Every month we bring you SEM insights from our knowledgeable Customer Success Team. Today CSM Adam Croce, who works with some of the largest advertisers across the US, shares insights for adapting your SEM strategy to AdWords platform changes.

When I was a kid, my older cousins would always pick the game we played at family picnics. They arranged the teams, and made the rules. It was rare that I had the opportunity to be the eldest running the show, so I would play the game their way to be part of the action.


Working with AdWords is really no different.


AdWords was first released in 2000, back when keywords were sold based only on your bid and the click-through rate. In the last 15 years, there have been significant changes to the search experience and the AdWords platform. Key events that most veterans remember are:


  • August 2005 – Quality Score is introduced
  • February 2011 – Google Panda API algorithm change
  • July 2013 – Enhanced campaigns are implemented


Each time Google rolls out a change to AdWords, your SEM strategy can be significantly impacted. The big change for 2015 has been upgraded URLs. If you are unfamiliar with upgraded URLs, don’t worry: AdWords will automatically migrate your URLs on July 1, 2015. For those familiar, you have most likely been devouring press releases, AdWords support pages, and blog posts in an effort to understand how your account will be different.


Since Boost focuses on optimizing your ad creative, we need to understand how changing the foundation of destination URLs will impact creative. Will our writers be able to see the landing page of the existing ad? After the migration, will ads be resubmitted for review, thus creating a new ad ID? Will our internal system be able to recognize that ad with the same headline / description / display but a different URL is the same ad as before migration?


At Boost, we have thoroughly researched these questions and developed a solution.


With the help of our knowledgeable product team, veteran Customer Success Managers, and an engineering team with a mind for search, we are able to consolidate a wealth of information and develop processes to adjust for each of the upgrade options available for our clients. Constant communication between departments and partners allows Boost to develop a seamless workflow and have a plan for every type of client.


It is safe to say that AdWords will never stop improving and changing their platform, so to stay ahead of the game, marketers need to be plugged into the community and adapt to the changes. While we may not be able to pick the game, hopefully we can help understand, and perhaps even adjust, the rules before it starts.


About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale.

The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.