The good news: Google continually updates its advertising platform to help its users get the best results. The challenging news: keeping up with all the Google Ads changes.
PPC strategies and consumer behaviors are rapidly changing and Google is dedicated to matching these needs. What worked last year, or even earlier this year, may not work as well going forward. As shifts happen, make time to educate yourself about these changes to stay ahead of the game.
Top Google Ad changes we think you need to know about
Bye ETA and Hello RSA Ads
Google Ads has used ETA, or Expanded Text Ads, for many years. Such ads allowed more test for better messaging. However, in June of 2022 Google phased out ETA ads and had replaced them solely with RSA, or Responsive Search Ads. RSA ads utilize 15 ad copy titles and 3 descriptions. Google then uses machine learning over time to find the best combination of your RSA ad copy. In theory, this allow for over 43,000 different combinations of ad copy! Click through rates and overall performance is even better that the older ETA ads. You can still use your old ETA ads but you cannot create new ETA ads. Our best advice is to keep the old ETA ads running but compare and test against your RSA ads. When and if your RSA ads out perform your older ETA, ads pause but don’t delete them.
Custom Intent Audiences
To reach the ideal audience for your business in Display and Video campaigns, Custom Intent Audiences lets you micro target by segmenting ad groups according to specific keywords and landing pages. For people who worry they might miss the mark with their ad choices, this feature, which uses machine learning technology to better analyze your PPC campaigns, creates custom intent audience suggestions based on what’s known about the people who typically research a given product or service.
Smart Bidding Improvements
As of August 2019, all search advertisers now have access to Maximize conversions bidding where, once you set a budget and target level of ROAS (return on ad spend), Googles takes over and optimizes your keyword bids to maximize your campaign’s conversion value. Using historical information, the software automatically finds optimal bids for your ads each time their eligible to appear, a nice way to optimize your budget.
Audience Expansion Tool
You can now reach more qualified prospects with the audience expansion tool. The premise, reminiscent of Facebook’s lookalike audience, is simple. When you notice a custom audience is working particularly well you can now use this tool to reach other consumers who look and behave like the one’s you’ve already targeted.
Expanded Local Campaigns
It’s a well-established fact that consumers do research on their smartphones before going to a physical store. This opens the door to influencing a prospect’s purchase decision before they even enter your place of business. All brick and mortar advertisers now have access to semi-automated campaigns that promote their establishments across Search, Display, Maps, and YouTube, with Google optimizing ad delivery in a way that maximizes foot traffic.
Smart Campaigns
Designed specifically for small businesses, Google smart campaigns help you highlight your business’ selling points and attract customers. Currently, the default campaign for new advertisers, smart campaigns are mostly automated and use machine learning to access Google’s vast pool of consumer data. Winning ad formulas that eventually make their way to people most likely to act can be created in minutes.
What’s Ahead with Google Ads
Looking to the rest of this year, next year, and beyond, one thing is certain. Google Ads will continue to evolve and that will likely have a direct impact on your marketing. Now’s a good time to take a good hard look at your current Google advertising strategy and see if it’s performing as well as it should.
When’s the last time you updated your campaigns? Have you automated your bidding? Are you taking advantage of personalization and upgrade offers? If not, there’s no time like the present to get started.
We’re constantly following Google’s announced changes to help clients stay ahead of the curve. If you want to make sure your PPC campaigns are utilizing the latest updates, Atkins Marketing Solutions is here to help. Reach out today and we’ll show you how to navigate the new Google Ad changes so your PPC marketing strategy can continue delivering the results you expect and deserve.
Stuart Atkins
To learn more, contact us online today or call us at 714.904.445.
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