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Google adds "Remarketing" to Adwords

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Google has taken behavioral advertising to the next level. After giving marketers the ability to target users by interests and website-category on the Google Content Network, Adwords now has a new controllable option, that is “Audiences.” Audiences allows you to target specific ads to specific users who have performed a certain action online, such as targeting all users that have visited a specific section on your website or purchased a certain item.

By adding Remarketing – a term created by Google for this type of advertising – to Adwords, Google is bringing advertisers closer to the future, which will tend to rely more on behavioral ads rather than geotargeted ads. For example, remarketing enables you to advertise to certain customers who have already looked to buy book “x”, offers about books from the same author or a similar topic – a technique used by websites such as Amazon.com.

In the new version of Adwords, you can create a new “Audience List” under the new “Audiences” tab, constituting of customers who share a certain behavior on your site, then generate a tag that could be added to your website. “Audiences” are fully trackable and measurable through Clicks, Impressions and conversion rates.

If you care about your conversion rates, you might want to start by enabling the new “Audiences” tab in any campaign running of the Google Content Network!

Google: Transition from Local Business Ads to Location Extensions

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Soon, Google will start transitioning from its Local business ads model to Location extensions. Location extensions is a new Adwords product upgrade that offers several benefits over location business ads.

Brands who have many store locations will benefit from the ability to use the same ad for several store locations. When a potential customer performs a search, their location or search terms are dynamically matched to your business locations, and your most relevant location appears within your ad on Google Search and Google Maps. The new format of Adwords also enables advertisers to create more effective ad headlines rather than having to stick with the business name.

Google suggests you start moving your location business ads to location extensions manually. All ads that are not moved to location extensions will be automatically resetelled by Google in the coming few weeks.

Here is a simple step-by-step guide by Google to help you through the transition.