BIG CHANGES IN GOOGLE ADS IN 2020
Today’s page will keep you wired to the wireless world of GOOGLE ADS and the significant changes in GOOGLE ADS in 2020 that have changed the face of digital marketing.
Toppers that define GOOGLE ADS UPDATES and the benefits of using the same:
1: THE DOUBLE-EDGED SWORD UPDATE
The latest Google update proudly called the double-edged sword update includes phrase match keywords and broad match modifiers. While phrase match keywords call for a strict order of words, broad match modifiers only require the keywords to be mentioned; not necessarily in any order. Getting the right target to view your ad is most vital in GOOGLE ADS; there is a huge chance that the audience might be looking for what you offer but using a different keyword causing click-through rates to drop and CPA to raise. The double-edged sword of Google Ad Updates includes words that have the same intent or meaning making the search worthwhile for advertisers and consumers.
2: AFFINITY AUDIENCES AND IN-MARKET AUDIENCES
Google added two new targeting tools, affinity audiences, and in-market audiences, in the quest for getting the right people to view the ads. These broaden your horizon and invariably lead to more audiences using the same product in different ways. For instance, if one is searching for ONE PERSON SLEEPING BAG, this could be paired with OUTDOOR ENTHUSIAST creating top of funnel leads stimulating the beginning of buyers’ journey.
In-market audiences carve bottom-of-the-funnel customers who are well informed and likely to make a purchase.
3: ASSETS LEAD GENERATION AND LEAD FORM
Majority marketers’ assets lead generation as their focal point. The reason being lead generation captures immense prospective customer data enabling effective communication, eventually resulting in higher conversions. When a prospect clicks on a call-to-action icon on a Google ad, a lead form pops that can be easily filled and submitted; with contact information from the Google account. The new lead form ad extension reduces the distance between business and buyer like never before.
4: GOOGLE AD MOBILE APP
A Google Ads mobile app is apt for those on the move and can’t be restricted to or stationed in one place against the demands of their work profile. A Google Ad mobile app keeps them responsive when they are on the go. The app allows creation and editing of responsive search ads from the phone and also promotes last minutes launches and enables changing running ads based on available data.
5: SMART BIDDING
Another enticing feature of Google Ads Update is Smart Bidding thus making the process smoother and less strenuous. For example if Google Ads is given a budget they will try and increase revenue by incorporating an auto strategy to go after a less expensive product or service in the given portfolio.
Google algorithms find buyers in the most unlikely spots making them more desirable. This makes the perfect module for PPC campaigns that are not too tight on budgets. Smart Bidding needs a backup revenue tracking and conversions bringing us to our next update.
6: CONVERSION MEASUREMENT SET-UP
A fantastic and undeniable Google Ads Update is Conversion Measurement Set-up. This is a simple roll out that is most needed to set up conversion tracking as you create new ads.
7: USER GENERATED IMAGES
Google Ads Update proposes user-generated images in Product reviews which create far greater impact than ratings or other feedback. User photos are real-life reviews of the product usage giving the tangible picture of the product making it easier for the buyer to decide on a product purchase right away.
8: RESPONSIVE SEARCH ADS
Responsive search ads are a very effective Google Ads Update as it allows several write-up options. The idea is to whip up as many relevant options to make an enticing ad and encourage the system to form interesting combinations.
Reuse of copy that has proved effective earlier will spruce up chances of responsive ads doing well. Furthermore, the use of high-volume keywords will elicit the desired response. Some smart tips that might uplift a responsive ad are:
- Write up to 8 o 10 headlines with at least five unique headlines
- Include keywords in at least two headlines
- IN the other headlines highlight secondary and tertiary product/service benefits.
- Provide additional information that may grab attention
9: VIDEO CAMPAIGNS WITH YOUTUBE EXTENSIONS
Promote video campaigns with new extensions for YouTube Ads. With over 2 billion users worldwide YouTube is way ahead of most Social Media handles. Google update allows the viewer of the video ad to interact with the business without exiting YouTube. The working is simple. When a customer clicks the CTA button a menu rolls down with new actionable items.
10: GOOGLE ANALYTICS
Say No to Average Position which places ads as per hierarchy of paid results from Google’s search engines. Instead, use Google analytics to observe top impression rate and absolute impression rate. This particular metric establishes the total impressions coming from the top of the SERP.
11: GOOGLE ADS VERSUS AI
Automation and AI leaning have certain limitations, but Google Ads Update is far more efficient. Click on a metric and find out what it may have changed for better or worse. Moreover, Google insights reveal why impressions, click-through rates and cost changes have happened.
It guides you to a direction making your communication very effective.
Google is surely heading to establish solid digital marketing platforms that will only evolve with further techno-efficiency.
At Element8 we have Google Ads experts who will help you improve your business and bring in more traffic to your website. So, gear up and accelerate your chances of being found online. For more info Get in touch