Drive Better Results with New AdWords Promotion Extensions, Custom Intent Audiences & Ad Vriations

Increase in conversion rate and return on ad spend when applying these new innovations to campaigns. DoubleClick Bid Manager intro new campaign object, slider, optimization view.

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Just before, Black Friday kicks off next week the holiday shopping season in the U.S., Google is introducing more new innovations in the new AdWords experience for business to promote their latest offers and grow their business as these products aims to save time and boost performance.

Highlight top deals, show latest offers with Promotion extensions

Among others, the first feature is a new Promotion extensions that help advertisers show specific promotions in the text ads as well keep them up to date without having to create new ads. They can show a percentage off, promo code, offer period and occasions bound offers. This frees up rest of the ad to show more unique content, like brand terms or a clear call to action.

Here. an image using promotion extensions to show latest offers:

New AdWords Promotion Extensions

Now, they are rolling out globally in all supported AdWords languages and currencies in the new AdWords interface (aka the new AdWords experience).

Ad Variations

This introduces a new way to test drive new variations in ads text, like adding a touch of holiday spirit or using a different call to action across thousands of ads in just a few clicks. Google says, the test results will appear as soon as they're statistically significant. Once you find an ad variation is doing well, you can quickly replace all your ads with the new variation.

Ad variations can be found alongside Campaign Drafts and Campaign Experiments in the new AdWords experience

An example image below shows a headline test for "Happy Holidays":

Example image of new AdWords Ad Variations

Custom intent audiences

Rolling out on the Google Display Network, they make it easy to target people "who want to buy specific products you offer based on your campaigns data, website and YouTube channel."

Google will automatically create custom intent audience of people, say for example, "a shopping list for "all-inclusive ski resorts" or "flights to Palm Springs" — for a travel agency offering holidays gateways." Google will then show reach and performance estimates for each these audience helping advertisers to plan their campaign with more precision.

Lastly, improvements on the Opportunities page are now offering more actionable recommendations, relevant insights, and best practices. "With manager account support and the ability to filter by category, like "bids & budgets", your opportunities are clearly organized so you can apply them across all your accounts and campaigns with just a few clicks," writes Google.

This image shows new Opportunities page:

new google adwords opportunities page

Google has also made an best practises available for automate bids using Smart Bidding. "Target CPA and Return on Ad Spend optimize for performance by device, time, location, audiences, and many more signals," read the Help Center article here.

In addition, three new tools to improve the performance of holiday campaigns are now available to all DoubleClick Bid Manager accounts.

First, as part of the new planning workflow in DBM, a new campaign object that lets group Insertion Orders (IOs) for more efficiently manage ad buys is available now.

This helps improving the reach of ad campaign as you can set up frequency capping across Programmatic Direct deals and open auction IOs, "so your open auction campaigns reach consumers who haven't been already exposed to your ads," writes Google. You can create a new campaign in just a few simple steps.

Second, a slider that let expand your similar audience lists to choose from maximum reach, higher similarity or a balance of the two is launched as well. The new expansion slider can be found in the Audience lists targeting tab of your line item level settings.

Finally, a new optimization view that allows you to quickly focus on campaigns that are driiving poor performance. To track their spend and performance goals you can segment the data along dimensions, such as site, time of day, day of week, environment and more, so you can easily see what is impacting performance, says google.

In addition to surfacing key insights, the optimization view also provides suggestions to optimize Line Item budgets within an IO.

The new optimization view is accessible at the IO or Line Item level by selecting Optimization from the drop down menu next to the New Insertion Order or New Line Item buttons in the DoubleClick Bid Manager.