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Improvements to Adwords Mobile Search Ads

Ads are changing on smartphones to make it easier for people on the go to find what they are looking for.

Due to roll out in mid October, ad extensions may show instead of the second line of your ad text.

Advertisers should see improved performance as your location and product offerings will appear more prominently using Adwords callouts, location extensions and sitelinks that direct people to relevant content.

Social Analytics - Launch of Brandwatch Twitter Hindsight Service

Brandwatch, the leading social media analytics platform, have recently announced the launch of a new product allowing access to historical Twitter data going back to 2006.

With many other platforms offering up to 1 or 2 years data the new Brandwatch "Twitter Hindsight" offering means access to a full 8 years of data from the date of the very first tweet. For more information please refer to the Brandwatch Blog.

The Return of Google Analytics Benchmarking Reports

Google Analytics users who have opted in to share their data anonymously with Google will be very pleased to learn that Google yesterday announced the return of benchmarking reports.

Previously discontinued in 2011 these new reports will allow you to compare your site performance using 1600 industry categories, 1250 markets and 7 size buckets. Reports will be rolled out to Universal Analytics users who have opted in to anonymous data sharing over the coming weeks.

To enable benchmarking if you haven't already done so:

  • Sign in to your Google Analytics account.
  • Click Admin at the top of any Google Analytics screen.
  • Under ACCOUNT, click Account Settings.
  • Select the “Anonymously with Google and others” checkbox.
  • Click Save.

Initially reports will show data for traffic sources, locations, devices and metrics including sessions, % new sessions and standard engagement metrics such as bounce rate and average session duration.

Google Adwords - Callout Extensions

Callouts are a new ad extension from Google AdWords that allows for additional text information, complementing the product or service, to be shown with an ad.

callout ad extension

Callouts can be created using the Ad extensions tab in Adwords and can be added at either the account, campaign or adgroup level. For example, if you own a hairdresser’s and you are running a discounted service, at the campaign level you may wish to display a callout text that says “discount available” and then you can have more specific callout text information detailing your discount at the adgroup level, such as “25% off hair wash”.

Callouts can be up to 25 characters long and Google recommends that they should be kept “short”, “specific” and “unique” to the ad in question, so tailoring your callout text in this way can be an effective way to target potential customers and give them a greater insight into your services. Callouts, like site links, also now feed through to AdRank – used to determine where your ads appear in search results.

Why Change the Default Channel Groupings in Google Analytics?

If you log into your analytics account and go to the Acquisition / Channels report you'll find a breakdown of traffic to your site by the channel used to find you.

By default Google Analytics uses the following channels:

  • Direct
  • Organic Search
  • Social
  • Email
  • Referral
  • Paid Search
  • Other Advertising
  • Display

For many organisations the above channel definitions are more than adequate. However depending on your digital marketing strategy changes can sometimes make sense.


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