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AdWords New & Future Features

AdWords New Changes and Features

Marketers will probably be aware that Google is launching AdWords new interface over the next few months. It now has a similar look and feel to the Merchant Centre. Iit is expected that Analytics will be paired up to this look as well.

Having been invited to use the new interface (currently in Beta) there are very many changes, some of which we are not so keen on. Overall the look is very dark which is an unwelcome thing comming to winter. A bright screen seems easier to look at for hours, but hey, change always feels strange. One thing we noticed is it seems as if Facebooks power editor/business editor is the look that Google has used.

Which is surely not a good thing in our eyes since Facebooks interface is far less sophisticated than the options in AdWords, which is speedy to navigate and control.

But in time I’m sure the advertisers will forget the old AdWords experience and move on.

As of yet much of the beta design is likely to be tweaked with new features.

Some Feature Changes

Beyond the mostly cosmetic, there are a number of other features comming, or are being phased in currently that will change significantly the search sphere.

Firstly is In-Market Audiences. These aren’t themselves new, being a part of Display and Youtube advertising. But now the opportunity is to add audiences to search advertising.

This is new territory. The effect is similar to a remarketing list that allows you to bid up on people who have already visited, but in this case enables you to boost your ads to people Google thinks are in its audience group. Each audience group attempts to identify internet users that are closer to a particular purchasing decision using past search queries. Google then categorises these individuals by intent.

The number of categories is limited currently but we expect it to grow.

Another interesting facility launched a few months back, that may have been missed, is IF statements in ad text.

This gives you the ability to replace standard text in your ads with text of your choosing if the ad is being viewed on a particular device, such as mobiles. Another valuable option is if the ad is being delivered to someone on a remarketing list. This gives the ability to create a custom message to existing users, which could tempt them back with more familiar language, or a loyalty offer.

Example-

Headline 1: Easter Deals on Mens Shoes

Headline 2: Save on top brands

Description: {=IF(audience IN(Past Buyers, Cart Abandoners),20% Off All Shoes):Free Delivery!}

More on this here

If you need any help with AdWords PPC advertising, or in Analytics then please get in contact with us here at Network Intellect.

 

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