Google AdWords Adds Mobile Bid Adjustment Simulator, First Position Estimates

Google has introduced a bid adjustment simulator for mobile bids in AdWords as well as a new first page bid estimate.
The mobile bid adjustment simulator now how changing a mobile bid adjustment could have potentially affected impressions, clicks and spend over the previous seven days. The simulator will show estimated impact for both mobile bid adjustment increases and decreases.

You’ll find the mobile bid adjustment simulator from the Devices section under the Settings tab in a campaign. Be sure the Bid Adj. column is activated. You’ll see the bid simulator icon in that column below your bid adjustment.
Fine print note: Keep in mind that because this simulator is only available at the campaign level, “If you apply any bid adjustment changes from the simulator, your ad group adjustments will be overwritten.”
First Position Estimates
Google has also added first position bid estimates to complement the existing first page estimates and top of page estimates. The estimate shows the bid you’ll likely need for your ad to be shown

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Holidays Are Comin’: Preparing Your Paid Search Programs For The Festive Season

It’s the most wonderful time of the year… unless you’re an unprepared online retailer. The lead-up to the holidays is a busy period for a lot of us, but without the right strategies in place, you could be missing out on a stupendous amount of business.
While it may be annoying that Christmas commercials start appearing on our screens before we’ve had a chance to dig out our winter coats, the earlier you start thinking about your holiday strategies, the better.
Here I’ve put together a holiday checklist that you can follow to ensure you’re ahead of the curve for Black Friday, Cyber Monday and the rest of the holiday season.
1. Budgets
It goes without saying that traffic will increase around the holidays, and the same budget you had for September just isn’t going to cut it. But without a crystal ball, how can you know exactly how much budget you’re going to need?
Your biggest source of inspiration is your own data.

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Does Google Really Know Where You Are?

Earlier this year, I was trading anecdotes with a couple of fellow marketing professionals who were struggling to make sense of the geolocation settings within Google AdWords.
Underlying everything we assume about geo-targeting is Google’s ability to correctly locate the user. If we are looking to serve ads to people in New York City, then (obviously) we need to target people who Google identifies as being in New York City. Equally, we need to be sure that we are not targeting people who are not in New York City.
Whilst this second statement may seem redundant, it actually isn’t — because, as we have discovered, there are two errors that Google seems to be making. The first is the false positive, the person that Google identifies as being in NYC, when in fact they are not. The second is the false negative, the person who is in NYC, but whom Google has identified as being located somewhere else.
Quantifying The Issue
To test

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Re-Examining The Top 10 Paid Search Best Practices, Part 1

Best practices — by definition — are a set of highly recommended tips and tricks born of repeated and ongoing expertise in a specific subject matter. As professionals, we rely on these tried and tested procedures every day because we assume them to be correct and effective.
But are these best practices always the right course of action? If anything, they might just be, as many describe, “just a good starting point” that shouldn’t be relied on as the only way to manage paid search.
Susan Waldes’ recent post here at Search Engine Land on why search marketers should reconsider using broad match challenges the best practice on avoiding that match type when possible. I read this piece and was inspired to re-examine other best practices search practitioners take for granted as being hard and fast rules.
The goal here is not to try to debunk these best practices — they’re all highly effective tips — but rather to explore a

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New Device Launch Campaigns: Key Insights For Online Advertising Success

No matter what our age, we all love a new toy — especially when it features the latest technology. And if you happen to be one of the lucky advertisers on the cusp of launching a new device, like a smartphone, tablet, accessory, or (the new favorite) wearables, you’re also on the verge of a huge opportunity — provided, of course, you know how to capitalize on it.
According to a recent eMarketer report, “The US Telecom and Computing Products and Consumer Electronics Industries 2015: Digital Ad Spending Forecast and Trends,” U.S. digital ad spending related to new devices is expected to reach $10.9 billion in 2015, including $6.5 billion on telecom-related ads. So it only makes sense to look at past campaign data and put that information to good use. Here are some actionable insights collected from Bing Network’s data to set your new device launch campaign on the path to success.
For Any New Device: Make Your Campaign Mobile-Friendly & Optimized
Mobile search volume on the

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Google Says “Near Me” Searches Have Doubled This Year

Search queries that contain a location qualifier such as “nearby” or “near me” have doubled in the past year, according to Google Trends data from March. Eighty percent of those searches come from mobile devices.
Now that you know this, you’ll start to be cognizant of how often “nearby” and “near me” variations of search queries pop up in Google auto-suggest on your phone.
Google first released this data last week with the launch of a new mobile ad product specifically designed around these types of queries. The new Nearby Business listings strip out the typical copy shown in text ads and feature buttons to get directions or click to call the business. Google’s Chief business officer Omid Kordestani repeated the stat during an interview at Re/Code’s Code Conference.
Kordestani also confirmed reports that a buy button will start appearing soon on select search ads. To see what else Kordestani discussed with ReCode’s Kara Swisher, see our live blog coverage on Marketing Land.
The post Google

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Google Adds “Nearby Business” Mobile Ad Format For Location-Related Searches

Google announced another addition to its lineup of  mobile ad formats, Thursday, this time affecting location-based searches. The search engine will begin showing up to four ads for businesses on location-related searches in a “Nearby businesses” pack.
According to Google Trends data from March, “near me” searches have doubled in the past year, with 80 percent of those, not surprisingly, coming from mobile. With this change, the new nearby business ads are likely to show instead of traditional text ads. The ads will be driven by location extensions in AdWords and will include a link to get directions or click to call the business.
These ads are similar to the organic local business listings on Google mobile searches. Below is an example of one of these ads I found showing today above the typical set of local business listings.

Here’s how that search without “nearby” in the query looked today:

Advertisers must have location extensions enabled in their accounts in order to be eligible to

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