Google recently unveiled two unique changes to Adwords that will go a long way toward helping professionals improve their B2B marketing efforts online. The changes to the Quality Score interface and the addition of breadcrumb features will help improve how prospective clients are targeted.
Quality Score is one of the most important metrics for marketers and the update will be broken down into three changes. When users measure their scores they'll see their expected click-through rates, ad relevance and landing page experience. Each component will be judged as average, above average or below average. The goal is to give advertisers a deeper look into their marketing strategy, offering guidance on how to improve click-through rates and lead generation tactics.
The second update will include display URLs on AdWords search ads, otherwise known as breadcrumb trails. These are links placed next to the URL that allow users to navigate to relevant sections on certain web pages. For example, if an ad marketed SEO solutions, and a prospective client clicked the link, it would lead him or her to a section where search engine marketing strategies were explained in-depth. This could encourage buyers to make decisions, as information would be readily available to them whenever they were searching for content.