The digital marketing world is constantly evolving. Updates and new features are the norm, and if you aren’t keeping up with the latest changes, it can be easy to get left behind by your competition. AdWords, a search engine marketing service, is no exception.

 

Search engine marketing (SEM) is a great way to get your business in front of potential customers, allowing you to place paid advertisements on search engine results pages (SERPs). Your ad has the potential to appear when users are searching for products or services related to your business. However, if you’re using an advertising service like AdWords, it’s important to be aware of the updates and changes taking place so you can be advertising—and optimizing—most effectively. Below we’ve rounded up some of the latest AdWords news to keep you informed!

 

AdWords keyword planner update

At the end of February, AdWords started rolling out an updated version of the Keyword Planner in the new AdWords interface. The update matches the feel of the new interface, with a streamlined start screen that gives you two options: “Find new keywords” and “Get metrics and forecasts for your keywords”. Check out more of the changes you’ll find here.

 

Smart Bidding in AdWords

According to Search Engine Journal, Machine Learning is the future of search. How does this apply to AdWords? One way you can use Machine Learning is through Smart Bidding, which can help you optimize your bids at the auction level. Learn why and when you can use Smart Bidding to benefit your marketing campaigns.

 

Attribution changes

It’s likely that Google will stop supporting last click attribution within the year, which means that advertisers will have to use one of the other attribution models available. Google defines an attribution model as “a rule or set of rules that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.” Learn more about the change and your options here.

 

The removal of Google AdWords review extensions

If you have an active AdWords account, you’ve likely realized by now that the review extensions have disappeared, and are no longer an option to include with your ads. While this isn’t completely surprising since they could be difficult to get approved, those that were able to utilize them successfully did see an increased CTR. So what to do if you saw success? Forbes gives some great alternatives, including tweaking ad copy and utilizing site link extensions.

 

Inactive AdWords accounts are getting deleted

Be aware—if you have any inactive AdWords accounts they’ll be getting cancelled—aka deleted—starting March 26th. Inactive accounts have been defined by Google as accounts that haven’t spent any money in the last 15 months. Learn more about the “whys” behind this new cancellation policy, and what you can do if your account gets deleted.

 

Already have an AdWords account and want to learn how you can improve your SEM results? Or are you starting from scratch and want to learn if SEM would be a good fit for your business? Feel free to contact us! Our team of experts is here to help.