Google removed Right side search ads some 6 months back. With this the game of search changed a lot. This escalated the bids to new levels and all of a sudden the metrics like lost impression share and relative CTR started looking relevant. In fact every metric which you dismissed as junk on dashboard needs to be analyzed for refinement opportunities. Google's Webinar a while back announced gradual roll out of features like demographic bidding and complete device wise targeting and bidding on search. So, competition on search won't be limited to the vertical space, it has many dimensions and more to come in future.
Changes in Adtexts
All of you must have gone through new format of ads. Display Url has two vacant fields. Since you can't change first one which defaults to TLD of your Final Url, the fun of writing myKeyword.XYZ.com seems gone for good. So, the format would only be XYZ.com/FirstText/SecondText. Probabaly, it has been done to keep ads along the line of Organic result's url structure, which shows breadcrumbs, like xyz.com > Category > Subcategory. I'd suggest you to always keep the spirit of change in your mind while writing ads.
People advertising on Bing already are familiar with continuously running two lines that Google has introduced now. Only thing to keep in mind is that Two Headlines sometimes become too long and Google Truncates them at many places. It has been observed that truncation of headlines on Desktop are quite common and truncation of texts below headlines are common on mobile devices. So, keep them a bit shorter, to avoid it.
Some precious Valuetrack Parameters
Set up your Tracking Template with valuable tracking parameters, like {adposition}, {devicemodel} and {Random}. Analytics , utm freaks tend to overlook adwords tracking features, but adposition and random are unique parameters that can be tracked only through adwords. The Random number tagging will help you identify & match the url with other metrics and present it side by side analytics data.
After tagging you would get valuable adposition data reported as 1t1, 1t2 for above organic result appearance and as 1o1, 1o2.. for below organic result ads. You know how helpful these data are these days! With proper tagging you would also know how ads perform on different device models.
Top Content on Display
A hidden control for display ads. You must have noticed this tab in Display Campaigns under setting tab. It is meant for changing the bid of placements you have opted for. Name of the tab is not intuitive. However, in one shot you can change the bid of all the "managed placements" in your campaign to a 10%, 20%, 30% higher bids than automatic placemets and hence improve the impression share on the placements you have selected compared to those which system has automatically selected for you.
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