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Live from Google: A Step Inside Adwords

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A Step Inside Adwords

Jerry Dischler, Vice President of Product Management at Google Adwords hosted a livestream to announce the latest and greatest in digital advertising and the Google Adwords product. Speculation was high on what would be unveiled. Would we learn that keyword-level data is in fact going away? Would new ad extensions be rolled out? Well neither of those was the case and the live stream focused more on enhancements and optimizations rather than a shiny new feature. Here is a breakdown of what Jerry and team announced at this year’s “Step Inside Adwords” presentation.

New Products: App Ad Enhancements

The main announcement or update dealt with App Ad and enhancing mobile app campaigns. Google has enhanced targeting for ads to reach most likely customers. App downloads will be served on AdMob ads based on what other apps a person uses and how often. What does this mean for advertisers? It means Adwords will provide more insight into reporting and we’ll be able to see which KWs are driving app downloads.

Another piece of the app pie is re-engagement. Mobile searches and in-app information will be more closely aligned with searchers clicking on ads that will send them to an installed app with relevant information. Wonder what the CPCs will be? Lastly, with all enhancements come the need for more refined measurement. App Ad Enhancements promises the measure of conversions across the life cycle of the app.

Enhanced Reporting

Estimated total conversions. Initially launched in October 2013 to give advertisers a way to attribute conversions from a consumer pathway that traverses multiple devices. Google is continuing to invest in this metric to now be able to include in-store (offline) purchases. This enhancement to cross-device  conversions will now be measured across online, in-store and phone actions. Google has tested this with retailer Express and found that ROAS increased 102% with the inclusion of offline sales.

While this will be a great added benefit to companies with offline experiences, things to keep in mind include user privacy and being able to deliver actionable insights as marketers.

Better Tools: Managing Complexity

Tools and improving them was a big draw for the livestream. Google announced more bulk actions with extensions and campaign settings and the ability to edit/upload directly within the Adwords UI.

Automated bidding and advanced reporting were discussed with the latter including pivot table functionally within Adwords. Experimentation was also a big draw with the launch of a “lab” within Adwords where advertisers can simulate campaign changes (bids, keywords, settings, etc) against actual campaigns without pushing changes live. Drafts will be available to post live after testing with the click of a button.

While the announcements at the “Step Inside Adwords” livestream weren’t fundamentally ground-breaking they were interesting additions to the Adwords UI and things we will be on the lookout for. According to the Adwords blog their is no exact timing for these new features but it is stated they will roll out over the next few months.

Did you watch the Adwords livestream? What do you think of Google’s Ad enhancements? 

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The post Live from Google: A Step Inside Adwords appeared first on Razorfish Search.


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