Enhanced Campaigns, launched in February this year, has now been used by over 1.5 million campaigns--today, introducing two new additions including:
Social annotations in Enhanced campaigns show endorsements from people following your Google+ page on your search ads. On average, search ads with social annotations have a 5-10% higher click-through rate.
All you need is a Google+ page with a significant number of followers and a linked website that matches the URL in your search ads. "Social annotations on AdWords work hand-in-hand with your Google+ page to build community, conversation and engagement with your business on Google," explains Google.
Enhanced campaigns for mobile app advertisers. Advertisers can now reach app users, with "ads in apps," based on people's context like location, time of day and device, with enhanced campaigns.
"For example, if a certain mobile app has the most usage on Saturday evenings, you can increase your bid adjustments for mobile and this time of day to reach these users. You can also adjust bids across the key display signals like demographics, interests, topics and remarketing at the ad group level," Google explained.
In another blog post today, Google explains to publishers about why the number of display ads in an ad unit vary, and why less than four text ads sometimes appear in larger formats, or why one image ad can show instead of four text ads.
The answer ultimately boils down to the "AdSense ad auction" (also called 'dynamic'), let advertisers bid to show their ads on a site. "The number and price of ads in the auction changes from impression to impression, based on how much advertisers are willing to spend and how they've set up their ad campaigns," Google explains.
In addition to their bids, advertisers are also ranked based on their Quality Score to ensure a good user experience.
For example, a 728x90 leaderboard with both text and image ads to appear--"for every impression, our system predicts which ad type will be more valuable. When selecting the "winning" ad(s) for your page, our system takes the advertisers' bids and Quality Scores into consideration and also considers historical data for specific ads, in order to predict overall performance. So, even though a leaderboard could show up to four text ads, it may sometimes be the case that the one image ad will outperform all of the competing text ads," Google explains.
In other words, if you see one image ad appearing in your leaderboard, it's because it is more valuable than the eligible text ads combined.
Also, Google has announced that "Display remarketing from search ads" is now out of beta, and is available to all DoubleClick Search customers globally.
""Display remarketing from search ads," allows advertisers to use insights from paid search clicks to remarket to audiences across ad exchanges via DoubleClick Bid Manager, or the Google Display Network (GDN) -- all with a seamless, tagless workflow."
Those interested can contact the DoubleClick Search support team.