Babar Khan Javed
Nov 17, 2017

Google adds features to AdWords

New options include building custom audiences based on intent, A/B testing and serving special deals without having to update ads.

Google adds features to AdWords

With the holiday season in full swing, advertisers and agencies have some new AdWords features to play with. Google has added the following new features:

1. Custom Intent Audiences

Part of the Google Display Network, this new feature focuses on consumers who browse apps and sites for specific product categories. Through machine learning, Google will automatically build an audience of visitors that display a set of online behaviours and actions. Data from the advertiser's site, campaigns, YouTube channel, and more help guide Google's machine learning with audience building. For each audience segment, Google will show the advertisers estimates on reach and performance.

2. Promotion Extensions

As the name implies, this allows advertisers to serve special deals to prospects without having to manually update ads. Advertisers will not be limited to extending only a few products although it is recommended to do so in order to benefit from deal anchoring. For the target consumer, the offer will appear in search query results.

3. Unified Audience Management

To help advertisers reach their objectives, this reporting feature will work across Google's search, display, video, and native platforms to recommend the best fit platforms for campaign goals.

4. Ad Variations

Similar to A/B testing, advertisers can run multiple versions of the same ad to distributed target segments and gauge the performance based on ad copy. Changes can also be in the call to action, offering advertisers the ability to narrow down to the copy and format that suits their campaign goals the best, seamlessly shutting down non-performing variations and honing in on what works.

In the announcement post, Anthony Chavez, the director of product management for AdWords at Google said that advertisers are seeing an increase in conversion rate and return on ad spend when applying these innovations to their campaigns.

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