It’s been a busy couple of weeks in the world of AdWords so now seems like a good time to have another quick news roundup to make sure you’re up-to-date with all the latest goings-on.
We’ve got some new AdWords features to discuss, more news on the new AdWords interface and some last minute GDPR concerns for game developers to talk about – plus a couple of new announcements from Google regarding parallel tracking and HTTPs.
New AdWords campaigns use machine learning to max conversion value
Source: Inside AdWords
First up, we have a bunch of new shopping campaigns coming to AdWords. You can read the official introduction on the AdWords blog and Google describes them as “a fully-automated solution to drive sales and reach more customers.” Essentially, these new campaigns are powered by Google’s machine learning innovations to create more goal-orientated campaigns for users across multiple devices with search and display ads.
Here’s what Google has to say about the new campaigns:
“The next generation of Shopping campaigns empowers you to tackle this challenge head-on by tapping into the power of automation and machine learning to maximize your conversion value. For example, if you’ve defined your conversion value to be “revenue,” the goal-optimized campaign type will automatically optimize across networks to maximize “revenue” based on your budget constraints. The new Shopping campaign type also combines the channels previously available through separate Shopping and display remarketing campaigns into one campaign so you can maximize your reach and simplify campaign management.” – Inside AdWords
While regular Shopping campaigns will still be available on AdWords, Google recommends using its new machine learning format to maximise conversion rates – something you’ll have to test out for yourself.
Up to 3 headlines on new AdWords responsive ads
The latest version of Responsive search ads in AdWords (beta) can now show up to three headlines and dynamically create a variety of ad messages based on the headlines and descriptions you provide.
The new format combines up to three headlines instead of two and up to two 90-character descriptions instead of the previous 80-character limit. You can now provide as many as 15 headlines and four descriptions for AdWords to work with and it’ll dynamically create ads with the most effective combinations – once again, relying on Google’s machine learning smarts to make it all happen.
You can find out more about responsive search ads at AdWords Help although the feature isn’t available to all advertisers yet.
Old AdWords interface being phased out by the end of 2018
If you’re not a fan of the new AdWords interface and you find yourself constantly switching back to the old version, we’ve got some bad news for you. Google is phasing out the old interface by the end of the year, which means you better get comfortable with the new AdWords experience, if you aren’t already.
Google says it will notify users before the final switch and, if you’re already happy with the new AdWords experience, this isn’t much of a story.
If you’ve been avoiding the new AdWords interface, now is the time to start using it and you can take a look at our starter guide to get yourself up and running.
Parallel tracking required for all accounts using click measurement
AdWords accounts that use third-party click measurement software to track user behaviour have until October 30, 2018, to make sure their system works with parallel tracking. Parallel tracking is an AdWords feature that allows web pages to load first while tracking systems operate in the browser. This cuts down on loading times but not all click measurement software will necessarily work with parallel tracking so Google is urging you to check with your software provider, if you’re using a third-party system.
Google to warn users about HTTP landing pages
Earlier this year, Google announced that its Chrome browser will start marking all non-HTTPS sites as “Not Secure”, starting in July 2018. This warning will also become more prominent as future Chrome versions are released and Google is sending out a final warning to website owners ahead of the change.
It’s also warning advertisers that the same with will apply to landing pages and reminded them to get HTTPS encryption secured before the next version of Chrome rolls out in July. Google says it has taken a number of steps to help advertisers manage the transition, including:
- Enabled HTTP Search ad clicks to automatically be redirected to HTTPS when it “knows” that your site prefers HTTPS. This will begin rolling out in early June.
- Launched Ad version history to allow advertisers to update landing page URLs from HTTP to HTTPS without resetting performance statistics.
- In the next few weeks, Google will start to warn advertisers in AdWords when they’re using HTTP addresses for landing pages.
For more information on HTTPS encryption and why Google considers it to be important, you can head to AdWords Help for the details most relevant to advertisers.
That’s it for our latest news roundup but we’ll be back with more headlines and breaking news in the near future. Summer tends to be a busy time for advertisers – especially in the world of AdWords – and we’ll be here to keep you up-to-date with all the latest happenings.
In the meantime, you can get in touch with us via social or by filling out the contact form below if you need more urgent help with your advertising efforts.