It’s 2017, so it’s fair to assume that pay per click advertising is the cornerstone of your digital marketing strategy.

In 2017, we have also seen some pretty noticeable changes to the way Google AdWords works – and I’m not just talking about the new Beta version they’re currently rolling out.

Here’s a quick run down of all the new AdWords features you should be using in your digital campaigns (if you’re not already)…


1. Smart Display Campaigns

Launched in early 2017, smart display ads now allow you to input up to five headline fields, and five descriptions along side your advertising imagery.

Not only does this give you more freedom in expressing what your business is offering, but you can deliver better results for your brand. This is because Adwords takes your five headlines and descriptions, and creates thousands of different ads to serve out to your consumers, giving them a fuller, more targeted brand experience.

From Cornerstone’s work with Smart Display Ads, we’ve seen increased advert engagement and lower CPC when compared to standard display ads. And the beauty of it all is that it’s Google’s automation that does the hard work.

Bravo on this one, Google.


2. Device optimisation

Much like Facebook, Google is now offering options to favour your ads on either mobile or desktop. Working alongside your analytics; does the majority of your site traffic come from mobile? Then you probably want to be optimising and pushing your ads out on mobile devices first.

You’ll find you get a much larger engagement percentage, and it’ll probably reduce your spend too!


3. In-market audiences on Search Network

In-market audiences have been around for a long time on the Display Network side of things. But now it’s time for Search to get a piece of the pie.

In-market audiences are different from other interest or affinity audiences, as Google’s algorithms are able to distinguish consumer behaviour of a buyer to that of someone who just has a certain interest.

Now that this feature is available within the Search Network, there’s even more opportunity to create highly relevant ads that boost your ROI even further.


4. Unique Reach

This isn’t an active step for your digital ads team to take, but a useful bit of information. Google are now connecting data across devices so your adverts aren’t served out too many times to the same people – because as a user, seeing the same ad ten times in a day is super annoying.

But with users engaging with multiple devices throughout the day, as an advertiser, it means a more accurate reach to help you really nail any future ads.


5. New User Interface

So the new Beta version of AdWords is slowly being rolled out across accounts, and should be fully live by December 2017.

From what we’ve seen so far, as Cornerstone’s digital team, we have found that it’s cleaner, more modern, and does seem to be making life a little easier and campaign creation/editing much faster. Finally!

It’s still early days but we’re excited to see how the new interface really enhances our daily use of AdWords and reaps major rewards for our clients.

If you’re thinking of launching or improving your pay per click strategy and would like to have a chat about where to start, feel free to give us a ring on 0161 213 9941, or email the digital team at


By Jess Buckley

Cornerstone DM