12 Changes & New Features in Adwords You Should Know

Google came up with some interesting changes in its Adwords features this summer. The changes were focused on User Intent, Data, and Machine Learning. With these changes, Google has made it clear that they slowly but surely want to make Adwords more audience focused and less keyword centric. Google has announced that in future they will be working with semantic and contextual information, targeting audiences and not clicks.

1. New Improved Quality Score Reporting

Google has introduced historical trend data visibility into three key Quality Score components – expected CTR, ad relevance and landing page experience.

Adwords New Feature

By doing so Google tries to attract our attention towards improving QS once again. It is as important for us to get an edge in paid search as it is for Google itself for generating revenue in the long run.

These new metrics will help us to estimate the importance of each QS components. For example, if you’ve seen a historical jump in cost per click (CPC) required to maintain historical position, being able to inspect the historical Quality Score is a great way to determine whether the surge in CPC was based on a QS fluctuation on your end, or if it’s due to increased auction pressure in the AdWords marketplace.

2. New UI

Google is replacing its Adwords user interface with a new sleek look, though it won’t be available for all before December. They are rolling it out in batches. Google says accounts are selected based on a number of factors, such as the features used. The accounts who are eligible get a notification to switch to new UI.

New AdWord UI

Apart from the aesthetic change, Google also added more features to the new UI. For example, the Advanced bid adjustment menu option on the left nav.

3. In-market Audience Feature for Search Ads

This feature was available on the Display Network for some time now, helping advertisers find prospects who are nearing the end of the buying cycle. But now Google is also able to identify these hyper-valuable subsets, through the synthesis of search query data and activity analysis, of your target demo on the search network.

4. Google Surveys 360

With the integration of Google Survey 360, A/B testing is going to be a cake walk. It is going to give you the ability to solicit feedback from customers itself. You can now ask your customers why they clicked your ad and, thus, you can get a more accurate idea as to what’s working (and what isn’t). It is going to help with remarketing and with ad copy testing.

Google Survey 360

5. New Landing Page Report

We all know how important it is for any campaign to have its landing page mobile friendly.

Accelerated Mobile Pages

With the integration of AMP (Accelerated Mobile Pages) with Adwords, the performance of ads going to get a boost. Advertiser are going to be benefited as:

    • It will improve campaign ROI with lightning-fast AMP landing pages
    • It will let you use fast-loading AMP pages as the landing pages for your search ads
    • It is going to speed up ads served across the Google Display Network by using the same technology that makes AMP pages so fast.

“We understand the importance of speed in delivering effective advertising campaigns. That is why we’re incredibly excited to apply the speed of AMP to our paid campaigns in AdWords,” says ‎Aaron Cocks, Online Marketing Optimization Manager at Toll Brothers.

Speed matters. To meet the needs of today’s customers, you have to be fast. Bringing the speed and performance of AMP to advertising will help you deliver more effective campaigns that keep up with accelerating consumer expectations.

6. Google Optimize

Optimize is a A/B testing and personalization tool by Google that makes it easy to check which changes to your web pages work best for your users and your business. As per Google, “With the Optimize and AdWords integration, you can quickly and easily create new versions of your landing pages and then apply them to any combination of AdWords campaigns, ad groups, and keywords – no coding or webmaster required.”

Google Optimize

It is not yet available though, but the integration is expected to be ready to use by next week. If you haven’t tried Optimize, you can get started for free here. It has the potential to be the Landing Page Solution marketers have been waiting for long.

7. Location Extensions for YouTube Ads

Google has always been trying to harness the offline impact of online advertisements. Location extension is not new to us. It was available for search and display campaigns for quite sometime now. And now Google is introducing this feature to YouTube ads too. Location extensions help people discover local businesses as they use Google.com and Google Maps to find places they love. Now YouTube ads will automatically include information like photos, business hours, and your store location, making them more useful to shoppers who are nearby or show interest in your business location.

8. In-store Sales Measurement for AdWords

Google announced during its Marketing Next event, that they are beefing up offline analytics with in-store visitation and sales data. Google has been using anonymized location and contextual data since 2014 to estimate brick and mortar store visits driven by online ads. The company is augmenting its existing models with deep learning to bring insights to even more customers.

Google, since 2014, has been collecting good amount of data by using WiFi signal, location, mapping and calibration data to estimate store visits, but they were struggling to get insights to customers from densely populated cities and multi-storied malls. To address this, Google has turned to deep learning. They believe they can get more accurate insight by funneling a greater amount of diverse training data into a deep learning model to account for more use cases. In just three years, Google says it has measured five billion store visits. Integrating point of sale data into Adwords will further help to differentiate a visit from a conversion.

In-store sales

9. Life Events Targeting Comes to YouTube and Gmail Ads

We all behave differently to different events in our life. They can be defined in different patterns. YouTube and Gmail ads will now use “Consumer Patterns” and “Life Events” like graduating, moving into a new house or marriage, leveraging Google’s audience data and intent rich signals to target segments of audience more accurately. In AdWords, you can now use Life Events as a targeting option.

10. Smarter planning in DoubleClick Bid Manager

Google is empowering AdWords with machine learning to plan campaigns with a new workflow in DoubleClick Bid Manager. The program is focused on combining data, machine learning and automation to drive better performance.

DoubleClick Bid Manager Workflow

Google reported, “Bid Manager uses machine learning to analyze your past campaigns and understand what’s performed well for you before. With these insights, it will recommend the right inventory and targeting to reach your audience based on your unique marketing goals. The result is an optimized media plan tailored to your business, which you can then tweak, approve and activate with one click.”

11. Unique Reach for AdWords Display Campaigns

Earlier this year, Google launched Unique Reach for YouTube in AdWords, and now they are expanding it to Display campaigns as well. This will help advertisers to measure the number of unique users and average impressions per user they are getting for their ads. Metrics are de-duplicated across devices, campaigns, inventory and formats so you can see how many people you reached and how often you reach them.

12. Enabling users to pay with Google

This has little to do with AdWords directly, but can help improve performance of your campaign to a great extend indirectly by making the payment process during a purchase much easier. Users can easily pay with their credit and debit cards saved to their Google Account. Users will have multiple Google payment options at their fingertips, like a credit or a debit card previously saved via Android Pay, a payment card used to transact on the Play Store or a form of payment stored via Chrome. And they’ll be able to use these saved payment options in third-party apps and mobile sites, as well as on Google Assistant when they are on-the-go.

Google Assistant

For users, this means faster checkout. Now they’ll never have to miss a deal because they’re stuck on a bus and don’t want to pull out their credit card in front of strangers.


The new features will surely make it easier to find prospects and cater to their explicit needs from the first point of interaction (POS) with them and beyond.

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