Pay Per Click News
When you first created your AdWords account, you agreed to Terms and Conditions that provide a common understanding in basic areas like policy, payment and liability. As AdWords grows to meet the needs of businesses around the world, we sometimes need to make updates.
Starting today, we’re rolling out new Terms and Conditions in all countries and territories. Please read through these updated terms carefully. They include:
- More flexibility to notify or inform you via phone calls, text messages and emails.
- New provisions related to how products and features are tested within AdWords.
- In the U.S., Canada, and most countries in Latin America and Asia, a provision to use arbitration to resolve disputes rather than jury trials or class actions.* Follow the instructions in the dispute resolution section of the terms to opt-out of this provision (U.S. and Brazil only).
- New provisions related to the disclosure of technical errors and bugs within AdWords.
- New data protection terms related to the EU General Data Protection Regulation (GDPR) and other EU privacy frameworks.
As with any legal document, you might consider consulting an attorney if you have any questions.
Please review and accept the new Terms and Conditions by signing in to your AdWords account. When prompted, click ‘“Accept” to indicate your acceptance.
If you use the AdWords API or a third-party tool, you’ll need to log directly into your AdWords account to accept. Accepting won’t affect any of your bids, budgets, invoicing or other campaign settings. However, if you “Decline,” your ads will no longer be eligible to serve.
Don’t see the new terms?
We’re rolling out the new Terms and Conditions globally over the next few months. If you don’t see the prompt to “Accept” the new terms after signing in to your AdWords account, you may need to wait and accept at a later date—we’ll send an email notification once your account(s) is ready. Or someone you’ve authorized to act on your behalf, for example an advertising agency, may have already accepted.
You can view the previous Terms and Conditions in the AdWords Help Center.
Posted by Sugeeti Kochhar, Product Manager, AdWords
* Does not apply to countries in Europe, the Middle East and Africa.
Throughout the day, when people want to go somewhere, watch something, or buy something, they reach for their mobile phones for help. And it’s often a mobile app that delivers what they need — whether it’s a new pair of running shoes or puzzle game to pass the time during a flight delay.
We launched Universal App Campaigns (UAC) two years ago to make it easier for you to grow your app business. UAC uses Google’s unique machine learning technology to help find the customers that matter most to you, based on your business goals — across Google Play, Google.com, YouTube and the millions of sites and apps in the Display Network.
Since then, UAC has delivered unprecedented growth and app engagement for developers and marketers. Advertisers that optimize for in-app actions with UAC, on average, drive 140% more conversions per dollar than other Google app promotion products.1
To help more advertisers take advantage of these benefits, we’ll be focusing our efforts and moving all AdWords app install campaigns to UAC later this year. Starting on October 16th, all new app install campaigns created in AdWords will run on UAC. Existing Search, Display and YouTube app promo campaigns will stop running on November 15th, so it’s important to start upgrading to UAC as soon as possible.
Three easy steps to help you move your campaigns to UAC
- Review your current AdWords app promotion campaigns: log into AdWords > click the Ads tab and identify your top performing text, banner and video ads.
- Tip: export your campaign performance to make it easy to determine baseline UAC bids.
- Set up AdWords conversion tracking through Google Analytics for Firebase, Google Play or one of our third-party App Attribution Partners to find more of your high-value users. Learn more
- Then, choose the bidding option that best supports your business or campaign goals:
- Set the right bids: calculate the average CPI, CPA or ROAS of your existing campaigns as the starting point for your UAC performance goal. Then, monitor your new UAC and adjust bids over time to meet your goal, as there may be some natural changes in performance as you transition between campaign types.
Check out more Best Practices here.
How UAC helps you find more of the right app users
UAC uses machine learning to make the smartest decision for each ad, analyzing hundreds of millions of potential signal combinations in real time — like where people are engaging with your ads and which creatives and keywords perform best.
For example, we may learn that active PayPal users tend to search on Google Play for apps to transfer money to their friends. So, we’ll show more ads on those types of queries and related content.
Over the coming months, we’ll deep dive into new features and continue to share best practices to help you get the most out of UAC.
Posted by Sissie Hsiao, Director of Product Management, Mobile Advertising
1. Google Internal Data, July 2017
With more searches now happening on mobile than any other device, expectations for the mobile experience are higher than ever. In fact, over 65% of smartphone users now expect to get immediate information while using their smartphone.1 However, mobile constraints can make this difficult–smaller screens and higher latency often get in the way of you showing your customers what they want to know or buy.
Updates like expanded text ads have already helped to make mobile ads more useful and informative, and we’re continuing to build on those principles with extensions. That’s why, starting later this month, we’re changing how mobile ads show sitelinks, callouts and structured snippets.
Useful, tappable sitelinks
Sitelinks help you send people to specific pages on your site directly from your ad, like your store hours page, product pages and more. Going forward, we’re simplifying how mobile sitelinks will show by using both horizontal buttons and larger vertical links.
This makes it easy for you to send people to more relevant, deeper parts of your site–all while giving them the kind of tappable mobile experience they’ve come to expect. Early results show that people are twice as likely to interact with your sitelinks in this new format.2
Making callouts and snippets more readable
Callouts and structured snippets are extensions that provide additional information below your ad copy. Whether it’s to promote a unique offer or highlight a specific aspect of your business, they can be a great way to show off all that your business has to offer.
