Google announced changes this week that may have a positive impact on paid search campaigns. The company will now offer new negative keyword management options, and it will change search ad display URLs to lowercase letters.
Earlier this week, the company announced that advertisers can now add negative keywords to a group in their accounts' Control Panel and Library to apply them for multiple campaigns. Negative keywords, Google explains, benefit marketers because they can help filter irrelevant or unwanted impressions. The updates to AdWords' Control Panels and Libraries allow advertisers to create negative keyword lists to be applied across campaigns.
Another AdWords development from the search giant that will help marketers get the most out of their campaigns is a new paid ad URL display. Google also announced that it found standardizing the look of URLs to improve partners' metrics. The company explains that it will now make the domain portion of all ad URLs appear in lowercase letters.
Hopefully, these two changes will help advertising partners improve their ROI with Google paid search ads. Another way brands advertising on Google might make more money is by creating Product Listing Ads for the company.
Brafton reported that Product Listing Ads were opened to all businesses in November, and the company's purchase of Milo.com may have been an effort to make these ads more accessible to consumers. Now, a report from Search Engine Watch indicates that Product Listing Ads boast similar conversion rates to text ads on Google at about 40 percent of the cost.