New Google search ads updates just announced include cross-device remarketing, RLSA, demographic targeting, and similar audiences tools…
During a keynote discussion, Google’s Jerry Dischler, VP of search ads, and Babak Pahlavan, senior director of product management for analytics solutions and measurement, announced new search ads updates. Most of these improvements are about Google powered audience targeting and analytics tools.
New Google Search Ads Tools Now Available for Marketers and Brands
Dischler announced cross-device remarketing listing for search ads (RLSA). This allows brands to retarget users who sign-in on a mobile or desktop who later sign-on to another device. RLSA will soon be able to set at a campaign level, rather than just at the ad group level. This scheduled feature will roll out in about a month. Also, list membership is now extended to 540 days.
Search ads demographic targeting will roll out generally, giving brands the ability to target based on gender and age. This tool resided in beta for some time and is a welcome addition. Now in open beta is similar audiences and companies with account managers are able to contact their representatives to learn about the beta joining process now.
The Store Visits metric, used by thousands across 11 countries, but it’s now available to three more, totaling 14 countries. A global launch of Optimize 360 is free, a feature which works with Google Analytics to provide performance feedback. Data Studio is also available internationally and a new metric, “session quality score,” will appear inside Google Analytics soon.
Recently, Google announced Quality Score data will end soon. In other news related to ads, the company likewise revealed it will introduce an interstitial pop-up ad penalty starting January 2017. That announcement is posted on its official blog.
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