22 Apr 2014 Step Inside AdWords highlights
#StepInsideAdWords livestream is just finished, and here is what we can expect from Google in the next few months.
AdWords will allows you to focus even more on people and not on individual devices. The total estimated cross-channel conversion data are only a first step in this direction. An increasing part of conversions are starting from a mobile device and end on other devices or viceversa or even offline. Google is working to integrate these conversions (online or offline) whithin your campaigns and to offer new form of automated bid rates to consider not only the number of cross-conversion, but also their value.
Mobile is strategic and can offer new solutions to the problems of users through apps. Considering that 60% of apps are not installed by the user and 80% of apps will be used only once, AdWords announced a new re-engagement campaign type both search and display so that consumers can be taken directly into already-installed apps. Anyway apps will increasingly being pushed in Google’s 3 complementary worlds: searches, GDN display network and YouTube. New ads formats will address all 3 worlds.
There will be some changes to geotargeting selections and ad rotation options, which will be included as specific menu items rather than in separate sub-tabs of campaign setup, being much more accessible, easy to reach and bulk changeable.
Some very interesting advanced reporting & analisys tools are coming to our campaigns. We will soon be able to create pivot tables on the fly with all AdWords metrics at any level of granularity (campaigns, ad groups, ads, keywords, …), just dragging and dropping what you need to analyze.
Starting from these tables it would be possible to create graphs, as you were using a common spreadsheet application.
Last toy out of the Google magic box is the “draft and trials” tool. A sort of “enhanced AdWords Campaign Experiments,” in which you will be able to immediately create changes to existing campaigns, in draft form. Once you have completed the changes you would be allowed to put all changes in test and monitor results.
Here is Google’s own detailed recap of the presentation.