As digital marketing evolves at breakneck speed, Google Ads updates can be difficult to keep up with all the changes and new developments. Here we will dive into new features, product launches, and changes rolling out on the Google Ads platform. Let you stay up-to-date with all these latest pertinent developments in the world of Google Ads to help your business succeed. Latest Update 6 February 2023 10 November 2022 Google Launches Ads Privacy Hub to Support Advertising Growth (6 February 2023) Google has launched its new Ads Privacy Hub to support businesses in their pursuit of online advertising growth in a changing digital landscape. The resource site provides advertisers with the latest privacy changes and their impact on ad performance, helps businesses build a first-party database for an effective privacy-preserving ad strategy, and offers tactical examples of how Google’s privacy-first measurement solutions work together to help achieve goals. Additionally, the site features a planning tool that helps businesses find the right measurement solutions to power their privacy-first ad strategy by answering a few short questions about their Google Ads account setup. Google believes that it can improve user privacy while giving marketers the digital insights and tools they need to grow their businesses, and thus, the company will continue investing in privacy-preserving advertising solutions and equipping businesses with resources like the Ads Privacy Hub. Using Reach Planner to Forecast Performance of Video Action Campaigns (10 November 2022) It is now possible to forecast the performance of Video Action Campaigns (VAC) by utilizing a new feature of Reach Planner in Google Ads. This feature enables advertisers to predict the outlooks on the performance evaluated through conversions, views, reach, and impressions based metrics, which are based on the users’ preferred audience, budget, geographic locations and other settings. The forecasts are established according to the trends in the ad market that have been observed previously together with campaigns that had similar goals. Advertisers can now select ‘Action – Online Conversion’ as a goal when configuring a plan through Reach Planner, and VAC can now be added to existing plans. This launch marks an advantage where users can accommodate their campaigns across awareness and action within the funnel for creating a comprehensive YouTube strategy to gain maximum campaign optimization from it—according to studies from Nielsen Meta-Analysis, clients saw 10% higher ROI compared to those who concentrated solely on awareness advertising.
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Google announced more than 10 major updates during their annual Marketing Live event. A lot of the updates focused on making improvements on the automation of Google Ads, Performance Max and advertising on YouTube Shorts. To elevate your marketing performance with Google ads, it is time to go through all these new changes and get a better idea to plan your upcoming digital marketing strategies in Search Engine Marketing (SEM). Here are the updates you should know: Google Search Ads andShopping Ads Google Shopping Ads’ Loyalty Program Feature, from Google Official Website 1. Products in 3D Model Google will introduce several new features to their search engine results. One of them will see the combination of Augmented Reality (AR) technology and product displays in Google search results by presenting products in 3D models for the shoppers, further raising shoppers’ experiences in search. 2. New Shopping Ads A brand new look of ad display for all apparel brands will be available for businesses, this type of ad display is swipeable and placed alongside the organic search results. 3. Features for Loyalty Programs Google is looking to help merchants showcase their loyalty program benefits. Merchants can either incorporate their programs with their free products listing, or they can create a Google Ads Performance Max (PMax) campaign to advertise their product feed, which is integrated with loyalty programs, to attract new loyalty members. Such a decision is intended to help businesses boost their sign-up rates through Google Ads. 4. Assets for Responsive Search Ads Starting from the latter half of this year, creative assets will be generated for responsive search ads automatically according to the content of the search results page they land on. This feature aims to increase the relevance of the responsive search ad to match the users’ search queries. Video Advertising Google is making effort to get video campaigns seen across a wider range of platforms. Shoppable Ads on Youtube Shorts, from Google Official Website 1. Video Ads on Youtube Shorts Advertisers will later be able to run their video action campaigns and app campaigns on Youtube Shorts. The ads will be scaled automatically, and need to be no more than 1-minute long to fit on the platform. 2. Shoppable Ads on Youtube Shorts Google seeks to connect the functionality of product feeds to the advertising on Youtube Shorts with a new form of shoppable ad, which is expected to be rolled out this year as well. 3. Asset Library For advertisers who don’t have enough assets to create a video ad, Google has set up an asset library to solve this problem. The asset library supplies materials and templates, allowing advertisers to produce a video ad within a short time by utilizing the assets. 