In case you haven’t heard, Google is in the process of releasing several new features in the coming months to help you take your AdWords account performance to the next level. During their Performance Summit in May, the company announced a slew of exciting new updates, including everything from expanded text ads to the ability to make bid modifications on tablet devices.

We’ve put together a roundup of the top 5 Google AdWords features you should be on the lookout for in the coming months, including some industry experts’ thoughts on the changes.

Tablet Bid Adjustments

Perhaps the biggest announcement to come out of the Performance Summit is that Google will soon allow advertisers to bid separately on tablet devices. This is a huge relief to many advertisers who have long struggled with the lack of ability to optimize among mobile, tablet, and desktop bids.

In 2013, Google released its Enhanced Campaigns feature, which effectively created the ability to bid separately on mobile phones, but to the chagrin of many advertisers, they also lumped desktop and tablet bids together. As it stands now, if your ads are performing really well or really poorly on tablet devices, you cannot modify bids to improve performance without also affecting desktop bids.

The new feature from Google will not only allow advertisers to set separate bids for tablet, mobile, and desktop devices, but will also allow you to pick an anchor bid. Currently the desktop/tablet bid serves as your anchor bid, meaning if you want to make adjustments, you have to increase or decrease mobile bids. The new feature will allow you to choose any of the three devices as your anchor and make adjustments to the other two devices as needed. This could be particularly useful for companies that focus more on a mobile-device experience.

This feature has not been released yet, but is expected to roll out before the end of the year.

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