Google’s recent changes have been nothing but beneficial to searchers and content creators alike.
They are continuing the trend of making Google better both aesthetically and technically speaking. Google aspires to perform better every day and this is evident in their almost daily updates to their algorithm.
The challenge now is keeping up with Google’s changes.
In June 2018, Google announced a lot of big changes.
The shift away from “AdWords” was part of a larger Google rebrand. Google AdWords became Google Ads,
DoubleClick and Google Analytics 360 became the Google Marketing Platform, and DoubleClick Publishers and Ad Exchange became Google Ad Manager.
Google explained that these updates represent “the full range of paid advertising capabilities” they offer. Be that as it may, we’re still used to saying AdWords.
For months, Google Ads (formerly known as AdWords) was testing a new user interface in beta. In July 2018, they started moving accounts to the new interface permanently.
As of 2019, all paid marketing search accounts are on the new UI. While it took some getting used to, the new interface has clear benefits.
It’s far more visual than before and includes a nifty Overview that makes it easy to glean quick insights about paid marketing campaign performance.
The Overview includes information on PPC, conversions, cost, CTR, top ad groups, devices, keywords, and more.
Also, the new UI is faster and provides better recommendations for keywords and other ways to optimize your paid marketing campaign.
In May 2018, Google introduced a new beta, the responsive search ad (RSA). In the rest of 2018, RSAs opened up to more and more advertisers. So what is RSAs?
They increase the number of headlines and descriptions that advertisers can use in paid advertising. Google uses machine learning to determine what combinations of headlines and descriptions perform best.
RSAs can have up to fifteen headlines, three of which will display and four descriptions, two of which will display.
Also, the RSA descriptions could have 90-characters, instead of 80.
After the RSA beta became open to everyone, Google updated their general ad character limits for text ads.
Now, the new standard for text ads is three 30-character headlines and two 90-character descriptions.
This means you don’t have to necessarily use Google’s machine learning or be interested in testing a variety of copy in order to get the benefit of more characters in search ads.
Of course, it should be noted that all three headlines and two descriptions may not show at all times but it’s highly recommended that you do take advantage of the new real estate on the search engines results page!
Google Smart Shopping campaigns bring all the latest automation and machine learning to Shopping.
It features paid advertising and automated ad placements across all Google Display platforms in order to maximize your conversion value.
Smart Shopping ads can show up on the Google Display Network, YouTube, and Gmail.
This new system made it easier for advertisers to optimize PPC, ad design, and placements. Smart Shopping was first introduced as “Universal Shopping,” but then was released in late July 2018 as Smart Shopping.
Google also announced that local campaigns will get expanded reach, with ads now appearing in the Google Maps search suggestions (based on user’s search history, keywords, and other signals), and while a user is using Google Maps for directions, traveling from one destination to another.
This update means that no longer do people have to search for keywords directly related to your business for you to pop up.
Your local ad can show up as a user that is highly likely to become a customer is traveling nearby, or looking for recommendations of things to do.
If you are interested in discussing how they changes to Google can positively impact your business, contact the search marketing professionals at Colorado Digital Experts today!