The suspense related to the much anticipated Google AdWords announcement finally ended with Google AdWords Product Management VP, Jerry Dischler, sharing several new approaches and initiatives to AdWords through livestream.
Google will be rolling out the new features to all AdWords users in the next couple of months. Here are more details into the announcement:
New Mobile App Promotion Features: Google will be launching new mobile app promotion features in search ads, Google Display Network and YouTube. Google will analyze information from Google Play which leads to maximum installations and based on that recommend keywords.
Advertisers can now target audience based on the user behavior like the apps used by them, how frequently they are used, and in-app purchases.
New installed app ads will allow users to access an installed app from a search ad rather than the app’s landing page.
Finally, app advertisers will get better conversion metrics in AdWords to measure engagement from install, re-engagement and in-app purchases.
Measuring In-Store Transactions for Offline Conversions: A year after launching the estimated total conversions for measuring conversions across multiple devices, Google is now devising ways to measure in-store transactions that track off-line conversions. Advertisers can optimize and deliver more targeted ads when considering in-store transactions.
New Enterprise Level Tools: Google will launch four new tools to improve work flow, reporting and optimization.
- Bulk management of campaign settings like location targeting and ad rotation will soon be possible.
- Automated bidding can be based on the number of conversions or the total value of conversions.
- Enhanced reporting tools like the drag and drop tool will allow advertisers to select multiple dimensions and visualize data in more useful ways. It is easier to create tables, graphs and charts, pivot table-style reporting and download them. Advertisers can also graph their data in bar charts and line graphs.
- A new testing lab in AdWords will allow advertisers to run live tests on bid changes, keywords, campaign settings, bids by time and location and ad formats.