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New in AdWords “Flexible Bid Strategies, Keyword Planner” and AdWords Editor 10.1 Update

AdWords Editor updates now gives you more ways to make bulk changes to your enhanced campaigns. In addition, Google says it has also improved the performance statistics that “can now be downloaded for locations, audiences, and placements.”

Google notes, support for previous versions of AdWords Editor will continue, and you will need to upgrade by September 16, 2013. “The next time you launch AdWords Editor, you’ll see a prompt to upgrade to version 10.1,” google adds.

You can also download version 10.1 from the AdWords Editor website.

With the new version, you can:

  • “Set bid adjustments for placements, topics, and audiences.
  • Set mobile bid adjustments at the ad group level.
  • Upgrade campaigns in bulk using CSV import or the Add/update multiple campaigns tool.
  • Use the new ValueTrack {ifmobile}, {ifnotmobile} parameters.
  • On the Keywords tab, new columns show detailed keyword performance metrics on the Display Network, enabling you to manage and optimize your Display campaigns with the same granular level of control as your Search campaigns,” informs Google adding, “for example, you can adjust keyword bids depending on their performance, and fine-tune campaigns based on your specific goals,” it explains.

Also launched today is the new Flexible Bid Strategies in enhanced campaigns, that let you apply multiple bidding strategies within a single campaign or across campaigns. “This provides you the freedom to choose the appropriate bid strategy without being constrained by account structure,” Google said.

Flexible Bid Strategies will be available in the next couple weeks, when “you upgrade to an enhanced campaign.”

Google recommend that with all types of automation, you periodically monitor your bid strategies’ performance relative to your advertising goals.

Flexible bid strategies can be found in the Shared library, once created lets you apply it to specific keywords, ad groups, and campaigns and monitor its performance.

Control and insights with new flexible bid strategies in AdWords

Customizing the new flexible bid strategies to work for you

Flexible bid strategies let you apply a bid strategy to keywords across separate campaigns, or test multiple bid strategies within a single campaign. “You can apply the Target search page location bidding strategy to those specific keywords regardless of where they are in your account, to keep them in top positions. Then, in another campaign, you can use the Target CPA bidding strategy for the lead generation ad groups and use the Target search page location bidding strategy for the awareness building keywords,” Google explained.

You can find more about flexible bid strategies, in this help center.

Google further notes, that it’s working on more optimization features for more easily achieving advertising goals, “like return on ad spend.”

Here’s more information about what each flexible bid strategy does and when you can use it:

Flexible Bid Strategies Available In Enhanced Campaigns

Google has also combined the Keyword Tool and Traffic Estimator tools into one called “Keyword Planner.”

“You can use Keyword Planner to find new keyword and ad group ideas, get performance estimates for them to find the bid and budget that are right for you, and then add them to your campaigns,” explians Google.

Google notes, that the Keyword Tool and Traffic Estimator will be sunsetting in about 60 days.

AdWords Keyword planner replaces keyword tool and Traffic Estimator

Below is a highlight of new features available in the tool:

Find new keyword and ad group ideas. “You can search for ideas related to a keyword, your website, or a category. A new feature in Keyword Planner also allows you to ‘multiply’ keywords, or combine two or more keyword lists to generate new keywords,” Google explaind.

Additionally, you’ll now be able to target individual cities and regions within a country. Also, for each keyword idea you’ll only get statistics that are specific to that exact term. To decide what keyword match type to use, you’ll have to add the keyword to your plan and look at performance estimates for each match type.

AdWords KeyWord Planner: Add keywords and ad groups to a plan

Add keywords and ad groups to a plan. While you build your plan, “you can add ideas, delete ideas, and change your bid range to see total estimated clicks and cost. When you’re done building your plan, you can click “Get estimates and review plan” to pick a specific bid and get more detailed estimates,” Google writes.

Performance estimates. A new graph now offer a range of max CPC bids and daily performance estimates for keywords and ad groups when you review your plan.

To see more detailed estimates, “you can select a bid (and optionally, a budget as well). You can also update your targeting settings, keywords, and ad groups to further refine your estimates. When you’re satisfied with your plan, you can apply it to a new or existing campaign or download it to implement later,” Google added.

You can find more information about Keyword Planner, in the AdWords Help Center.

AdWords keyword Planner performance estimates

Google als announced that starting on September 23, 2013, “the AdWords API will support only upgraded extensions, including the 25-character sitelink limit, and it will begin automatically upgrading legacy extensions to the new format.

Google had announced the upgraded ad extensions that provide many new capabilities, including mobile-optimized settings, new scheduling features, and detailed reporting at the individual sitelink level.

Here’re the resources to make the transition process easy:

Finally, Google has also made the “Enhanced Campaign” upgrade tools generally available to all DoubleClick Search customers globally.

Google notes, that over the next few weeks, “we’ll be introducing advanced features to prepare advertisers for a constantly connected world, including support for ad group mobile bid adjustments and granular device-segmented reports.”

Additionall, this release, helps advertisers save time when upgrading to enhanced campaigns with custom solutions that will:

  • “Identify similar campaigns that target different devices within your DoubleClick Search account
  • Create reports to quickly merge and upload these similar campaigns into one enhanced campaign
  • Provide the AdWords-suggested mobile bid adjustment in DoubleClick Search for more control and precision over bids in an enhanced campaign,” informs Google.
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