At this year’s SMX East conference, which took place this week in New York City, Search Engine Land reporterGinny Marvin and contributing editorGreg Sterlinghosted a conversation with Google executives Jerry Dischler, the vice president of AdWords ( @jdischler ) and Babak Pahlavan, the global head of products and director of Google Analytics ( @babakph ).
Dischler shared recent updates and changes to the Google AdWords platform, while Pahlavan covered the same for Google Analytics. Read on for highlights from their conversations.
Left: Jerry Dischler, the vice president of AdWords. Right: Babak Pahlavan, the global head of products and director of Google Analytics.
Jerry Dischler on Google AdWords updates
Expanded Text Ads
Dischler was asked why there has been a delay in the complete rollout of Expanded Test Ads (ETA), and how they are performing for those who already have access. He reported that advertisers already using ETA seem to getting good results.
Googlers tend to be optimistic, so they took on the challenge of changing the creative framework for AdWords for the first time in 15 years. However, Dischler admitted, the changeover is not happening as smoothly as they had hoped it would.