News Byte: Google Adds Upgrades to AdWords
Google intros several new features in AdWords.
Noting that there were more than 50 billion downloads of mobile apps in 2013, 60% of which were never installed, Google AdWords VP of Product Management Jerry Dischler today announced several additions to help marketers increase app engagement:
Keyword suggestions. A new AdWords tool will point marketers to the most accessed keywords in Google Play, the company's app store, to drive more downloads.
App install ads. Ads run in YouTube videos invite viewers to install content-relevant apps.
Deep-linking. This feature aims at increasing app engagement. “Say someone is playing a game on their phone and see an ad for the Hulu show Deadbeat,” Dischler said. “They can click the ad and deep-linking can take them to the most relevant point in that episode and start playing it.”
Metrics. Upgraded measurement of installations and conversion.
Other new metrics will include a system to measure in-store transactions that were initiated online. Dischler mentioned a pilot program that RKG did with Express that, when resulting offline sales measurements were included, showed that return on ad spend increased 102%. “Based on information like this,” he said, “marketers can bid based on the full value of their buys.”
Other new tools—some of which are still in development and will be rolled out in coming months—include an automated bidding program to bring enterprise-level capabilities to all advertisers, enhanced reporting via a new interface that allows marketers to easily click-and-drag new attributes and metrics into their spreadsheets, and a “Drafts and Experiments” tool that allows A/B testing of tweaks in campaigns.