The online world is constantly challenged by the algorithm updates that Google and other search engines roll out. SEOs have to contend with keeping their campaigns aligned with such changes and anxiously pray not to be hit hard by those updates and lose the page rankings that they have worked so hard to achieve over the years.
Google has not stopped at working its way towards providing the users with the best search results, implementing rules intended to weed out the web with those unworthy content that proliferates because of bad SEO practices. AdWords is no exception – some things get changed, taken away or scrapped. But AdWords continue to evolve with new features that PPC managers and advertisers would surely be excited about.
Check out these five new AdWords features:
New Keyword Planner
It works like a standard research tool for keyword with more enticing features including keyword search options; keyword statistics and performance estimates; keyword filters; and group and list view. It actually combines the keyword tool and traffic estimator. You can change the match type before adding the keywords to your plan, and the tool provides traffic estimates for the keyword. It also has a feature that multiplies keyword lists to get estimates, saving a lot of time of combining keywords manually.
AdWords Upgrade Center
This feature will allow you to upgrade existing campaigns to enhanced campaigns, which is useful for anyone managing multiple campaigns. It will also allow you to merge and upgrade accounts. AdWords will even give you merge recommendations. This is applicable if you have campaigns that have similar keywords and location targeting, like it automatically combines budgets and ad groups.
Upgraded Sitelinks
With this feature, Google allows advertisers to nominate specific text that will display for their sitelink descriptions within their ads, giving advertisers much more control over what is appearing on their enhanced advertisements and the ability to be particular about the text that they would like to appear.
Ad Group Mobile Bid Adjustments
This ad group-level mobile bid will allow advertisers to have more granular control within their campaigns. It used to be that mobile bids could only be set and adjusted at the campaign level in enhanced campaigns. This feature is a clear sample of granular level of customization. Based on past performance, if one ad group has CPCs which are much different from the rest of the campaign, the ad group level bids can even out the playing field and limit losses.
New Google Display Planner
The results this feature produces contains more details than the previous Display Network tools. The tool will generate a list of areas that you can potentially target if you provide your customers’ interests and your landing page. There will be a breakdown of impressions, cookies, demographic data, ad formats, relevance statistics, and many more, per week.
All of these features are available and you can start experimenting with them. And who knows, by the time you mastered the use of these features to your advantage, more new features will be released for Google’s AdWords. After all, it’s Google – and Google always find something to change or update or upgrade.
If you need some help with your PPC campaigns, we would be glad to be of help.
