Google showcases new AdWords innovations

Google showcases new AdWords innovations
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Google has revealed some of the latest innovations which its AdWords team have been busy on in recent months.

AdWords used the SMX East event in New York this week to reveal improvements to its remarketing lists for search ads (RLSA) and Customer Match products. It has claimed the developments will help businesses engage consumers in the critical “I-want-to-know, I-want-to-go, I-want-to-buy moments.”

Writing on the AdWords blog, Jerry Dischler, vice-president of product management, explained that among the improvements to RLSA is the ability to ensure that website visitors using laptops and tablets also get relevant ads when they search on phones.

Furthermore, site visitors will be retained on lists for 540 days and companies will be able to add remarketing lists at the campaign level, which it says should make it easier to use RLSA.

Discussing Customer Match, Dischler said that use in conjunction with RLSA was creating “strong performance” for many clients. He added that demographics for search ads (DFSA) has started to roll out to advertisers across the globe, with organisations such as AARP and Sylvan Learning among those benefiting from the system.

Explaining how it works, Dischler wrote: “Let’s say you’re a clothing retailer, and the majority of your customers are millennials — DFSA can help you to reach this audience more effectively.

“For example, you might increase your bids for users aged 18 to 34 to drive more sales from this valuable group of consumers. Pairing insights like this with your search strategy can help you be there for your customers with the most relevant ad experience possible.”

As well as attending SMX East, AdWords also recently used Advertising Week’s Times Center Stage to outline further innovations based around ‘closing the loop’ between offline and online marketing channels.

Among the changes announced was further investment in Brand Lift, with the primary aim of showing marketers how TV adverts and YouTube campaigns lead to an increase in searches related to a brand.

Location extensions and store visits measurement have also been added to the Google Display Network, in an effort to ensure consumers can be reached with ads which show a store address, directions to it and photos.