Every year, Google introduces new ad formats, changes AdWords settings and introduces a few high profile tests into the wild.
Last year saw a lot more aggressive monetization by Google, with several high profile changes that revolutionized the overall marketing scenario. 2013 has seen some of the biggest shake-ups in Google AdWords to date. Let us look at some of the recent changes to AdWords in this article and they’re advantages.
New Enhanced Sitelinks offer advertisers with far better control above the look of their ads. For instance, you can now plan your sitelinks to talk about breakfast dishes at breakfast time, or lunch specials in the afternoon. Furthermore, you can delegate sitelinks as being mobile preferred, thus providing an occasion to present ads that are more appropriate to the user context. Also, you can do all of this within a single campaign at this moment.
Flexible Bid Strategies
This is a totally new feature in AdWords where you can select a bidding strategy and Google will by design optimize your bids based on achieving the objectives of this strategy.
Ask Google to optimize your bids to accomplish a set Cost per Acquisition, Cost per Click, maximum number of clicks, or just for a particular position in the paid search results.
AdWords does this by means of all the time, location and device data in your account and altering your bids consequently.
The bid strategy for Cost per Acquisition is useful if you are targeting mobiles on Enhanced Campaigns and used to use Conversion Optimizer, as Conversion Optimizer does not work adjacent to mobile targeting with Enhanced Campaigns.
Amendments In Ad Rank Formula
The AdRank plays an enormous role in shaping the importance of your ads on a search results page and your cost-per-click.
The sequence wherein competing ads are ranked on a SERP clearly has a colossal effect on the visibility of your ads to possible consumers and determining how many your competitors will pay for their clicks. Ad Rank helps determines both your ad position and the cost-per-click of your nearest competitor. Before the update, Google calculated the quality score multiplying the CTR by the quality score, and put ads in downward sequence based on ad rank.
The Ad Rank formula will in addition take into consideration a latest additional factor, the expected impact from your ad extensions and formats. Additionally, Google has augmented the significance of Ad Rank in shaping whether your ad is entitled to be shown amid extensions and formats.
When Google expect a positive impact beginning with your Ad Extensions, your ad position will progress, your CPC will drop, and your contenders will notice their CPCs amplify.
Remarketing Lists For Search Ads
RLSA is an unbelievable innovative feature that affects both remarketing and search. This lets you tailor your search ads campaign for people who have formerly visited your site and adapt your bids/ads to these visitors while they're searching on Google. RLSA is an electrifying means that Search and Display advertising technologies are converging, allowing for more precise targeting. It’s accessible within the Audience Tab in AdWords.
Whilst people depart your site devoid of buying something, remarketing lists for search ads assist you to reconnect with these possible consumers as they carry on using Google Search. You may place your bids, make ads, or choose keywords, remembering that these customers have beforehand visited your website.
This can help raise your sales. Optimize existing keyword bids for customers on your remarketing lists. You might also show a dissimilar ad to customers who have positioned items in a shopping cart, but have not bought them.
Paid Vs. Organic Report
In the past, the majority of search reports showed paid and organic performance independently, devoid of any insights on user behavior when they overlie. The new-fangled report is the foremost to allow you to make out and measure up to your performance for a query when you have whichever ad, an organic listing, or mutually showing on the search results page. The Paid vs. Organic Report update is intended to assist you examine and optimize your search footprint on Google.
Find out prospective keywords to add to your AdWords accounts by searching for queries where you only come out in organic search, without related ads. Optimize being there on high-value queries. Make use of the report to develop your existence in paid results and keep an eye on your high-value queries for organic results
Ready Image Ads & Ready Ad Gallery
Display ads have to enthrall customers with loaded creative and vibrant messaging, thus far making an appealing, striking ad takes more time and exertion than some advertisers can give good reason for. Ready Creatives puts the control back to you and makes it simpler than ever before to make stunning ads that can be time after time displayed athwart screens. AdWords at the present makes it simple for advertisers to put in images and revise text. If you would like to do larger changes, make use of the editor to modify your ad’s look.
Just click “Create New Ad” and Google will then scan your website and by design make a portfolio of Flash and HTML5 ads in diverse dimensions. All advertisers can at the present more easily make splendid and persuasive ads for remarketing and display ad campaigns.
In Market Targeting
While we’re on the subject of Display Ads, another big feature (that hasn’t even been announced yet) is the new “In Market Targeting” feature on the Google Display Network. Google does this all the time – they release really important features and don’t even tell people about it.
Listed under Interest Categories, the new In-Market Buyers segments are designed to target visitors whose site visitation habits suggest they are in active-consideration mode and want to make a purchase.
Using In Market Targeting, you can target consumers who are further down in the funnel and considering buying a product or service like yours. You’re basically identifying people who want to make a purchase based on their search and site behavior, rather than specific behavior.
Time Specific Bid Management
The capability to plan bid adjustments for precise times of day and days of the week is an unbelievably priceless one for advertisers. You can select to decrease your max bid for the night hours, for instance, or to amplify your bids for the duration of hours of the day you’ve established to be extra viable.
This feature is as well seen in the Settings tab, beneath Ad Schedule, Edit Ad Schedule. This works in the identical method as location based bid management, in that you use a positive or negative percentage to point out to Google the quantity you desire to boost/reduce your bids at explicit times.
Retailers with a Google Merchant Center account may employ dynamic remarketing to build remarketing ads, by means of the products and messages anticipated to perform finest based on visitors’ precedent dealings on-site.
Dynamic Remarketing is an idyllic answer for online retailers with many different products.
Location-Based Bid Management
Advertisers don’t have to make a detached campaign to target an exact state, city, or area code. This update made it possible to set bidding adjustments for definite locations in each campaign, making it a gigantic time saver for marketers.
Location-based bid management is accessible in the Settings tab, beneath Locations, Edit Locations. Google will put forward a bid modifier for each location you are targeting. These adjustments permit you to increase or decrease bids in precise areas using positive or negative indicators.