The 4 most interesting news of Google Adwords in 2012

This year 2012 came with many surprises of all kinds, in regards to Adwords specifically we saw many new features and tools, as well as a greater integration with Google Analytics.

Personally I find that these were the 4 most interesting news of Google Adwords in 2012.

1) Import Analytics data into Adwords

Depending on the type of advertiser, in many cases user behavior data in Analytics can be of great value when estimating the results of Adwords campaigns.

This is especially true in cases where advertisers do not sell their products directly online or in the case of Publishers who market advertising space on their websites.

Importing Google Analytics data helps streamline the keyword performance analysis process for the following top metrics such as:

- Bounce Rate

- Pages per visit

- Average duration of the visit

- Percentage of new visits

We can even automate keyword optimization by creating automated rules that modify CPC bids according to the behavioral performance of visits for a given keyword.

In order to import Google Analytics data, both accounts must first be linked.

Once the accounts are linked, we must add the columns to our reports to view the imported data.

2) Report search queries

Previously when running a search terms report for a given campaign or ad group, there was always the question as to which keyword was triggered by that search term.

This data is very useful when optimizing our keywords.

To do this, we just have to go to the search terms report and add the "Keyword" column.

Once the new column is added, we should see which were the keywords that were activated by each search term in particular.

3) Creation of Remarketing Lists from Analytics

When Remarketing was initially launched for Google Adwords, a very tedious task was the correct implementation of different code tags for each list that we wanted to create.

This became easier when the methodology of using a single code tag was implemented, creating the different lists just by entering a URL.

Remarketing then took a leap to the "next level" by allowing the generation of lists from Google Analytics, which currently allows creating lists not only based on the pages of the website that have been visited by a user but also on behavioral metrics, objectives Analytics and custom filters.

This certainly helps us even more in the task of delivering the right message to the right audience.

To create the Remarketing lists we must have Administrator access to the account and access the "Administrator" tab and then select the option "Remarketing lists".

Once there, we can create Remarketing lists according to our specifications, using only the Google Analytics code that we should already have implemented throughout our website.

4) Communication Ad Extensions

The "Communication Extensions" or "Communication Extensions" arrived late in the year and are currently in beta, which currently limits their use to a small number of advertisers.

These extensions allow adding a field where users can fill in an email address to receive more information, offers, etc.

Basically it is a machine to generate leads without users even having to enter the landing page!

Even if the user is logged into a Google account, when performing the search, the form is completed automatically, this generates quality contacts at a very low cost.

Possibly I am forgetting several important details, so if you can think of any tools, functions, data, etc. that have been added to Adwords in 2012 do not hesitate to comment!

On the other hand, let's hope that 2013 brings us as many surprises as 2012, happy new year!