By Tim Maytom
Google has introduced a number of new features for its AdWords display advertising network, including a number of ad formats designed for specific industry verticals including automotive and hotels.
The new formats are based on feedback and research by Google into how consumers looking for particular products differ. The Automobile Ads search format employs an image-heavy carousel with information brought up via a click, while the Hotel Ads format integrates hi-res images, directions, users reviews and links to partner sites for reservations.
In addition, Google has added mortgages to its Google Compare feature, enabling users to look at mortgage rates from multiple providers, then apply directly with approved lenders from a Google search ad.
As well as these new formats, Google has introduced a new reporting dashboard to add more transparency and control to automated bidding, and added enhancements to its Dynamic Search Ads including recommended category targets based on website content.
Finally, in order to help marketers more accurately measure the impact of campaigns and track customer journeys, Google has brought in variable attribution models beyond last-click, integrated cross-device conversions with automated bidding and released additional tools for A/B testing and measuring incremental impact.
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Source:: Mobile App News