Google’s REAL Reason for AdWords Enterprise Tools

While there wasn’t anything particularly earth-shattering announced in the Google Livestream yesterday (such as Enhanced Campaigns), the prospect of capturing some insight into offline sales and further app-download integration are two things I am fairly excited to see. There’s has been many improvements within AdWords over the past 18 months, and these two features are certainly high up there on my own personal list.

Then, there’s that whole AdWords Enterprise tools thing. That, for me, is on a whole ‘nother level of awesomeness.

Image Courtesy of Search Engine Watch

I hate using Excel, truth be told– yet, as any good SEM will tell you, it’s a necessary evil for campaign optimization. Since I work at a smaller agency, enlisting the help of third-party management tools simply does not make financial sense, nor would I even attempt to advocate for it at this time. But, following the product announcement today, it seems to me that shelling out money for third-party assistance will soon no longer be necessary, now that I’ll have the ability to create visualizations from live data & set up and run experiments right in AdWords.

Wait, that can’t be Google’s point, right? No…they wouldn….uh….ahhh…..I see now….

Yes, Google’s point with these new Enterprise tools in AdWords is precisely that– to cut the dependence on third-party tools. And, you know, provide a better experience for advertisers, yadda yadda….but yeah, those third-party tools? Google would prefer you didn’t use them.

Following the introduction of automated bidding options in AdWords, something previously only available through the use of third-party platforms, the new Enterprise tools make sense, and are a natural progression for the interface.

Image Courtesy of Search Engine Watch

It’s nothing personal, third-party management tools– Google just really doesn’t like sharing. Sharing data, that is. The more they are able to keep in-house, the better. Now, I’m certainly not suggesting that these new features will render third-party AdWords management tools useless; that may never happen. No, I think this move will instead convince more SMBs to stay with AdWords instead of looking for outside help from tools such as Marin and Kenshoo. But, that does not mean larger agencies will consider dumping third-party tools, as this still would require additional human resources.

What do you think of the new AdWords Enterprise tools? Do you believe Google is going after third-party management tools with this move?