Finally Google’s main advertising product has been modified. Google has presented a new AdWords interface worked out to facilitate the process of display advertising purchase and tracking. The new interface will be embedded in a fortnight. There will be a new Display Network Tab in the interface that empowers marketers and advertisers tender and target display campaigns.
The director of product management for display at Google Brad Bender notes that there were a lot of changes of display within AdWords’ product including video, media, a great deal of choice of the position of your ads but there were no modifications of AdWords’ interface. That’s why the decision was made to develop a new interface that reduces the purchase procedure.
Apart from that Google improved the contextual engines. Now it matches advertisements to pages based on keywords. Bender says that the renewed engine allows to find people who are interested with the relevant content and to understand what pages to ‘show’. Taking into account that there are more than 1 billion users with more than 1,000 interests, marketers and advertisers can overlay that targeting within the Display Network Tab.
Earlier for observing the performance of display campaigns marketers had to use themed ad groups, but now with the help of the Google’s Next-Gen Keyword Contextual Targeting advertisers can follow their campaigns up at the individual keyword level.
According to Bender the updated contextual engine will facilitate the extension of search campaigns to display and favor the ROI since high-performing keywords can be targeted by advertisers.
Brad Bender notes that changes introduced by Google play into marketers’, advertisers’ or search agencies’ hands. Modifications will help advertisers who are newcomers to leverage all the work they’ve put in optimizing and maximizing search campaigns and without any problems to start on the display network.
For example, Zach Morrison, the vice-president of Elite SEM says he managed to display on the Google Display Network around 80% of his client base. Now he points that it will be more easily to put CMOs in the way of things.
Google also has performed a new visualization tool which is to help marketers to understand whether overlaying of one or more targeting types (keywords, topics, interests, placements or remarketing) will be effective.
Bender notes that there were a lot of participants in the beta testing of the AdWords modifications. Morrison, under whose direction the testing was held, thinks that display advertising is reviving after staying for a long period in the shade of search. Morrison says that there is still space for improvement but the first and the main step was already made.