4 Google AdWords Updates You Might Have Missed

Google AdWords has launched a series of new changes for advertisers, including updates to AdWords Editor, a new Display Benchmarks Tool, and improvements to enhanced campaigns with flexible bid strategies. Here’s a recap of the latest AdWords updates.

1. Google AdWords Keyword Planner


The biggest news from AdWords for many webmasters is the introduction of a brand new keyword tool combined with a traffic estimator, called the Keyword Planner.

The new tool allows you to find new keywords related to a keyword or keyword list, URL, or category, which can be very helpful for those trying to do keyword research or expand their targeting keywords.

You can also use it to get performance and cost estimates, which can be helpful for planning out potential budgets before actually putting it in action.

Lastly, you can import the data and use it in your account without having to manually enter it from other research tools.

2. Advertising on Google Maps


We saw the preview of new advertising on Google Maps when they showed it off at I/O, and now AdWords is updating information for advertisers wanting to target Google Maps locations for advertising. The new ads will show right on the location for those with on-page location extensions, or in a box below the search box.

It is worth noting that advertisers will need to do two things to ensure their ads are showing up on Google Maps. First, you need to run search ads with location extensions and also include search partners in your campaign network settings, since Google Maps is considered a search partner for AdWords campaigns.

3. AdWords Editor Changes

If you use Google’s AdWords Editor, they have made some updates in the new 10.1 version of the editor to include tools for making bulk changes on enhanced campaigns and to include performance stats and metrics.

Some of the new features for advertisers are:

  • Set bid adjustments for placements, topics, and audiences.
  • Set mobile bid adjustments at the ad group level.
  • Upgrade campaigns in bulk using CSV import or the add/update multiple campaigns tool.
  • Use the new ValueTrack {ifmobile}, {ifnotmobile} parameters.

4. Flexible Bid Strategies for Enhanced Campaigns

Google AdWords included flexible bidding options for advertisers when they upgrade to enhanced campaigns. This allows advertisers to manage different parts of campaigns or even cross campaigns with specific bid strategies, which is very useful for those wanting to promote certain keywords while leaving other keywords to the current bidding setup.

Flexible bid strategies will be available to advertisers in the next few weeks once those campaigns are upgraded to enhanced campaigns.

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