Emily Strachan

PPC: The Good, The Bad & The Ugly

The Good: New AdWords Interface is coming (Eventually).

Back in March, Google began rolling out the new AdWords Interface to selected advertisers, however, Jerry Dischler, Google’s Head Of Search Ads, has said that it is rolling it out to even more accounts in the next few months. When you first get access, you either get taken directly to the new interface, or you will see a notification in the top/bottom right corner asking if you want to try the new AdWords.
See below what to expect the new interface to look like:

Google AdWords new interface

From what we can see it looks a lot like Merchant Center, and we’re not so sure we like that. It feels like it’s a bad move that they have moved the tabs (campaigns, ad groups, product groups etc.) to the left-hand side, but this could be Google making the interface of their programs (AdWords, Merchant Center, Analytics) consistent.

In time, this could mean that using the programs will be easier and more fluent as they have a similar layout, but when you are so used to using AdWords as it is now, this could cause initial confusion and probably a bit of irritation until you get used to it!
Google have commented saying that the accounts that are picked for this new interface are those that truly utilise the features that AdWords have to offer.
Read more here

The Bad: Trumping on PPC.

In just the first few weeks that Trump has been in the office, he has made more people cry than the movie Marley & Me, and if we didn’t have enough reason to be upset with him already, we sure do now. He is Trumping on PPC.

Frederick Vallaeys of Search Engine Land (one of Google’s first 500 employees) has wrote an interesting article about how the PPC Industry as we know it, would not exist under Trump’s immigration policy. Whilst this article is based on personal views and opinions, it does make us wonder the effect that the policy would have in Paid Search and offers an insight into how the industry could potentially evolve in the future if it remains in place.
Read more here

The Ugly: Anything you can do, Google can too.

Okay, this is not necessarily the ugly, or even the bad, it’s kind of good but it could potentially be bad if it is not monitored. On the 26th of January, Google started testing a new feature, Ads Added by AdWords, in 2,000 accounts. Google are basically creating ads for accounts based on existing ads and landing page content and then adding them to ad groups.

Google AdWords interface

Now, this may alarm users. Imagine looking into an account and seeing a couple of new ads that you have definitely not created and are not something you would usually produce.

But fear not. The chance of you having the Google generated ads in any of your accounts without knowing is slim, as advertisers were notified by email if they had been selected. Also, Google was pretty particular in what kind of accounts they wanted to test this on. The accounts of interest included campaigns which have the ad rotation as “Optimise for Clicks” or “Optimise for Conversions”, so unless you are someone that favours this ad rotation, then you don’t have any reason to worry (for now, anyway).
For the test, the ads were generated by professionals rather than auto bots, but this makes us question the future of ad creation. Will ad creation become entirely automated or will it still be something that we have full control over?

This feature could be extremely useful as Google could generate ads that you have not even thought of (the feature reminds us of the Keyword and Display Planner except it researches and creates ads for you), however, they could also create ads that you and the client do not want to have running.

If Google has created ads in the campaigns, they will have the label Ads by Adwords attached to them which makes them easily identifiable, however, Fred Vallaeys has created a script which checks for automatically added ads in AdWords which makes life a little easier.

They are still rolling this feature out to advertisers, so if you receive an email, the article below offers a useful insight into the new feature.
Read more here

Related articles: