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AdWords Announces Slew of Upgrades with an Emphasis on Mobile

Published: April 22, 2014

Author: Molly Shotwell

Google announced a series of AdWords product updates this morning at the AdWords Product Forum in Half Moon Bay, CA.
The theme of the changes is further enhancements to allow advertisers to get their message in front of the right user regardless of what device they are using (note the proportion of mobile-based enhancements in the list below). Google wants to encourage  advertisers to let technology do the heavy lifting so they can spend their time building relationships with their customers.


Here is a breakdown of the updates:
Upgrades to the AdWords UI that benefit power users

– Improvements to bulk campaign settings to make changes across campaigns in a more straightforward manner

– Upgrades to Keyword Planner allowing advertisers to find search volume with finer geo-targeting and taking into account seasonality

– The ability to use pivot tables right in the UI

– Ability to design and run experiments with predictive ability

– An additional set of options for flexible automated bidding strategies (maximize revenue, maximize conversions, or maximize impression share)

 Upgrades for companies that want to promote mobile apps

 – Improved audience targeting on AdMob Network

 – Ability to target similar users (lookalikes) on AdMob

 – The ability to download a mobile app via a TrueView video ad

 – For Android users, an advertiser can target people who have already downloaded the app, but not used it recently

 – Improvements for in-app conversion tracking

 – Improved campaign creation flow for mobile app campaigns


– 25 principles (best practices) of mobile site design

– Initial findings of beta allowing for attribution of in-store sales as influenced by mobile search traffic

Our Analysis

Google’s prioritization of mobile enhancements is an absolute must as the transition of queries from desktop to mobile is happening far faster than Google’s ability to monetize it.  Across the board, our clients are seeing eye-popping growth in the number of mobile searches while desktop is either stagnant or slowly declining.
The more options that advertisers have to promote their products/apps in a mobile environment, the more Google can help bridge that gap — for advertisers as well as Google itself.  The research Google is showing is motivated by the same goals.  If advertisers wants to continue to grow their businesses with search marketing, their mobile experience has to be compelling, and they need to be willing to market to their audience in a manner that suits the device they are on.  The landscape continues to become more complex, but those who fail to adapt will be left behind.

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