Change from Adwords to Google Ads has never been a mere rebranding move – apart from the facelift, lots of brand new features were introduced this year by Google. The story continues, as we saw substantial updates being released over the last couple of months. Here we’ll discuss the most important ones.
Text Ads News
Google updated the search network campaigns feature, supplementing the module with advanced testing tools for establishing the marketing efficacy of words, expressions or entire headers.
1. Additional fields in text ads
Text Ads got expanded once again. Only a year after a substantial update of the ads, new features are being added. The now-added additional fields are to be displayed optionally, except for those that were introduced last year. However, it’s safe to assume that if the Big G’s tests will show success, the text ads are likely to take up much more space that they do now. This update is a definite copywriting opportunity – with more space for copy, we’ll be able to make a more significant impact in product presentation, before referring a user to a relevant landing page. Not only higher CTR or conversion rates are to expected, but also considering text ads as more serious alternative to the traffic from the organic results.
2. Google Text Ads variations
Another way to make it easier for advertisers are Text Ads variations. The variations that made it through the latest beta are designed to provide more accurate advertising phrases test results. With that, Google AI-supported, solution text ad optimization will reach cutting-edge level of precision. The tool allows for testing different CTAs (call to action), sales or slogans in their effectiveness.
3. Flexible Google Ads
Flexible ads, known previously from machine learning-supported Google Display Network, have now been introduced into the search network , too. When creating a single ad, the advertiser provides many header and description variants, additionally specifying their rotation. The self-learning system will select a variant based on feedback from the search network in order to tailor the ad to a specific recipient. Of course, the more traffic on your site and the greater the number of conversions, the self-learning system works more accurately. The only downside we noticed is the lack of the IF function feature and the message personalization feature. However, it’s safe to assume that it’s not for good, and those tweaks will come in the next update.
In order to improve data-driven decision making, there will be additional analytics dashboards available for individual advertisement message elements effectiveness estimations.
4. Changes in Dynamic Ads
The recent changes also apply to this ad format. Advertisers received additional ad targeting features, such as new categories. The Text Ads also got an additional description field.
Google Display Network Ads Updates
In most cases, Display Network is considered to have a lower conversion rate and a higher cost-per-action compared to the Search Network. In order to bump up the effectiveness of this medium, Google made several evidence-based updates.
1. Flexible GDN Ads updates
Display Network updates resemble those introduced for Search Network Flexible Ads. Now the feature allows adding up to 5 headlines and 5 text ads, which will be alternately displayed to find the most optimal sequence, and for increased advertising effectiveness. The research ran by Google shows a conversion rate increase by a factor of 10% (on average) with the same CPA, as a result of Flexible Ads implementation in Google Display Network – studies are a good incentive for further ad format tests.
Rakuten Travel is the leading online travel agency in Japan. As a result of Flexible Display Network Ads implementation, it has increased sales threefold compared to the results of the standard image ads only.
All the variables are measured for a full report including an in-depth analysis of the each and every individual element of the advertisement.
2. GDN Ads appearance update
Responsive Ads were workshopped, too, for a better effectiveness. Pure Text Ads needed to go, which is the most significant update – now there’s a mandatory image – a logo, by default, if it’s submitted to the campaign. On top of that, the update brought a font and CTA button appearance change.
Soon a standard color customization feature will be added to the toolbox, too. For now, the self-learning systems adjust the background images and the font to optimize for the best readability possible. A default integration with Flexible Ads ia part of the update, too, as mentioned above.
3. Image ads with a purchase button for the undecided potential customers motivation
Google took notice many users search for products in Google Images before actually placing a purchase. In a research, one third of respondents confirmed that during the holiday season browsed Google Images SERPs for inspiration before deciding upon an item, then bought at a stationary store. To monetize that behaviour, Google launched a new product promotion service for image pages, which is currently available only to selected advertisers.
4. Vertical YouTube ads for app promotion campaigns and in TrueView
According to 2018 Google’s video viewership survey, 70% of YouTube users playback on mobile. To upgrade the experience, new playback formats have been introduced: square and vertical.
For vertical ads, the image is automatically adjusted to the device, taking 75% of its screen area, displaying some free materials below. In full screen mode, the ad image takes a whole 100% of the vertical surface.
To cover recipient in your campaign, material submission in any orientation is strongly recommended. Aspect ratios available:
- horizontal 16: 9,
- vertical 9:16, 1: 1 square or both
Stationary shop visit-based conversion analytics update
The newly implemented conversion estimation model takes physical event of paying an actual visit to a stationary shop into account. The model is expected to be extremely useful in the tourism industry, hotels, restaurants, beauty salons, etc. The service is now available only to selected advertisers. To be able to use it, one has to meet certain requirements, however, Google hasn’t fully disclosed them. The following are, however, listed:
- Ad clicks and impressions counted in thousands.
- Multiple physical shop locations and a Google My Business account integration.
- Shop visit data big enough to prevent individuals’ identification upon their clicks – for users’ privacy. Currently Google failed to provide exact information on the method of personal data harvesting – Android use is speculated, mobile devices with Google app and Google AI are too.
Google Corp. sends a comforting message about “the highest security standards” in determining physical shop visits mechanism, but all the people are left with is guessing Android tracking script or installed Google apps, like Maps, are put to use. On top of that, Google claims that individuals’ visit will not be tied to clicks – at least not for the advertisers to know.
The last 2-month Google Ads updates make the advertisers work twice as hard to configure their accounts to keep up with the newest features and the possibilities they open. All the Text Ads or GDN updates described above open a considerable field for experiments and tests – such that was never available before.