Formerly Google AdWords, Google Ads has undergone an evolutionary change in 2018. Google has been teasing the changes since the beginning of the year. While certain features are amidst the migration process, here are some more developments that all search marketers must be aware of:

Google has been making changes to its advertising and marketing products based on the three core ideas: Trust, Value and Transparency.

1. At the Google Marketing Live, Google made an announcement that users will now be able to opt out of the “ad personalization” using “My Account”. Advertisers need to understand that users will now be able to control the way Google and third parties show them ads and they can choose out of the “tailored experience”. This means, advertisers need to design more relevant experience and rely on the prospect appetite for a successful output.
2. Google AdWords has a new name now: Google Ads. Google announced that it will be making the advertising platform simpler with some changes. Initially, users and advertisers witnessed changes on the web UI and gradually, the web interface of Google AdWords migrated to Google Ads. Here are the 5 things that Google has evolved using automation:

• Google Ads made automating advertising campaigns much easier for small businesses with their smart campaign solution. Users can tailor the budget, target audience and language and the smart campaign will do the rest.
• Google Ads will now use structured data sought from the app listing to produce creative components. Google Ads now offers automated Universal App Campaigns that will save developers the trouble of bidding, targeting and curating the creative elements for maximum number of downloads and conversions.
• Google ads will help you squeeze the most out of your campaigns by using Goal-optimized shopping campaigns. It will use information from the previous 20 conversions (that happened over the last 45 days) and give you organized data on the bids that will help you get the best cost-per-lead (CPL). This will further enable the automatic running of the remarketed ads and marketers/advertisers can manually setup the budget and desired CPL.
• Google ads offers more refined and smart bidding (automated) to help advertisers get the most out of their campaigns with least management. Google will use device, language, location and other data to forsee the chances of conversion.
• Dynamic Search Ads now come with a simpler and automated solution that targets relevant search queries and shows relevant ads using Google’s algorithm.

3. Big campaigns with big budgets will now get full access to the comprehensive marketing toolset. Advertisers and marketers can now use the Google Marketing platform to plan, purchase, measure, analyse and optimize the user experience as well as the media. Google has launched Google Marketing as an end-to-end solution offering 100+ integrations that you can handle from one interface. Search Advertisers will get access to Search Ads 360 that will let them plan, purchase and further analyse and measure their search ads. Advertisers will also get access to the Display Ads 360 using which they’ll be better able to manage bids and the audience from a particular location. However, experts have been claiming that what’s more fascinating about Google Marketing is the way it will let creatives, advertisers, bosses/clients, etc collaborate and generate smart campaigns with minimal focus on the tiresome email chains.
4. Facebook Lead ads offer far more precise output than other ads that didn’t let advertisers collect leads successfully. Google ads generally direct the user to a URL and this process often results in a high bounce rate. Youtube Lead Ads will let you capture your prospects information without needing them to leave the current page and get directed to a new URL. This will particularly work the best for precise lead generation campaigns and may help advertisers growing their email subscriber base significantly.

5.     The Responsive Search Ads are another big announcement that advertisers will definitely be amused with in 2018. With Responsive Search Ads, you will get plenty of options to enough headlines and sufficient descriptions and further use combination probabilities to pick the best advertisement. What’s amazing is that Responsive Search Ads will give Google enough headline and other creative content and media to work from. Now, Google RSA will serve the best combination of the content to your target user/prospect based on their search query and semantics.

6. Ever wonder that all these sophisticated ad patterns and formats may not be of use because the landing page they are leading to is faulty? Yes, believe it or not but a slow loading landing page may drive your prospects away for real. This is why, you get a Mobile Landing Page Speed Score column within Google Ads (on the landing pages section). Using this tool, you can check how bad is your website’s speed and rate it on a scale of one-to-ten. The results will be analytical and trustworthy so you will know if your website is just slow, too slow, really fast, etc. If it’s too slow, it’s killing your conversions already so your purpose should be to make it as fast as possible. Some may ask that what’s the benefit of this new feature as plenty of websites let you check site and page speed. However, the big benefit is that having a feature like this in Google Ads will help you stay on the page and not leave Google ads to check the page speed.

Summing up 

Google has been teasing the evolutionary changes in Google ads for quite sometime now. Initially, the web interface change took place few months back and gradually, Google AdWords adapted itself to Google Ads and certain features and tools are still getting migrated to the new, broader version.

The recent focus of the latest Google Marketing Live has been on the biggest advancements that Google is launching that may influence advertisers and users equally. Google has always been an ardent supporter of offering a neat and transparent experience to its users. The recent changes that it’s focused on making reflect the core values that Google has come to value in the modern world of excessively tailored experiences. Not only the new features in Google ads let you opt out of the customized experience, but you can also put the best responsive search ads to use as an advertiser. Google will use intelligent combinations of your headlines and descriptions to suit the search query of the user so you will squeeze more out of the keywords with smart combinations.

The Google Marketing Platform is a comprehensive and big-budget solution to pro-marketers. Last but not the least, advertisers will get more features to analyse the potential of their campaigns in once place and get more out of their ads.

Author Bio

Nagendra Singh is a SEO Expert in India and the Chief Search Strategist at SEO Corporation, the leading Digital Marketing Agency of India. Nagendra Singh is well versed with the changing global SEO market and has crafted impeccable SEO and SMM campaigns for a number of brands around the world. A strong believer of improvisation, his strategies are focused on maximising incoming traffic to the website and lead generation.