New top movers report to track how your ad performance has changed

Many of you start each day by asking: What is driving a change in my clicks or cost? What campaigns or ad groups saw the the largest moves? Did any of my recent changes break something?

To help answer these questions, Adwords created the top movers report to show you which campaigns and ad groups have experienced the largest changes in clicks and cost, and highlight changes you made which might have contributed to those moves. Even if your overall account performance metrics appear unchanged, the top movers report will look inside your campaigns to highlight big moves that might have been easily overlooked.

How it works
To view the top movers report, click the Dimensions tab, then View: Top movers. The report compares performance for two consecutive time periods of equal length, and finds the campaigns and ad groups that experienced the largest change between the two periods. You can compare periods of 7, 14, or 28 days, or look at reports generated in the last 90 days.

The report will start by finding up to 10 of the largest moves in clicks or cost and present a summary at the top. If a top mover saw an increase, it goes into the “Top increases” category. If it’s a decrease, it goes into the “top decreases” category. When changes aren’t significant enough to be a top mover, they will roll up into “Other changes.”

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The table below will give details for each top mover. When possible, we offer a “possible cause” for the move, like “bids were increased” or “new keywords were added”.

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Note that “possible causes” only considers changes made to your account. It won’t tell you, for example, if your competitors have raised their bids or introduced new ads.

Top movers is our latest effort to save you time and money by helping you understand changes in performance.  For additional information about using this new report, visit the AdWords Help Center.

See the full Impact of Unclicked Display and Video Ad Impressions using Google Analytics

Every customer journey is different — a customer may see your display or video ads, receive an email, and then click through to your site from a search ad or organic search listing. Often, viewing display ads can attract your clients’ interest in your product and brand even if no click occurs. Traditionally, measurement technology separated out impressions or “view throughs” from clicks, but this separation missed out on valuable data on the impact of display advertising.

Thanks to Adwords integration with the Google Display Network (GDN), Google Analytics can now break down the separation between clicks and impressions and give a more complete view of the customer journey. When a user views display ads on the GDN, or video ads on YouTube, and later visits your website and converts, these interactions with your brand can now be captured in Google Analytics Multi-Channel Funnels reporting.

GDN Impression Reporting is now available through limited whitelist. You can sign-up through this form to participate. Please note that Google cannot guarantee access, but will do there best to provide this feature to as many users as possible. Please also note that this data will only surface in the Multi-channel Funnels reports in Google Analytics. For more information on how to enable the feature in GA please see help center article.

Read on below for more tips on how to make the most of this new feature.

How does Display fit on the conversion path?
By enabling GDN Impression Reporting in Google Analytics, you can learn how your display impressions assist your conversions.



In the Multi-Channel Funnels Overview Report you will see two additional conversion metrics. Impression Assisted Conversions shows how many of your conversion paths were touched by a display impression. Rich Media Assisted Conversions shows how many of your conversions had a rich media interaction on the path to conversion. Rich media interactions are user interaction with YouTube or rich media ad formats, such as ad expansion, video control (such as play, pause, and resume), or switching a video ad to full screen.

With the new Interaction Type selector you can now immediately filter your reports based how your users interacted with your marketing.

• Select Impression to see conversion paths from customers who saw your GDN display ads but did not click on them.
• Add Direct to the mix, to see who saw an ad and then visited your site directly to convert on a relevant transaction or Goal.
• If you want to focus on Rich Media interactions, you can select this interaction type to see how your users convert after interacting with your rich media and YouTube ads.

How do I quantify the impact of display on the conversion path?
In the Multi-Channel Funnels Top Conversion Path report you can see two new path elements, which indicate the presence of a display interaction. The “eye” symbol indicates a pure display impression from a non-interactive display image. This means a user has been exposed to your display ad on the journey to conversion, without clicking on it. The “movie” symbol indicates a user has interacted with one of your Rich Media ads, such as a YouTube video ad.


Now you can see how many conversion paths, and how much associated value, has been driven through paths which benefited from a display impression or rich media interactions. To better quantify your brand targeted display efforts, consider breaking out these campaigns using custom channel grouping.



