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| Analyze and optimize your search footprint with the new paid & organic report Posted: 22 Aug 2013 09:00 AM PDT One of our goals is to provide tools to help you better understand how people searching on Google are connecting with your business. That's why we provide reports like the Search overview in Google Analytics, Search queries in Webmaster Tools, the AdWords Search terms report and impression share reports. Today, we're announcing the addition of the paid & organic report in AdWords, a new report to help you analyze and optimize your search footprint on Google. Previously, most search reports showed paid and organic performance separately, without any insights on user behavior when they overlap. The new paid & organic report is the first to let you see and compare your performance for a query when you have either an ad, an organic listing, or both appearing on the search results page.  Here are some ways you can use the paid & organic report to measure and optimize your search performance:
IMPAQT, a digital marketing agency that specializes in helping clients with their paid and organic search marketing, shared their observations after beta testing the report. The paid & organic report has been incredibly useful in understanding the interaction between paid and organic search, and the overall synergy when they are working together. For one of our client's key branded queries, we saw an 18% increase in CTR when paid and organic work together, as opposed to only having the organic listing. Getting started To get started, you'll need to link your AdWords account to a Webmaster Tools account. Linking requires you to be a verified owner of your site in Webmaster Tools or to be granted access by a verified owner -- it's easy to make the request from within AdWords. Even if you're not buying ads, you can still take advantage of the query-level organic reporting features available in this report. Detailed instructions on how to set up the link and access the report can be found in our help center. We hope the new paid & organic report saves you time and helps you improve your performance as you're managing both types of search traffic for your business. Posted by Dan Friedman, Product Manager, AdWords   |
| Capturing the mobile opportunity - being present and bidding well Posted: 22 Aug 2013 07:00 AM PDT This year, for the first time, the majority of people in the US own a smartphone.1 This means that more people than ever are constantly connected, using their phones throughout the day to search for information, shop, or stay entertained. As a result, we are seeing growth in mobile searches across many verticals. For example, year on year, we have seen mobile searches grow by 117% for entertainment, 91% for auto and 90% for finance. And for seasonal terms like "back to school," we saw a 96% year on year increase. As mobile continues to grow, it's more important than ever for every business to understand how to engage their customers on mobile. For advertisers who are just getting started, make sure you are showing up when potential customers are searching for keywords related to your business. Opt into mobile and set a mobile bid adjustment that meets your business goals. By using mobile bid adjustments, you can influence your ad position, clicks and cost on mobile devices. For a bit of perspective, here are a few of examples of how advertisers have set their mobile bids as a percentage of desktop within the last several months (actual CPCs may vary):
An example of a marketer who has recognized the importance of mobile and created a clear strategy is My M&M's. In this video, the My M&M's team notes that mobile is often the entry point for their customers. Even though the final conversion may happen in the store or on another device, it's been important for My M&Ms to make sure they are on mobile to capture these leads. After optimizing their search and display campaigns, MyM&M's reported a 15% increase in overall ROI. For best practices on how to set your mobile bid adjustment, we encourage you to review our bidding best practices whitepaper which includes a chapter dedicated to mobile bids. You can also use the full value of mobile calculator to estimate the overall value that mobile drives for your business. People are using mobile for many kinds of activities across all business types. Mobile is where your customers are, whether you are a restaurant owner, retailer or financial institution. Therefore, it's more important than ever before to make sure that your message is where people are looking. 1 PEW Research Center, May 2013. http://pewinternet.org/Reports/2013/Smartphone-Ownership-2013/Findings.aspx  |
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