Google Ads is already a reality. The American giant announced last June that But this is not just a matter of rebranding, new changes are also coming to the advertising platform. Sridhar Ramaswamy, Senior VP of Google Ads, in a brand new presentation commented on something very interesting:
“People don’t see value in advertising if they don’t feel valued by advertising”
We introduce you The 10 biggest changes coming with Google Ads:
1. The user’s Google account will give new advertising personalization options:
Through a new menu, the user will have the option to change the ad options. This change in Google Ads has been motivated in part by all the privacy issues that Facebook ads has recently had. In this way, the user can choose not to be shown personalized ads:
It is something that at first seems unfavorable for advertisers, but actually helps Google to be perceived as a transparent and trustworthy advertising platform.
2. Possibility of making Lead Ads on YouTube:
It is planned that soon YouTube will launch an ad format of the Lead Ads type, in the style of Facebook. YouTube, from the experience of many advertisers, is perhaps a platform that works very well in terms of generating video views, but not so much in terms of generating leads. In this way, Google tries to compensate for this possible lack to motivate more users to
3. Arrival of Responsive Search Ads:
Another option that will be available to test in the beta version is responsive search ads. These will give the option to display a greater number of the title and description elements of the ads. Thus, depending on the size of the user’s screen, up to three titles and two descriptions could be displayed in your ads.
In addition, these Responsive Search Ads will offer the option to make permutations. That is, you add more values to the variables that you can edit in an ad and Google automatically makes variations of these and optimization. That is to say, that it shows, for example, more times X description that you have made because it offers better results.
4. Mobile speed will have its own column in Google Ads:
This is perhaps one of the changes coming with Google Ads more interesting. In an effort to integrate the landing experience with Adwords data, Google will give us the option to view the mobile load speed of your ad’s landing page. If you want to know more about
5. Changes for YouTube TrueView scope:
One of the new improvements is that we will soon be able to bid by CPM. In addition to this, TrueView for action will be released, giving the possibility of impacting users who are actively searching for our product or service on Google. A new bidding strategy will also be released, to be known as “Maximize Lift” that will help advertisers to impact users who are searching for their brand after having seen one of their videos.
In this way, Google offers new possibilities for YouTube advertisers to reach various points in the sales funnel.
6. Cross-device reporting comes to Google Analytics
Cross-device reports will be available in the audience section and will allow us to:
- Know from what type and from how many devices my website has been accessed.
- Know the last five types of devices before reaching the conversion.
- See the relationship between acquisition and conversions.
All these new features will be integrated into Google Analytics and will be very useful for any company or agency that wants to know more about user behavior across different devices.
7. New Smart Campaigns:
In an effort to reach smaller advertisers, Google Ads will launch what are known as Smart Campaigns. These without becoming Google Adwords Express, will give the company the option to create a campaign in a short time. Of course, like Google Adwords Express, certain functionality that will be in Google Ads is eliminated, thus losing control of the campaign.
8. Solutions for customers without web:
Through Smart Campaigns, Google will give the option to advertisers. The information to make the landing will be obtained from ads. We understand that it will be a fairly simple landing page, but that it will allow many advertisers without a website to launch advertising campaigns. In addition, these will come with the conversion measurement part already as standard, which is a great advantage for beginner advertisers.
9. New improvements in Google Shopping:
Through Smart Shopping and its new settings, recent tests carried out by Google have shown a 20% increase in conversions for Google Shopping campaigns that apply it. This Smart Shopping is a set of adjustments and optimizations that Google will automatically make and that will help improve the performance of your Google Shopping campaigns.
In addition to this new functionality, Google Shopping will give you the option to create product feeds directly from your website. That is, directly integrate Google Shopping and your CMS.
10. Google Marketing arrives:
Google Analytics and Double Click come together in what will be known as Google Marketing. This platform will integrate a wide variety of features such as Search Ads 360, Display Ads 360 and more than a hundred new features.
What do you think of these changes that come from the hand of Google Ads? Would you add new features?
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