Google made several major announcements on Tuesday during its AdWords Performance Forum, including a new way to help mobile app developers reach customers and new tools that target large enterprise-level advertisers. The latter could spell trouble for third-party vendors already providing such tools to large companies.
“We’re bringing enterprise-class workflow, reporting, and optimization tools to AdWords,” wrote Google AdWords VP Jerry Dischler on the AdWords blog. As the scale of their campaigns grows, large advertisers have told Google they want help managing AdWords campaigns more effectively, he said.
New features include additional bulk-management capabilities – the ability to change settings across all campaigns, for example. “This should be particularly useful for big seasonal promotions, when you might want to update all of your campaigns at once.”
Google is also adding automated bidding and advanced reporting so that advertisers can perform most of their data analysis inside AdWords. “We’re also making it easy for you to turn your data into tables, graphs and charts so that you can download them and share with your teams.”
And enterprise users will get their own lab where they can prepare ideas for ad campaigns, see what they’ll look like, and then run tests with live traffic as an experimental trial. “You can experiment with almost anything in your campaign, including bid changes, new keywords, different campaign settings, special bids for times and locations, different kinds of ad formats and more.”
Larry Kim, founder and CTO of WordStream, said the announcement means Google is going after enterprise AdWords platforms like Kenshoo and Marin. “For the first time, they’re offering enterprise-level features like bulk editing, reporting and bidding that was previously only available in third-party platforms. It will be interesting to see if enterprise companies can get by using AdWords alone down the line.”
More information about the announcements is available on the Google AdWords blog.