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Supercharge your call-only ads with ad extensions

When people want dedicated service or to get specific questions answered, they often pick up the phone to speak to a real person. Advertisers also drive more value from having these direct conversations with customers – on average, calls convert three times better than web clicks.

Hundreds of thousands of advertisers are already using call-only ads to generate more phone calls from mobile search. We are now introducing upgrades to call-only ads, starting with the launch of ad extensions. For the first time, you’ll be able to show ad extensions with call-only ads to promote more relevant information about your products and services, and give people more reasons to choose your business. In early experiments, we’ve found that implementing new extensions to call-only ads can improve clickthrough rate by 10% on average.

Introducing ad extensions for call-only ads

The following extensions for call-only ads will begin rolling out to all advertisers starting today:

  • Location extensions – highlight information about your nearby business locations for customers who want to visit your store in person.
  • Callout extensions – promote unique offers and benefits, such as 24-hour call center service.
  • Structured snippets – provide more specific details about your products and services using predefined headers like “Destinations” and “ Types”. For example, a rental car company might list various car classes like sedans, hybrids and SUVs.

Advertisers and agencies like Hertz, Vortex Industries and DexYP will be taking advantage of extensions to enhance their call-only ads with additional details and improve their visibility in search results.

“Calls help us effectively engage an increasingly mobile-first audience. They also drive better conversion rates compared to mobile text ads that take customers to our site. With new ad extensions for call-only ads, we hope to improve our CTR and call volume by taking up more real estate in search results, and showing customers additional relevant information like different car classes and ancillary product options.”
– Jeremy Venlet, Director- Digital Operations and Performance, Hertz

“Choosing the right partner for commercial door repair is an important decision for any business, which is why we offer extensive service and support over the phone to help guide our customers to book on-site appointments with our expertly trained technicians. Partnering with our digital agency, YPM, Inc. we’ve made call-only campaigns a big part of our digital strategy since phone calls are so important to our business. Making ad extensions available with call-only ads is huge step forward because they’ll allow us to go beyond the standard description text in ad copy to showcase our unique value propositions, such as prompt and efficient service, and a proven track record of delivering results for our customers.”
– Stacey Muto, Marketing Director, Vortex Industries, Inc.

“DexYP partners with hundreds of thousands of local businesses to sustain and grow their customer base through online marketing channels. For many of these clients, driving leads and sales from phone calls is their top performance goal. For those that utilize Search Engine Marketing, call-only campaigns have been instrumental to helping these businesses generate more calls from mobile search, where more and more consumers are looking to connect with local businesses each year. We’re incredibly excited to further improve our clients’ campaigns by adding new ad extensions. For example, the enhancement with location extensions will help further promote businesses who can assist customers over the phone, or at a nearby store location. Providing more relevant details in call-only ads will help them stand out more in search results and give users more reasons to call.”
– Brandon Hulme, Sr. Product Manager, SEM Products and Platforms, DexYP

If you already have location, callout, or structured snippet extensions set up at the account-level, you don’t need to take any extra steps – the extensions will automatically be eligible to appear with your call-only ads. You can also tailor the messaging on your extensions at the campaign-level to help them work better with call-only ads. For example, highlight your fast call center service or offer a special discount when customers book an appointment over the phone for the same week.

To learn more about call-only ads, visit the Help Center and check out best practices for driving more calls to your business.

Posted by Manas Mittal, Product Manager, Mobile Search Ads

Supercharge your call-only ads with ad extensions

When people want dedicated service or to get specific questions answered, they often pick up the phone to speak to a real person. Advertisers also drive more value from having these direct conversations with customers – on average, calls convert three times better than web clicks.

Hundreds of thousands of advertisers are already using call-only ads to generate more phone calls from mobile search. We are now introducing upgrades to call-only ads, starting with the launch of ad extensions. For the first time, you’ll be able to show ad extensions with call-only ads to promote more relevant information about your products and services, and give people more reasons to choose your business. In early experiments, we’ve found that implementing new extensions to call-only ads can improve clickthrough rate by 10% on average.

Introducing ad extensions for call-only ads

The following extensions for call-only ads will begin rolling out to all advertisers starting today:

  • Location extensions – highlight information about your nearby business locations for customers who want to visit your store in person.
  • Callout extensions – promote unique offers and benefits, such as 24-hour call center service.
  • Structured snippets – provide more specific details about your products and services using predefined headers like “Destinations” and “ Types”. For example, a rental car company might list various car classes like sedans, hybrids and SUVs.

