Google Adwords is the most popular money making product from the house of Google and it is wonder that they keep making changes in it to make it more appealing to advertisers and to make it more effective.


Just like any other year, Google Adwords has made some changes in 2014. Some of them are good and were appreciated by advertisers whereas some of them failed to impress then advertisers. Here in this article, we are going to take a look at some of the most prominent changes that Google Adwords has brought forth last year –

1# Call Tracking

This is definitely one of the most powerful updates rolled out by Google Adwords last year. This Call Tracking feature was released in August. This feature populates a webpage with a trackable phone number whenever someone visits the page from an adwords ad. This feature, which looks immensely promising, is destined to bridge the gap between the online marketing and offline marketing activities.

But the biggest drawback of this Call Tracking feature is that it is extremely complicated for most advertisers and which is why you would not find huge taker for this feature. If Google can simplify this process, Call Tracking could become the most popular adwords feature in coming years.

2# Demographic Targeting

This Demographic Targeting feature has replaced the Age, Gender and Parental Status tab and the feature though looks promising have not been launched with huge fan fare. Before this update, advertisers did not have the opportunity to have a well-rounded view of different demographic parameters. With this new feature, advertisers will get to see different combinations of demographics and then make a conclusion based on the available data. Discountrue has seen massive increase in ROI after it starts digging in this demography targeting tab and makes necessary changes in its existing Adwords campaign to target specific group of people who are more likely to convert.

3# App Promotion

This is another powerful feature launched by Google to allow marketers to promote their apps more effectively on Google Adwords platform. This feature was first made available on Google Display Network and later it was rolled out on YouTube and other Google Search Network channels. This feature allows marketers to add the link of the App’s ID to an active adwords campaign or more particularly to an active TrueView Campaign. With this feature, you will be able to display ratings, icons of the app, name of the app and the price in the ad. This will definitely give a boost to the total number of apps download.

4# Shopping Campaign

This change has gained probably the most attention. Previously, product listing ads via Google Shopping was free but Google forced people to make a transition to Adwords based shopping model. It created a chaos like situation but eventually, it helped advertisers to streamline their marketing activities. Since they can control everything via their existing Google Adwords account and merchant center accounts, it helps them make better decisions.

Advertisers have been provided with additional metrics so that they can come up with more creative and compelling ads.

5# Callout Extension

Extensions have been a huge hit with advertisers given the fact that they are easy to implement and don’t require advertisers to spend hours to implement this. With Callout Extension, you can highlight the USP of your service. For example, if you are offering 24 hours customer service or Cash on Delivery service, you can use those words in the Callout Extension section. You can even specify if you want to show this Callout Extension to mobile users or to Desktop users only. You can specify the time or can even schedule the time as well.

Michael Evans is a passionate blogger and social media enthusiastic. You can connect with him at Google. He often contributes to 3Leaps Content Marketing Agency.

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