4. Video Ads in Discover Expanding beyond just Youtube, Google is bringing video ads to Google Discover. Discover feed is currently only viewable on mobile devices, showing images and videos for users to explore. It can serve as a highly efficient way to entice users’ interest in your content or products etc. 5. Connected TV Ads To attract new audiences and demographics, advertisers will soon be able to launch connected TV ads through Display & Video 360 marketing platform, promoting their campaigns throughout all the connected TV apps. Performance Max (PMax) As one of the highlights from the annual live, Google put extensive emphasis on PMax. One of the latest additions to Google Ads campaign types, PMax is goal-oriented; it optimizes the result of the advertisers’ campaign and drives its performance to reach towards the grand goal. With a single campaign, PMax grants advertisers access to all of the Google Ads inventory. To expand its capabilities, Google is launching several major updates to PMax: Performance Max Campaign Experiments, from Google Official Website 1. Optimize for In-Store Goals PMax will soon offer in-store goals options specifically for advertisers with physical stores to choose from, shall they see fit. It focuses on improving store visits and sales performance of local stores. 2. Optimization Score To make the optimization more effective, Google will improve the optimization score function by including tips and recommendations for the advertisers. 3. Burst Campaign for In-Store Goals To complement in-store goals to drive sales and actions, PMax will roll out the burst campaign feature to help advertisers reach their sales goal within a designated time frame, which is ideal for seasonal promotions or short-term campaigns. 4. Google Ads App and Search Ads 360 Google will expand the access to allow advertisers to manage their PMax campaign on Google Ads app and Search Ads 360, providing much needed support to improve the accessibility of PMax. 5. A/B Testing with Experimentation Tools Experimentation tools will be added for advertisers to A/B test how PMax will be able to drive incremental conversions from the existing campaigns. It is important to note that while this A/B testing feature is available for advertisers around the world, it is however not built for retail campaigns. 6. More Insights in Google Ads Campaign Advertisers will be able to see more information about their PMax campaigns from the insights, as more sophisticated data will be featured, such as the attribution, audience and auction insights, giving a thorough analysis to know what’s the driving force behind the advertising performance. Insight Page Reports As mentioned above, Google is implementing some new updates to the Google Ads insights page as part of a powered up move for PMax campaigns. In more particular detail, three new insights will be included on the page. Google Ads Campaign Insights, from Google Official Website 1. Attribution Insights The new attribution insights will let advertisers see how well their Google Ads campaigns are doing over all the Google platforms, giving them a better understanding of what is leading to all the conversions. 2. Budget Insights Budget insights provide opportunities to work on budget optimization, you can see how far your spending is from your budget goals. 3. Audience insights Audience insights enable you to see which and how your
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Turning adversity into opportunity The internet usage is the highest it’s ever been and it has surged by between 50% and 70%. At the same time, SEO becomes more important to increase the website visible to a higher number and there is a ton of opportunity to employ the right digital marketing strategy. As we all know, SEO is not only a vital way to engage users in your web content, but it is also important for having a solid online presence, and once search behaviour is normalized, it is now ready for success. Why is SEO especially important during COVID-19? SEO increases your website traffic up to 150% If you are currently closed or unable to provide services during COVID-19, you should still optimize your website to find users, because you can direct people to your online services and include important information, also generate sales online. Local SEO tactics will help you to be set up for success when your business does back to normal again. Moreover, the website managed to leverage SEO by using keyword phrases which average increased by 150% in organic search traffic. Consumers are looking for local partners Another reason local SEO is important during this period is that consumers are making an effort to use local businesses instead of big brands. Your SEO strategy will connect you with people looking for local businesses to support. SEO gives businesses a competitive edge There are at least 4.45 billion webpages in Google Search Engine, consumers are hard to locate your website. A recent study shows that the first three organic search ranking positions result in nearly 40%of all click-throughs, while up to 30% of all results on Page 1 and 2 don’t get clicked at all. Therefore, SEO is very important to your business for the competition. Consumers do not often become customers immediately. It needs to take multiple encounters. As part of your SEO strategy, your informative blog posts can help build trust, familiarity, reproduction, and quality communication. When consumers are able to come out again and start looking for nearby companies, which ones do you think they’ll remember? It MUST BE the website they’ve seen a few times during web surfing instead of they have never heard before over the past few months. Is it really beneficial for my startup? Yes, SEO is especially important for small businesses because: Travel restrictions cause consumers to find nearby businesses. Consumers are looking for businesses to support. SEO is a way for businesses to differentiate themselves from their competitors. SEO is a long-term growth process and it is cost-effectiveness compared with advertising Effective SEO can maximize the exposure on search engine and building trust with your target consumers
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