1. Ad rotation changes:
The “rotate evenly” ad rotation setting will function differently than in the past. Google will now only rotate ads evenly for a period of 30 days instead of rotating ads indefinitely. After 30 days it will default to the “optimize for clicks” setting. Each new ad will begin a 30-day period.
2. Match Type Changes
Phrase and exact match keywords will be triggered by close variants, including misspellings, plural forms, singular forms, different stemmings, accents, and abbreviations. According to Google, “At least 7% of search queries contain a misspelling, and the longer the query, the higher the rate.”
3. Location Targeting Enhancements (i.e. Zip Code)
Auction Insights Report: shows advertisers who competes with them in keyword auctions. The competitive URL is shown along with five different statistics: impression share, average position of advertiser and competitor, overlap rate of when both ads are show, position above rate, and top of page percent.