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Google AdWords Chases Strategies for Better Cross-Device AttributionIt’s one of the most talked-about and sought-after contemporary advertising objectives of our time – improving cross-device attribution. And it’s an objective to which Google is no stranger.

This week, Google conveniently reminded its AdWords blog readers that 6 in 10 internet users in the US these days begin shopping on one device but continue or finish on a different one.

As a result of this unshakable modern reality, advertisers have no choice to now measure these customer paths that start on one device but convert on another. To assist in that endeavor, Google rolled out cross-device conversions (over three years ago). And now, using that same technology, Google is introducing three new reports in the Attribution section of AdWords to “provide deeper insight into device usage along the full search conversion path.”

That’s the key takeaway from the latest AdWords blog post, which lets users know they can now get info about:

  • Devices — To verify just how much cross-device activity is happening in an AdWords account.
  • Assisting Devices — To inform device bid adjustments by learning how often different devices assisted conversions on other devices.
  • Device Paths — To examine the top conversion paths for customers using two or more devices.

What’s more, Google also announced it has introduced several updates to AdWords Editor, now available to all global advertisers. “This version includes support for expanded text ads and mobile app engagement ads, import/export, and simultaneous posting for multiple accounts, and much more.”

The revamped AdWords Editor 11.5 provides full support for expanded text ads.

“Expanded text ads offer nearly 50 percent more ad text for you to highlight your products and services before people even click into your ad,” explains the post. “It’s important to take advantage of expanded text ads as soon as possible because after October 26, 2016, you’ll no longer be able to create or edit standard text ads.”

If you want to know more, additional details are available here.

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