The Biggest Trends & Changes In PPC So Far In 2017

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The Biggest Trends & Changes In PPC So Far In 2017


In 2016, mobile drove the nearly $6 billion year-over-year increase in search spend and surpassed desktop for the first run through, according to the IAB. Since mobile is guaranteed and we never again have to wonder if this is its year, we should take a look at the big patterns, launches and news we've seen so far from Google AdWords and Bing Ads in 2017, starting with the other key given: machine learning.

Machine Learning

  • The AdWords 201 roadmap is loaded with artificial knowledge, after the Google Marketing Next occasion, machine learning is controlling pretty much every innovation in search marketing. An immaculate example is Google's earlier smart display campaigns announcement. Those campaigns depend on machine learning to automate every facet of the campaign.
  • Another big development that has machine learning at its heart came in mid-March. Google declared it was expanding the meaning of close variants in exact match and would soon disregard word request and add or overlook function words in exact match keywords.
  • Humor me a side story on why this industry is such a great place to be. This news hit on the Friday before SMX West commenced the next week. Kindred conference moderators Brad Geddes, Matt van Wagner and I facilitated a last-minute session at 8 a.m. on the second day of the conference. The night before, we wondered in the event that it may be the three of us talking to ourselves, but the large room was nearly filled by 7:55. We had an exuberant discussion (you can hear parts of that on this podcast) with heaps of great questions and ideas. I later learned a Google extend manager also came to hear the feedback. That more than hundred individuals got up extra early to talk shop and share ideas is a testament to the ethos of this industry.
  • Merkle's Andy Taylor dove into the agency's data to analyze the early impact and published his findings on Search Engine Land in June
  • An update to Ad Rank limits began taking off in May to account for the contextual meaning of inquiries, for example, whether a question is related to late news versus a consumer item.

Conversion Tracking And Attribution


  • The first half of 2017 saw the final sunsetting of AdWords Converted Clicks and the introduction of Google Attribution, the biggest item release announced at Google Marketing Next. Search marketers have had access to some attribution data in AdWords and Analytics, but Attribution pulls in more multichannel conversion data and nourishes back into AdWords for bidding strategies. Read more on what Attribution means for search marketers.
  • Google also added Maximize Conversions to its suite of automated bidding strategies at the finish of May. And in the event that you regularly import offline conversions into AdWords, you can plan those imports now.
  • There was big news in online-to-offline conversion tracking with Google's in-store sales measurement programs. Retailers can upload their own particular loyalty card or other client email records into AdWords, or in-store sales conversions will automatically appear in AdWords with a program fueled by partnerships Google has with various financial sellers that Google says gives it coverage of 70 percent of Visa transactions in the US.
  • Google can also now track and write about store visits from YouTube ppc campaigns.


  • In January, Google launched a pilot called "Ads Added by AdWords" in which 2,000 accounts were chosen to participate (and could quit). The framework automatically adds ads into the testing rotation in ad gatherings.
  • The green blueprint around Google's "Ad" label on content ads became official at the finish of February. Take a walk through a world of fond memories with our visual history of Google ad labeling.
  • In March, Dynamic Search Ads got page encourages and also now bolster expanded content ads. Both headlines are dynamically generated, and advertisers get the extra characters in the description.
  • That same month, Google started testing a second description line in expanded content ads. That remains a restricted test. And value extensions taken off on all gadgets. These extensions typically appear in a swipeable carousel on mobile, a format Google has continued to try different things with, including demonstrating numerous extension sorts in a carousel.
  • And Google made several announcements for call ads. Headlines in call-only ads became the default, and call extensions can now be set at the account level. New revealing sections for phone impressions and calls became available at the watchword and ad levels.
  • AMP for Ads is ramping up. Google launched a beta that enables advertisers to indicate their mobile search ads AMP-enabled landing pages. Frederick Vallaeys also composed an insightful segment on the value of utilizing AMP landing pages, titled "The best-kept AdWords mystery: AMP your landing pages." In June, I profiled why the early findings from testing AMP mobile landing pages by one web based business company have driven them to build up a full AMP encounter for mobile search audiences.
  • While we're on the subject of mobile speed for web based business, Google also moved to open the Purchases on Google beta in mid-May to make buying from PLAs faster.

  • And, back on the automation theme, the automated call extensions program continued to take off to more advertisers. Google automatically maneuvers phone numbers into ppc ads from advertisers' websites on the off chance that they don't have call extensions set up. That news took after a January announcement that Google would display local phone numbers automatically with location extensions instead of a central number.


  • Audience targeting has continued to be a major theme this year.
  • In-market audiences and similar audiences for Search and Shopping both taken off in AdWords in the primary half of 2017.
  • Bing Ads enabled the ability to avoid records in retargeting campaigns in February and has begun testing in-market and custom audiences.


  • Bing Ads added stock encourages and search inquiry reports at the item level in April. It later taken off Merchant Promotions for Shopping campaigns in the US, allowing merchants to highlight special offers in their item ads. Those intrigued can round out an online form to apply.
  • Shopping ads are starting to appear on the Display Network. Google started the pilot called Retail Shopping on Display on fashion and home outline retail locales. FYI, Google automatically selected all advertisers into this pilot as of May 29. Advertisers can quit, but at this guide it's unrealistic toward set up a separate display Shopping campaign (volume is still entirely low).
  • Google Shopping was also at the heart of the EU's record fine demanded against Google for antitrust violations in late June. I believe the EU's decision against Google is absurd, but it could have an impact in the US. For additional, read How the EU fine will demolish Google Shopping for the consumer by editorialist and Crealytics head Andreas Reiffen.

UI Changes

  • At long last, Google gave advertisers the ability to see historical Quality Score data in AdWords. It is also changing the bidding interface in the UI to indicate bid suggestions for various page positions.
  • Another million or so more advertisers accessed the new interface called AdWords Next. Google says it will be available to everyone by the finish of the year.
  • Bing Ads taken off expanded gadget targeting, which gives ppc advertisers the ability to set up mobile-only campaigns. Additionally, all advertisers accessed Bing Ads Editor for Mac on the first of March.

In Their Own Words

I had the chance to speak with Google's head of search ads, Jerry Dischler, and Bing Ads GM Steve Sirich, at SMX Advanced in June, about the biggest patterns and updates in search today. 

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