Google is the world’s largest search provider, and arguably
the world’s largest advertising company. In 2014, the company generated
revenues in excess of $65 billion, with more than $45 billion being generated
from Google’s Adwords and Search Advertising Business. While most end-users
will never see a direct monetary cost associated with Google services, the
company’s primary model for revenue generations comes from its ability to
understand its users, make that information actionable, and provide advertisers
with a platform to serve relevant advertisements.
It was estimated that Google captured 55%, or nearly $82
billion, of all search advertising dollars in 2015. It is easy to overlook the
fact that Google is providing a service to the agencies and businesses that
utilize the AdWords platform, and with that in mind Google has started to
unveil a refreshed UI and an enhanced platform that will benefit the
administrators of the service. This revision marks only the second major
revision to the platform, and the first in eight years. AdWords launched over
15 years ago with only 250 clients and has since grown exponentially into the
billion dollar cornerstone of Google’s business.
AdWords has over one million unique customers, and while
there are certainly many large Fortune 100 companies who utilize the service
for millions of dollars annually, Google is making this change with the smaller
companies in mind as well. Data has defined the last ten years, and it hugely
important in advertising, where excellent data allows for more informed choices
that enable a better advertisement served at the exact right time in the
customer lifecycle. With that being said, Google’s primary focus for this
update is not to adjust the backend of its service, which is incrementally
updated to ensure that more information is captured and advertisers have added
freedom. Google even opened their advertising platform up to additional
networks recently, which means that potential revenues may not flow directly to
Google, but will (at a minimum) flow through Google.
With data being the buzzword, how does a UI refresh work to
enhance the average user experience? Visualization is key. Something that
Google has made very clear in their revisions is that not every user of AdWords
is a data scientist or a specialist in data analysis. With that being
understood, Google is taking a step toward automated visualization and is
providing users with an easy way to visualize their data to better understand
the insights. Further improvements in visualization and presentation allow for
an easier interpretation of campaign success across various mediums. The
spreadsheet-style layout that has been key to the presentation of the user
dashboard will be replaced with more elegant and responsive charts, drawing
increased focus on performance as opposed to the actual words.
While this may seem like a small step, Google is redesigning
the administration of AdWords for the foreseeable future in a cross-channel
world with greater access for all users. The services offered by Google are
powerful and robust, and can be critical to the success of any business.
Understanding the value and the capabilities offered in the tools is the first
step to success with AdWords, and thanks to a redesign by Google, that reality of
closer than ever for most users.
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