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Alongside the roll out of the new AdWords interface, Google are also introducing new features, or updating old features, in a bid to make the lives of both advertisers and consumers better
Google Changes Ad Rotation Settings
To optimise or not to optimise; that is the question
From 25th September, Google will be cutting their current options for ad rotation to just two: optimise, or don’t.
Image from Google
Currently, the four options are optimise for clicks, optimise for conversions, rotate evenly or rotate indefinitely.
Google are known for being fond of their ‘optimise for clicks or conversions’ options, citing it as a best practice within AdWords accounts. Some agency account managers are not even able to offer beta features until best practices are adhered to.
Choosing ‘Do not optimise’ will essentially mean choosing the old ‘rotate indefinitely’ setting, where ads are constantly in an even rotation, allowing advertisers to make their own decisions based on the data.
The new option of ‘Optimise: Prefer best performing ads’ will prioritise those ads that are expected to perform better, and “will optimize your ads for clicks in each individual auction using signals like keyword, search term, device, location and more.” If you’d like to optimise for conversions, Google recommends using Smart Bidding, which will automatically set your ad rotation to ‘optimise’.
Getting more granular
Along with updated settings, Google are giving more control to advertisers. The ad rotation settings will be available at both ad group and campaign level, meaning multiple ad rotation strategies can be used across each campaign.
Google Introduces Landing Page Optimisation
Due to the ever rising use of mobile, and 61% of users unlikely to return to a mobile site they had trouble accessing, it’s no surprise Google are introducing a mobile friendly feature into AdWords.
Following an announcement at Google Marketing Next earlier this year, the search engine giant have begun rolling out a ‘Landing pages’ area within the new AdWords interface.
Image from Google
This new page within AdWords will tell you which URLs are mobile friendly, which drive the most clicks, sales, and which need work. For example, you’ll be able to see which get high volumes of traffic but not so many conversions.
One feature included is ‘mobile-friendly click rate’ which will let you know the percentage of mobile clicks that go to a mobile-friendly page. With that in mind, you can then use the mobile friendly test tool to take a look at some issues that need fixing.
For more information on these new features within AdWords or how best to utilise them, contact a member of the team today.