New features in Google AdWords
Google has implemented a few changes to AdWords within the last month to make it a lot easier for PPC marketers to use the program.
Comparing Data Over Time within AdWords
Google’s most recent introduction was the comparison over time feature, where you can select time periods to compare in AdWords. Once selected you will be able to see “+” signs above your column headers (which you can see below) and you can select the “+” to expand what you want to look at by comparing two time periods. In this instance you can see that the Avg. CPC has reduced by £0.02.
It will help to answer questions such as: where have my conversions dropped? What keywords have been receiving the most clicks? and much more.
Another feature is that you can filter those ad groups which have had a change in clicks over the last month (or whatever dimension you wish to see), which is displayed below.
Google has launched the Display Planner, which is similar to the Keyword Planner, which has integrated the Contextual Targeting Tool and the Google Ad Planner into one. This means it will be easier to build your account, as you can click and add all the keywords, placements and any other targeting ideas you wish, straight into your campaign. For more information use Google’s Guide to Display Planner: https://support.google.com/adwords/answer/3278806
Remarketing Lists for Search Ads
Remarketing Lists for Search Ads (RLSA) was recently introduced by Google for beta testing, but now it is coming out of beta and being applied to all accounts. It allows marketers to modify keywords, bids (based on location, device and time) and search adverts, based on the visitor’s previous activity on their sites. It also gives you the option to show specific ads to specific site visitors, for example you can write ads that target those shoppers who abandon their shopping baskets! In order to use RLSA you will have to tag your site with the Google Remarketing Tag for the Display Network and then it will be all set to go!