The AdWords 2017 roadmap is loaded with artificial intelligence

Google recently shared their 2017 AdWords product roadmap at Google Marketing Next. Because the audience is primarily comprised of executives at big agencies and big brands, and Google is doing its best to get them excited about all their capabilities, the event sometimes skims over some of the details that matter to those of us managing accounts day-to-day.

I’ll share my take on the announcements and what excited or frustrated me the most. Even though it’s now been five years since I left Google, all but one of the presenters are people I used to work with, and they were kind enough to invite me backstage to get a bit more detail than what was covered in the keynote.

Custom in-market audiences for search

I’m a PPC geek, so I obviously love better targeting. That’s why the announcement of in-market audiences for search got me so excited. How often have we all wished for a way to look beyond the query and distinguish between a prospective buyer and a kid doing research for a school project? Access to in-market audiences lets us make that distinction so that we can bid more aggressively for better-qualified leads.

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