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While it’s critical for advertisers to measure and track the traffic driven from their ads, there’s always been something of a tradeoff because the technical processes involved could slow down page-loading time. Now, with parallel tracking,this tradeoff may no longer be a factor for AdWords advertisers.

If your AdWords account leverages click measurement redirect servers (i.e., uses the “Tracking URL” field in AdWords), then this new feature provides a way to reduce the amount of time it takes for an ad click to reach your landing page. This can improve your user’s landing-page experience. And landing page experience is an important factor in Quality Score, which, of course, affects your CPCs and ad rank.

The change will be especially welcome for advertisers targeting mobile devices and using mobile landing pages, since loading speed is such a critical factor on mobile.
Source:- searchengineland

Google has been working on several initiatives to improve landing-page load times, particularly on mobile. One of those efforts is parallel tracking. Introduced last year and made available earlier this year, parallel tracking will be required for all advertisers using third-party click measurement systems this fall.
Parallel tracking helps speed up landing-page load times by separating tracking parameters from the landing page URL. Rather than loading the tracking URL, AdWords click tracker and any redirects before the user sees the landing page, with parallel tracking, the user can go straight to the landing page while the tracking functionality loads separately.

Source:- searchengineland

Google released the latest version of AdWords Editor this week with several new features, including the ability to download search terms reports, more robust filtering options, account-level extension associations and more.
When viewing keyword lists in AdWords Editor, a new Search Terms tab is now available. As shown in the screen shot below, clicking on the Search Terms tab brings up a window in which advertisers can select campaigns, ad groups and the metrics they want to download and analyze. There’s also an option to save the reporting preferences.
There are eight functions now available from the advanced search box that allow advertisers to build queries on items contained in the item being filtered when those items meet specific criteria.
Source:- searchengineland