Upcoming changes in Google Ads in 2019
To give our users the dictionary definition, Google Ads is an online advertising service developed by Google to help marketers reach their customers faster. When someone searches a specific term say “shoes” on google, it would throw up a list of searches for you. But if you look closer, you notice that the top and bottom results are ads. These are called google ads and they are of different types of google ads, mentioned below :
- Search ads: When a user searches for something on google, the ads which appear above the organic listing are called search ads. They are usually marked “Ad”. Factors like targeting, keyword, landing page experience, conversion rate, etc matter a lot in showing up of these ads.
- Display Ads: While you are viewing a video or reading a post on some random website, you see ads in different places on the page and in different dimensions, these are display ads. They are displayed only on advertising-supported websites.
- Shopping ads: If you’re a retailer, this campaign type is something you will want. This ad type boosts traffic to your websites and helps in generating quality leads and conversion. These ads take all the details from google merchant center, match the search query and display relevant ads to the user.
- Video ads: This ad type lets the advertiser run video ads on Youtube and other google display network. This type of ad helps the advertiser to get better targeting, more reach and metrics like views, clicks, reach and frequency, performance, etc.
- Universal app campaigns: This one is helpful for businesses with a mobile app. The advertisers can promote the app across search, Youtube, play store and display.
Google has always been very consistent with its work, it has brought up some heat with the invasion of the ads at Google Marketing Live. Whether you are an advertiser, online consumer or an agency, your head must have been revolving around to know that how these changes are going to impact the experience of the advertising industry both in 2019 and beyond. Let’s dive into nine Biggest announcements of all the time made by Google.
- The Discovery Ads
Google has introduced new discovery ad formats to revamp the shopping experiences of the net. These ads are the native ones which appear in multiple google feed environments like Youtube home, Gmail promotional tabs, that discovery ads are willing to take the advantage by allowing the advertisers to show ads to the prospects at the moment when the consumer is most open to finding something new. As 86% of consumers take a product related action within 20 hours. These Google Discovery ads are aiming to reach 800 million users globally. These ads will be available to the advertisers later this year.
- The Gallery Ads
These compelling units are aimed to appear at the top of mobile search results. Plus with a scrollable gallery with four to eight images. Advertisers pay for these on a CPC basis, either when the user swipes to the third image in the thread or when the user clicks through to a landing page. However, the cost of the swipe and cost for a click would be the same. On average, Campaigns that leverage the Google Gallery Ads have experienced an increase in user interaction up to 25%. These ads will be rolled out for the advertisers later in 2019.
- The Smart Bidding
Out of the many ways, Google is now implementing machine learning across the advertising properties, out of which the most prominent one is smart bidding. Being a subset of automated bid strategies that use machine learning to optimize for conversion value in each and every auction. This feature is mainly used to save time and improve performance. Google is now introducing big improvements like if you have an individual conversion goal, you can optimize all your bids within the campaign itself for all the goals. The next thing is if you want to optimize your bids across several ads, you can create a set of conversion actions. Another one is if you have an upcoming event that is expected to raise the conversion opportunities, Google Ads will specifically optimize your bids for that period of time and then normal it afterward.
- Super Bumper Ads
It’s no doubt that youtube uses its platform to offer valuable real estate to marketers. We watch billions of ads or videos on Youtube every day. These are called bumper ads which is usually a six-second video format ideally used to drive brand reach and frequency. According to Google data, a series of 3-second bumper ads can leave a much more impression on the consumers than a 30-second ad does. These bumper ads are built with these shorter sessions to stay somewhere in the back-end of the viewer’s mind. But the main question is what you can say in six seconds? The answer is EVERYTHING. But also the compressed video should give a logical and effective message. The introduction of the Bumper Machine will help the advertisers to turn any video of 90 seconds into a collection of Youtube bumper ads. Plus, with a suite of basic editing tools that give you total control over the final video/s and no additional charges to the advertiser.
- Customer Match
A new feature that helps in targeting options that allows the advertisers to create custom audiences for their ads based on email lists that can be directly uploaded on the drive. The conventional Facebook Ads have been changing gradually over the past few years. The customer affinity audience is used to target a group of people who demonstrate an interest in a specific service. But the ability to target prospects based on their interests will be housed in the custom audiences bowl.
- Audience Expansion Tool
The brand new Audience expansion tool can be used to reach consumers who behave similarly to the people within that custom audience. This might sound familiar to you, as it is the same as Facebook’s lookalike audience. This tool will enable you to grow in real numbers who see your offers while ensuring that your offers are very much relevant and useful to them.
- Shoppable features
Only a few months, Instagram introduced new functionality that allows the customers to buy things directly within the app itself. But nowhere is Google with a lookalike feature with a pilot version of it. The advertising vendors can take advantage of this feature for increased revenue or sales. Therefore, Google is now enabling online shoppers to make purchases directly within the shopping interface. As it also promises all of its users for an easy return process and top customer service.
- Shopping Showcase Ads
With the theme to deliver relevant ad experience, its important to understand the user’s interest. Google has emphasized the importance of using visual images to inspire consumers whose search queries indicate that they are hoping to discover new products. They are planning to expand showcase shopping ads to an additional one. This idea that these users are searching for inspiration, hence they can benefit from exploring an array of options for them. The reason why the advertisers are excited about it is that it enables us to deliver those discovery based shopping experiences on a broader range around the world.
- Local Campaigns
With the emergence of digital media, here comes an opportunity to influence your viewer’s purchase decisions before they even enter your store. This gives you a chance to deliver some of your ideas to the viewer. This feature of Google Ads is somewhat similar to the responsive ads.
These features are still under its way to make it through the market of so many other competitors. Google has never failed to amaze us with the new features and keys in the digital world.