In the ever changing world of Search Engine Marketing, Google continues to lead the pack. Here are some new features that you may not be aware of, but could make a real impact on your cost per click and ROI.
1. Google’s Updated Privacy Policy - What It Means For Google Analytics and AdWords Users
Google will be rolling out a new main privacy policy on March 1st. The new policy will make it more clear that once you login to your Google account, your information will be shared across all of the Google products you are using. The only change for Google Analytics users under the new privacy policy is that now, information about how you interact with the Google Analytics interface may be shared with our other products. The new change in the privacy policy has been criticized by many as just another step towards de-anonymizing users and sharing private information that should otherwise be protected. However, this is not really the case. Yes, Google is planning to have more overlap in your information from different services, but this will ultimately help you track things like demographics that are currently available within the Facebook PPC platform, but have not been available through AdWords and Analytics thus far
2. Mobile Advertising - Best Practices
It's hard to overestimate the opportunity that mobile presents to advertisers. Mobile searches have grown dramatically in the last two year, and will continue to grow at an exponential rate. There are options within your Ad Settings to ensure you are displaying your ads on all devices, but mobile ads should be treated differently than your regular ads and should always include a phone number, which will show up as an active link within any smart phone and initiate a call when touched. The best way to create a "Mobile Ad" is to start with a separate campaign that will be set to only display ads on mobile devices. These ads will include a phone number along with a link to a mobile friendly website. You can also use the new Location Extensions option to show direct links to your Google Places page and contact information. 
You can also measure how many users found you through mobile devices (and which ones) through your Analytics report. Pretty cool stuff, if you're a geek like me and into analyzing data.
3. The Dimensions Tab
This new tab is available in AdWords and will allow you to add new "Dimensions" to your campaigns on both the search and display network.
Audiences: Display ads are now over a $5 billion dollar 
business for Google and growing rapidly. This feature allows you to target specific audience groups within Google's Display network, very similar to the way you can target demographics in Facebook PPC campaigns. You can target and adjust your bids for certain audiences, or limit your campaign to only reach an audience that has shown an interest in certain topics like "Real Estate Investing" "Home Improvement" "Apartment Rentals" etc.
Topics: For the Display Network only and similar to Audience Tab, you are now able to select specific topics and display your ads on sites that fit your target market.
Ad Extensions: This is a great way to give your audience more reasons to click on your ads. You can include business information like a phone number and address, or various links to different landing pages within your website.
For more information on how to enhance your ads using extensions you can visit the Google Support Page, or take a look at our Free Google AdWords Resources page to find out how SuccessWebsite can help you enhance your ads on Google.
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