Paid Search

7 Dream AdWords Features That Would Make Our Lives Easier

Google is constantly innovating. Sometimes those changes make our lives easier, and sometimes they leave us scrambling to make adjustments to our PPC campaigns.  I identified 7 areas of improvement within the AdWords interface that could make everybody’s life much easier. Hey, we can dream right?

1.See Conversions Action Name Details in the Dimension Tab

This would be a great improvement because it would give advertisers a ton of information by just sorting information that the platform already has. This improvement could help you to:
  • Visualize the conversion action name data by day of the week
  • Visualize the conversion action name data by geographic area
  • Find out what times of the day are best for a given goal
  • Find out which goal performs well by destination URL
  • Anything else you can think of looking at the dimension tab

2. Adding the Google Analytics Columns in the Dimension Tabs

Wouldn’t it be nice to have the information regarding the bounce rate by hour, days, and geographic location right into the AdWords interface? This might sound redundant, but it is actually very handy in case of read-only access or simply to not navigate across two platforms.

3. Adding Keyword Type Selection When Adding Keywords from a Search Query Report

If you skip through a search query report in the live interface you are forced to apply the changes to the keyword type manually in the keyword field. It’s time-consuming and redundant. Wouldn’t it be great if you could simply selecting a match type in a drop down menu and copy it to the whole list?

4.Schedule Different Campaign Budgets by Day Directly in the Setting Tab

Some people might have different priorities in terms of what to advertise and how much to spend based on the day of the week. For example, maybe you want to spend more on advertising for the two days before an event. Or, you want to spend more on the weekends when more people are active online.
Right now it is possible to apply bid adjustments by hour or day but it is not possible to allocate different budgets by day to the same campaign in the settings tab. The only way to do it is to actually create different campaigns. Not impossible, but time-consuming.  This would be a great add-on that would simplify how we manage accounts and reduce the management time necessary for some manual changes.

5. Google Forwarded Number More Countries

Tracking calls is becoming a  fundamental tracking method. It would be awesome if we could offer this service to all clients world-wide. Many people are expressing their interest in this function and I am sure Google has it in the pipeline. The Google forwarding number is currently only available in UK, Germany, and US.
What will you be able to track thanks to the Google Forwarding Number?
  • Campaigns and/or adgroups that generated calls lasting for more than a given time frame you set up in the AdWords interface. This will give you the information regarding manually dialed phone calls and it won’t include calls coming from mobile devices.
  • Identify keywords and adds that initiated a click to call type of click (the data is available under the click type option in the segment tab of both the keyword and the ad tabs)

6. Click to Call Conversions Targeted at Both Keyword & Ad Level

This point relates to the one I just introduced.  It would be fantastic if we were also able to track the call details at the keyword and ad level in order to be able to better optimize traffic. We could also add that it would be great to track click to call conversions that are not manually dialed at the campaign, adgroup, ad,and keyword level!

7.  Facebook & Twitter Social Extension

Right now Google AdWords gives you the opportunity to use social extensions that are only based on Google +. Wouldn’t it be great if you could show off the great work you have done with your other social media sites? I believe that the best way to move forward would be to enable Facebook and Twitter extensions.
This extension would give you the chance to add credibility to the business and facilitate the conversion process.

The Take Away

Google is a constantly evolving advertising platform. 2013 has been a year full of surprises, starting from enhanced campaigns all the way to review extensions. 2014 will definitively come with many improvements that will make everybody’s life easier. If only we had a say in what they changed! What would you like AdWords to improve and why? Voice your opinion and let’s build an even bigger list!

 7 Dream AdWords Features That Would Make Our Lives Easier
Founder and CEO of Zebra Advertisement, a result oriented SEM consulting firm. Rocco consults companies that spend up to US$5M in PPC advertisement budget per day, speaks 3 languages, and has been recently shortlisted as Young Search Professional of the Year by the 2013 European Search Awards and by the 2013 US Search Award.
 7 Dream AdWords Features That Would Make Our Lives Easier
 7 Dream AdWords Features That Would Make Our Lives Easier

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15 thoughts on “7 Dream AdWords Features That Would Make Our Lives Easier

  1. I think that FB, Twitter and AdWords are serving different needs (interest targeting vs intent targeting for instance). This means that you would only offer an extra reason to put more effort into making a business work out 360 degrees. Usually all of my clients know you can advertise on several platform and therefore giving the opportunity to add some more extensions will only add a service to their advertising system. Still, your point makes total sense and I totally understand what you are saying! Thanks for your comment!

    1. That’s certainly true. I definitely see how it would benefit all of them in areas of utility, but who would claim the lion’s share of all that ad money if they integrated? Obviously Google would win that competition, so it makes sense for Facebook and Twitter not to let that happen sadly.

  2. I’m new to internet marketing. I always presumed, the keyword research tool would spit out other trending keywords or keyword phrases similar to the one you entered. But the tool isn’t doing that. I wonder why? can you throw in some insights on this.

    1. Hi Ram,

      If you use the keyword tool provided by Google, you will be able to use some advanced functions solving your problem.

      Specifically:

      - Show keywords in my account (you can turn it on if you want to see keywords that are part of your account)

      - Only show ideas closely related to my search terms (if you want it narrow)

      Other than that, every time you use the tool, it is supposed to not retrieve terms you already used. I hope I fully addressed your question. Please contact me if you need additional information.

      All the best,
      Rocco

  3. 2013 has been a year full of surprises, starting from enhanced campaigns all the way to review extensions. I believe Google Plus will always have the most impact.

  4. In addition to this part -Adding Keyword Type Selection When Adding Keywords from a Search Query Report, it will be helpful if we can have an option to select match type when adding new keywords from within an ad group using the keyword suggestion tool. This is the keyword suggestion tool that’s on the right when you click the add keywords button within an ad group on the keywords tab.

      1. Thanks Rocco. Another feature that you mentioned that I’m really waiting for is Google Forwarded Number for More Countries.

  5. Its a good one because AdWord’s users now have better user experience with the platform. Its also interesting to know that Google has added extensions for accessing other social media platforms in addition to Google +. Indeed, our lives would be made easier by these dream features.