Important Trends and Changes in PPC for 2017
Search Engine Land columnist Ginny Marvin has summarized important trends and changes that occurred in the year 2017.
Marvin says, “The first half of 2017 saw the final sunsetting of AdWords Converted Clicks and the introduction of Google Attribution, the biggest product release announced at Google Marketing Next. Search marketers have had access to some attribution data in AdWords and Analytics, but Attribution pulls in more multichannel conversion data and feeds back into AdWords for bidding strategies. Read more on what Attribution means for search marketers.
Google also added Maximize Conversions to its suite of automated bidding strategies at the end of May. And if you regularly import offline conversions into AdWords, you can schedule those imports now“.
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