How Google knows what we’re thinking: enhanced campaigns and session-based search

The way we search for things is changing. We don’t use keywords on their own anymore; we ask questions of Google in a more conversational way.

Google is getting better at understanding the context of what we’re looking for, and developments like Knowledge Graph and enhanced campaigns are a direct result of that contextual understanding. 

As a result, what advertisers do in AdWords is changing too. 

The new paid Google Shopping: pros and cons

We’re six weeks or so into the migration of retailers’ product listings on Google to the new Google Shopping.

Retailers now have to pay for Product Listing Ads (PLAs) to appear in Google’s Shopping section (they appear either on the right hand side of the page, or just below the ads, above the natural results).

As before, these ads are linked to the retailer’s product feed on its website.

Tracking across devices with new Google Analytics

At the end of 2012, Google introduced some genuinely cool changes to its Analytics products.

These were the kind of changes that get whoops from the audience when announced at the Google event in California (although in the UK the reception was predictably more… British). 

The big thing is a new tracking method: user-centric, multi-sessional, multi-device tracking…

Using Google’s AdWords Scripts to set rules on your campaign

By adding a simple JavaScript program, you can link your own data to AdWords, to create rules for your campaigns, or customise reports. 

For example, if you’re a retailer, you can link your inventory data to AdWords, to change bidding on a campaign, or stop/start keywords as items go out of stock. Or you can automatically change keywords or bidding on AdWords, based on data trends. 

You can pretty much do anything you want, in fact. We’ve created a sample script to set up an alert on an AdWords campaign, which we’re happy to share.