Blog | Marketing

4 AdWords Updates You Can’t Afford To Miss


AdWords is an essential tool for any marketer, but it is vital you keep up with the latest updates and changes in order to stay ahead of the competition.

Here’s everything you need to know about the recent changes to AdWords, including AMP pages, Quality Scores and ECPC.

AdWords Updates for May 2017

Quality Score Updates

Monitoring the Quality Score of your active Ads can give you insights on what is performing best and where improvements can be made.

i) New Columns for Quality Scores

You will now be able to narrow your focus for Quality Score analysis with the addition of three new columns to the Keywords tab;

  • CTR
  • Ad Relevance
  • Landing Page Experience

All you need to do is add these columns to your view and you’ll be able to see a complete overview of your current Quality Scores.

ii) Historical Quality Scores

You can now (at last!?) view the historical data for your Quality Scores, enabling you to reflect on changes to see which optimisations had the best effect on QS.

The four new columns will reflect the scores for any date range you select. They’ll also collect data for each day, giving you a snapshot of each Quality Score on a day-to-day basis.

The new columns for historical quality scores are;

  • Score (hist.)
  • Landing page Exper. (hist.)
  • Ad relevance (hist.)
  • CTR (hist.)


AMP Updates

As we all know, mobile to becoming the preferred choice for online browsers and so having fully mobile-optimised webpages is paramount to conversion success.

i) AMP Speed Updates

You will now find that AMP pages are loading twice as fast as they were before, which means that’s less than half a second on average.

The new AdWords Beta allows advertisers to link their search ads to AMP landing pages, increasing the speed of the page load. You can learn more about the beta here.

ii) AMP Converted Display Ads

Faster loading Ads means more people are likely to see them and convert. So, a slow loading display Ad can seriously scupper a campaign, especially with AMP.

As of now, a larger number of Display Ads will automatically be converted on AMP pages and will now load on average 5 seconds faster than previously.

Google Attribution

Now it is going to be easier for marketers to measure the success of their efforts.

Currently, attribution reports can be set up in tools such as Google Analytics, but they can be difficult to set up correctly, have inaccuracies with cross-device conversion tracking, and can’t be integrated into Ad tools.

Now, with Google Attribution, you will be able to bring together your marketing channels and track attribution into AdWords.

Google Attribution takes your data from Google Analytics, DoubleClick and AdWords and runs it through your selected attribution model to make visualising your results much easier.


Enhanced CPC (ECPC) Updates

Until recently, ECPC would raise your max CPC bid by up to 30% in some cases, where it was decided that you were more likely to get a conversion.

However, changes have now been implemented to place a cap on the increase, to fully accommodate for differences in conversion rates.

What this means is that you won’t have to set up bid adjustments when using ECPC in future.

Please note though, that currently you will still need to add a bid adjustment for mobile, as ECPC doesn’t currently adjust for differences in conversion rates between mobile and other devices.

These changes will be rolled out starting from June 2017, so keep an eye on your bid adjustments to monitor any changes in performance.

You can read more about the proposed changes to ECPC here.