From data to display – five AdWords trends for 2015

1. Audience data

In AdWords you can target an audience using demographic and behavioural data based upon users’ browsing activities. 2014 saw a number of AdWords updates to improve audience data targeting features for Google’s Display Network.

This year we expect to see more audience options extended to search. The most creative advertisers will be using their own first and third party data on top of keywords to enhance their campaigns.

Don’t focus only on keyword targeting and bidding.

Do make the most of audience targeting features.

2. Product feed marketing

AdWords’ Shopping Campaigns were shown to be key drivers of click-through rates and revenue in 2014. This will undoubtedly continue in 2015.

Shopping Campaigns allow you to browse your inventory and create ad groups for the items you want to bid on. With this in mind, it’s essential you not only optimise your shopping campaigns in AdWords, but also the data that populates your Google Merchant Centre.

We will see search marketers becoming a lot more familiar with data feeds and an increase in the availability of software to make it easier for marketers to create and manipulate feeds directly.

Don’t just set up shopping campaigns think your job is done.

Do optimise your product feed as well as your campaigns.

3. Google Display Network

Google Display Network targeting was upgraded last year and moved away from being a keyword and placement network: it’s more of a sophisticated demandside platform with multiple targeting and dynamic creative optimisation capabilities, and the important option of bidding on a cost-per-click (CPC) model.

Advertising on the Google Display Network through AdWords also has very low barriers to entry compared to most demand-side platforms and the availability to buy display with a CPC model is a big draw to many advertisers.

This makes it ideal for advertisers with small and mid-size display budgets.

Don’t dismiss the Google Display Network just because historical campaigns didn’t performing to your expectations.

Do use multiple kinds of targeting, dynamic creative capabilities and audience data to drive a strong ROI from the Google Display Network

4. Dynamic creative optimisation

This allows you to break an ad into individual elements and then create varieties of those elements specific to different audiences, resulting in more personalised ads that are effective on both search and display.

Advertisers have been doing this using AdWords scripts and APIs for a while.

However, Google started rolling out ad customisers late in in 2014 that enables you to automatically adapt your ad copy based on the context of someone’s search. It also launched a new countdown widget that lets you set your ads to count down to important events, such as a sale. These search features - along with new features for dynamic remarketing on the Google Display Network - will make 2015 a big year for dynamic creative optimisation in AdWords.

Don’t spend time building huge sets of ads when dynamic creatives can be used to save you time.

Do create more personalised AdWords ads dynamically and in real-time, based on business and audience data.

5. Mobile

A few years ago it seemed that every year 'next year be the year of the mobile'. Well we’re now in a time where every year is 'the year of the mobile' and mobile is only becoming larger and smarter.

Google has been placing additional emphasis on how mobile-friendly sites are and mobile search volumes are dramatically increasing.

Cross device attribution will also be big in 2015 and methods to help us demonstrate the lost attribution due to device switching will only heighten mobile’s place in the market.

Don’t just sit back after you have set up mobile optimised bids, ads and landing pages: continually evaluate and analyse.

Do consider how mobile fits into your overall marketing strategy and create a great cross device experience for you customers.

Joseph Pizer, head of paid search, Click Consult

Tel: 0845 366 7586




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