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Significant Google AdWords changes to be introduced

Google AdWords enhanced

An official Google blog post has revealed details of updates to Google AdWords and the introduction of enhanced campaigns.

Google says it is “enhancing AdWords for a constantly connected world” with a number of measures designed to make things easier both for users and advertisers. Recent research from Google showed that over 90 per cent of users moved between separate screens to complete a task, for example looking up a number online before calling on a smartphone, or looking up a product on their phone and then ordering on a laptop.

What has Google changed?

Bearing in mind the changing ways in which people search, Google is introducing enhanced campaigns with a number of updates and new features which it claims will significantly improve the AdWords experience. The most significant changes include:

This is not the only news from Google AdWords this week, with victory in an AdWords legal case in Australia determining that Google was not responsible for misleading content from advertisers.

Natalie Booth, head of search at theEword commented: “These changes certainly look likely to have a significant impact on both how advertisers use AdWords and how users find services and products. It appears apparent that Google is further prioritising mobile search, showing just how important reaching smartphone devices is becoming to advertisers. Although enhanced campaigns may be easier for businesses or beginners to manage, for agencies that enjoy the flexibility of the current system it could be an unwelcome change.”

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