What to learn from the latest Google AdWords Update
Pay Per Click (PPC) has been around from early days of Google. This was more of a tool for big players who had marketing teams and had money to play with. However, this is not the case anymore. As the SEO industry emerged, organic SEO has become difficult and it is
getting tougher day by day.
Google has always supported PPC (not just because it’s one of their revenue stream) as the concept clearly states to their visitors that it is a advertisement, differentiated from normal listing – meaning there is no trick involved to make people click on irrelevant results. Where as with natural listing, Google don’t yet have full control over them and this is the reason we keep getting new algorithm updates every so often.
A couple of weeks ago Google released an AdWords upgrade dubbed ‘Enhanced Campaigns’, which is aimed to help marketers in keeping pace with a complex, multichannel customer journey. The update allows marketers to adjust keyword bids depending on three key variables in any marketing campaign: location, time of day and device type.
In addition to this, the update (which is one of the biggest updates for AdWords to date) also includes features such as
ads optimised for various user contexts.
The update also allows marketers to discover more about their target audiences and searching behaviour, regardless of which device they are using and manage their ad experience accordingly. For example, whilst one user can be sent an ad for an e-commerce site via their desktop, another user searching an iPhone can be sent a click to call ad – all managed in the same campaign.
All these changes and more information on consumer searching behaviour have led to more advanced reports to become available. These new reports allow marketers to count calls, app downloads and conversions within the new AdWords report.
The advanced changes into AdWords lead to the conclusion that PPC is continuing to grow and will be an integral part of any marketing campaign going forward. As the number 1 search engine in the world, Google will continue to push this product to market in order to benefit users search experience and is something marketers will all need to jump on and integrate into their campaigns successfully.