In 2012, Google focused heavily on AdWords, which resulted in many changes to the advertising platform. Anyone using AdWords to advertise their business needs to know them if they want on top of the game.
So here are the top 8 changes:
- Shopping and Product Listing Ads: Your Adwords account now determines your placement in the Google Shopping results. This used to be known as Froogle, and could be set up with a simple free merchant center account, however Google streamlined the experience and bought it into AdWords and now every retailer must incorporate these ads as a part of their AdWords strategy.
- Location Based Targeting: There has been a major shift towards localized search with all of the big search engines. Google has incorporated this move into their location based targeting options for AdWords which now includes ZIP code and even congressional district targeting for politicians. Brick and mortar stores, as well as online merchants hoping to target specific geographic locations, should find the new system more effective.
- Dynamic Search Ads: This new feature allows AdWords to crawl your site and generate ads based on what Google finds on your site. These ads will only show up for keywords that aren’t eligible to match existing keywords in your account. It is a great way to make sure your ads are kept up to date with all of the changes taking place on your site.
- Enhanced Sitelinks: Enhanced sitelinks allows you to create larger ads that give your shoppers options for where they can go on your site by creating a block of 5 individual ads for your business within the one premium location. This means that one ad can target several different types of customers with ease.
- Offer Extensions: Instead of simply having text underneath your ad headline, Google will add an offer which can be redeemed online and tracked through AdWords.
- Dynamic Display Ads: These ads are customized based on the consumers search habits and the site being promoted. They can display specific colors, text, or images based on what has been shown to work best based on the geographic and demographic details of the searcher. They also incorporate performance measurement to improve the effectiveness of your ads over time.
- Mobile App Extensions: If you are selling and promoting apps in any way this will really help. A link will be displayed with the search results that allows the searcher to go to the app store and purchase your app.
- AdWords for Video: Merchants not targeting YouTube viewers are missing out. It is one of the top 5 sites on the internet, so Google now allows advertisers to implement an AdWords campaign right there in the videos that their target market is watching.
Have you had success with any of these new features in your AdWords campaign? We would love to hear your thoughts below.