To make search engine marketing more efficient and productive, Google has made lots of updates in its AdWords tool. Due to these updates, Search engine marketing has become more productive and advertisers can now run an effective campaign based on their business objective.

Here, we have discussed some of the major updates done by Google so far which are crucial to search engine marketers.

✔Ad Rank: 

Ad rank is a numerical value which helps marketers to determine the Ad position on the search network. Earlier ad rank was a multiplication of “Maximum CPC x Quality score” but now Google has added a new parameter called ad extensions to determine ad rank for a particular ad. This update was announced in October 2013. However, Google has kept this update as an optional field for marketers. For example, if your competitors are using this ad extension and on the other hand, you are not using it, then your ad positions or ad ranking can be affected. Therefore, marketers should not leave ad extensions in its ad copy because it has become an important parameter to determine Ad rank on the search network.

Ad Rank = (Max CPC x Quality Score) + Measurement of Ad Extensions

✔Enhanced Site Links:

Site links enable advertisers in serving extra information to visitors regarding products and services. Such extra links attract visitors towards your ads and increase conversions. However, we need to determine the meaning of site links or enhanced site links. Site links are ad extensions or additional website page URLs which can be provided along with the ad copy. In 2013, Google updated the existing site links feature and allowed marketers to use site links based on the devices opted to run a campaign in a more advance fashion.

With the enhanced site links feature, an advertiser can show its site link ad extensions to visitors on time and device based levels. This update has provided an opportunity to showcase different ad site links to visitors on the basis of visitor’s device (i.e. desktop and mobile) and timing. This helps a marketer in improving campaign conversion and revenue.

Enhanced Site links

Furthermore, now the advertiser has an option to see individual’s site links performance whereas previously he could only see group site links performance altogether.

Variation of Ads extension site links visibility for mobile and desktop devices.

Mobile Device Ad extensions View:

Site Links

Desktop Device Ad extensions View:

Location Based Bid Management

Search engine marketers now have more control on their running ads in order to have better ROI.

✔Remarketing for Search Ads:

The term “remarketing” is not new and everyone is familiar with it. It was announced in July-2013 and has given an opportunity to target Googlers who have browsed your website earlier and have developed some kind of impression of your website (We can target them again by showing our new offers based on his or her viewer’s interests). However, how is this term used in search ads? This is used as “Showing remarketing ads on Google result pages apart from display networks” or in short, RLSA (Remarketing Lists for Search Ads). RLSA enables advertisers to show their ads for those people who have visited to your website from Google search and have browsed your website. It increases conversion and helps to target more precise customers despite working on the broad range. To target such visitors, Google has added a new feature for search network marketers.

Google’s Definition:

Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they’re searching on Google.

✔Dynamic Remarketing:

Remarketing gives an opportunity to dynamically deliver ads to specific audiences who have visited your website in the past over the display network. Dynamic remarketing is similar to general remarketing but advertisements are more dynamic in nature (i.e. displaying custom ads to the visitors). To enable dynamic remarketing, advertisers’ products need to be listed on the Google merchant center. There should be unique dynamic remarketing tags on your website.  At present, this remarketing is only for the retail sector but in the coming years, it will be applicable for all sectors.

Ads serving in dynamic remarketing occurs frequently and there are multiple predefined ad formats available where advertisers can customize it as per their needs. Dynamic remarketing works as a catalyst and improves retail website conversion rate drastically.

✔Bid Management based on location: 

Previously management of bids for different locations or areas was not an easy task. To target different locations, one had to create individual ad campaigns to cover different areas or locations for the same business theme. But with the new custom bid management technique in Google AdWords, it has made it really easy and simple.


Location based ad management enables advertisers to set different bid budgets for different locations within each ad campaign.

✔Paid & Organic Search Report:

Before this update, it was tough to compare and monitor organic and paid search keyword performance. Online marketers did use manual techniques to compare both the keyword performances. But after the paid and organic keyword report update, monitoring of organic and paid search keywords is easy. Google has introduced a better way of reporting where advertisers can easily monitor Organic search performance and paid marketing search performance.

To enable organic keyword report status in AdWords, advertisers need to have a webmaster account to access data of organic search queries and to add that webmaster account to AdWords accounts, from the linked accounts section in AdWords.


Paid & Organic Report:

After enabling this feature, advertisers can monitor the performance of organic keywords and paid keywords in the same place. This update has made the task of advertisers easier. They can now easily work and monitor PPC and SEO performance.

These changes have brought a new era of search engine marketing and helped search engine marketing agencies to run more business focused paid campaigns. Now paid marketing companies can hope for new paid marketing focused additions in the Google AdWords account in 2014.