As with any Google service, AdWords is constantly innovating and improving. Lisa Raehsler recently put out her list of the 10 best recent AdWords improvements at Search Engine Watch.
1. Media Ads
This one hasn’t been fully made available yet, but could be huge for certain businesses. The ad includes two links, one to a landing page and one to a relevant video, which is expandable from the ad.
2. Product Listings
These ads are linked to a Google Merchant account and show your product to users searching for a relevant keyword. Also currently in limited release.
3. Enhance Sitelinks
New sitelinks are larger and actually appear like regular ads, but they’re connected to one closely related ‘umbrella’ ad. CTR have reportedly significantly improved with the enhancement.
Currently in beta testing, advertisers will soon have the opportunity to use a consumers previous search for keywords to show them relevant ads on subsequent searches.
5. Offers extensions
Ads and offers combined. Your specfic promotion or coupon is included with your ad and can be saved to a Google offers account.
6. Reminder extensions
Users can send themselves an email from your ad reminding them about a sale, opening or special. Just started in beta.
7. Remarketing in Analytics
Build targeting lists in analytics using a variety of factors, including referral source or the site the user came from. These lists are easily integrated in AdWords.
8. Dynamic Display
Target specific users based on their activity or websites based on their audience. Display ads will link with a Merchant account to show your relevant products.
9. Comparison ads
It’s a cost-per-lead model that does just what it sounds like. Compare your prices to other companies. This one may be a long way from full release, but it’s being tested on financial companies.
10. App promotion
Advertise your app to app users. AdWords does most of the work here providing the graphics, formatting and updating the rating ad reviews.