Advertisers and agencies like Hertz, Vortex Industries and DexYP will be taking advantage of extensions to enhance their call-only ads with additional details and improve their visibility in search results.

“Calls help us effectively engage an increasingly mobile-first audience. They also drive better conversion rates compared to mobile text ads that take customers to our site. With new ad extensions for call-only ads, we hope to improve our CTR and call volume by taking up more real estate in search results, and showing customers additional relevant information like different car classes and ancillary product options.”
– Jeremy Venlet, Director- Digital Operations and Performance, Hertz

“Choosing the right partner for commercial door repair is an important decision for any business, which is why we offer extensive service and support over the phone to help guide our customers to book on-site appointments with our expertly trained technicians. Partnering with our digital agency, YPM, Inc. we’ve made call-only campaigns a big part of our digital strategy since phone calls are so important to our business. Making ad extensions available with call-only ads is huge step forward because they’ll allow us to go beyond the standard description text in ad copy to showcase our unique value propositions, such as prompt and efficient service, and a proven track record of delivering results for our customers.”
– Stacey Muto, Marketing Director, Vortex Industries, Inc.

“DexYP partners with hundreds of thousands of local businesses to sustain and grow their customer base through online marketing channels. For many of these clients, driving leads and sales from phone calls is their top performance goal. For those that utilize Search Engine Marketing, call-only campaigns have been instrumental to helping these businesses generate more calls from mobile search, where more and more consumers are looking to connect with local businesses each year. We’re incredibly excited to further improve our clients’ campaigns by adding new ad extensions. For example, the enhancement with location extensions will help further promote businesses who can assist customers over the phone, or at a nearby store location. Providing more relevant details in call-only ads will help them stand out more in search results and give users more reasons to call.”
– Brandon Hulme, Sr. Product Manager, SEM Products and Platforms, DexYP

If you already have location, callout, or structured snippet extensions set up at the account-level, you don’t need to take any extra steps – the extensions will automatically be eligible to appear with your call-only ads. You can also tailor the messaging on your extensions at the campaign-level to help them work better with call-only ads. For example, highlight your fast call center service or offer a special discount when customers book an appointment over the phone for the same week.

To learn more about call-only ads, visit the Help Center and check out best practices for driving more calls to your business.

Posted by Manas Mittal, Product Manager, Mobile Search Ads

Ring in the holidays with new Merchant Center tools

High quality product information is the foundation for connecting retailers with the most qualified customers on Google Shopping. Luckily, getting your product data in shape has never been easier with new Merchant Center tools. The new feeds experience and Opportunities are here just in time for you to win this holiday season.

Add or override product data with supplemental feeds

Previously, your product data could only be submitted in one primary feed. Now, supplemental feeds give you the flexibility of submitting and modifying your product data from multiple sources. You can use them to add or override attributes and values in your primary feed. For example:

  • Add holiday custom labels or promotion ids to products in your primary feed through a supplemental feed
  • Replace attribute values in your primary feed with new values from your supplemental feed

Take your products global with a single multi-country feed

With Shopping available in 37 countries, don’t miss the opportunity to bring your products to new global customers. Simply add new countries with the same language to your primary feed and your prices will automatically show in the correct currency of the user. You can also reach new countries with different languages by applying Feed Rules to pull language-dependent values from a supplemental feed, like title and description. Now’s the time to add international expansion to your holiday plans.

Farfetch, a luxury fashion retailer, was able to quickly and easily extend their global footprint:

“The new feed management features in Merchant Center are an amazing solution. With the ability to create multi-country feeds, we easily launched Shopping campaigns in 6 more markets across 2 continents that now represent 29% of our traffic coming from Search in those countries. Our expansion would have been slower and more costly without this feature.” – Martin Zirfas, Performance Marketing Executive

Modify your product data from the Content API with Feed Rules

The power of Feed Rules is now available for product data provided through the Content API. This means that you can easily make product updates without having to change your feed directly. For example, you can:

  • Apply custom labels based on other values
  • Complete shipping values based on product weight values
  • Append strong brand values to the beginning of product title values

Look out for additional updates as more functionality is added to Feed Rules.

