New AdWords Templates From an Analytical Standpoint
Google recently launched some new templates for the AdWords Display Ad Builder. These templates cater to rich media and video ad content.
The templates allow advertisers to highlight several different products in one ad, and send them each to different landing pages with unique URLs. If you’re not familiar with the templates, watch the following clip:
The templates offer a way to potentially get consumers more engaged with ads, but from an analytics standpoint, they can also curb bounce rate. "Using Google Analytics, you can add tracking parameters to the end of each destination URL, telling you exactly which items users found to be most interesting in the ad," explains Ryan Hayward at the Google Analytics Blog. "This will give you insights on your creative, such as which items to focus on and how prominently they should be featured in the ads."
He gives an example of running ads selling different kinds of shoes with unique landing pages. You can take the analytical data and figure out which shoe is getting clicked on the most, then tailor your campaign to focus more on that particular shoe.
I’d go a bit further and say you could look at the ones that aren’t getting clicked on as much and perhaps make adjustments in how they are being presented.
So in other words, the templates are not only giving you a way to sell various items through a single clickable ad, but they can ultimately help you decide which products need more focus, for better or for worse.