Google Ads; Understanding The New Update

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We saw some big Google Ads updates last year. And the trend doesn’t seem to be stopping this year. We understand brands shift and the market changes every now and then. Advertising platforms consistently look for ways to make advertising easier than ever before and google ads haven’t failed to deliver on that goal.

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We are only five months into 2019 and they already have a bunch of cool Google Ads updates to unpack in this post. 

Here’s a quick list of what we’ll cover:

  • Click share coming to the search network
  • New CTA extension for video ads
  • Pay for conversions display bidding type
  • New audience expansion settings for display campaigns
  • Optimization score improvements
  • Smart Bidding for TrueView  
  • Mobile page speed updates to landing pages tab
  • Pre-defined reporting updates
  • Three new responsive display ad updates
  • Expanded call-only ad text

Let’s dive in.

Google’s Click Share Enters the Search Network

Click share is defined as:

“The estimated share of all achievable clicks that you have received. For example, if you received 60 clicks, and your click share is 60%, then it’s estimated that there were another 40 clicks that you could have received if you had more extensions, higher bids, higher budgets or, in the case of Shopping campaigns, if you showed more products for search queries. ”

Image result for google clicks share

To keep it simple:

Click share is a metric that will be available for your campaigns in the next few days (if you don’t have it yet), it gives you insight into the opportunity you have to capture more clicks for a given campaign.

This metric will be available for search campaigns under:

  • Keywords
  • Ad groups
  • campaigns

So, what’s the difference between click share and click-through rates? Aren’t they essentially the same thing? Not really. While small in difference, CTR is the % of clicks you drive upon ad impressions. Click share is about the potential your ad has to drive clicks. While click share has been on the Shopping network for four years, it’s finally coming to the search network!

Still in beta testing, according to Google, it will be rolling out over the course of the next few weeks to months. So, how do you capitalize on this metric and increase your click share?

First, this starts with impression share. You want to maximize the ad positions you currently hold to improve your impressions. This means potentially bidding more, optimizing for a higher quality score, and generally looking to improve your ad position to the top page.

Then, start to beef up your ads using targeted ad extensions, like this:

Not like this:

This will help you appeal to a wider array of search intent for the same keyword, improving your chances of driving clicks and therefore improving your click share!

Video Ads Get a New CTA Extension

Video advertising on Google has been all of the rages as of late. Google is continually pushing video advertising as a better way to reach your audience and build your brand. With that being said, it’s no surprise to see more video ad updates.

Just recently, Google added call to action extensions on TrueView advertising for YouTube:

Now, instead of forcing users to watch the entire ad to see a call to action screen, the call to action “book” button displays throughout the entire ad, improving both the user experience and advertising potential.

It’s now easier than ever before to generate opt-ins and sales with this new addition.

Have you started advertising on TrueView? If not, check out our guide to get started today.

Pay for Conversions Display Bidding

Bidding types are constantly being tweaked and expanded on Google Ads, giving advertisers more efficient methods for maximizing their ad spend.

Why? If advertisers don’t find success on Google Ads, they won’t come back. And Google Ads drives massive revenue every year. So, what’s new? If you are advertising on the display network, you can now use “Pay for conversions” bidding:

This bid type means that you only spend money when someone converts on your ad. For instance, if they fill out a form, call you, or download your mobile app. But if they click and bounce, you don’t pay!

When adjusting your bidding types on the display network, be sure to select “Target CPA” as your bidding type, and then “Conversions” as your sub-type.

Audience Expansion Setting for Display Network

According to Google data, most advertisers on the display network tend to increase their budgets towards the end of the month. In other words, display advertisers are looking to boost their numbers quickly. But this often backfires: It requires them to increase their bids and spend more for conversions, which produce a lower return on investment. To combat this, Google Ads has released an audience expansion setting for display ads:

The tool works with Google’s machine learning. By analyzing similar audiences to your existing campaigns, Google expands your reach to increase overall volume of clicks, impressions, and conversions, without forcing you to raise bids on existing campaigns.

Pretty cool, right?

If you are on the display network and want to expand your reach, this is a fantastic tool. Combined with remarketing and you’ve got a deadly new tool for audience expansion.

