Google’s New AdWords Tools

Google announced a suite of new AdWords tools to help marketers better reach consumers in the ever-growing mobile environment. The idea is to tweak ad platforms to ensure that Google is meeting customers at every “micro-moment” of their lives — from buying a pair of shoes on the subway to comparing car prices at a dealership.

The lowdown? Industries that spend billions using Google AdWords are getting some nice new features. Select car, hotel and financial ads are getting a refreshed design that is optimized for mobile and provides better user experience.

Google also added features for all AdWords users that made the digital team at Vanguard go “Oooooh” and “Aaaaaah.” They include:

  • Automated Bidding: Google will now automatically optimize your ad bids to take into account device, location and other attributes (#ThankYou). It will also offer a number of evaluation tools and targets to find out if your ads are performing at industry standards.
  • Dynamic Search Ads: Google will now recommend categories (and associated keywords under each category) and estimated Cost Per Click (CPC) by crawling your website. Time will tell if this will make Google’s existing Keyword Planner go away.

All of these changes raise the question: what does this mean for your AdWords strategy? Below are some quick tips to help use these new tools:

  • Use Google’s Algorithm to your advantage. These changes make it even easier to tap into Google’s wealth of data to optimize your ad performance. Don’t rely on the latest “social media guru” to tell you about Google data and average CPCs — find it yourself!
  • More accurately estimate your ad spend. You’ll be able to forecast your AdWords budget more accurately by using Google’s estimated CPC for your website rather than keyword. Create high and low budgets depending on the categories Google presents so that you can weigh all the options.
  • Get creative. Now that marketers can more accurately target consumers in Google AdWords, the competition will get tough. Carve out time to adapt the creative and copy within your ads after you begin the buy. The first few days of the buy are critical to tweaking and optimizing performance.
  • Speak the language. The larger tech industry (Google included) is no longer presenting new tools to use when we “go online.” The Internet is completely infused in human behavior at every level, so there is no longer a need to distinguish behavior in online and offline buckets. Make sure you communicate this landscape when you explain your ad buy strategy to colleagues and clients.