Google took the interesting tack of pre-announcing dayparting, a significant new AdWords feature at Search Engine Watch Live in Seattle recently.
Dayparting is such a straightforward matter, it's nice to know firms won't have to bother automating it through the AdWords API, if that's the most complex thing they want to do.
Combine that with a simplified bid-to-position (not true bid-to-position, but "position preferences") feature, and it seems likely that Google will release proper bid-to-position within 9 months, and possibly bid-to-ROI within 18-24 (providing you use their analytics, which is a big "if").
The way things are evolving, the third-party campaign management tools shouldn't go away, but they'll likely not grow as fast - they'll just hold their own. They'll be important for advanced campaigns involving lots of dollars and high complexity. Other, simpler campaign management features will get built right into the campaign interfaces. It's not too much fuss to set your dayparting parameters three times for all three major search ad platforms you're using, even if a third-party solution is still valuable for more complex tasks, like bidding.
The impending release of Yahoo's Panama platform, and the rich feature set of MSN adCenter, are putting significant pressure on Google to accelerate its product development for AdWords, and that's a good thing for advertisers.
Posted by Andrew Goodman
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