Google AdWords Updates and News

Google AdWords Updates and News

Google AdWords Strategies

In this roundup of Google AdWords News, we look at updates which reveal some refreshing changes for applying Audience Lists (RLSAs), AdWords Account security advisories,  a new test of Google Shopping Ads and Google’s official guide to using AdWords Campaign experiments.

You Can Now Apply Audience Lists at Campaign Level

Google has finally updated the functionality for working with Audiences in Google AdWords. More often referred to as RLSAs (Remarketing Lists for Search Ads), this strategy involves adjusting bids based on a user’s membership of your remarketing list.

Until this update, audiences were added to each Ad Group in your AdWords account, making it a somewhat painful process, particularly for large accounts with hundreds or thousands of Ad Groups in multiple campaigns.

AdWords Account Security
In case you haven’t already, your AdWords account (actually, your Google account and any others that have access to your AdWords account) should be secured with 2-step verification.
2-Step Verification (2SV) is one of the best ways to protect your account from hackers. 2SV combines both ‘something you know’ (like a password) and ‘something you have’ (like your phone or security key). Think of it like withdrawing money from an ATM/cash machine, where you need both your PIN and your bank card.

Google Testing Three Rows of Shopping Ads

Google is experimenting with the presentation of three rows of Google Shopping Ads (or Product Listing Ads, PLAs).
If this were to be adopted for all product categories, eCommerce stores using this medium should expect to see an increase in clicks from campaigns.

The Official Guide to Using AdWords Campaign Experiments

Google posted a valuable new help file to help AdWords advertisers test strategic changes to AdWords campaigns.

Using Google AdWords experiments enables advertisers to test before and after versions of campaigns side by side to see how much improvement (or not) each strategic change makes.

So, what are your thoughts on these new Google AdWords updates? And, have you discovered any more? Comment below with your thoughts. 

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One comment

  1. Shashi says:

    Experiments is an excellent feature to test out certain hypotheses quickly. Though, managing multiple experiments can be cumbersome as you have to keep tabs on all the live experiments.

    Here’s a script to monitor performance of multiple experiments easily. With this script, you can easily find out performance of multiple experiments with respect to original campaign on various important metrics like Clicks, Conversions, Conversion Rate, CPA, etc.

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