We recently announced that Google released Dynamic Remarketing to all Google AdWords advertisers. In addition, the advertising platform has opened Remarketing Lists for Search Ads (RLSA) to all advertisers as well within its new Enhanced Campaigns.
With Remarketing Lists for Search Ads, advertisers can show search ads on Google.com to their past website visitors based on their activity. RLSA campaigns combine a user’s search intent with an advertiser’s remarketing audience lists. With this new feature, advertisers are able to tailor maximum cost-per-click (CPC) bids, ad creative and keywords based on previous visitors.
For example, someone comes to an advertiser’s website that sells laptops and this visitor browses a selection of laptops and does not make a purchase. Later, this same visitor is searching for laptop related terms on Google.com; the laptop advertiser can choose to bid higher for laptop terms and even change the ad copy for this specific person based on the fact that the visitor has already been to the laptop advertiser’s website.
RLSA campaigns work very well with products or services that have a longer conversion funnel where searchers may conduct several queries or do some price comparison before ultimately converting.
Google says that it is testing two ad formats within the updated Google Maps, which was announced earlier this month. The new version of Google Maps is only available by invite-only at the moment, but will be available for both desktop and mobile.
The first format is a search text ad with location extensions that can appear directly on the map and just below the search box, while the second format is a search text ad without location extensions that appears just below the search box.
To insure that your ads are running on Google Maps, advertisers should enable Location Extensions. In addition, the search campaigns should be running within Google Search and Search Partners.
Below is a screen shot that Google provided of the new ad formats within Google Maps.
Don’t forget that all Google AdWords advertisers must upgrade all existing campaigns to Enhanced Campaigns by July 22, 2013 or Google will automatically migrate your current campaigns for you, which may impact your advertising targeting settings.
Google is updating its device targeting by combining desktop and tablet devices under one setting where advertisers will not be able to eliminate one device over another, thus automatically showing ads on both desktop and tablet devices. Advertisers will still be able to “opt-out” of delivering ads on mobile devices by bidding -100% for mobile devices. If Google automatically upgrades your existing AdWords campaigns for you, it may select to opt-into mobile devices without your consent. This will affect advertisers that do not currently have mobile-friendly versions of their site and may spend un-wanted ad dollars.
The search engine has made it simple for advertisers to upgrade existing campaigns by introducing its Upgrade Center, which should be available for all users. Below is a screen shot of the new Upgrade Center available in Google AdWords.