This year witnessed many up-gradations and new announcements in AdWords features and products. All meant with the intent to simplify the workflow and streamline the process of reaching out to intended audience. Also, the ads have been made richer to offer relevant content that meets the user expectation and brings a successful closure to the moment he is in.
Here’s a list of the top 10 announcements that enhanced user experience and helped marketers connect with their customers effectively.
1. Google introduces new targeting method with the launch of Customer Match
With the desire to meet the customers needs Google introduced ‘Customer Match’ to help marketers be relevant at the high intended moments. Customer Match lets advertisers reach out to your high valued customers on google’s platforms. You can reach out to audiences you already know, build highly relevant content, upload their e-mail lists and push targeted and personalized ads for them.
2. Native Gmail ads arrive in AdWords for all advertisers
Google made the ‘Native Gmail Ads’ available to all advertisers in AdWords, hence offering a great platform for marketers aiming to hone their email marketing strategies. With rich and interactive ad formats and the option to reach your audience with advanced display targeting, native Gmail ads sure is an opportunity to strengthen your reach.
3. Google Hotel Ads makes it easier for more hotels to participate
To help travelers with relevant information and hotel marketers with the ability to generate qualified leads, Google made improvements in their hotel ads. This new development lets customers make quick booking decisions and gives marketers the benefit of showcasing more information.
4. Highlight a specific aspect of your products or services with structured snippet extensions
Post the announcement of dynamic structured snippets, where you could highlight specific aspect of your business, Google realized that marketers wish to customize the dynamically picked content. Knowing so, they launched structured snippet extensions that lets marketers control the information they want to display along with their text ads.
With this announcement Google included the ‘Cross Device Conversions’ in the All ‘Conversion’ column, giving marketers a better insight on how customers are interacting with their business and also lets them enable automated bidding to optimize for conversions that matter for them.
6. AdWords app launches on Android
Google introduced the AdWords app earlier this year to help marketers manage their campaigns while on the go. Here’s the download link for Android users and if you wish to access the AdWords app for iOS then you need to fill up the beta sign-up form meant for iOS users.
7. Building for the next moment
Consumers are shifting to Google for their want-to-go, want-to-buy and want-to-do moments.This offers a tremendous opportunity for marketers to reach their customer at multiple touch points. Google announced richer ad experience to meet the expectations of marketers and customers with Hotel Ads, Mortgages in Google Compare, Automated Bidding, Dynamic Search Ads and more.
8. The Google Display Network ups its commitment to viewability
Knowing that 56% of display ads are not view-able because either they are scrolled out or below the fold, Google introduced few up-gradations where the display campaigns will have frequency capping, giving marketers more control on when they wish to show their ads and the up-gradation of CPM campaigns to viewable CPM (vCPM) where marketers don’t pay for an impression unless it’s viewable by the users.
9. New reporting columns for multi-channel advertisers
Later this year, Google announced that TrueView will join Search, Shopping and Display Campaigns within the AdWords interface. Alongside they introduced new reporting columns to help marketers with reporting across all of these campaign types.
10. View and analyze your data instantly with the new Report Editor
With the new Report Editor marketers can explore account data, build custom tables, charts and hep filter insights that matter for their business. It can easily be accessed under the Reports Tab from where they can check and access predefined reports or create a new one from scratch.
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