• From finding the right keywords to creating the best ads, you invest a lot of time optimizing your campaigns to drive visitors to your website. But none of that matters if your landing pages aren’t turning those visitors into customers.

    Did you know that nearly one third of smartphone users will immediately switch to another website if yours doesn't satisfy their needs?1 In fact, 64% switch because there are too many steps or they can’t find the information they’re looking for.2

    In other words, if your landing pages aren’t mobile-friendly, you’re losing customers and sales.


    The “Landing pages” page

    Earlier this year at Google Marketing Next, we introduced the “Landing pages” page to help you see how your landing pages are performing. We're rolling it out over the next few weeks in the new AdWords experience.* On this new page, you’ll see which URLs in your account are mobile-friendly, which ones drive the most sales, and which ones may require your attention. For example, find the pages that get a lot of clicks, but aren't mobile-friendly. Then prioritize them for your contact so you can convert more of your ad clicks into sales.


    Sort “Clicks” in descending order to identify landing pages you may want to fix




    “An ad click is just the start of the customer's journey. Everything after that―the speed, mobile-friendliness, ease of use―is paramount to the success of our campaigns. So naturally we're incredibly excited to see this landing page data in AdWords.” ― Nicole Jennings, Senior VP of Paid Digital Media, PMX Agency



    “It’s amazing how quickly we can now identify landing page issues and propose the right fixes. When we can get web teams to prioritize changes that improve both organic and paid search performance, it's a big win for everyone.” ― Zach Morrison, President of Elite SEM


    Mobile-friendly Click Rate

    One of the first metrics you’ll want to look at is “Mobile-friendly Click Rate”: the percentage of mobile clicks that go to a mobile-friendly page, as defined by Google's Mobile-Friendly Test. This metric gives you an idea of which landing pages result in the most or least mobile-friendly experiences. Sort the column in ascending order to identify pages you may want to fix.


    Test for mobile friendliness

    Once you find a landing page that needs attention, simply click to run a test. AdWords will open up Google’s Mobile-Friendly Test in a new tab so you can review the potential issues, for example the page text being too small or the things people can tap on being too close together.

    Google's Mobile-Friendly Test


    Learn more

    The “Landing pages” page shows data for Search, Display and Video campaign landing pages, however “Mobile-friendly Click Rate” is currently available for Search landing pages only. We’ll be expanding on this data in the coming months. You can learn more in the AdWords Help Center, and learn how Accelerated Mobile Pages (AMP) can speed up your landing pages to help improve campaign performance.

    Posted by Jon Diorio, Group Product Manager, AdWords


    1-2. Google / Ipsos Connect, Rising Consumer Expectations in the Micro-Moment, U.S., Dec. 2016 n=1,516 US online smartphone users, A18+
    * The new AdWords experience is rolling out to all advertisers throughout 2017. Once you have access, you can switch back and forth between the new and previous experiences.

  • 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 an...

  • 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.


    Action required

    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

    1. Review your current AdWords app promotion campaigns: log into AdWords > click the Ads tab and identify your top performing text, banner and video ads.
  • Create a new UAC and set the right performance goal: build a new UAC by clicking the +Campaign drop-down menu from the "Campaigns" tab > select Universal app. Copy and paste any top performing creatives, especially images and videos, into your new UAC.
    • 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:


    1. 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.
    E02213065-UAC-Benefits-Blogpost-Gif-Jul17_v07.gif
    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

    Learn more about ad extensions in the Help Center, and read our best practices guide to learn how to make your extensions as appealing as possible.

    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.