Changes to Google AdWords
Following the substantial changes brought about last year by Google to AdWords activity under ‘Enhanced Campaigns’, advertisers were understandably a little anxious as to the developments to be revealed ahead of the ‘Step Inside AdWords’ announcement earlier this week.
However rather than any significant alterations to the core management processes of campaigns, the new features instead should provide a number of different (and optional) opportunities for savvy advertisers, and can be split into three key areas of product development – Mobile App advertising, ‘Enterprise Level’ AdWords features, and development of Estimated Total Conversions.
Mobile App Advertising
With app revenue at approximately £15.5 billion last year (and up from £11 billion in 2012), Google understands the growing importance of this area and is bringing new developments to app promotion.
In order to increase app engagement in light of 80% of apps being used once and then deleted, Google will allow ‘app deep-linking’ to drive engagement within apps. Conversion analytics for apps also improves with measurement of installs, engagement and in-app purchases.
There is also a substantial improvement from a targeting perspective, based on user specific app data – app download history, in-app purchase history and engagement, as well as targeting based on the types of app the user already has.
Alongside the improved targeting, there is also an increase in potential visibility with App Promotion Ads featuring while browsing YouTube for mobile (which makes up almost 40% of global YouTube views) – an exciting development for app advertisers everywhere.
Enterprise Level AdWords Features
In a move providing increased parity with tech platforms such as Marin, Kenshoo and Google’s own DoubleClick for Search, there are a number of new ‘enterprise-level’ tools available within the AdWords UI.
Enhanced Reporting allows for an Excel-like level of data manipulation and presentation within the UI, allowing for live data to be visualised without the need for exporting and manipulation with Excel.
Automated bidding improves to allow optimisation based on conversions and revenue, a feature Google described themselves as ‘a feature previously available only through third-party tools’.
Bulk actions bring AdWords Editor-like functionality to the UI, changing for example, campaign settings across multiple campaigns through a much more streamlined process.
Testing functionality is also improved on the foundation of AdWords Campaign Experiments, allowing for much more substantial implementation of testing across campaigns, ad groups and keywords – a particularly useful development for squeezing increased efficiency from established campaigns without risking wider performance.
Development of Estimated Total Conversions
Whilst more of a side-note in comparison to the changes above, Google also spoke of continued investment in improving Estimated Mobile Conversions data to provide an understand of wider cross-platform benefits of activity (specifically, the value of mobile).
Whilst details were scarce, this should hopefully lead to increased clarity over time of the data presented, to provide advertisers with an improved understanding of the value of cross-device activity and further confidence in the validity of the data – allowing for efficiencies to be driven through smarter attribution strategies.
All in all, some exciting developments that should increase efficiency across all veins of advertising with Google, and together with improvements to audience bid modification and AdWords Scripts, a sign of the potential for improvement across all AdWords campaigns coming in 2014!