The publicity surrounding Google’s changes to Search and Adwords has been cryptic. However, there are a few changes to Adwords that will allow advertisers to create fuller, more targeted campaigns:
1. Ad Rotation – Changes allow marketers more insight into changes needed to creativity and targeting.
2. Match Type – The parameters will include common misspellings, accents, abbreviations, etc.
3. Auction Insights Report – This gives brands a picture of who they are competing with for keywords.
These changes alter the ways marketers interact with Adwords, but in a beneficial way. Learning the new tools will help brands and marketers better control their position in Google’s new SEO rankings.