Several weeks ago, Google assured advertisers that their April 22nd announcement would focus on new Adwords tools and features. But that didn’t stop search marketers from worrying Google would announce major platform or strategic changes to Adwords, such as the recent "Not Provided" keyword data and Enhanced Campaign announcements.
Anxiety was alleviated Tuesday when Google's Jerry Dischler, vice president of product management for AdWords, announced via a live-stream event three main Adwords updates. G5 has discerned the updates as "new, mostly optional and somewhat vague." According to Dischler, the updates are about "connecting people to the content they care about, whether online, mobile sites, or on apps." The updates fit into three categories:
- Analyst tools ("New'") - Aimed at offering more convenience for advertisers but will likely compete with some third-party management solutions.
- App Ads ("Mostly Optional") - New features to be launched across AdWords in search ads, Google Display Network, and YouTube; allows targeting customers based on their behavior such as the apps they use, frequency of use, and in-app purchases.
- Reporting ("Somewhat Vague") - Last year Google launched "Estimated Total Conversions" to measure cross-device conversions. Google is taking it one step further by working (beta test) to allow advertisers to tie in-store sales back to search campaigns.
Most of these updates have little to no direct impact on G5 clients as the features are mainly backend focused, and our clients aren't currently utilizing mobile apps. Post announcement, G5 search analysts were able to breathe a sigh of relief and quickly get back to managing and optimizing client paid campaigns while patiently awaiting the implementation of these and future announcements. Google's presented announcement is available on the AdWords Blog.