following “Keyword match options” are available for use in MSN.

Exact match

Your ad will show up only for an exact match of your keyword phrase. If the keyword phrase and the search query are same i.e Egypt holiday, then your ad will appear, without any other term before or after the phrase.

Phrase match

Your ad would show up when a user searches on the phrase “Egypt holiday”, in the same order as the keyword phrase in the adgroup, and possibly with other terms before or after the keyword phrase.
Broad match

Enables you to reach widest audience. If your keyword phrase is holiday turkey then your ad would appear for a user's search query that contained cheap turkey holidays.
By applying the appropriate matching options to your keywords, you can best meet your ROI goals.

Google Changing Trade Mark Policy in The UK

Google Changing Trademark Policy In The UK

However, from May 5, 2008, trademark complaint investigations will no longer result in Google monitoring or restricting keywords for ads served to users in the UK and Ireland. This will bring the procedure in line with the approach taken in the US and Canada. Complaints received on or after April 4th will be processed under our revised procedure.

The following would be Trademark Complaint Procedures:

Trademark Complaint Procedure - Trademark rights in US, UK, Ireland and Canada
When the team receives complaint from a trademark owner, only they tend to investigate the use of the trademark in ad text. If the advertiser is using the trademark in ad text, then the advertiser is required to remove the trademarked term and prevent them from using it in the future. Please note that the keywords will not be disabled in response to a trademark complaint. In addition, please note that any such investigation will only affect ads served on or by Google.

If you are a trademark owner (or represent a trademark owner) and have an objection to an advertiser's use of a term corresponding to your trademark in ad text that is consistent with the foregoing, please provide the following information in a signed letter on company stationery:

1. Name of Company
2. Contact information (including email address)
3. List of trademark(s) at issue and the country/countries in which it is registered
4. The identity of the advertisement(s) at issue (via the URL stated on the bottom line of the ad or other identifying information). Please indicate if your complaint is limited to specific advertisers/advertisements or if it is a general objection to all advertisers.
5. If certain affiliates or partners are permitted to use your trademark in their ad content, please list the company names in your letter.
6. Include the following statement: "I have a good faith belief that use of the trademarks described above with the advertisements described above are not authorized by the trademark owner or its agent, nor is such use otherwise permissible under law."
7. Include the following statement: "I represent that the information in this notification is true and correct and that I am authorized to act on behalf of the trademark owner."
8. Your signature.

Please send this written communication with the above information to the following address:

Google Inc.
Attn: Google AdWords, Trademark Complaints
1600 Amphitheatre Parkway
Mountain View, CA 94043

Trademark Complaint Procedure - Trademark rights outside US, UK, Ireland and Canada
When the team receives a complaint from a trademark owner, review is limited to ensuring that the advertisements at issue are not using a term corresponding to the trademarked term in the ad content or as a keyword trigger. If they are, we will require the advertiser to remove the trademarked term from the ad content or keyword list and will prevent the advertiser from using the trademarked term in the future. Please note that any such investigation will only affect ads served on or by Google.

Furthermore, please be aware that we do not take any action in situations where an advertisement is being triggered by non-trademarked terms even though the search query contains a trademarked term. This stems from the fact that Google allows advertisers to use a broad matching system to target their ads. For example, if an advertiser has selected the keyword shoes , that advertiser's ad will appear when a user enters the word "shoes" as a search query, regardless of other search terms that may be used. So, the ad would show if the user entered any of the following search queries: "tennis shoes," "red shoes," or "Nike shoes." This system eliminates the need for the advertiser to specify individually the many different search query combinations that are relevant to their ad.

If you are a trademark owner (or represent a trademark owner) and have an objection to an advertiser's use of a term corresponding to your trademark as a keyword or in ad text that is consistent with the foregoing, please provide the following information in a signed letter on company stationery:

1. Name of Company
2. Contact information (including email address)
3. List of trademark(s) at issue and the country/countries in which it is registered
4. The identity of the advertisement(s) at issue (via the URL stated on the bottom line of the ad or other identifying information). Please indicate if your complaint is limited to specific advertisers/advertisements or if it is a general objection to all advertisers.
5. Are you concerned with: a. the advertisement's content, or
6. the keywords that trigger the advertisement, or
7. both?
8. If your site has an affiliate program, are affiliates permitted to use the trademarked term as a keyword or in the advertisement's content?
9. Include the following statement: "I have a good faith belief that use of the trademarks described above with the advertisements described above is not authorized by the trademark owner or its agent, nor is such use otherwise permissible under law."
10. Include the following statement: "I represent that the information in this notification is true and correct and that I am authorized to act on behalf of the trademark owner."
11. Your signature.

