What to Look Out for On AdWords for the Rest of 2018
Google has had a great 2018- and it’s not over yet! There are loads of amazing new features on the AdWords platform and so if you’ve been resting for most of the year, there’s a few things you need to catch up on to make the most of the Christmas rush.
The new AdWords interface
This takes a bit of getting used to, but you will learn to love it! You can bid on call extensions, target your ads by annual household income, look at your landing page performance and promote offers and discounts by extensions.
All this and good looks too! There’s a slinky new dashboard that offers visualised trends so you know what you should be paying attention to. You can also adjust bids, look for insights that you can actually take action on and explore your audience.
No matter how great your landing page is, most shoppers are in a hurry and won’t mind at all if you contact them as soon as they get their search results back. If you reach out to them, they don’t need to read on any further if they can chat to you directly. It’s the ultimate in convenience shopping.
Responsive Search Ads
This is what machine learning was invented for! Well, one of the reasons, anyway! Google’s new responsive search ad format lets users compose up to 15 ad headlines and four descriptions in a single advert. Once it’s all set up, Google starts testing combinations to find out which ones achieve the best results for the advertiser.
It’s brilliant because it forces advertisers to think before submitting the content – they have to come up with different combos of search terms and keywords, which is great exercise for those SEO muscles.
The other great benefit of these responsive ads is that they offer more real estate – three headlines at any one time, plus two 90-character product descriptions rather than just one 80-character outline.
This feature has been in Beta for a while, but should be rolling out to more users round about…NOW!