Assigning partial credit to valuable display interaction touchpoints
You can use the custom model builder from the Attribution Modeling tool to assign partial credit to these display events. Consider giving these events on the user’s conversion path more credit, and compare this against your baseline model.

We also added a new set of dimensions to help you define valuable custom segments for your analysis. Want to see how many users are watching your TrueView video ads fully? Just create a custom segment using one of our new dimensions, TrueView. The full list of new dimensions is:

• Above the Fold: This dimension uses the Google Active View measurement solution. The value is “Yes” if the ad was in the visible area of the screen when the page was loaded.
• Video Played Percent: The value can be “>=25%”, “>=50%”, “>=75%”, and “100%”, allowing you to see how much of a video ad was watched.
• TrueView: If a user has watched more than 30 seconds of an ad, or watched the ad completely, this will have a value of “Yes.” This is a payable event.

Enabling GDN Impression Reporting in Google Analytics
Once we have whitelisted your account, please ensure you have successfully linked your AdWords account to your Google Analytics account. Linking accounts takes just a few moments. Under ‘Data Sources’ > ‘AdWords’ you can then see an entry for each linked AdWords account. In the row there is a toggle switch named ‘GDN Impression Reports’, which turns the display impression data from the Google Display Network On and Off. Data is recorded from the time the switch is turned On.


We hope these new tools will help you understand the full impact of your display campaigns through Multi-Channel Funnels and Attribution. Sign up today for GDN Impression Reporting in Google Analytics.

Give your sitelinks additional detail in enhanced campaigns

Ads that provide detail and precision can help people make more informed decisions.  Sitelinks help people find information deeper in your site so they can get to where they want to go faster.   In February 2012, Google improved sitelinks by using text from other ads in your account or My Client Center to create sitelinks with additional detail.  Today, Adwords going one step further by enabling you to nominate specific text for your sitelink descriptions from within your AdWords account.  This will allow you to control the descriptions that display when this sitelink format shows.

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In testing, users have reported that sitelinks with additional detail were more useful and relevant, and clickthrough rates were significantly higher than the same ad with traditional 2- and 3-line sitelinks.

The new sitelink format with additional detail is available only in enhanced campaigns.  Enhanced campaigns enable you to reach people with the right ads in the right context - location, time of day and device type -  without setting up and managing numerous campaigns. All campaigns will be upgraded to enhanced campaigns on July 22nd.

After upgrading to enhanced campaigns, you will have the option of adding extra text to your sitelinks - simply fill out both lines of the "Description" field when creating a new sitelink or editing an existing sitelink.

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Note that your ads won't always show sitelinks, and when they do, the format that appears could vary.

The core guidelines for sitelinks remain the same with these improvements:

• Sitelinks cannot violate the duplicate sitelink URL policy
• Sitelink text cannot use keyword insertion
• Sitelink text cannot be the same as other sitelinks in the same ad group/campaign or the main ad that’s serving
• In addition to this 4 sitelink view, there is also a 2 sitelink variation

New Image Extensions Enable You to “Show” and “Tell” with Search Ads

Advertisers understand that sometimes it's easier to 'show' rather than 'tell' when promoting a business. As search ads continue to evolve, Google want to make it easier for you to do both. Today Google announcing the beta launch of image extensions, which will allow you to add new visual elements to your search ads.  Adwords added many extensions to search ads to help you be more relevant to users.  Image extensions enable you to more accurately convey the body style of a car, the cut of a pair of jeans, or a particular shade of eyeshadow, making your ads richer and more informative so they stand out in a crowded marketplace.

As the web evolves, Google users expect richer and more diverse content. More than one in six searches on Google today provide results with visual content. Image extensions will show in some cases when we determine that a search is likely for visual content. For example, it is more likely that your image extensions will show for a query like luxury car designs than locations of nearby car dealerships.

You can choose the images that you want displayed with your search ads and send them to Adwords Team for review.  You must have the necessary rights to the the images you wish to display with your ads.  Adwords encourage you to submit your images as they continue to experiment with and improve visual ad formats.

Image extensions are currently running in English globally.