Google Adwords

As you might have noticed the last few weeks most of the campaign reports are not available under the Reporting tab but have moved directly into the Campaigns tab. This is mainly because now you can do it all on the same pages where you manage your campaigns, making finding key performance drivers (and acting on your discoveries) faster and easier. In a way this is much better and very helpful for a user to actually run the report and then act by making the relevant changes.

According to Google: In order to focus our efforts on building the most useful reporting tools possible, we are gradually moving the existing reports from the Report Center into the Campaigns tab, then retiring the Report Center entirely.

Although we are not very affected by this as we  run our reports using the Adwords API through our tools I still believe that the Reporting Centre is a great way to optimise the account and find areas to improve. Moreover most professionals and heavy users use the Google Adwords editor tool. Unfortunately though most of the featrures are not available yet.

Google announces changes in their trademark policy for UK, Ireland and Canada and some other changes in the EU following. What this change means is that there is not going to be any protection from Google for brand terms in the pay per click ads. Most important resellers will be able to use a trademark in their ads. The same applies for affiliates.

The letter from Google below outlines all the changes with the relevant links:

Policy Changes For UK, Ireland & Canada

We are writing to inform you of a change to Google AdWords policy that may affect your Google AdWords account.

In an effort to provide more relevant results and a higher quality experience for our users, we will be adjusting our trademark policy in the UK, Ireland, and Canada to allow some ads to use trademarks in the ad text. From14 September 2010, ads which meet the below criteria will not be removed for trademark policy if they include a trademark in the ad text. The ads will have limited serving, showing only in the UK, Ireland, Canada, and the US (where the policy already exists). Ads which may show with a trademark in the ad text include:

·   Ads which use the term in a descriptive or generic way, and not in reference to the trademark owner or the goods or services corresponding to the trademark term.

·   Ads which use the trademark in a nominative manner to refer to the trademark or its owner, specifically:

o Resale of the trademarked goods or services: The advertiser’s site must sell (or clearly facilitate the sale of) the goods or services corresponding to a trademark term. The landing page of the ad must clearly demonstrate that a user is able to purchase the goods or services corresponding to a trademark from the advertiser.

o Sale of components, replacement parts or compatible products corresponding to a trademark: The advertiser’s site must sell (or clearly facilitate the sale of) the components, replacement parts or compatible products relating to the goods or services of the trademark. The advertiser’s landing page must clearly demonstrate that a user is able to purchase the components, parts or compatible products corresponding to the trademark term from the advertiser.

o Informational sites: The primary purpose of the advertiser’s site must be to provide non-competitive and informative details about the goods or services corresponding to the trademark term. Additionally, the advertiser may not sell or facilitate the sale of the goods or services of a competitor of the trademark owner.

This change will affect all ads in the UK, Ireland, and Canada.

To learn more about this trademark policy revision, visit http://adwords.google.com/support/aw/bin/answer.py?answer=186124 .

If you have ads in your account which were previously disapproved for trademark policy and that comply with the aforementioned criteria, you may submit those ads for re-review after September 14 and eligible ads may begin showing in the UK, Ireland, and Canada. For instructions on editing your ad text, please see

https://adwords.google.com/support/bin/answer.py?answer=6272&hl=en_US.

The Google advertising program is managed by a set of policies which we develop based on several factors, including user and customer experience and business considerations. We review our policies regularly and make changes to keep them current and effective. Our goal is to have policies that are fair, consistent, and adaptable.

Policy Changes For EU/EFTA

From 14 September 2010, Google will no longer monitor or restrict keywords for ads served to users in the regions listed at http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=186123, in response to trademark complaints. This change will bring our procedure in line with our current approach to keywords in the U.S., Canada, the UK, Ireland and most of the rest of the world. Complaints received prior to 14 September 2010 will continue to be processed under the current procedure; however, any investigation of keywords in the affected regions completed prior to 14 September 2010 will no longer apply to keywords after that date.

To learn more about this trademark policy revision, visit https://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=177578

Google a few months ago started trialing some comparison ads for terms around “credit cards“. Some of the main credit card providers are participating in the test. Today I noticed that the comparison ads are now lower from the top three and actually separated and named “Google Comparison Ads“.

I can only pressume that getting top position for a very competitive term like “credit cards” that costs more than £10 per click and not allowing the other providers to bid wasn’t a good idea.

It was reported a few days ago in the US that users are seeing the top PPC ads on Google Adwords with a pink background and it seems this is now launched in the UK too. Google move from the old blue background to the yellow one in 2007. In the meantime they have tested a lot of different versions. It will be interesting to see if this change increases the CTR!

Search and Display network (or Content network) are two different  …. but sometimes advertisers confuse them. The graph below separates the two and explains the different mindset of the users.

It’s very important to remember that when a user is searching on Google he/she is  proactively looking for a service or products. On the other hand when a user sees a banner or an ad when visiting a website they are not looking for ads. (This explains the low CTR on the display network). In the next few days we will post a few interesting articles on the Google content network explaining in more detail how it works.