Google AdWords just got a little better, thanks to two new features being added to the search giant’s pay-per-click (PPC) platform.
As you may already know, AdWords is a PPC platform where advertisers bid on keywords, paying only when a user searches for the keyword and clicks their ad. Several other search engines, including Bing, have launched their own PPC platform, but AdWords remains the most popularity. There’s a good reason why AdWords is so popular: it’s constantly being updated with new features. Whether it’s geo targeting or extensions, Google is always introducing new features to maximize advertisers’ experience.
The Mountain View company recently revealed that it was adding performance targets and campaign groups to AdWords.
“AdWords provides powerful tools to help advertisers grow their business. For example, if you’re about to launch a new holiday campaign, you can use TrueView ads on YouTube along with banner ads on the Google Display Network to drive brand awareness and more holiday sales. To make it easier for you to track and forecast the performance of these campaigns against your advertising goals, we’re introducing campaign groups and performance targets,” wrote Google when unveiling these new AdWords features.
So, what are these new features and how do they work?
Campaign groups is exactly what it sounds like: a feature that allows advertisers to group multiple campaigns together. Google AdWords has supported ad groups for several years now. Campaign groups work in a similar fashion, with advertisers bundling together two or more similar campaigns.
You might be wondering what benefits (if any) there are to using campaign groups. Google cites holiday shopping campaigns as being a prime example of when advertisers should use campaign groups. If you have a search and display campaign specifically for the holiday season, perhaps you should group them together. Doing so makes tracking and measuring KPIs easier, as all of your data is conveniently bundled together. Campaign groups support video, display, search and shopping campaigns.
The other new feature coming to AdWords is performance targets. With performance targets, advertisers can set goals that they would like to achieve with their AdWords campaigns. These goals can be a specific number of clicks, conversions, average CPC, or average CPA. Google will then show you how your campaigns are performing in relation to these goals, while also providing guidance on how you can better achieve these goals.
You can learn more about performance targets and campaign groups by visiting the help article at https://support.google.com/adwords/answer/6393275?hl=en.
