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AdWords 2017 Roadmap

Pay-per-click advertising on Google, also known as AdWords, has dominated the online advertising market for years. The search engine is the most widely used PPC advertising platform in the world for businesses big and small. Google makes $32.2 billion, or 97% of its total revenue, on advertising.

Companies that use AdWords will be able to rank at or near the top of the search engine, as well as attract leads and get them started in their sales pipeline. A recent announcement from Google makes it clear that AdWords is going to be even more efficient for businesses in the future.

Google improves AdWords’ impact

Google revealed their 2017 AdWords product roadmap at Google Marketing Next, according to Search Engine Land. By the end of 2017, the search engine plans to introduce in-market audiences so PPC advertisers can find precisely the right leads.

The potential of in-market audiences

In-market audiences will help companies separate potential customers from users who are not looking to buy anything. Conversion rates for in-market audiences are 10% better, so companies will need to increase their maximum bids to remain competitive.

Along with adding in-market audiences, Google also disclosed that PPC advertisers would be able to customize these audiences. Right now, in the United States, there are 493 in-market audiences for the Display Network. Soon businesses will be able to create their audiences to find the right people to purchase their products and services. Companies can customize with keywords they believe people will utilize when they search, coupled with Google’s data.

Finding potential buyers based on life events

PPC advertisers will also be able to target potential customers based on life events. Google is using a Tensorflow processor for Artificial Intelligence that determines which searchers are going through a particular life event. For example, if a business sells B2B technology to startups, entrepreneurs who are opening up companies and in the market for this technology can be targeted.

Making data-driven attribution simpler 

AdWords features data-driven attribution, which shows how each touch point in the sales process transforms a prospect into a customer. On the advertising platform, you can see how clicks, impressions, and channels drive a person to the end of the sales pipeline.

Showing the most effective ads 

Currently, PPC advertisers have to do manual A/B testing with variations on the text and offers in their ads. With the new updates and the power of AI, Google will show different users various messages depending upon AdWords’ smart predictions. For example, if three users all search for “cheapest hotel,” they will see distinctive ads that emphasize price, selection, or value.

While Google will take care of serving these ads to the right users, PPC advertisers will still need to produce variations of the ad to submit to Google. Since the search engine is becoming more advanced with AI, companies are going to have to make many alternatives for every possible type of user.

Utilizing AdWords to your benefit

Now that Google has announced its improvements to AdWords, review your current PPC campaigns and determine how you can make them more effective.

Contact us to learn more about refining your PPC advertising on Google and how the AdWords update will affect your business.

Sheila Kloefkorn

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.