Google Ads Updates & Changes You Should Know
There are some recent changes that have been made to the Google Ads platform that will influence your 2021 advertising strategy. We have marked down over five major changes will be most impactful, and that we are recommending our clients to mull over.
1. Privacy Concerns
The aptitude to derive astuteness throughout keywords, target audiences, and enumeration are indispensable for PPC marketers and Google advertisers. It is how we manoeuvre, maximize expend, and erect campaign creative. Lamentably, the assembly of available data will get a bit petite in 2021 and further.
Google now confines the search data along with the information in its widely used Search Terms Report. You will only see data for terms “searched by a considerable number of users,” a change that has produced a rational amount of tumult on the PPC forums.
Maybe or maybe not this is a victory for defending user data. For advertisers, the repercussions of this more restricted data set are manifold. At a higher level, pervade gloomy keywords, optimizing tasks, and managing campaigns as dexterous as feasible will become more delicate.
2. Google formulates Shopping Ads extricated
You must have apparently noticed the augmentation of specific search engine results page experiences on Google to inculcate a shopping tab. This is the point where businesses can display their product listings, keyword search and, perhaps, stimulate traffic to their outlets.
Earlier businesspersons had to pay for listings on Google. Now, Google is funnelling. The company announced that it’s free for all to sell on Google. A search engine that receives “millions of searches” every day, this is a big equalizing of the playing field—and a marvellous chance for businesses to get their slice of the pie.
Shopping ads are sort of a big deal. Shopping ads bring more than 76 % of search ad spend while producing over 85 per cent of clicks on Google AdWords or Google Shopping campaign ads
3. Custom Audience resources
Google has simplified the aptitude to target people via YouTube, Gmail, Display, and Discovery ads while making this a bit more blatant for the end-user.
This is Google’s way of selecting the right set of audiences automatically, for your ad campaigns based on the information you particularize. In keyword targeting, you target based on “any of these interests or purchase intents” and/or “any of these terms on Google properties like YouTube.
Again, this is yet again a development in the step for intent-based targeting and customization, at which Google is being improved. From a strategic perception, it is probably the right time to return to your Google Ads audiences.
4. Lead Capture over YouTube and Discover
Presuming YouTube and Discover are part of your Google Ads mix, you’ll want to tune into this update to Google Ads. Now, using ad extensions, you can enchant leads straight through the Google Ads campaigns on YouTube and Discover.
Integrating a lead capturing form in a Google ad that appears after a user expresses interest is just a better journey when you think about it.
You have to put together the ad creative, inform Google Ads whether you want additional leads or more high-determined leads, and set up the field you want to include in your forms.
5. Extricate Your Image Extensions
Countdowns are another way to incarcerate consideration and build exigency with your ads. As noted, you can now use image extensions to some Google Ads as well. It looks great and serves advertisers another way to pep up the ads.