On April 22, 2014, Google announced that they were making some updates to Google AdWords. If you are unfamiliar with Google AdWords here are some of the updates we are most excited about…
The term “enterprise-level tools” usually means something you have to pay extra for, but not in this case. According to Google, these new tools will be available to all of their advertisers without being restricted by annual ad spend or company size. With these tools, businesses that are running multiple campaigns will be able to utilize things like Excel for AdWords. This tool allows advertisers to use things like drag-and-drop pivot tables. I know what you’re probably thinking, “Really? Pivot tables? That’s supposed to be exciting?” Yes, it is. Historically, you had to export the data into a spreadsheet to work on it, but now you’ll be creating reports using live data within AdWords itself!
Another really cool tool is “Your Own Lab.” Similar to AdWords Campaign Experiments (ACE), this new feature allows you to make changes in “draft mode” so you can see, based on real data, what effect the changes would have on your campaigns, in order to make better data-driven decisions. It’s basically test driving an ad. You get to see how your ads might work out, without the danger of hurting the account by just making an educated guess.
This update allows you to connect multiple devices, sessions, and engagement data with the User ID. Before when you used Google Analytics (without the User ID feature), a single user is counted every time they access your content. So the same user that sees your content today on their laptop and then again in 2 days from their phone, it counted twice when they should really only be counted once. When you use the User ID, you can connect these data points and identify related actions. This allows you to give context to your analysis and get a better view of your users and their behavior.
Universal Analytics also offers custom dimensions and custom metrics which are similar to the default dimensions and metrics in your Analytics account, except you create and define them yourself. They’re powerful tools you can use to collect and segment data that Google Analytics doesn’t automatically track, like product details, levels in games, or authors of content pages.
Luckily for advertisers, unlike last year’s Enhanced Campaign update, Google didn’t take any of the tools away. This is the first time that AdWords is offering tools on an enterprise-level that would previously only available on third-party platforms like Kenshoo. These new tools may be the start of the demise of AdWords Editor, but nothing is certain yet.