As paid search marketers, we have something of a love affair with data. Paid search marketing is expensive, so we want to know where every cent is going and whether or not our ad spend is producing sales.
The now-legacy platform is undergoing a redesign process to make it easier to navigate and use. At more than 15 years old, AdWords is looking like a bit of an old fogey, with an aging facade that looks to be creaking under the weight of hundreds of features accumulated over a decade and a half.
Terminology changes come with some new functionality, including the ability to set different CPA targets at the ad group level within the same bid strategy. Google is going to be rolling out a revamp of AdWords automated bidding.