Previously, both of these extensions appeared in a separate line below your ad. Now, they’ll appear in-line with your ad copy in paragraph form. This means that, on average, more of your callouts and structured snippets will be available to show with your ad. Based on our user studies, people have found this new formatting to be more informative and engaging.3
Posted by James Parker, Product Manager, AdWords
1. Google / Ipsos Connect, Rising Consumer Expectations in the Micro-Moment, U.S., Dec. 2016
2. Google internal data
3. Google internal data
Click-to-call ads were introduced seven years ago to help you connect with more customers over the phone. Since then, we’ve heard one thing loud and clear: you want to drive even more calls. And it’s no surprise—on average, calls convert three times better than web clicks.1
To help you generate more calls, we’re rolling out new call bid adjustments, which allow you to control how often the call option appears with your search ads. Use call bid adjustments to increase bids on campaigns that drive valuable phone calls. For example, if you’re a travel advertiser, you may see higher order values from calls because it can be easier to cross-sell rental cars, group tours and other vacation add-ons during a live conversation. Raise your call bid adjustments to show call extensions more frequently and drive more of these high-value call conversions.
“Calls are an important source of new customer leads for us. Call bid adjustments help us improve our click-to-call visibility and ensure we’re appearing in the top 1-2 positions on mobile. Our on-the-go customers convert quickly within a short window of time, so it’s critical to be front and center, and show them that we offer storage units at the right price and location. Since implementing call bid adjustments and bidding higher for calls, we’ve seen a 37% increase in call volume with a 22% decrease in average cost-per-call.”
– Stephanie Christensen, Paid Acquisition Analyst
“Our customers want to speak to a real person to make sure they’re choosing the right medical alert system for themselves or a loved one. When we can walk them through our offerings live and give them that peace of mind, they have a 30% likelihood of converting, which is nearly 2x higher than with web leads. Someone connecting with us from a call extension is more valuable than a website click, so call bid adjustments allow us to optimize for that greater value. We’ve worked with our agency, Metric Theory, to increase bids specifically for calls and improve how often the call extension shows. As a result, we’ve generated 20% higher call volume while decreasing the cost by 60%.”
– Matt Guerrieri, Director of Marketing
“Call bid adjustments have helped us meet a key marketing objective by delivering a strong uplift in performance year over year, with a 79% increase in click to call rate. It has also enabled us to target our audience to generate higher value insurance policies. The flexibility of the service allows us to make the call option more prominent, thereby driving a greater number of relevant calls. Calls deliver a significant proportion of our monthly leads and we are currently working to push call bid adjustments even harder.”
– Anthony Gamble, Head of Digital Marketing (Acquisition)
Call bid adjustments are available exclusively in the new AdWords experience, which will roll out to all advertisers by the end of the year.2 To learn more about AdWords calls solutions, visit our Help Center. You can also check out best practices for maximizing calls performance and improving the caller experience.
Posted by Amit Agarwal, Senior Product Manager, Calls & Messaging
1. Google internal data, 2016
2. The new AdWords experience is rolling out to all advertisers throughout 2017. Once you have access, you can easily switch back and forth between the new and previous experiences.
A new version of AdWords Editor, with a refreshed design, is now available for all advertisers globally. You’ll find it even easier to manage your campaigns at scale with custom rules, faster account downloads and more.Custom rules help you build high-…
The vast majority of online content creators fund their work with advertising. That means they want the ads that run on their sites to be compelling, useful and engaging–ones that people actually want to see and interact with. But the reality is, it’s far too common that people encounter annoying, intrusive ads on the web—like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page. These frustrating experiences can lead some people to block all ads—taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation.
We believe online ads should be better. That’s why we joined the Coalition for Better Ads, an industry group dedicated to improving online ads. The group’s recently announced Better Ads Standards provide clear, public, data-driven guidance for how the industry can improve ads for consumers, and today I’d like to share how we plan to support it.
New tools for publishers
The new Ad Experience Report helps publishers understand how the Better Ads Standards apply to their own websites. It provides screenshots and videos of annoying ad experiences we’ve identified to make it easy to find and fix the issues. For a full list of ads to use instead, publishers can visit our new best practices guide.
“We’ve always put our users first and support the Coalition’s Better Ads efforts and standards. The report’s videos and screenshots are incredibly helpful and make the Coalition’s research actionable for our teams. We’re impressed with the level of detail and transparency Google is providing and commend this initiative.” – Troy Young, President, Hearst Digital Media
As part of our efforts to maintain a sustainable web for everyone, we want to help publishers with good ad experiences get paid for their work. With Funding Choices, now in beta, publishers can show a customized message to visitors using an ad blocker, inviting them to either enable ads on their site, or pay for a pass that removes all ads on that site through the new Google Contributor.
“Looking at the past few years, we’ve come to realize that to the rise of ad blockers has negatively impacted potential revenue across all of our properties, particularly in Europe. Funding Choices allows us to have a conversation with visitors using ad blockers on how our business works, and provide them a choice to whitelist or contribute to our newsroom. We’ve found that people are generally open to whitelisting once they understand how content gets created.” – Marc Boswell, SVP, Sales Operations & Client Services, Business Insider
Funding Choices is available to publishers in North America, U.K., Germany, Australia and New Zealand and will be rolling out in other countries later this year. Publishers should visit our new best practices guide for tips on crafting the right message for their audience.
Chrome support for the Better Ads Standards
Chrome has always focused on giving you the best possible experience browsing the web. For example, it prevents pop-ups in new tabs based on the fact that they are annoying. In dialogue with the Coalition and other industry groups, we plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018.
We believe these changes will ensure all content creators, big and small, can continue to have a sustainable way to fund their work with online advertising.
We look forward to working with the Coalition as they develop marketplace guidelines for supporting the Better Ads Standards, and are committed to working closely with the entire industry—including groups like the IAB, IAB Europe, the DCN, the WFA, the ANA and the 4A’s, advertisers, agencies and publishers—to roll out these changes in a way that makes sense for users and the broader ads ecosystem.
Posted by Sridhar Ramaswamy, Senior Vice President, Ads and Commerce