More to Come
« Back to Blog

What’s New in AdWords Search Advertising (SEM): Volume 2

Have you noticed some changes lately in your AdWords account? If not, you’re in for a treat!  Google has officially started rolling out the new AdWords user interface, with confirmation that it will be available to all advertisers by year end. Here at True, we have noticed that this new interface has only become available to our larger accounts, while many of our smaller size accounts are still operating on the original interface.While Google has not provided any specific criteria on the order of how they roll out this new feature, it is safe to assume they are starting from the top and working their way down the ladder with regards to account spend.

For those who have not yet had the opportunity to explore the capabilities of this new interface, here are a couple features we have taken note of:

Call Bid Adjustments

Looking to drive more phone calls from mobile search campaigns? I know we are. Here at True, we have multiple clients with a primary conversion point being to connect with potential customers over a phone call. On top of that, Google cites that “on average, calls convert three times better than web clicks.”

The good news is that we now have more control over how frequently we want our call extensions to show up with our ads using bid-adjustments. They can be found under the new “Advanced bid adjustments” section at the campaign level.

Promotion Extensions

As the name suggests, this new ad extension gives you the ability to display a promotion within your search ad. You are able to set these promotions during an occasion such as a holiday or special event, or a specified date range you’d like to promote your product or service offering. Additional fields include “Promotion type” which is either a percentage or monetary discount, the item name that is being discounted and the “Promotion details” such as a promo code or order exceeding a certain dollar amount.

Here’s a glimpse of what it looks like:

This new feature opens up some exciting new opportunities to further entice users to click, especially within the consumer products industry. We expect this new feature will contribute to increased CTRs as other ad extensions have already proven to do, so stay ahead of the game and take advantage of these before everyone else does!


Household Income and Parental Status Targeting

Google is making it pretty clear to advertisers that they are striving to provide the most extensive demographics information as possible to empower us to deliver the most personalized ad experience we can (even if it is a little creepy). This new reporting and targeting feature can be found under the Demographics tab, which summarizes this information in a clean format for advertisers to analyze and make adjustments on. While household income could previously be applied exclusively through location targeting on the previous AdWords interface, this new feature makes it much more applicable through bid adjustments and routine optimizations. Likewise, parental status demographics was also available on the previous interface, but only on the display network. With these new features, advertisers can now use this information towards search campaigns.

Here’s a sneak peek:


What’s Next?

During the Google Marketing Next conference back in May, several announcements were made regarding additional new features being rolled out in coming months such as in-market audiences for search and Google Attribution, their newly developed product. While they did not give exact dates of release, it looks to be a 2017 update.

This is what we know so far, but keep a close eye on your accounts this quarter and let us know if you see anything new! In case you missed it, check out our AdWords Search Advertising Volume 1 and feel free to contact us anytime if you need help with digital marketing.