Google AdWords New Automation Features
On Tuesday, Google Adwords event #StepInsideAdWords featured new mobile-friendly ad formats in dynamic search ads, display auto re-sizing and improvements to bid automation.
“For shopping ads, we’ve been enhancing to improve the experience of those, ‘I want to buy’ moments. In the first quarter of this year, we’ve seen 175 percent year-over-year growth in mobile shopping related searches. That’s why we continue to build on shopping ads,” speaker Jerry Dischler, Vice President of AdWords Product Management said.
“Consumers, particularly on mobile devices, now have higher expectations than ever before – they want everything right, and they want everything right away. This requires that marketers answer their needs in the moment, whenever and wherever they are. Our investments in mobile are driven by consumers’ expectations for immediacy and relevance in the moment,” he said.
Google AdWords Automation Upgrades
The presentation introduced new automation features / enhancements:
Automated Bidding – A new reporting dashboard that provides more transparency and control as retailer’s evaluate the performance of bid strategies over time. New simulation tools also show advertisers the trade off between volume and cost at different CPA targets.
Dynamic Search Ads – Upgraded with recommended category targets based on a retailer’s website content, suggested CPCs for every category and more visibility into the ads that will show and pages where customers will land.
Google also announces several news tools to help marketers measure the full impact of their campaigns and make better decisions about their business.
AdWords Attribution Upgrades
Marketers can now select an attribution model for each of their conversion types. The choice will be reflected in AdWords reporting and integrated into the automated bidding.
Google also announced data-driven attribution, which uses conversion data to calculate the actual contribution of each keyword across the conversion path.
Data-driven attribution models will offer:
- Incremental keyword-level analysis
- Automatically optimize keyword bids based on the attribution model you select
- Easy model selection in the Conversions tab, Optimization & Attribution
Expert Insight on AdWords Latest Tools
“Google’s definitely trying to make it easier for advertisers to scale. Improvements to dynamic search ads, display auto re-sizing, and improvements to bid automation within AdWords really highlight that movement,” Roman Fitch, Retail Search Manager at CPC Strategy said.
“For the dynamic search ads – categories are already pre-filled that match your site. Before marketers use to build these out individually. Another cool thing is they give you CPC estimates. I wouldn’t trust them completely, but at least a good benchmark to keep in mind.”