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I recently took the team to a ‘Learn with Google’ event at Google’s HQ to find out about the latest developments coming up on Adwords that we’ll be able to test (in the UK) soon.

There are few new PPC ad formats to look forward to....

Extended site links

Site links are getting bigger and will look more like the SEO versions, offering double the amount of space that is currently available.

It will only be available when you’re at position one and it will automatically serve different adverts from your Adwords accounts, so it will be interesting to see how this works and what will get served in practice (and how/if we’ll be able to influence it).

Status: coming soon 

enhanced sitelinks - 2 ads

Site links 2.0

I’m excited about this one: I asked for it in my new year’s marketers wishlist (#6): site links 2.0 will finally give us site-link-specific click data, so we can begin to optimise these with real data instead of intuition.

This upgrade will also mean that we can manage site links at ad group level instead of campaign level; and it will retain their click history when we edit them. Awesome!

Status: coming soon

Remarketing for search

Google entered the remarketing space a couple of years ago, whereby advertisers can retarget site visitors/ customers on sites within Google’s display network.

Remarketing for search is now in beta testing, and will allow advertisers to customise campaigns depending on the users’ previous site history e.g. perhaps brands will use tailored offers/discounts to bring people back to their site.

Status: currently in beta testing 

DCO (Display Campaign Optimiser) on GDN (Google’s Display network)

Without getting too technical, DCO optimises your placements and bids on Google’s display network to maximise the amount of conversions you get, based on the likelihood of a conversion.

This is already available, you’ll find it in the campaign settings (but you also need to be using google’s conversion tracking for it to work).

Previously, you needed 300 conversions in that campaign to enable it but the good news is that they’ve got it working so well (apparently) that now you only need to have acquired 15 conversions in order to switch it on.

Status: available now, worth a test to see if you can drive more conversions at a lower cost.

Offers extensions

Another extension coming soon to your campaign settings: offer extensions will (similarly to the extended site links) crawl your adwords account and serve up relevant offers in the site links with a ‘view offer’ call to action that could stand out from the rest of the advert.

Again, it will be interesting to see how this will work and look in practise; including how much control brands will have over the offers served when opted in and what they define as an offer.

Status: coming soon

creative offers

So there you have it, a new flurry of formats to start thinking about testing, as Google continue to try and maximise their revenues from PPC and keep things fresh for Digital Marketers.  

What do you think?

Heledd Jones

Published 19 September, 2012 by Heledd Jones

Heledd Jones is Digital Marketing Manager at Confused.com and a contributor to Econsultancy. You can follow her on Twitter or Google+

10 more posts from this author

Comments (10)

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Mike Groves

Some overdue improvements here - looking forward to using the new site links - but also mindful that this will put an even bigger premium on p1.

almost 4 years ago

Stewart Longhurst

Stewart Longhurst, Director at V1 Digital

I was also at the event and couldn't help thinking how irrelevant SEO/natural search will become when more and more screen space is taken up with paid elements - albeit useful ones like these!

My favourite part of the day was when one Googler left his script in view of the overhead camera and we could all see the handwritten note "REMEMBER - BE EPIC"!

almost 4 years ago

Heledd Jones

Heledd Jones, Head of Search Marketing at Confused.com

Mike - I know, a lot of these seem geared to the top 2 positions, perhaps the increase in CTR/conversion will justify the premium ;)

Stewart - can't believe I missed that, was that day 1 or day 2? I was there for day 1. You're right, they didn't talk so much about natural/SEO apart from Google+....

almost 4 years ago

Stewart Longhurst

Stewart Longhurst, Director at V1 Digital

I was there day two.

almost 4 years ago

Anna Lewis

Anna Lewis, Google Analytics Analyst at Koozai

Thanks for summarising the updates, I'm really looking forward to using the extended Sitelinks, it's just a shame that this will take even more space away from organic results.

almost 4 years ago

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Katie Saxon

Seriously pleased to see there will be greater control over sitelinks. And I'm not sure I like the look of the extended sitelinks, but hey if they do the job.. And I'm really interested to see how the offer extensions play out - could be great, but could come down to how much control brands have over it.

almost 4 years ago

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James M Singleton

It was time for a little tweak. I feel that Google Adwords were starting to get ignored by visitors.

almost 4 years ago

Oliver Ewbank

Oliver Ewbank, Digital Marketing Manager at Koozai

Some great updates here. I think offer extensions will really help increase CTR.

almost 4 years ago

Ashley Friedlein

Ashley Friedlein, Founder, Econsultancy & President, Centaur Marketing at Econsultancy, Centaur MarketingStaff

Interesting update. Thanks. Looks like Google are intent on taking over the entire search results real estate with paid links? By extending site links (and having site search within Google, product comparison tools etc.) it's a bit like having a micro-version of your site on Google except that you have to pay for every click ;)

almost 4 years ago

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Brad Guthrie, Digital Manager at St John New Zealand

Thanks for the update,
Something I saw the otherday on a US facing account was a direct signup within the paid search listing on the SERP - ie there was a space for the visitor to put their email address in and click 'submit'.

Any idea when this will be rolling out to other markets?

over 3 years ago

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