2013年Google AdWords的最重要更改

跟上Google每年在AdWords中进行的数千个更新和更改可能是一项全职工作。我假设您不想让它成为您的工作...对吗？我也那么认为。

I’ll save you some (well, a lot of) time by cutting through the noise and covering the top-four most impactful changes of 2013.

1)增强运动:更聪明和更有效Mobile

The surprise transition to Enhanced Campaigns, an update designed to make mobile advertising simpler to implement, was the number-one change on every marketer’s mind, thanks not only to the impact of the new features, but the sheer scale -- Enhanced Campaigns affects everyone with an AdWords account. What changed?

Smarter Ads

Google将广告与用于执行搜索的设备相匹配，从而为广告提供了急需的用户上下文。我写了关于的重要性HubSpot的用户上下文在6月 - 考虑到搜索者的时间，位置和设备允许更好的广告消息传递。在一个广告系列中，广告客户可以以智能和相关的方式提供桌面和移动广告。

新的招标选项

增强的广告系列还使广告客户或多或少地基于搜索起源的时间，位置和设备或设备而无需创建不同的广告系列的时间，或多或少地获得点击。

The shift to Enhanced Campaigns brought with it much change, including the retirement of tablet targeting options, the addition of a mobile advertising conversion type, and the death of mobile-call reporting fees. For more on that, see ourEnhanced Campaigns FAQ.

增强的广告系列引起了很大的轰动，并且在大多数时间和注意力中都吸引了人们 - 但这只是2013年成千上万的大型AdWords更新之一！

2）更新广告等级算法

This is a change every advertiser should have on their radar. Ad Rank itself is not new -- it’s the formula Google uses to determine ad placement and rank on a search results page and is also a factor in your cost-per-click (not your Max Bid, but the actual cost you pay).

Ad Rank used to multiply the maximum you were willing to pay by your Quality Score, then rank ads in descending order based on that information. However, they also use Ad Rank to determine the CPC of your closest competitor -- and in turn, use your closest competitor’s Ad Rank to help determine your CPC. This is the magic of the live auction.

Now,广告等级还将考虑Google是否预计广告扩展的使用是否会产生任何积极影响and formats. This is a massive change for advertisers, as using Ad Extensions can now help improve ad positioning and lower CPCs. On the other hand, if close competitors are using them and you aren’t, that benefit can go entirely the other way.

Recommendation:利用广告扩展（例如Review Extensions,Image Ad Extensions,点击通话扩展等等），并在您的质量分数上工作，以从新的广告平分公式中获得最大收益。

3) Enhanced Ad Sitelinks

广告扩展的更改包括Sitelinks的扩展，现在可以使广告客户更加控制广告的外观。Google报告了ads with sitelinks have 30% higher CTRs，平均而言，因此此更新可能会对您产生巨大影响。

Sitelinks can give you a much greater chunk of real estate on the search results page, but also help searchers find more relevant content and deals on your site. Now, they can be set at the Ad Group level, meaning you don’t need to create a new campaign for each sitelinks optimization.

Top-performing sitelinks can be replicated across campaigns or ad groups, so long as they point to a different URL. Google also made changes to how sitelinks are measured -- see the完整的增强sitelink指南有关详细信息。

Recommendation:提高您的质量分数，以最大程度地显示Sitelinks显示。充分利用最高位置，并提供其他房地产Sitelink提供。

4）动态再营销

Google Merchant Center users can use动态再营销to target potential customers with relevant messaging based on their previous on-site actions, without having to set up a new audience segment or ad for every single product. This is a great tool for larger retailers who want to get back in front of a customer who didn’t complete a purchase.

Dynamic remarketing uses the creative you already have at your disposal. For example, it can pull images, descriptions and prices from your online catalogue and use that to generate ads. You still retain a considerable amount of control over your ads, as illustrated above. After assigning audiences, you have over 15 dynamic ad formats at your disposal.

Recommendation:Use your internal data to inform audience segments and the types of information that will be most appealing to them. Bid more aggressively on those who were further in the buying cycle (i.e. people who abandoned a cart).

2014年AdWords的下一步是什么？

Again, these were just a few of the most impactful updates to AdWords this year, out of the dozens of announcements Google made each month. Given the fast growth in mobile and multi-screen interactions, and Google’s constant need to grow revenues, I expect to see even more updates in 2014.

What AdWords changes do you hope to see in 2014? Share your wish list in the comments.