The Most Important Changes made to Google AdWords in the year 2013

The article is a summary of the most significant changes occurred in Google AdWords in 2013. Among hundreds of others, these three changes are those which would have the greatest impact to online business marketing.

1) Improved Campaigns -Smarter & Better Suited to Mobile

The most important change was the improved transition campaigns. It offers an updated design layout for ads which can be easily implemented on mobile. The change has not only brought a great impact to the new features, but also because of its size enhanced campaigns affect to anyone provided an AdWords account.

Here's what has changed:

Smarter ads: giving a user context to Ads. This context involves the date, location and user device and by this means advertisers can deliver ads to landlines or mobiles appropriately.

New bidding options: Enhanced Campaigns becomes possible for advertisers to bid for clicks based on the date, place and the device from which a search was launched without the need for create different campaigns every time.

Switching to improved campaign has brought many changes, including the removal of tablets targeting options or adding a conversion type for mobile advertising.

2) The Update of the Positioning Algorithm AdWords

This change should attract the attention of every advertiser. The Ad Rank is not a new phenomenon, it is the formula that Google uses to determine the positioning of an advertisement and its rank on a search results page. It is also a factor that into account in your cost per click (not your maximum bid, but what you actually pay).

The Ad Rank multiplied the maximum of what you were willing to pay by your Quality Score and Ad Rank then descending obeyed to this calculation. However, Google also used the Ad Rank to determine the cost per click of your closest competitors, or vice versa, using the cost per click of your closest competitors to determine you are obeying the principle of an auction.

Now Ad Rank will also take into account expectations by Google any positive impact from the use of Ad Extensions and their format. This is a very significant change for advertisers since the use of Ad Extensions can now help to improve the positioning of their ads, and lower cost per click. Also, if your competitors are using the Extensions, hence this benefit disappears completely.

Therefore, it is strongly recommended to take advantage of these extensions and study your Quality Scores to enjoy the benefits of this new formula.

3) Improvement of Ads with the "Site Links"
Changes to the Ad Extensions included the expansion of links to sites, which facilitates advertisers to get more control over the appearance of their ads. Google said that Ads containing links have a 30% CTR and furthermore, demonstrating that this update can have a big impact on you.

Links to websites can give you greater on the search results page surface, but they can also help users find relevant content and interesting business on your site. Now they can be set at the ad group, which means that there is need to create a new campaign for each optimization links.

The most effective links can be re-used for campaigns or Ad groups as they are associated with different URLs.