As you get ready for 2014 you will want to know about some important changes in Google AdWords. Most of these have taken place throughout 2013 but Larry Kim has put together the four biggest changes you will need to know about.
You know these won’t be the last of the changes since Google is always fooling around with things but for now you need to roll these into your AdWords campaign planning for the coming year.
Mainly enhanced for mobile, Enhanced Campaigns allows you to set a single campaign for all devices. This may sound like a step backwards but actually the new service will match ads to the device being used to search. So rather than making you manage separate campaigns for each device, Google does the work for you.
Along with that comes the ability to bid according to device, time, and location giving a big boost to local search options. If you are a café you might want to bid for higher spots during the lunch hour when people are searching on their smart phones for a place to eat.
If, for some reason, you don’t want to advertise on mobile you can slide your bid modifier to -100% for mobile.
If you use Google Merchant Center you can take advantage of Dynamic Remarketing to target customers based on previous onsite activity. And you can do it for the whole site rather than for each product at a time.
Dynamic Remarketing has the power to pull from already existing content and remix it to generate ads. You still control the ads but you can augment your campaigns with over 15 dynamic ad formatting options.
This also offers you a way to select when in the buying cycle to advertise. You can more narrowly target buyers who were closer to purchase if you want and spend more of your bid dollars there.
Ad Rank Algorithm Changes
If you are using ad extensions, and you should be, this change to the Ad Rank Algorithm will matter a lot. Google has always ranked ads in descending order according to your maximum bid multiplied by your Quality Score. In addition, they ranked your competitors CPC and vice versa.
However, Ad Rank has added another wrinkle. They also determine rankings according to whether Google thinks ad extensions are having any positive impact. This way lies lower CPC costs and improved ad positioning for those who use the extensions.
Ad extensions plus improved Quality Scores add up to Ad Rank nirvana.
Ad Sitelinks Enhancements
Ad sitelinks have been expanded to give you even more control over appearance. Sitelinks can make your ad stand out just from sheer size and layout on the SERP. They also help searchers find the most relevant part of your site directly from search.
You set these at the Ad Group level now. Whoo-hoo! No need for separate campaigns for each sitelink. As long as they point to a different URL your best links can be replicated across campaigns and ad groups.
Of course, these aren’t the only changes Google has made and they won’t be the last. But making an effort in these four areas will provide definite advantages to your business in better targeting with less work.