{"id":1808,"date":"2012-12-31T22:29:33","date_gmt":"2013-01-01T01:29:33","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=1808"},"modified":"2012-12-31T22:29:33","modified_gmt":"2013-01-01T01:29:33","slug":"las-4-novedades-mas-interesantes-de-google-adwords-en-el-2012","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/en\/ppc-google-ads\/the-4-most-interesting-news-of-google-adwords-in-2012\/","title":{"rendered":"The 4 most interesting news of Google Adwords in 2012"},"content":{"rendered":"<p>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.<\/p>\n<p>Personally I find that these were the 4 most interesting news of Google Adwords in 2012.<\/p>\n<p><strong>1) Import Analytics data into Adwords<\/strong><\/p>\n<p>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.<\/p>\n<p>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.<\/p>\n<p>Importing Google Analytics data helps streamline the keyword performance analysis process for the following top metrics such as:<\/p>\n<p>- Bounce Rate<\/p>\n<p><strong><\/strong>- Pages per visit<\/p>\n<p><strong><\/strong>- Average duration of the visit<\/p>\n<p>- Percentage of new visits<\/p>\n<p>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.<\/p>\n<p>In order to import Google Analytics data, both accounts must first be linked.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1810\" title=\"google analytics\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics.jpg\" alt=\"\" width=\"332\" height=\"154\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics.jpg 332w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-300x139.jpg 300w\" sizes=\"(max-width: 332px) 100vw, 332px\" \/><\/a><\/p>\n<p>Once the accounts are linked, we must add the columns to our reports to view the imported data.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1811\" title=\"google analytics 2\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-2.jpg\" alt=\"\" width=\"1000\" height=\"195\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-2.jpg 1000w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-2-820x160.jpg 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-2-300x58.jpg 300w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/p>\n<p><strong>2) Report search queries<\/strong><\/p>\n<p>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.<\/p>\n<p>This data is very useful when optimizing our keywords.<\/p>\n<p>To do this, we just have to go to the search terms report and add the &quot;Keyword&quot; column.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/atributo-palabras-clave.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1813\" title=\"keywords attribute\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/atributo-palabras-clave.jpg\" alt=\"\" width=\"534\" height=\"251\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/atributo-palabras-clave.jpg 534w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/atributo-palabras-clave-300x141.jpg 300w\" sizes=\"(max-width: 534px) 100vw, 534px\" \/><\/a><\/p>\n<p>Once the new column is added, we should see which were the keywords that were activated by each search term in particular.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-1815\" title=\"search terms keywords\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave-1024x169.jpg\" alt=\"\" width=\"620\" height=\"102\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave-1024x169.jpg 1024w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave-820x136.jpg 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave-300x49.jpg 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave.jpg 1074w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/><\/a><\/p>\n<p><strong>3) Creation of Remarketing Lists from Analytics<\/strong><\/p>\n<p>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.<\/p>\n<p>This became easier when the methodology of using a single code tag was implemented, creating the different lists just by entering a URL.<\/p>\n<p>Remarketing then took a leap to the &quot;next level&quot; 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.<\/p>\n<p>This certainly helps us even more in the task of delivering the right message to the right audience.<\/p>\n<p>To create the Remarketing lists we must have Administrator access to the account and access the &quot;Administrator&quot; tab and then select the option &quot;Remarketing lists&quot;.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-1818\" title=\"google analytics remarketing\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-1024x244.jpg\" alt=\"\" width=\"620\" height=\"147\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-1024x244.jpg 1024w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-820x195.jpg 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-300x71.jpg 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing.jpg 1095w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/><\/a><\/p>\n<p>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.<\/p>\n<p style=\"text-align: center;\"><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1819\" title=\"google analytics remarketing 2\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2.jpg\" alt=\"\" width=\"422\" height=\"419\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2.jpg 704w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2-150x150.jpg 150w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2-300x297.jpg 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2-100x100.jpg 100w\" sizes=\"(max-width: 422px) 100vw, 422px\" \/><\/a><\/p>\n<p><strong>4) Communication Ad Extensions<\/strong><\/p>\n<p>The &quot;Communication Extensions&quot; or &quot;Communication Extensions&quot; arrived late in the year and are currently in beta, which currently limits their use to a small number of advertisers.<\/p>\n<p>These extensions allow adding a field where users can fill in an email address to receive more information, offers, etc.<\/p>\n<p>Basically it is a machine to generate leads without users even having to enter the landing page!<\/p>\n<p>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.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-adwords-communication-ad-extensions.gif\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1821\" title=\"google-adwords-communication-ad-extensions\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-adwords-communication-ad-extensions.gif\" alt=\"\" width=\"564\" height=\"370\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-adwords-communication-ad-extensions.gif 564w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-adwords-communication-ad-extensions-300x196.gif 300w\" sizes=\"(max-width: 564px) 100vw, 564px\" \/><\/a><\/p>\n<p>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!<\/p>\n<p>On the other hand, let&#039;s hope that 2013 brings us as many surprises as 2012, happy new year!<\/p>","protected":false},"excerpt":{"rendered":"<p>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 ...<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[14],"class_list":["post-1808","post","type-post","status-publish","format-standard","hentry","category-ppc-google-ads","tag-google-adwords"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Las 4 novedades m\u00e1s interesantes de Google Adwords en el 2012 - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"Las 4 novedades m\u00e1s interesantes de Google Adwords en el 2012.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/guillermopareja.com\/en\/ppc-google-ads\/as-4-noticias-mais-interessantes-do-google-adwords-em-2012\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las 4 novedades m\u00e1s interesantes de Google Adwords en el 2012 - 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