When Google AdWords rolls out new updates, we want you want to know about them. Utilizing the latest feature can save you time and help you profit the most from your advertising efforts.
This year, Google has already unleashed some helpful updates earlier this year. And released several more this month on the AdWords Product Livestream.
Let’s discover what’s new on Google AdWords. Lets start at the beginning… Google AdWords is no longer Google AdWords… Just Google Ads now. Lets start with several new features that we love:
YOUTUBE: There are lots of changes with YouTube.
TrueView for reach, allows you to hit more prospects with your video creative using CPM bidding, which can be insanely efficient.
TrueView for action, helps you advertise to prospects on YouTube who have recently searched for your products or services on Google.
YouTube Lead Ads – Lead ads on YouTube will combine the unfathomable reach of the world’s most popular video platform with robust audience targeting and the ability to capture the contact information of valuable top of funnel prospects without asking them to go allllll the way to your website before forking it over. way to your website before forking it over.
This campaign is designed to drive foot traffic to you. Google will auto optimize for foot traffic.
Find out what type and how many devices are used to access your content. Device Paths: Discover the last 5 device types used before a conversion.
See the relationship between acquisitions and conversions. Now you can compare segments, visualize data, and distinguish usage across desktop, mobile, and tablet at each stage of your purchasing funnel–all within Google Analytics.
Responsive Search Ads:
RSA gives Google a pool of copy to work from; from there, the platform will automatically test different combinations of headlines and descriptions and learn which combinations perform best. Over time, your Responsive Search Ads will serve the best message to different searchers depending on the keyword they search for, their device, their past browsing behavior, and other signals.
One thing to note is that this only applies to keyword categories that get over several thousand clicks a month so its better for bigger brands, but over time we expect the click threshold requirement to come down.
Cross Device Reporting:
(New Google Analytics Reports for Customer Journey). Cross Device reports live within the Audience section of Google Analytics, and are divided into three sub-reports:
Device Paths: Discover the last 5 device used before a conversion.
See the relationship between acquisitions and conversions.Now you can compare segments, visualize data, and distinguish usage across desktop, mobile, and tablet at each stage of your purchasing funnel-all within Google Analytics.
Focus on Mobile Experience:
With more than 50% of traffic occuring on mobile devices, Google is doubling down on mobile speed and security. Mobile Site Speed will even be added as a column to Google AdWords. It should be noted as well that Site speed and HTTPS security are ranking factors that impact quality score. Having bad marks in these areas will result in increase acquisition costs and reduced ad delivery.