Drive more clicks with Opportunities

Get a better idea of the potential results and effort needed to improve your product data or campaigns in the Opportunities tab. A card will appear if there’s enough information to surface an opportunity. From minor adjustments to important feed fixes, each card pulls in dynamic information to help you prioritize your resources and drive more clicks to your account. Initial cards will show on a limited basis and focus on improving your product data quality. But, this is only the beginning — expect more opportunity types in the future. Check the Opportunities tab regularly as it’s constantly working in the background to spot opportunities for you. And, make it a goal to address any high-value opportunities before heading into the holidays.

Keep your entire team informed of your Merchant Center account

The days of setting one primary contact and one technical contact are over. You can add multiple team members as either Admin or Standard users to your Merchant Center account. Each user can manage their own email preferences to opt into important news and notifications, including feed alerts, tips and best practices, and beta opportunities. You can also specify email-only users, who will receive communications but can’t log into your account. Before the holiday season, keep your team in the loop by adding them to your Merchant Center account.

Ready to get started?

Learn more about the new feeds experience and Opportunities on Merchant Center Help Center. Or, log in to Merchant Center to explore the new features.

Posted by Raphael Leiteritz, Director of Product Management, Google Shopping

Get a panoramic view of your data with dashboards

Every business has its own unique set of reporting needs — from determining which keywords drive the most website traffic to understanding the top performing mobile search ads over time. Having a consolidated, and comprehensive view of how your account is doing helps you spend less time creating reports, and more time identifying new opportunities. That’s why over the next several weeks, we’re rolling out dashboards: a single place in AdWords* where you can bring together your most important reports and unearth insights about your business.

Create a customized view of your data

Dashboards gives you the flexibility to arrange your tables and charts in a way that’s most meaningful to you. You can add existing saved tables and charts to your dashboard, or create new ones on the spot. Curious about how your campaigns performed last summer? As you can see in the image above, you can quickly select any date range to see how your dashboard looked during that period.

Monitor performance in one place

You no longer have to navigate back and forth across different tabs and reports to get a comprehensive view of account performance. Instead, you now have all your important tables and charts in one place. You can easily see your impressions and CTRs by device right next to clicks by device as shown in the image above. This helps you to better understand the relationships between your data, and easily identify patterns and trends. There’s always a performance improvement opportunity waiting to be discovered, and dashboards allows you to quickly identify them and take action.

Collaborate and share with your team

If you work with multiple people on the same AdWords account, you can now build and review dashboards together. All dashboards in an account are conveniently listed in the Reports tab for seamless collaboration.

Create your first dashboard

To help get you started, we’ve provided a starter dashboard as an example of what’s possible. You can choose to build off of this dashboard, modify it to your needs, or delete it and create your own.

Creating dashboards in AdWords is simple. Just click Reports at the top of your account, click the Dashboards tab, and then + Dashboard.

To create your first dashboard, take our guided tour. You can also learn more about dashboards in the AdWords Help Center.

Posted by Jon Diorio, Group Product Manager, AdWords

*Dasbhoards are available in both the previous and new AdWords experience.

Universal App Campaigns: Steer Performance with Creative Assets

We recently announced that we’ll be moving all AdWords app install campaigns to Universal App Campaigns (UAC) later this year.

With UAC, you can reach the right people across all of Google’s largest properties like Google Search, Google Play, YouTube and the Google Display Network — all from one campaign. Marketers are already seeing positive results: those that optimize for in-app actions with UAC, on average, drive 140% more conversions per dollar than other Google app promotion products.1

A couple weeks ago, we discussed how to steer performance using goals. This week, we’ll show you how to get even more out of UAC with your creative assets — and how to improve performance using the recently launched Creative Asset Report.

Supply a healthy mix of creative assets

When creating a Universal App Campaign, you’ll upload creative assets which will become the “building blocks” that the campaign uses to create ads. Provide as many different kinds of text, image and video assets that align with your campaign goal (i.e., install volume or in-app actions). That way, UAC can create a relevant ad for every moment — in every possible format for every network.

Returning to our mobile game example: say you’re launching a new mobile game and trying to find everyone who wants to install your app. You’ve picked the campaign objective “Install volume” and set a target cost-per-install (CPI). 

You want UAC to be able to create the best ad for any context, so you follow these best practices. For example, you remember that people hold their phones differently at times, so you include images in both landscape and portrait modes. You also upload videos of different duration and varying sizes (landscape, portrait, and square).