Optimization Score Improvements

The optimization score was added to Google Ads dashboards during the shift from AdWords to Google Ads. The optimization score can be found directly on your dashboard recommendations page:

So, what exactly is it?

Optimization score is a percentage based score from 0-100 that gives you an idea of how well your account is optimized. Essentially, Google looks at what factors, extensions, and tactics you are using to see if you are taking advantage of all the features it has to offer.

Be sure to head into your Google Ads dashboard and take a look at your optimization score, you might find new ways to improve your ad performance and decrease ad spend.

If you’ve already maxed it out, give yourself a big pat on the back!

Google has made it clear that they are continually improving this feature, so stay tuned.

Smart Bidding for Google TrueView Ads

Google TrueView, when first launched, lacked a depth of options for customization. It fell short in comparison to search network features.

But now, TrueView has added maximize conversions, a smart bidding strategy that uses machine learning to focus on generating the most sales for your business possible in a given budget.

If you are advertising on TrueView, this feature is now available for your next campaign!

Updates to Landing Pages Report Metrics

The landing pages report was a game changer when Google introduced it:

It showcased amazing metrics to give you data and insight into how your landing pages perform for given keywords and campaigns.

And now, we’ve got a few key updates to mobile speed score, a metric introduced back in July of 2018.

Here is what Google said about mobile page speed score:

We’ve recently updated the mobile speed score algorithm to require fewer ad clicks in order to calculate a score. This means you’ll now see a speed score for more of your pages. Evaluated on a 10-point scale, 1 being very slow and 10 being extremely fast, the mobile speed score is based on a number of factors, including page speed and potential conversion rate.”

Want to improve your mobile page speed score?

Use Google’s new and improved Test My Site tool:

With new updates, you can:

  1. Get data on your current mobile site speed
  2. Track progress by running updates each month to see how you have improved
  3. Compare your stats to industry benchmarks
  4. Estimate how speed is hurting your conversions

Pre-Defined Reporting Updates (and Chart Updates)

Pre-defined reports have been available in Google Ads for some time now. Normally accessed by the reporting button on your dashboard…

…these reports have been a staple in analyzing progress and success.

But, typically these reports require you to leave what you are doing on Google Ads. Bringing you to a new tab, it is often a poor user experience.

Now, Google has updated the reporting locations to be available directly on ad group and campaign data:

When analyzing an ad group, you can pull up reports directly on those metrics! Finally, some better reporting in Google Ads.

On top of this, Google Ads added two new chart types in the reporting editor:

  1. Stacked Bar Chart
  2. Bubble Chart

These new chart types are available now for all advertisers.

Three New Responsive Display Ad Updates

Display ads just received a massive update in February, including three new features to responsive campaigns.

Let’s dive into each.

Video assets

60% of online shoppers state that video has been a critical driver in their desire to purchase. And with that, Google has buffed responsive display ads to allow advertisers to include “video assets” up to thirty seconds in length:

Connecting to YouTube, you can select videos directly from your company page and use them on your ads to improve impressions, clicks, and sales.

Combinations reporting page

Responsive and smart display ads work by letting Google generate combinations of ad copy and images you provide. As Google learns more about your ads and engagement, they adjust the copy and image selection to improve results.

Now, you can see all of this data right on your dashboard in the responsive display ad combinations report:

No more flying blind and wondering what combinations work and don’t.

Display ad strength

The ad strength tool was announced a few months back for responsive campaigns, meant to improve performance and optimization to your audience.

For display advertisers, you can now access this tool as well:

google ads update
display ad strength

Use it to improve your headlines, descriptions, and images. Google will give you feedback on your current strength and areas to improve, too.

Expanded Call-Only Ad Text

There is no doubt about the power of call-only ads to drive instant traffic to your business.

But since their launch, they had one fatal flaw: almost no text space to convince someone to dial the phone.

With new updates, advertisers now have the option to include two headlines, each containing 30 characters, as well as a description line increase to 90 characters:

text ads
expanded call only text ad

Character increases will help you include more compelling ad copy in your ads. Since call-only ads lack detailed extensions, this is a huge move to boost your call rates.

And that’s all folks! Stay tuned for more Google Ads updates as they come in.

Did you start using AdWords Campaign Creation in AdEspresso yet? What do you think? Leave us a comment and let us know!


