The Google AdWords product team hosted on Thursday a live-stream from their Mountain View offices, spruiking key developments made in 2014 and some big announcements for Christmas and beyond.
It has been a bumper year for Google AdWords with the launch of upwards of 200 updates.
The focus has been quite clear, centring on enhancements to targeting capabilities, mobile app promotion and better illustration of the value of Google Search. Each aimed directly at improving the experience for both the advertiser and Google user.
The live-stream spoke to the significance of several of these updates, and focused on three specific areas.
Tom Price, Product Manager of App Promotion, kicked things off by making mention of the importance of keeping consumers engaged with your mobile applications. He stated that hundreds of millions of App installs have started with the click of a search ad on Google, underlining the power of the platform in driving app downloads. He also highlighted that 80% of all apps downloaded are likely to be used only used once.
The new and improved keyword tool (App Keyword Suggestions ) was discussed, which allows search marketers to tap into keyword searches made in Google play to build out effective keyword lists for App Download campaigns.
The global rollout of app re-engagement campaigns was also announced. This will allow search marketers to target consumers in the SERP who have our clients applications downloaded to their mobile device, deep linking them back into that application, promoting better engagement in-app purchases and more.
Mobile and Cross Device Conversion
Phil McDonnell hit the stage next to talk mobile and there was a clear focus on the importance of cross device tracking.
Key statements from our man Phil included the fact that 90% of consumers switch between at least three devices daily, and that consumers are spending upwards of 15 hours a week on their mobile devices.
He stated with confidence that Google AdWords cross device conversion estimations, designed to illustrate the true value of our Search Campaigns, were extremely conservative and are at least 95% accurate at all times.
The final speaker for the day was Wilfred Yeung, who stepped up to speak about the advances in automated bidding from within the Google AdWords interface. This was particularly interesting, as we’ve seen significant advances in this space in recent times.
The detail provided today would suggest that the automation available within AdWords from a bid strategy perspective is on par, if not more advanced, than many third party tools including their own in DoubleClick Search.
Wilfred highlighted the programmatic nature of AdWords automation now available, which makes informed decisions for every auction in which your ad is placed. The decisions being made by this technology are based on learnings around your Geographic location, device and browser, time of day, intent and profile (and remarketing lists). Pretty powerful stuff!
The final hurrah was provided by the king of the castle, Mr Jerry Dischler, Vice President of Product Management for AdWords. He announced the global launch of Adwords Editor 11, the latest iteration of Google AdWords editing software.
“AdWords Editor 11.0 represents the biggest update to the application since we released it in 2006. It’s been redesigned from the ground up: we’ve enhanced all of the features you know and love while adding new ones to help you do more in less time. With a brand new visual design and faster interface, AdWords Editor 11.0 is built to make you more efficient as you view and make changes across your accounts and campaigns.”
It is worth noting that you can expect the enhanced reporting tools announced previously this year in early 2015 and the new Adwords experiments by the end of the year.