Get insights from the Creative Asset Report

We’re also excited to tell you about a new feature in UAC called the Creative Asset Report. This feature will let you understand what creative assets are working with your audience.

To access the report, just click on Campaigns and then Ad Assets.

Creative Asset Report for UAC

How is each asset evaluated? UAC uses hundreds of millions of signal combinations to pick one asset over another to create an ad that will best meet your goal. The performance grouping column in the Creative Asset Report will show either “Low”, “Good” or “Best” based on how often UAC picks an asset over another in your campaign. The report also has performance statistics (like conversions you’re tracking) so that you can check that the report’s performance ratings make sense.


Example: After running your campaign for a couple of days, you review your campaign’s Creative Asset Report. You notice the video assets in landscape mode that show a cinematic trailer for your game have been labeled as “Best.” You conclude that the trailer is getting people excited to download and try your game.

Optimize your asset mix using the Creative Asset Report

The Creative Asset Report also tells you how to optimize your asset mix to help UAC build better and better ads. Replace those rated as “Low” — and avoid removing any assets labeled with “Best,” “Good” or “Learning.”

Continuing with our example: Based on what you’ve learned from the report, you decide to replace any assets that have been rated as “Low” with even more thrilling cinematic video assets. You also notice that some of your assets still have the label “Learning.” You wait until there’s more data before taking action on those.

You want to feed UAC with a variety of creative assets — short and distinct text phrases, images in different sizes and orientation, and videos of varying length and orientation. Then as you discover which assets work better, you can replace “Low” performing assets to improve results over time.

Read our best practices guide to learn more about how to get the most from your Universal App Campaigns.

Posted by Sissie Hsiao, Director of Product Management, Mobile Advertising


1. Google Internal Data, July 2017

Speed up your search text ads with AMP landing pages

People expect to get things done in ‘one step’ or ‘one second’. Whether it’s finding the cheapest flight or ordering takeout, they demand fast and seamless mobile experiences. Did you know that for every second it takes for a retail website to load, conversions fall by up to 20%?1 In other words, if you’re sending your customers to slow-loading landing pages, you’re missing out on potential traffic, engagement and sales.

That’s where Accelerated Mobile Pages (AMP) can help. The open-source AMP Project aims to make the web faster and better for everyone. AMP pages are so fast, they appear to load instantly.

Earlier this year at Google Marketing Next, we introduced the ability to use fast-loading AMP landing pages for your search text ads. Starting in two weeks, we’ll be rolling this out to all AdWords advertisers globally.

Create a faster mobile ad experience with AMP landing pages

Get your mobile landing pages ready

We know that a better landing page experience results in a better ad experience—that’s why your landing page experience is such an important factor in how Google determines ad rank and pricing. By directing your search ad clicks to AMP landing pages, you can create the super-fast and delightful mobile experience that consumers expect. To get started, check out the AdWords Developer’s Guide for AMP and learn how to create AMP landing pages.

Better landing page experiences drive better results

“With AMP, we were able to improve mobile performance, achieve impressive results and double our conversion rates. AMP really moved the needle for Greenweez.” – Simon Le Fur, CEO, Greenweez

“AMP plus AdWords equals better conversion rates. These results also prove that even if your mobile site loads in four seconds, there’s scope for improvement. We’re absolutely confident about the benefits of AMP. We’re now building more and more AMP pages for most of our large and enterprise clients across all markets.” – Leif Grenevall, CEO,                                                    Adtraction Visits

“We’ve seen some good early results with AMP including improvements in engagement metrics, such as bounce rate, pages per session, and conversion rate. It’s clear that AMP’s faster loading times are driving a better user experience.” – Mike Carmody, Director of Paid Search, Saatva Mattress

Learn more

To see the percentage of clicks that go to invalid AMP pages, visit the “Landing Pages” page in the new AdWords experience. You can then work with your webmaster to ensure your landing pages comply with AMP guidelines and fix potential issues.

AMP landing pages for search text ads will be available for all mobile clicks—however, caching will initially only be available for the Chrome browser on Android. We’ll be rolling out support for additional mobile browsers in the coming weeks. Learn more in the AdWords Help Center.

Posted by Jon Diorio, Group Product Manager, AdWords


1. SOASTA, The State of Online Retail Performance, April 2017

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