Google Ads Updates You Can’t Miss

google ads update 2019
google ads update for 2019

Too many advertisers have tried and failed with Google Ads because it’s often too complex (or too time-consuming to learn). But as Google Ads grows and expands, they are delivering on that promise. And this month’s updates prove it.

There are new Google ads updates on search metrics, Google Sheets, goal-based campaigns, TrueView, bidding types, Ad Pod testing, and call/message reporting.

Ready to dig in?

There has been a wild improvement for Google Ads. We have a bunch of different updates to unpack in this post.

Here’s a quick list of what we’ll cover:

  • Four new search ad position metrics
  • Google Sheets integration updates
  • New goal-based campaign workflow
  • TrueView beta closes, open to all advertisers
  • New Target Impression Share bidding type
  • Video ad sequencing
  • Ad Pod testing for YouTube Ads
  • Call and Message Reporting Updates

Let’s discover them in details.

New Search Ad Position Metrics

On November 6th, Google announced four new metrics to help advertisers understand their search position for a given ad on the search network.

For instance, what place they show up in on a given keyword search:

google ads update seo
seo

Don’t they already have “position” as an ad metric? Sort of. Before this update, the sole metric for gauging position was:

“Avg. Position.”

This would only tell you a given average of where your ads were showing.

And if we remember anything from math class in middle school, it’s that averages can be very misleading.

I.e, one ad ranks first and another ranks 10th, giving you an average position of 5.5. Misleading much?

Now, Google Ads has four new position metrics to help you better gauge performance:

  • Impressions (Absolute Top) %: Percentage of your ad impressions that are ranking as the first ad position on a search results page.
  • Impression (Top) %: Percentage of your impressions that are top of the search results page, I.e, positions 1-4.
  • Search (Absolute Top) IS: Impressions received from the absolute top ad position divided by the estimated number of impressions you were eligible to get in the top ranking spot.
  • Search (Top) IS: Impressions received from top four positions compared to the estimated number of impressions you were eligible to get from the top ranking spot.

Confused? This image from Google clears it right up:

position and metrics
google ads update

How to Improve Your SEO Ranking

Use these new metrics to identify where your impressions are the majority of time to see where you can improve.

Google Sheets Integration Updates

In July of 2018, Google Ads announced the integration of Google Sheets for Google Ads:

google sheets
google ads update

Since its inception, Google Sheets has been buffed and given some more reporting features.

Thank. Goodness.

Now via the Google Sheet add-on, you can launch the following report types (in addition to pre-existing types):

  • Display network keywords
  • Video Keywords
  • Device reporting
  • Landing Page reports
  • Advanced bid adjustment reporting

All of these are now directly available with the Google Sheets plugin, which you can download here.

New Goal-Based Campaign Workflows

Traditionally, when creating campaigns on Google Ads, you’d follow the basic format of:

  1. Create a campaign
  2. Choose an advertising network: search network, display, etc
  3. Choose a type: clicks, calls, etc.

Now, Google is flipping the script with goal-based campaign workflows.

As of November 8th, you can now create goal-driven campaigns on Google Ads from the campaign setup menu.

First, you select the campaign goal that you want to achieve, like sales, leads, website traffic, product and branding, brand awareness, app promotion, or no goal.

goal based campaign
google ads update

Then, Google suggests the best possible campaign type for you from the traditional three selections:

google ads update

Previously, you’d select the campaign type (Search, Display, or Shopping) first.

This is a great step forward to making the platform optimized and more user-friendly.

Give it a shot today when you fire up your next campaign!

TrueView Beta Ends! Open to Public

In April, Google announced TrueView for reach, but it was in beta testing and wasn’t available for all Google Ads advertisers.

TrueView Reach combined the TrueView in-stream ad format with impression bidding, a great way to produce brand awareness campaigns.

google ads update
trueview in-stream ads

(Image Source)

And now, it’s available for all advertisers on Google!

In the beta test, Google found some amazing results, too:

  • 90% of TrueView ads create “significant” brand awareness ad recall
  • Phillips generated a 24% increase in product sales by using TrueView
  • Fanta increase brand awareness via brand searches by 223% using TrueView

TrueView for reach is a powerhouse of brand awareness, and now it’s available for anyone.

