What are the Ongoing Changes in Google AdWords and why are they important?
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What are the Ongoing Changes in Google AdWords and why are they important?

Published by: Bal Rai (11)
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Google is a platform of constant evolution. The search engine giant experiments with several different product variations and offerings and thus it’s not easy to keep a track of all the changes. While this constant evolution is not a matter of concern as it takes pace frequently, it’s equally vital to realize that AdWords’ PPC is often changing as well. Let’s have a look at some of the ongoing changes happening to Google AdWords services and here you will also know how to take benefits out of them. Changes to AdWords were announced by Google earlier this year along with the Google Display Network (GDN). Current Changes in Google AdWords Ad Rank This twofold Ad Rank threshold change was revealed in May. Ad Rank typically determines the placement of your text ad. Getting a higher Ad Rank means you’re more likely to hit the desired 1st position slot. Several factors are taken into consideration to calculate Ad Rank. These include expected click-through rate (CTR), maximum cost-per-click (CPC) bid, land page experience, and relevance.For determining Ad Rank, relevance is going to play a more significant role. Though the base search terms would not change, queries might vary due to context. For instance, a product name mentioned in the recent news story could be more pertinent to a question than its review. More importantly, relying on the query means, PPC bids could be weighted quite heavily for Ad Rank. This means that your Ad Rank could be boosted with higher bids for relevant queries. Increased CPC The 30% increased CPC (ECPC) cap that was levied on location and audience dimensions is being removed by AdWords. This doesn’t presently account for device dimensions, so you can still plan to add a mobile bid adjustment. On this Google officially says that this change will help businesses get more quality conversions and thus they won’t risk losing out on them as the bids were capped. However, as ECPC is uncapped, you could end up looking at higher overall spend. You need to watch such PPC campaigns closely if you use ECPC. Your spend could increase as these changes to enhanced CPC caps have the potential to do so. Changes to Google Display Network and PLAs The Retail Shopping on Display program is taken by Google out of beta for PPC advertisers who opted for it. As a result, the Product Listing Ads (PLAs) would appear on the Google Display Network (GDN). Now, with this restricted, opt in test program, Google is pushing more ads to display. Also at a later event, the search engine giant announced even quicker AMP page load speeds for search and GDN ads. These ads now load up to 5 seconds quicker than normal and you’re probably beginning to see where this is going. Google is well aware that PPC continues to be a commanding and profitable concept and with the fact that PPC will generate significant revenue. However, one must understand that Google being a corporation wants its business to be grown. So, some of the changes to monetize AdWords further such as the ECPC and Ad Rank threshold as some of the ways for Google to eventually enhance AdWords revenue from PPC campaigns.
Bal Rai - About the Author:
Bal Rai is an Internet Marketing Consultant at eTrack Media, a growing Online Marketing Agency in Mumbai (http://www.etrackmedia.com/who-we-are/) that provides the best Google AdWords Services (http://www.etrackmedia.com/services/google-adwords/), web design and development services, and social media management services to full-service marketing firms as well as end clients.
Source: http://articleswrap.com/article/what-are-the-ongoing-changes-in-google-adwords-and-why-are-they-important-.html
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