Has Google Adwords Changed Forever? Introducing IF Flexibility For Targeted Campaigns
After 15 years of complete domination in the advertising world, Google’s text Ads is changing forever and for good…
Over the years online marketers, SEOs and online business owners have used Google Adwords (paid advertising platform of Google) to drive traffic and business.
Simply put – you write an ad copy, put a great landing page to get the user to come onto your site, target the right keywords and bid on them to start showing up as “Sponsored Ads” right on top of Google search when someone searches that term.
As users tend to click on top links for their solution or information, the paid ads tended to get highest clicks drawing a lot of traffic to their website.
However, this needed a lot of trial-error on ad copies, landing pages, keyword selections and their negatives, geography, etc. Also, since this is a bid based system, it can get seriously expensive! Therefore optimizing ads to target audiences sharply is absolutely critical.
Also, same Ad showing up different user behavior made little sense. Device based Ad variations were important too.
To address this, a new IF function is being introduced under Google Adwords. This function allows variants of the Ad to show based on various conditions, syntactically denoted by the IF condition function.
E.g. if you are running a Remarketing campaign for users to signup and see that a certain group/set is dropping off just before the actual signup, you can throw a higher discount at them for higher conversion as opposed to others who are signing up naturally. This flexibility will help marketers deliver higher value for their money and better results for business!
Similarly, Ad variants targeted for devices can be used for improving conversions on them.
So, what are you waiting for? Start planning to get your Adwords campaigns on track with this new IF function and deliver value and results for your or your customer’ online business!