Today's the day: Google finally spilled the beans about the new features that are coming to AdWords. Now we can finally tell you what they actually announced. Here’s our take on this exciting news.
Before we get into the specifics of the new AdWords features, I wanted to provide you with an overview of the key points about these planned improvements. I recently spoke with Aaron Stein, Google’s Global Communications and Public Affairs Manager, who told me that:
Now, let’s talk specifics.
When we first heard about Google’s plans for its “enterprise-level tools,” we thought that AdWords was just appeasing its largest advertisers by rolling out a series of features that would let them spend even more money. Google told me that despite their name, these enterprise-class tools would actually be available to all advertisers and won’t be restricted to businesses of a certain size or annual ad spend. And these new tools look really awesome.
Soon, all businesses running numerous campaigns (whether a few dozen or several thousand) will be able to take advantage of:
Here are some screenshots of what the new reporting features will look like:
Bulk actions in AdWords
Drag and drop reporting interface
Data visualization tools
Draft mode in AdWords (this one via Manish Barmecha, our VP of Product, who was at the live event)
Key Takeaways: With this announcement Google is apparently going after enterprise AdWords platforms like Kenshoo and Marin. For the first time, they’re offering enterprise-level features previously only available in third-party platforms. It will be interesting to see if enterprise companies can get by using AdWords alone down the line. It's also surely evidence that AdWords Editor really is going away.
Google chose to lead with the announcements related to Mobile App marketing. However, they said, "it’s not really about mobile, it’s about consumers." The mobile app economy was pegged at $29.5 billion last year by Gartner, which is huge and so naturally, companies are looking for ways to promote their apps in a crowded app store.
Google has previously done some work here, for example, acquiring the AdMob network made promoting apps easier, and last year they rolled out a helpful App Promotion Ad format. Today, Google hopes to make spreading the word about your app even easier through several exciting new features:
I asked Google several questions regarding about this major App Marketing push in AdWords:
Key Takeaways: Google is trying to be a trailblazer in the app space – they know apps are where it’s at in mobile, and this positions them at the front of the industry in terms of ad targeting and analytics for mobile apps. They also want to make it easier for users to find, download and engage with apps, since they might not always know that an app is what they need. (AKA, apps are just answers, just like ads.)
Google also promised to continue investment in and development of the Estimated Total Conversions features of AdWords.
Details about what this “continued investment” actually involves are still scarce. All Google would say is that there is nothing new to announce regarding the development of non-estimated ways to measure the ROI of mobile ad campaigns – a move that will no doubt delight the naysayers who have derided Estimated Total Conversions from the beginning, but keep in mind that they’re working on interesting ways to follow potential customers in the offline world.
Key Takeaways: Advertisers have been paranoid about Google taking away their toys. The reality is this announcement is no big deal – Google is offering some cool new features, but they aren’t taking anything away like they did with Enhanced Campaigns last year.
This post originated on the WordStream Blog.