Being an online advertisement platform developed by Google, Google Ads have gained a lot of importance in recent years due to their range of benefits that help the advertisers to boost their sales. One of the major benefits of Google Adwords is that it works faster than SEO and helps to generate more traffic and leads than conventional SEO techniques. Also, Google Ads help to increase your brand awareness in addition to boosting traffic, clicks, and conversions. Thus, it becomes mandatory for a business to monitor the changes which Google brings to this advertisement platform. Following is a list of few major changes that are coming soon to Google Ads:
1. Local search ads will now appear on Google Maps: With the increase in the use of Google Maps for navigation around the world, we can easily conclude that these maps would be a part of the search network in the future. Google unveiled the “next generation” of local search ads which will now appear on the Google Maps platform as well as Google.com. In these new ads, the brand logos and offers will appear on the surface of the map rather than alongside the map.
The reason behind focussing on Google Maps is that it has a billion users and location-related searches account for nearly a third of all mobile searches. So next time when you search on Google Maps for a luxury hotel, you will see a list of hotels that have paid to be there on the Maps platform.
2. Expanded Google Text Ads: Text ads are going to have a significant change in recent updates. This new update will make the headlines much bigger, and the advertisers will have the option of writing 30-character headlines instead of the previous 25-character headlines. During its testing phase, Google found that this change dramatically increased the CTR by almost 25%. In addition to this, the number of characters in the description line has also been increased to 80.
3. “Accelerated Delivery” feature discontinued: Google has announced that they are going to discontinue the “accelerated delivery” option for Search and Shopping campaigns. This feature allowed the advertiser to set a budget above the current ad spend by a considerable margin and then turn on “accelerated delivery” to drive as many impressions as possible. Google claims that they have improved the “standard delivery” algorithm which will improve the performance of the advertisers.
4. Maximize Conversion Value Bidding: Google has launched the new Maximize Conversion Value bidding strategy for Search. This strategy will automatically optimize the conversion value instead of optimizing the conversion volume. This will significantly improve the performance of those who are currently using Maximize Conversions bidding. You can also set adjustments in value for different audiences, locations or devices in the future.
5. Ad Position Metrics removed: Google has removed the ad position metrics from the platform on September 30th, 2019. Google has taken this step because they felt that this metric had become less meaningful because the ad quantity shown on different pages and devices is highly variable. For example, being at position 5 on a page which shows 5 ads is also being last. Though ad position metrics have served the advertisers well, Google has introduced four new metrics like Top Impression Rate and Share which tells you how often your ads are displayed above organic results. You also have Absolute Top Impression Rate and Share which shows you how often your ads appear on top position.
Though Google Ads are beneficial for your business, you shouldn’t start with them just because someone else you know found success with the help of these ads. You need to understand if these advertisements make sense for you and your business and if they do, what type of ads would prove to be most productive for you.