A summary of some of the more significant changes in google adwords this year. In additon to the changes, there are tips on how to use them to better manage campaigns.

1. Google Changes Steve Hammer
@armondhammer
2012

2. No Penguins Here

3. Pacman
SNES
Modern
Control Creates Complexity

4. FEB - MCC Support
Automated rules expands
JAN to 100 and adds undo
JUN - Scripts
JAN Automated Rules

5. Raise CPC
Target when below
Position Lower CPC
when above
Timed Enable ads by
time for labels
Offer
Kill Poor Pause when
QS < 3
Keywords
Raise CPC
Promote 10%
Low CPA CPA < target
Prepare Email CS
@noon
Customer clicks > avg.
Service noon
JAN Automating

6. Inventory
Price
urlFetcher
Keywords Script
Ad Copy
Script Automation

7. FEB – Enhanced
Sitelinks
SEPT – Enforce
Rules
Dominate Visible
Super Sitelinks

8. JULY Reach Goes Flexible
MAR Streamlined, focused interface
Display Interface Redo

9. Broad
Specific
Keywords
Flexible
Interests Placements
Flexible?

10. Spit out list of keywords and use a tool to
Old try and make logical ad groups
New Ad group ideas direct in keyword tool
Keyword tool Improves

11. Lb.phone
G+ Local
Lb.city
Account
Ad
template
APR Maps and relevant ad copy for the
appropriate stores
Location Extensions

12. Not Exact Match
Limited Ad Rotation
Two changes – one month
APR PPC managers go crazy
Google Knows Best

13. Different sets of paid and organic product
APR listings.
Single Shopping Section
OCT No organic product results
Shopping 100% paid

14. Tip Management is done via attribute
Shopping 100% Paid

15. Rules based on url
Interests + Site Behavior
One Tag Includes parameters
JULY Remarketing

16. Dynamic
Headline
Template
Ad Body
Website
Content
Ad Group
Bid
OCT Keyword Ads without Keyword Selection
Dynamic Search Ads

17. AdWords Editor
NOV Direct Web Interface changes
Bulk Changes

18. Desktop declines
NOV Drop in CPC driven by mobile growth
Maps and more
Mobile war?

19. $
$100M dollars a day can’t be wrong.
Adwords could drive a billion in revenue
for companies large and small
$
Thank You Steve Hammer
@armondhammer