Please send this written communication with the above information to the following address:
Google Inc.
Attn: Google AdWords, Trademark Complaints
1600 Amphitheatre Parkway
Mountain View, CA 94043

Or via fax to: +1 (650) 649 1774
Attn: Google Trademark Complaints

FAQs:

What's changing in AdWords Trademark Policy? When?
Google has made a policy revision that applies to complaints that we receive regarding trademarks in the UK and Ireland. For complaints received on or after Friday 4 April 2008, we will no longer review a term corresponding to the trademarked term as a keyword trigger. However, we will continue to perform a limited courtesy investigation of complaints regarding ad text purported to be in violation of a trademark.

Beginning 5 May 2008, keywords that were disabled as a result of a trademark investigation will no longer be restricted in the UK and Ireland.

Why did Google change its trademark policy?
We want advertisers to use keywords that are most relevant to their business and our user's interests. Google's goal is to provide our users with the most relevant information, whether it is from our search results or advertisements. A key to achieving this goal with our ads is providing relevant choices and giving users the opportunity to determine which ads they find most relevant.

Who's affected by the policy change?
Google's revised trademark policy applies to trademarks held in the UK and Ireland. We will continue to handle trademark complaints for all other countries pursuant to the existing trademark policy.

What will happen to existing trademark complaints?
- Complaints received prior to 4 April 2008:
We will investigate complaints against trademark use in ad text and keywords. Complaints will be processed according to the current policy.

- Complaints received on or after 4 April 2008:If the complaint requests that we prevent the use of the trademark in ad text, we will continue our efforts to support this request. Complaints will be processed under our revised procedure.

- All Complaints:Beginning in May 2008, keywords that were disabled as a result of a trademark complaint and investigation will no longer be restricted in the UK and Ireland.

Will Google respond to any trademark complaints in relation to the UK and Ireland?
Yes. With respect to the UK and Ireland, Google will perform limited courtesy investigations of reported trademark violations and complaints related to ad text.

What are your plans to extend this policy to additional countries?
Local laws and business customs differ from jurisdiction to jurisdiction. The revised policy applies to UK and Ireland only.

Will trademark terms in my account start triggering ads?
Keywords that were disabled as a result of a trademark investigation may begin triggering your ads in the UK and Ireland, starting 5 May 2008.

Does this mean that I can now use trademark terms as keywords?
Google is not in a position to make recommendations regarding the use of terms corresponding to trademarks. If you have further questions, we encourage you to contact your legal counsel and consult the AdWords Terms and Conditions.

How do I change who is authorised to use my trademark?
If you would like to update your current trademark complaint to edit the list of authorised users of your trademark, you can send us a list of the authorised users, if any, who are allowed to use your trademarked terms in their keywords and/or creatives. You'll find information about our trademark complaint procedures online at http://www.google.co.uk/tm_complaint.html. Since there may now be competition with my ads, can you help me improve my natural search results? The AdWords programme, including the selection of an AdWords ad or AdWords ads content, is unrelated to the ranking of sites on our natural search results. To protect the integrity of our site, we clearly distinguish between search results and advertising. While we understand your concern regarding our recent revision of trademark policy, we may not influence the ranking of any site listed within Google Search results.

Google's order of results is automatically determined by several factors, including our PageRank algorithm. Please take a look at out our 'Why Use Google' page for more detail. The best way to ensure a results listing on Google is for many other sites to link to you.

I also recommend that you visit our webmaster section. This section is designed to answer all your concerns and questions regarding your business or website's presence within the Google search engine.

Who should I contact if I have further questions about this policy change?
You can email trademark-policy-revision@google.co.uk regarding any questions that you might have about the policy change.

Dynamic Keyword Insertion

DKI (Dynamic Keyword Insertion) is a feature of AdWords which allows you to dynamically use the keywords that users search for to be displayed as part of your advert. This can be useful for the following reasons:

1. Words in your ad copy that match keywords users type in are highlighted in bold, helping your ad stand out from the competition
2. Your adverts will appear more relevant to the user as they use the keyterms that triggered the advert, which will usually increase CTR.
3. You can use one adgroup to cover a range of slightly different but related keyterms, therefore maximising your ad relevance without having to type an advert for each keyword variation

