In the ever changing world of digital advertising, it can be extremely difficult to keep on top of new releases. Amongst the many recent change to AdWords, we at Wakefly have noticed that two in particular have flown under the radar of main stream media, but are extremely useful on a day to day basis:
- Bid Simulator Columns
- Search Funnels
Bid Simulator Columns
The bid simulator columns can be found within the keywords tab. These columns provide a keyword by keyword breakdown of what would happen at plus or minus 50%, plus or minus 300% and at top of page bids.
This is a major platform update for SEM managers because it replaces the need to click the bid simulator icon on each individual keyword. In addition to increasing our overall efficiency, we have found these particular columns useful for a number of tasks;
- Determining which keywords would benefit from a substantial bid increase
- Which keywords have bids that are too high
- The overall effect on CPA and conversion volume as a result of bid increases/decreases
- Campaign and keyword forecasting
Search Funnels is a new feature that shows the entire search path leading up to a conversion, including search ad clicks and impressions. These reports provide SEM managers with data on “upper-funnel” keywords that help conversions beyond the last click.
The data found is that the search funnel reports can provide you with an understanding of how users are searching for your client’s products and services. This helps to ensure that you optimize your campaigns through the funnel, and don’t accidentally pause keywords, ad groups, and campaigns that are a crucial part of the conversion path.