New Target Impression Share Bid Type

There are a dozen different bid types and strategies to pick from.

And Google just added another variant to the mix:

Target Impression Share.

Target impression share allows you to customize the impression threshold that you want to hit for a specific ad.

For instance, if you are bidding on a branded term, like AdEspresso, AdEspresso would want to set the Target Impression Share bid to 100%, ensuring that their ads always show for “AdEspresso” keyword searches.

adespresso
google ads update

This new bidding type (a SMART bidding method) is best reserved for brand awareness goals.

Are you running any branded campaigns on Google Ads? Start utilizing this today.

Video Ad Sequencing Available for All Advertisers

At the beginning of 2018, Google announced Video Ad Sequencing.

This tool was designed to break up your video advertising into multiple sequences, or steps that users would take at different stages.

For instance, first seeing an ad in the YouTube search results…

google ads update
ad sequence

And then seeing a follow up via in-stream ads:

in-streaem ads
in-stream ads

Video sequencing allows you to create stories and brand videos that are more than a one-off ad that people ignore.

And thankfully, beta testing is over.

Follow Google’s guide here to get started on video ad sequencing.

Ad Pod Testing For YouTube Ads

Ad Pods are common on many platforms where you can engage with content.

For example, places like Pandora (for music) or Hulu (for TV).

Ad Pods are essentially viewing multiple sets of ads before consuming the content, and then your content becomes “ad free” during the actual content.

This works to keep the viewers around for the whole video without annoying them abruptly with ads during their video.

And Google is now bringing this testing to YouTube ads!

youtube ads
youtube ads

(Image Source)

According to their recent research, ads throughout a YouTube video disrupt viewing experiences and leave users frustrated, rarely engaging with the ad.

To combat this, Google is rolling out ad pod testing.

While this isn’t available for every advertiser just yet, we’ll keep you posted!

Call and Message Reporting Updates

Call and message-based ads on Google are immensely popular.

Ad types like “click-to-call” and “click-to-message.”

And now, advertisers can locate reporting data on these extensions within the main extensions tab on their dashboard:

google ads update
techshawe

On the dashboard, you can now customize your metrics!

If you are a big user of these mobile-friendly ad types, you’ll love the new reporting access.

Check it out today on your ads and extensions tab.

And That’s all folks! Stay tuned for more Google Ads updates as they come in. See you in 2019!

Did you start using AdWords Campaign Creation in AdEspresso yet? What do you think? Leave us a comment and let us know


Google Ads Updates You Can’t Miss (October 2018)

google ads update
google ads update-techshawe

In the past few weeks, we’ve seen major changes to Google TrueView in the form of ad extensions, giving advertisers even more diverse options to improve their TrueView ads.

Beyond that, Google delivered three new major updates to Google Ads that are sure to improve your performance: Ad strength, Google Hotel Ads, and New Google Shopping features.

With the new additions, advertisers can effectively evaluate the relevance and likelihood of success of any search network ad they write. With new hotel ads, you can now access them directly on the Google Ads dashboard, giving a more seamless integration experience. For Google Shopping, advertisers have access to two new game-changing features to produce more sales.

Here’s a quick list of the latest Google Ads updates we’re going to cover:

  • Google “Ad Strength”
  • Google Hotel Ads
  • New Google Ads Shopping Feature

Let’s explore each of these big updates and how to access them!

Create and Optimize Ads At Scale With Google Ad Strength

Ad strength” is a machine learning tool that promises an average of 15% more clicks on paid search network ads.

Image result for ad strength google ads
google ads update

Creating ads sucks, but machine learning can help it suck a little less.

So, what is it? Ad Strength is a new machine learning feature that you will see when creating new ads using the “responsive search ad” type:

In the top right corner, you’ll notice the new ad strength board.

Using machine learning and performance metrics, Google will help you crank out better ads by adjusting headlines and descriptions for searchers.

Best practices: when using responsive search ads and the ad strength tool, it’s critical to provide as many alternate headlines and descriptions as possible.  This gives Google more data to work with when analyzing and adjusting your ads for optimal success.

If you don’t see this in your dashboard yet, all advertisers will have access by early September.

