Google Adwords is growing and changing every minute. Google has rolled out over a thousand new Ad-Words features and changes over the last year. Here we will talk about the top 5 changes in year 2013.

1. Change in Ad Rank Formula: In 2013 Google announced the most important update in their Ad Rank formula. Ad Rank formula is not a new feature added to ad-word, this change affects the metrics how Ad-Words decide the ranking order of competing ads on a keyword search listing page. It plays an important role in determining the importance of your ads on a search results page and your cost-per-click.

2. Flexible Bid Strategies: In May 2013 Google give an option to users to apply different bidding strategies within the same campaign or across different campaigns. Whether it’s Cost per Click position optimization or conversion, this customization will allow users to tailor campaigns with more appropriate bidding strategies.  This nifty tool is located in the Shared Library tab under Bid Strategies.

3. Paid Vs. Organic Report: Update was rolled out in August13. Paid Vs. organic report is designed to help you analyze and optimize your search footprint on Google. Previously search report showed paid & organic performance separately and did not contain any insights on user behavior when they overlap. The new report will now let you check and compare your performance per query when you running any ad, organic listing, or both appearing on the search results page.

Major benefits of the change:

• Uncover additional keywords – potential keywords to add to your  Ad-Words account can be discovered through queries where you only appear in organic search.

• Optimize presence on high-value queries – the report can be used improve your presence in paid results and monitor your high-value queries for organic results.

4. Dynamic Re-marketing: Retailers or E-tailors with a Google Merchant Center account can utilize Dynamic Re-marketing to construct ads spontaneously, using the products and messages with the best performance. This is based on past visitor action on-site.

5. In Market Targeting: Another big feature (that hasn’t even been announced yet) is the new In Marketing Targeting feature on the Google Display Network. Through In Market Targeting, you are able to target consumers who are past the halfway point and considering a purchase. Basically this tool allows you to figure out those who want to buy based on their search and site behavior. This feature is listed under Interest Categories

 

Author: Amit Tandon

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