Google has released version 11.3 of AdWords Editor to advertisers globally. The new update includes notable additions such as TrueView video campaigns, which will allow users to integrate digital content more seamlessly within AdWords, and the arrival of HTML5 ads.
TrueView video campaign
Google has been busy altering the layout of AdWords in recent days, following the confirmation that it would remove ads entirely from the right-hand section of search engine results pages. The new version of AdWords Editor brings further changes, and TrueView video is the headline addition, giving advertisers the ability to create and optimise in-stream while controlling where ads appear, when they run and who is able to view them.
“TrueView video ads are an interactive way to engage your customers on YouTube and across the Internet,” Google says. “Version 11.3 lets you create and edit standard TrueView video campaigns. You can add content exclusions and change your targeting methods to help control who sees your ads. You can also change other settings, such as your maximum cost-per-view (max CPV). Keep in mind that TrueView for shopping and mobile app installs campaigns aren’t supported.”
Editor 11.3 also brings callout extensions, which will allow users to set up and edit callouts for both ad groups and campaigns and add additional text to search ads so enterprises could, for example, provide information about their services, products or business. The final new feature is the introduction of HTML5 ads, which dovetails with Google’s desire to focus on display ad formats and shift away from Flash. The tech giant recently said it would stop supporting Flash entirely in early 2017.
Append Text tool
There are three smaller changes as well, including the addition of “New user list types,” which will offer “Customer list” and “Similar” options in the user list picker. Advertisers can also now use meta words when using the Append Text tool and highlight recent changes when the “Make changes in duplicate items” setting is turned on. Marketers will get a prompt to update to the latest version if they have Editor installed.