Where can I use Dynamic Keyword Insertion?
You can use DKI anywhere in your adverts.. in the title, description line 1 or 2, display url and in your destination url (Usually for tracking purposes, be careful not to break your links with this method!) Ok, how do I use Dynamic Keyword Insertion then? You specify how you'd like the dynamic keywords displayed, and give a default phrase which will be displayed if your dynamic keywords cannot for whatever reason. The format is below:
{keyword:default text}

You can also use the following capitalization on the work 'keyword' to get different effects:
· keyword - no capitalization
· Keyword - First word is capitalized
· KeyWord - Every Word Is Capitalized
· KEYword - EVERY letter in first word is capitalized
· KEYWord - LIKE Above But With Each Word Capitalized
· KEYWORD - EVERY LETTER IS CAPITALIZED

Example

{KeyWord:Widgets}
Buy your {Keyword:Widgets} here
{KEYword:Widgets} with free delivery!

Keyterm in your adgroup: 'blue widgets'

Blue Widgets
Buy your Blue widgets here
BLUE widgets with free delivery!

Display URL Policy

An update to our display URL policy, which took effect from April 1st. Please take a few minutes to read the following information to determine whether you will be affected by this change.

This policy will be strictly enforced regardless of past approvals and will apply to all advertisers.In line with the existing policy, ad's display URL need to match its destination URL (the URL of your landing page).

For example, if the destination URL is http://www.google.com/, your display URL must also be http://www.google.com/. Therefore, the following display URLs would not be acceptable for an ad:" http://www.google.co.uk/ - URL leads to a different site" http://www.gogle.com/ - Redirects to http://www.google.com/ it is still not acceptable " http://www.gooogle.com/ - URL leads to a page showing content identical to http://www.google.com/Tracking URLsMany advertisers utilize tracking URLs within the destination field of their ads. Therefore, these URLs would be accepted only when the landing page URL matches with that of display URL.

For example:
The following be acceptable:
Display URL: www.google.com/adwords
Destination URL: www.trackingurl.com/google123
Landing page URL: http://www.google.com/

The following would not be acceptable:
Display URL: www.google.com/adwords
Destination URL: www.trackingurl.com/google123
Landing page URL: http://www.trackingurl.com/

Are sub-domains still acceptable? Yes, the use of sub-domains and additional text within the display will continue to be acceptable provided the top-level domain matches the URL of your landing page.

For example, display URLs such as the following: sub.google.comgoogle.com/extratextwww.google.com/extratext
would all be acceptable for the landing page URL below, as the top-level domain of google.com is matched:http://sub.google.com/miscellaneous

Therefore, the above minor changes if required can help advertisers for an effective performance of accounts.

Demographic Bidding - PPC

Demographic bidding
Ever wished to show your ads more often to a specific group like women aged 20-30?

Now it is possible, for advertisers to check the performance with certain demographic groups and then adjust bids accordingly through the new feature called "Demographic bidding" from AdWords.

Demographic bidding helps you display your ads to specific gender and age group audiences on some sites in the Google content network, giving you more control over who your audience is and greater insight into how your ads perform with certain demographic groups.

Demographic bidding and reports are available to advertisers who run contextually targeted or placement-targeted campaigns (with CPC or CPM bidding) on certain sites in the Google content network.

How it works?
Some publishers in our network, such as social networking sites, know the gender and age of their users because their users sign in with that information when they create a profile or fill out registration or subscription forms. Participating publishers anonymize this user reported demographic data and then send it to Google in aggregate form, allowing us to adjust which ads are shown to members of specific demographic groups. (To protect user privacy, AdWords receives this data only from publishers that have permission from users to share their data according to the site's terms and conditions. Users are never identified personally, but only as anonymous aggregated data in the demographic reports. And to protect the privacy of minors, users under 18 can't be targeted demographically.)

There are two ways you can use demographic bidding:
- First, you can modify your bids for a particular audience segment, such as increasing your bid for 25-34 year-old males by 230%.
- Second, you can ask that your ads not be shown to certain demographic groups if they aren't meeting your ROI goals.

If you're not sure which demographic converts best for you, you can run Demographic Reports (found in the Report Center) to guide your bids for certain groups. These reports can show you campaign performance metrics (including impressions, clicks, CTR, and conversion data) by the gender and age range of users who saw your ad. If there are demographic groups that convert well, you can increase your bids for those groups, increasing the frequency your ad will be shown to this audience. You can also choose to have your ad hidden from groups that don't respond well to your campaign.

If you're an AdWords advertiser located in the U.S. or the U.K., we'd like to invite you to try out demographic bidding. You can see which partner sites offer this feature and learn how to get started by visiting this site. We plan to add advertisers on a rolling basis.