5 Recent Google AdWords Updates Critical To E-Commerce

Google AdWords is a constantly evolving beast, and if you don’t keep tabs on every new change, your competitors will leave you eating their dust. Fashion is one of the biggest industries to make use of e-commerce and Google AdWords has become an important tool in every online retailing business. The regularly updated platform rarely provides you with tutorials or warnings of the newest changes, which means those brands who are less diligent may miss out on a golden opportunity to get that edge they need to succeed.

With this in mind, I have explained the five recent updates to Google AdWords that are critical to e-commerce.

1. Call-Only PPC Campaigns

Google’s official AdWords blog states that as much as 70% of mobile search users call a business direct from the search results, which is probably one of the biggest and most beneficial ways search has evolved in the new era of mobile.

If you are finding that your audience prefers to call you rather than click through, you should really think about implementing call-only campaigns. These call-only campaigns can be used to create new ad content that promotes telephone information – a big call button with a prominent phone number. Handy hint: always use strong calls to actions when you’re using a call-only campaign. Something as simple as ‘call now’ really generates engagement.

2. Google Trusted Stores

No-one is going to click on an ad if they don’t trust it. Online shopping is all about trust, and if you don’t have that, you don’t have anything. In light of this, Google has made it extremely easy for merchants to join Google Trusted Stores – and best of all, it’s free!

This certification builds trust by stating that your website not only offers a fantastic user experience, but that customers are also offered free purchase protection by Google. Upon qualification, you earn a badge that you can display proudly, that says to the online world that you can be trusted.

3. Upgraded URLs

Upgraded URLs make our job a little easier when tracking and managing what happens after someone has clicked on one of your ads. You can now update the landing page URL and the tracking information separately on AdWords. This means that you can update your tracking information without having to laboriously re-set your ad statistics.

These upgraded URLs don’t just make your job easier, they give you so much more access to valuable information. Tracking the number of clicks you received by location, also known as a Value Track parameter, is no longer a problem – use it wisely.

4. Ad Customizers

Just before the end of 2014, Google introduced a brand new tool to AdWords. This allowed users to get more relevant text ads in front of their customers in real time, even if the company was offering hundreds or thousands of products and services.

The countdown widget is one of the new customisations currently proving very popular with users. Something as useful as counting down the days left in a promotion or a sale is often overlooked, but this countdown widget increases urgency which drives more clicks and conversions. 

5. New AdWords Editor

The most talked about update of late 2014 was the new AdWords Editor. The most popular tool on the platform was given a makeover and a load of enhanced features. Something as simple as being able to open multiple windows allowing you to view different parts of your account at the same time is a huge benefit. You can have your keyboard list open whilst making more ad copy at the same time. In addition, you can now manage multiple accounts at the same time and drag and drop content between them.

Andy Donaldson is a fashion and retail digital marketing specialist and the director of Hit Search, an agency specialising in SEO, PPC, CRO, social media and content marketing.