Google AdWords Unveils Exciting New Features for Mobile Apps and Enterprise-Class Reporting & Management (Part 2)

As reported in [Part 1 of this news series], Google has just announced some major changes to the AdWords platform. We’ve already covered the new AdWords features for mobile apps that aim to drive app downloads and increase user engagement within the downloaded apps. Enhanced conversion tracking tools that measure mobile campaign ROI, and increased impressions for app advertisements on YouTube have also been covered.

Jerry Dischler, Vice President of Product Management for AdWords, also introduced new enterprise-class AdWords reporting and management features during the “Step Inside AdWords” Livestream. Dischler unveiled AdWord’s intelligent enterprise-class tools, which can manage increasingly large-scale and complex campaigns.

“For businesses looking for new customers, the increase in constant connectivity means that the scale of your campaigns is growing, and you’ve told us you want help to manage your campaigns more effectively,” stated Dischler on the Google Inside AdWords blog. “So, we’re bringing enterprise-class workflow, reporting, and optimization tools to AdWords.”

Here are some of the new features:

• New bulk editing capabilities for extensions and settings. With these new bulk capabilities, businesses will be able to set up campaign settings, such as location targeting and ad rotation, across all their campaigns—even if they number in the thousands. Dischler notes that these bulk actions would be particularly useful for big seasonal promotions, when multiple campaigns need to be updated at once.

“Many of you have told us that working with AdWords is just too complicated, and that often you have to use offline tools, AdWords editor, or spreadsheets in order to deliver large changes across a number of campaigns,” stated Dischler during the livestream. “With Bulk Actions, we’ll allow you to do this directly within AdWords.”

• Automated bidding tools for maximizing conversions or the total value of conversions. Businesses can set specific program goals—like return on ad spend, and cost per acquisition or clicks—and Google AdWords will set up the right bids to meet the efficiency targets and budget requirements of businesses. Automated bidding tools were previously only available on third party platforms.

• Advanced reporting features, such as visualization tools and drag-and-drop interface.  To help businesses analyze their data more easily without having to continuously download and reformat data, Google AdWords has developed new multi-dimensional data analysis and visualization tools that will enable businesses to optimize  their data analysis right within AdWords. Data can also be more easily converted into tables, graphs, and charts that can then be shared with teams.

As explained by Paul Feng, Product Management Director for AdWords, data that was once imported from AdWords and analyzed on Excel spreadsheets can now be analyzed on AdWords.

• Drafts and experiments lab for testing and tweaking live campaigns. AdWords now allows users to test and refine ideas for their campaigns, as well as run tests with live traffic during experimental trials. Users can experiment with various elements within their campaigns, such as bid changes, new keywords, different campaign settings, different kinds of ad formats, as well as special bids for times and locations.

Do you think AdWord’s new enterprise-class management and reporting features will provide a more seamless user experience? How will your business use these new features? You can share your insights in our Comments section or create a reply-blog post to this article.

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