November 2010

How To Setup The New Google AdWords Product Listing Ads

Google has been testing Product Listing Ads for over a year with select *lucky* advertisers. This past week Google has rolled out this feature to all AdWords advertisers. In other words, we are all lucky now.

For some reason, the setup process does not seem very straight-forward. Here is a quick guide on how to set up Product Listing Ads.

Step 1 – Connect Google Merchant Center To Your Campaign

About a year ago, Google released AdWords Product Extensions, where related products are displayed under your ad in a PlusBox. Setting this up is the first step towards getting Product Listing Ads up and running.

You will need to goto the Ad Extesnsions tab in your campaign, and select Product Extensions from the drop down list. Then click on New Extension and check off your Merchant Center account which should show up.

Once this is done, your ads will start displaying with a PlusBox and related products under it on Google.com.

Step 2 – Create Product Targeting On The Ad Group Level

Now that your campaign is connected to your Merchant Center account, you need to select product targeting in the new Auto Targets tab. Click the Add Product Target button and select all products or a subset of your products using the filters. TIP: These product filters look for an exact match only and will give you the ability to validate the results.

Step 3 – Create A Product Listing Ad Type

The next and final step is to create a new Product Listing Ad in the Ads tab of your Ad Group. click the New Ad button and select Product Listing Ad.

You will then be given the option to fill in promo text and save the ad:

That’s all. You’re done… You should start seeing your products displayed on the top right of the Google SERPs for related terms.

For extra credit, you can watch this Google video explaining product ads.

How To Setup Conversion Tracking In Microsoft adCenter

Microsoft adCenter Conversion Tracking

Now that Microsoft adCenter is powering ads for both Bing.com and Yahoo.com, it is extremely important to make sure you are tracking your campaigns properly. Here is a quick guide on how to set up revenue and conversion tracking for Microsoft adCenter.

Step 1 – Turn On Conversion Tracking

In adCenter, conversion tracking must be turned on for each individual campaign. You can do this by navigation to your campaign and clicking on the “Change Settings” link. In the top right corner of this page you will find a check box to Track Conversions. Check this box.

If you just want to track the number of conversions, you can click the link to “show code” and paste it into your order confirmation page. If you want to track revenue too, then you’ll want to follow the next steps.

Step 2 – Revenue Tracking

In order to track the revenue generated from orders originating from adCenter, we will need to set up custom code. Start by clicking on the “Open Campaign Analytics Tool”. This will bring you to the Campaign Analytics section of adCenter. The next step will be to set up a goal by clicking “Create Goal”.

It will bring you to a simple form that you will need to fill out. Most of the form is self-explanatory. Just make sure you select “Variable” under the “Revenue to track” option.

Once you fill out the form, click “Save and generate code”. Copy and past the code and…

Step 3 – Inserting Revenue Variable

At this point you should have code that looks kind of like this:

<script type="text/javascript">if (!window.mstag) mstag = {loadTag : function(){},time : (new Date()).getTime()};</script>
<script id="mstag_tops" type="text/javascript" src="//flex.atdmt.com/mstag/site/dexe4973-10a0-2abe-823e-5b2123f42eb0/mstag.js"></script>
<script type="text/javascript"> mstag.loadTag("analytics", {dedup:"1",domainId:"XXXXXX",type:"1",revenue:"",actionid:"XXXXX"})</script> <noscript> <iframe src="//flex.atdmt.com/mstag/tag/dexe4973-10a0-2abe-823e-5b2123f42eb0/analytics.html?dedup=1&domainId=XXXXXX&type=1&revenue=&actionid=XXXXX" frameborder="0" scrolling="no" width="1" height="1" style="visibility:hidden; display:none"> </iframe> </noscript>

At this point you need to generate the order total from your eCommerce system and pass the variable in the two places it says revenue. Here is an example, look at the word revenue on lines 3 and 4.

<script type="text/javascript">if (!window.mstag) mstag = {loadTag : function(){},time : (new Date()).getTime()};</script>
<script id="mstag_tops" type="text/javascript" src="//flex.atdmt.com/mstag/site/dexe4973-10a0-2abe-823e-5b2123f42eb0/mstag.js"></script>
<script type="text/javascript"> mstag.loadTag("analytics", {dedup:"1",domainId:"XXXXXX",type:"1",revenue:"1234.56",actionid:"XXXXX"})</script> <noscript> <iframe src="//flex.atdmt.com/mstag/tag/dexe4973-10a0-2abe-823e-5b2123f42eb0/analytics.html?dedup=1&domainId=XXXXXX&type=1&revenue=1234.56&actionid=XXXXX" frameborder="0" scrolling="no" width="1" height="1" style="visibility:hidden; display:none"> </iframe> </noscript>

Your final code should look something like the code directly above. You can paste this code into your order confirmation page.

NOTE: Don’t copy and paste this as it won’t work, because I removed all the IDs that adCenter uses to identify which account this is for.

How To Track Phone Sales In Google AdWords With Call Metrics

Every online merchant knows how complicated it is to track phone sales… Google has announced a new Ad Extension called Call Metrics. This works by getting a new phone number for each campaign through Google Voice. AdWords will then report how many calls that ad received.

How-To

Go to the Ad Extensions tab on any campaign and select View Phone Extensions. From there you can select New Extension. You will be prompted to fill out the following info:

  • Country
  • Phone number to call

Then check the box next to “Call metrics: Use Google Voice to track calls from my ads”.

Image Credit: Search Engine Land

Here is a video Google created to explain the benefits of call tracking.

NOTE: This has not rolled out to all accounts yet.

Image Source: -eko-