The newest Google AdWords ad formats discussed in last week’s blog post provide the resources and tools that advertisers need in order to address consumers during “micro-moments”, where they expect the right information, right away. This has drastically changed the advertising playing field, making it more complex than ever.
As Google AdWords continues to expand and enhance their advertising platform, effectively managing and optimizing campaigns has become increasingly more difficult. Google continues to explore ways to help streamline ad management by implementing automation tools that make advertising programs more manageable, and in-turn more successful.
- Improved Dynamic Search Ads: This ad function triggers your ads based on your website’s content, not based on keywords like a traditional search campaign. Google uses the organic search index of your website to determine searches that are relevant to your business. While these types of ads have been around for quite some time, Google is rolling out several enhancements to make them easier to manage and control.
As mentioned during the livestream, as many as 15% of Google searches are unique and have never been searched before, making keyword targeting a challenge. Google’s enhancements to dynamic search ads will make it easier for advertisers to target those unique searches. The updates include recommended category targets, suggested max CPCs for each category and more transparent insight into how dynamic search ads will appear on the results page. Might this be the beginning of the end of keyword targeting? Stay tuned!
- Auto Resizing: Say so long to the days of creating 10+ different banner ads sizes for your display campaigns! This announcement was long overdue, and for me, the most exciting of the livestream! With Google’s new resizing functionality, you will only need to upload three standard ad sizes and Google will resize those versions to fit 95% of the inventory across the Display Network. This will be an incredible time and resource saver for advertisers and graphic designers.
- Automated Bidding: An enhanced automated bidding reporting dashboard will be rolling out to give advertisers more insight into the performance of their bid strategies over time. With that, a new cost-per-acquisition bid simulation report will also be rolling out, which will allow advertisers to simulate bids and performance for different CPA goals on both search and display networks.
These features will be slowly rolling out over the next several months, with availability to all advertisers expected by the end of 2015. As Google works to make Google AdWords a more effective advertising platform, they’re asking advertisers to hand over more control by utilizing these automation features. The key will be to find and implement the right set of tools and features that will make your programs more successful. Even with the best automation, hands-on management and testing will always be the most important components of a successful advertising program.
Check back next week for the final post in our Step Inside AdWords Blog Series.
Missed last week’s post? Check out the new ad formats announced during the livestream here.