Google Adwords Performance Summit 2015: New features for advertisers

Today Google kicked off their third annual AdWords Performance Summit, an exclusive event where they highlight the AdWords product roadmap for the coming year.  Before the closed-door sessions during the afternoon, Jerry Dischler, Google’s VP of Product Management, presented a global livestream outlining the features, reports, and tools Google is building for advertisers in 2015 in order to deliver even more relevant messaging to consumers in the moments that matter.

To begin with, Google is continuing to expand their suite of vertical-specific ad units.  Their stated goal is to create more visual, immersive, and relevant advertising experiences based on user query and context, and a large piece of this context is understanding what exactly the user is looking for.  Google shared new vertical-specific ad units for automobiles, new visualization and flow for Hotel ads, more information about Google Compare , and discussed several new features and formats for Shopping Ads (also called PLAs).  In addition, Google reiterated their app-focused vision from last year’s event by sharing more information about Promoted Apps in the Google Play Store, allowing advertisers yet another way to drive more app downloads.

Google also shared several new back-end tools that allow advertisers to more efficiently scale their digital marketing campaigns.  Dynamic Search Ads have always been a fascinating but under-utilized AdWords feature, leveraging the strength of Google’s natural search crawlers to build paid search campaigns in real-time and allow advertisers to harvest expanded, relevant search volume.  At APS, Google announced “version 2.0” of Dynamic Search Ads, which provides much more detail and insight to advertisers before they even spend a penny on traffic in this format.  In addition, Google announced several new automated bidding features for advertisers that are leveraging AdWords bidding.

As expected, 2015 continues to be extremely focused on mobile—not just targeting the mobile user with customized ads and extensions, but measuring the effect of mobile marketing through an omni-channel performance lens.  iProspect has seen fantastic results from leveraging Google’s Estimated Total Conversions, and Google announced some key expansions to this product’s functionality.  One exciting new feature is cross device conversions that connect web and app activity—previously, if a user researched online but converted within an advertiser’s app, that information was not tracked.  Even more exciting is the integration of Estimated Total Conversion data directly into bidding strategies.  While previously this conversion data was purely built for reporting purposes, now advertisers can directly connect these conversions into their AdWords bids—changing this data from “interesting” to “directly actionable.”

Google also debuted several new attribution features to help advertisers measure each of the micro-moments that matter—and take action on this insight.  Now it’s possible to tie your attribution model within AdWords directly to a bidding strategy, to ensure a granular, strategic approach to each keyword touchpoint on the path to conversion.

Look for these features and more to be available in AdWords in the coming months, and look for more information from iProspect as we continue to test these new reports, ad types, and data integrations.