Learn with Google Session Summary
Adwords Product Manager
The first Learn with Google session at SMX West 2016 was a Q & A Panel – The panel was made up of Google project managers with deep knowledge surrounding Product Ads.
Many of the questions and answers in this session revolved around remarketing, and specifically the Adwords features Customer Match and RLSA (Remarketing Lists for Search Ads). One tip that I heard repeated later at the Bing session was:
TIP: Use remarketing lists layered over bids to open up keywords that would otherwise be too expensive for your campaign.
Another theme touched on often in the Q&A was the importance of tracking cross device conversions. Adwords can track these for you based on users logged in to their Google Account.
A number of the questions were related to Google’s dropping of Adwords ads from the “right rail” of Google SERPs, and what effect they expected that to have on advertisers. The new layout places 3 ads on top (4 if the Google determines that the search is “highly commercial”) and the rest at the bottom. Google made this change to improve user experience.
The consensus from the panel was that the lower right rail ad positions historically haven’t been of much value to advertisers so they didn’t expect much of a negative effect.
Finally, offline to store was discussed briefly. The Store Visit conversion tracking type is only available to certain advertisers. I’m assuming these must be large organizations, as the data relied upon is “anonymous, aggregate statistics.”