Latest Trends in Google Ad Management
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Niche marketing is becoming a top priority among all businesses. Entrepreneurs know the amount of growth niche marketing services like Google ads can bring to them. That is why, whenever Google modifies its ranking algorithm, there is tension all around. Minor changes here and there can make a significant cut in the traffic and visibility of the website. Google has to make necessary modifications from time to time on its advertising platform. These updates are made to empower and benefit the users rather than penalizing or harming them. But, at the same time, Google wants people to spend more on their advertising network because it consists of a big chunk of Google’s total revenue. In 2020 alone, Google’s ad revenue was USD 146.9 Billion. Companies, advertising on the platform, have the option of hiring a dedicated Google ads manager for handling their niche marketing campaigns. For example, a law firm can hire someone for its auto accident attorney Google ads management campaign. This way, companies depend a lot on Google ads to increase the traffic on their website and be visible at the top on Google‘s search engine results pages. Here are some recent trends in Google ads management. Pay attention to these if you do not want to be left behind.
Performance Max Campaigns
Generally, every Google ads campaign has the same targeting options defined by the marketer. This is not a big thing for someone who is experienced but can be a catch-22 for someone new and inexperienced in this avenue. For this, Google has started to develop new features paving the way for more advanced and automated campaigns for Google ads. They began by introducing Smart campaigns, in which, targeting and optimization were taken care of. In May this year, Google launched an even more ambitious campaign type known as Performance Max campaigns for bringing more automation in its ad management program. The advertisers only need to provide basic information, and Google itself would handle the rest.
Smart Bidding
This new approach has been helping people a lot with their Google ads management campaigns. Google smart bidding option will automatically create the best bidding campaign well within your budget. Google uses its machine learning algorithms, and hence you don’t need to guess the bid price anymore. This smart bidding helps to maximize your target audience conversions and thus guarantees the best returns on investment.
Ads Integration with Google Technologies
Analyzing the patterns, we can expect Google to provide an option for integrating your Google ads campaigns with its latest and advanced technologies like Google lens. This will enable the ad managers to reach a broader audience base and better descriptions of the business’s products and services. This will make things better for everyone.
Automation and Artificial Intelligence
Artificial Intelligence has impacted almost every aspect of our lives, and it is still a new thing, with a lot of advancements still to make. Google ads campaigns will need lesser human intervention in the future; simple new algorithms for machine learning are being developed. In the upcoming years, we can expect more automation in running your Google ads campaign.
Voice and Visual Search
Voice and visual search is the new trend these days. Nobody would be surprised if it impacts the way you run your Google ads campaigns. With the popularity of devices like Apple HomePod, Amazon’s Alexa, and Google Home, there is a new way people search for things on the web. So, there is a need to forge the content more interactively so that people can get to know about your products and services by searching on these types of devices.
Remarketing
In terms of Google ads, remarketing simply means to make a user revisit your website. It is a form of audience-based marketing and helps to understand the behavior of the user. Google provides you with a set of algorithms that tell you about the user activity and the websites they have visited so that you can display your ads accordingly and effectively. So, remarketing allows you to bring back the user traffic on your website once they have left it. This is an excellent and practical thing for your ad campaigns.
Varying Ad Content
The new user is evolving with time, and so are the demands and expectations from the content. So, there is a significant need to vary the content the marketers use to target the audience. There are various versions of headlines and descriptions available while writing an ad. You get to choose from all of them and create the best ad for your business by keeping contemporary needs in mind. So, this is an important trend as it will impact the very basic things for writing your ads : the content itself. Keep an eye on the new and trending content formats for your Google ads campaign.
Cross Channel Advertising
Users these days use a lot of different platforms for their searches and hence there are multiple channels of advertising for your business. It includes websites, social media, smartphone applications, emails, or messages. So, you can’t get ahead of the competition by sticking to only one channel of advertising. Your Google ads campaign should be run simultaneously across different channels to maximize the conversion rates and get more customers.
Image Extensions
Google announced the launch of its image extensions beta program for its search-based ads in 2020. This program enables you to put a clickable image at the side of your content. This helps the user to get acquainted with your services better, quicker. These image extensions cost you the same as text-based ads, but they help make your ads look better and appeal to the user.
Get Instant Customer Match Rates
Google shows you the match rate from your current and past uploads instantly. This feature allows you to use data to target the customers across Google’s database, different channels, and similar customers. This helps you as you don’t have to wait after uploading your customer list to see the match rate. This allows you to see how your ad campaign is fairing and how can you improve it further.
With some severe allegations for privacy breaches on tech giants like Google and Facebook over the months, Google has tried to make sure it upholds the safety and privacy of its users in all aspects. Google has made sure that your data is safe while you browse on the web, and for this purpose, it has decided to remove third-cookies from Chrome.
Video Ads
A new way now enables you to launch video ads campaigns to advertise your product and service to the audience watching videos on youtube. Just like you can target specific keywords, demographics, or topics. This is another excellent and effective way of targeting a specific segment of the audience.
Image Extensions
Until a few months back, advertisers could only create Search ads by using text. This looked archaic when compared to rivals like Facebook. This prompted Google to launch an image extension beta program. These ads are clickable and charge almost the same as text ads.
Auto-applied Recommendations
Another important trend to be followed while considering Google ads is the global launch of its Auto-applied Recommendations Control Center. This will help the ad managers with suggestions for all the accounts they are managing. You can choose the specific types of changes in your ad content, format, or the types of ads you use. This will help the ad managers a lot to target more audiences and earn more profits.
New iOS Policy Update
With more and more people choosing the Apple ecosystem, Google had to update its iOS policy. Apple is very strict in maintaining the privacy of its users, but Google tracks its users to get the best ad suggestions. To avoid this contradiction, Google had to work in accordance with Apple’s iOS. This is again an important trend to keep vigil on.
Discovery Ads
Around 59% of the users find their favorite brands while watching videos, checking emails, reading articles, etc. Because of this, Google decided to inculcate more places where these brands and their ads can appear. This led to the creation of Discovery ads, a display-based campaign that lets you show ads on many places like emails or the smartphone feed.
New Taxation Policies
As digital marketing is expanding, different countries around the globe have started to levy more taxes. In countries like France and Spain, Google has incorporated new taxes. As the digital ads tax principle is spreading worldwide, there will be no surprise if we see additional advertising costs for every ad.
The Bottom Line
So, these were some new trends associated with Google ads management. From the very beginning, Google has updated all of its products and services depending upon the need of the hour. All advertisers must pay close attention to these trends for running successful ad campaigns.
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