Changes are the only constant!
Google is always up to something, and they keep updating their products. Google ads aim to provide the best user experience and help advertisers to better promote their products and grow their business. For advertisers, it is crucial to keep up with these updates so that you can improve your advertising and have better efficiency in your ad campaigns.
Here are some Google Ads updates that might have missed your sight in 2021. Know these and incorporate them in your Google PPC ads if required.
1. Updated Match Types
Google said in early 2021 that it was updating its phrase match and broad match modifier keyword categories to make it easier to find the right customers on search.
The broad match modifier is no longer in use, and this traffic will henceforth come under phrase match. The implementation began in April 2021.
These modifications will not affect the exact match, broad match, or negative keyword match types. When adding new keywords in the future, they advocate only utilizing exact, phrase, or broad match. You must understand the updated match types for better keyword optimization in your campaigns.
2. Automation in Display Campaigns
On September 15, Google revealed that conventional Display and Smart Display campaigns had been combined into a single campaign category. This does not rule out the possibility of running standard Display or Smart Display ads in the traditional way.
What this implies is that you will only see one Display option when selecting a campaign type, and after you select it, you will be able to choose between a conventional Display and a Smart Display campaign. Google stated that Display campaigns will now be put into optimized targeting by default, allowing you to obtain clicks from people who aren’t in your target audiences depending on your goals. If you don’t want to use this targeting option, you can turn it off.
3. More Data in Search Terms Reports
Google announced on September 9 to update their search terms report to provide more information. The search terms report informs advertisers queries their advertisements displayed. Initially, this report revealed terms with a high enough volume to keep searcher anonymity and at least one click. Advertisers will now be able to see search phrases that match the threshold volume, and they received impressions; regardless of whether or not they received a click.
4. Performance Max Campaigns
Google developed a new campaign type called Performance Max in May 2021, which enables new campaigns with little human input. By adopting real-time optimization, Google intends to make the optimization process easier for advertisers. One method they accomplish this is by using Audience Signals provided by advertisers, either remarketing lists or custom audiences, which allows Google to show more ads to a higher likely-to-convert audience.
As a result, advertisers will have an easier time achieving their conversion targets while also expanding their reach and conversion value beyond typical keyword-based search ads.
Performance Max campaigns have an advantage over other campaigns in that they allow advertisers to promote on every Google channel, including YouTube, Display, Search, Discover, Gmail, and Maps.
5. End of Expanded Text Ads
For a long time, search advertisers have relied on expanded text ads (ETAs). Google replaced ETAs with responsive search ads (RSAs) as the default ad type for basic Search campaigns in March.
Then, on August 31, Google announced that ETAs would be phased out in June 2022. Hence, other than call or dynamic ads, RSAs (Responsive Search Ads) will be the only viable Search ad type to create new campaigns. Existing ETAs will continue to function forever; however, you can only be able to pause or remove them, not alter them.
With RSA, you need to supply 15 headlines and 4 descriptions, and the Google algorithm will show the best combination according to the user query. RSAs are more effective, and Marketing For You- a Toronto Google ads agency has seen a 20% better CTR. So, this transition will surely deliver you some profitable results.
6. About This Ad
Google is continuing to improve privacy and quality for users. Users can now see an “about this ad page” in Display, Video, and Shopping ad placements, according to a September 22 statement. They can click on that page to see additional commercials that the brand has run in the last 30 days.
This is to assist advertisers in demonstrating their credibility, as well as consumers in determining the credibility of the information they are seeing. To adapt to this shift, make sure your ads are always high-quality and consistent.
7. New Local Campaigns Format
Google has launched three new ways to promote a business on Google Maps.
Auto-Suggest Ads: When a user searches for a business in their location, auto-suggest ads show a store in the auto-suggest results. If a person searches for anything, they will get an ad for a nearby business in their Maps search results.
Navigational Ads: Navigational ads show a business on Maps results based on the user’s position as they navigate close by. That means that if a user is driving home and passes by an advertised business, the store will appear in their GPS route, even if they weren’t seeking a business in that area.
Similar Places Ads: Similar places ads allow a company to display its location to consumers looking for similar businesses nearby on Google Maps. For example, if someone is seeking tacos from a location that is now closed, they may get an advertisement for a comparable business nearby.
8. Things to Do Travel Ads
According to Google’s announcement on September 22, when consumers search for tourist destinations on Google, they will get booking links for tickets and reservations, as well as other experiences in the region, rather than simply general information. Plus, travel advertisers may also experiment with things to do ads that allow them to include pricing, photos, reviews, and other details. Because the goal of this ad is to boost discovery and drive bookings, Google recommends that you test it out.
9. Instant Customer Match Rates
Google has been displaying quick Customer Match rates from your current and previous uploads since April 2021. Despite its seeming insignificance, this update will allow you to locate and resolve any customer match concerns more quickly.
Google advises adding as much customer information as possible to improve Customer Match rates. Advertisers that upload two categories of customer information get a 28 percent boost in list size, while advertisers who upload three types see a 35 percent increase.
10. Product Feeds for Video Campaigns
If you use video advertisements to promote your eCommerce store, you’ll be pleased to learn that Google just integrated product feeds into Video Action campaigns.
Assume a user views a video advertisement for one of your items. YouTube will present a panel below the ad that showcases your products after a few seconds. Users will proceed to the product’s landing page for more information after selecting a product. This new functionality will reduce the time to conversion for e-commerce marketers, improve sales attribution, and increase sales.
These are some updates that you might have missed in 2021 and could be of great use for your Google ads. You can drive better results with these new Google features and boost your business growth. If you are not competent with Google Ads, then hiring a Google ads agency to manage your campaigns is also a wise choice. Do what suits you best!
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