Has your AdWords certification expired? Before you take the test check out these new topics that will be covered on the updated exam. They include AdWords features that have been a clear focus of Google’s lately like RLSA, cross-device conversions, auction insights and mobile app campaigns.
These are definitely reports and campaign types that we have been taking advantage of more and more at Add3 so it makes sense that they be included in the test.
RLSA is not only a tool we have been using to retarget site visitors on the search network, but as a way to reduce CPC’s and overall costs for users who are doing research including multiple site visits and searches. Our Google reps have recommended adding an “all visitors excluding converters” type of audience list to all search campaigns with a 0% bid adjustment to begin to collect data on the performance of this audience separate from the rest and then adjust bids as performance indicates to maximize efficiency.
We’ve also been landing more and more clients who either have apps they want to encourage customers to install or their business is all via an app so it’s crucial that we’re up on the latest AdWords capabilities and targeting options to promote app installs as well as engagement. App engagement campaigns have become a bigger focus recently to help drive quality installs that actually turn into paying customers for our clients.