Ready to put your ad writing on autopilot? Start using responsive search ads and Ad strength to do it.

Google Hotel Ads Directly on Google Ads Dashboard!

You’ll only pay when your ad generates a click or a booking. Increase direct traffic to your booking system: Hotel ads connect you directly with users on Google when they’re actively searching for hotels. In 2010, Google started their move into the hotel space.

First, they focused on getting detailed hotel information into Google Maps, like pricing per night and availability. Since that move, Google has exploded the hotel booking game with over 150 countries and intense data right at your fingertips. However, creating Google hotel ads used to be a nightmare. You needed an entirely separate platform to do it.

Image result for Google Hotel Ads Directly on Google Ads Dashboard!
techshawe.com

Hotel advertisers can now promote their hotel on Google search results and Google Maps directly in Google Ads. With features like brand, class, and diverse bidding options, you have all of the same customizations you had before. Currently, in Beta Testing, Hotel Ads might not show up in your dashboard unless you’re one of the lucky few.Until then, stay tuned for more updates on Hotel Ads within Google Ads and how to take advantage of it.

Google Ads Shopping Feature Updates: Showcase and Shoppable Images

Google is making moves in the shopping arena, and for good reason:

Shoppers are becoming increasingly receptive to ads as a path to purchase.

In fact, data shows that 61% of shoppers are “open to buying from new retailers during the holiday season.”

Tired of running funnel stage ads on social media to get users from awareness to purchase?

Skip the funnel with Google Ads’ new shopping features.

What’s new?

Two things. Let’s dive into each.

Video Showcase Shopping Ads

Video is becoming more and more important every day, with studies finding that 66% of shoppers use video to make a purchase decision.

When it comes to ads, YouTube is the prime driver of ad based shopping sales. 90% of consumers said they actively discover new products and brands on YouTube.

To take advantage of this, Google has stepped up to the plate, offering the latest addition to its Showcase Shopping Ad types: video

Complete with rich descriptions, product details, and more, you can now use video to capture attention with Google Shopping.

Through beta testing, Google results showed a 3.6x average increase in CTR and a 68% increase in new customer acquisition success.

If you are already running Showcase Shopping Ads on Google Ads, the video format is available right now!

Shoppable Image Ads

The way we shop online for products has changed fundamentally in the past few years.

The holy grail of online shopping dreams used to be:

I wish I could pause my TV and buy the sweater that Jennifer Aniston is wearing in Friends.

Why? Because humans are visual in nature. Just reading a product description or even seeing the product itself isn’t enough.

We need to see it in action. To see it being used live and compare it to our own selves to see if it’s a right fit.

It’s why fashion bloggers on Instagram are so successful: they display clothes that others are hesitant to buy, showing them how and when they can be worn.

Google has realized this need in its Shopping ad types. And now, shopping advertisers can deliver better experiences with Shoppable Image Ads:

Like Instagram tags for products, you can now tag specific products in images and use them to help drive sales.

For instance, a picture of a model wearing your clothes out in the real world. You can then tag the products shown and link to them for direct purchases.

Now that’s seamless, effortless selling. It’s also a great opportunity to partner with influencers and reaches wider networks.

The example above is a company partnering with a famous blogger to showcase the product line naturally and drive ad-based sales.

Important: The Google Advertiser Community has moved to a new platform!
What’s happening? In April 2019, the Google Advertiser Community moved to its own community platform, which is integrated into their product help centers ( Google Ads, Google My Business, Google Analytics, etc.). The only exception to this is Google Partners, which is a part of the Google Ads forums for English, Turkish, Portuguese (pt-BR) and Japanese languages.

How do you access the new forums?
You can view the new forums and post questions by visiting your product’s help center and then clicking on the “Community” tab, or by visiting the URLs below:Google Ads ForumGoogle My Business ForumGoogle Analytics ForumTo change the language of the community, simply scroll the webpage to the bottom, click the down arrow in the drop-down menu, and select the language you want.


What markets and languages will be affected by the migration?
While some markets won’t be initially supported, we’re working on launching community forums for previously supported Google Ads languages. If you find that the product forum isn’t available for your locale at launch, please let us know on the English forum for your product.

What will happen to our community content?
Content that was previously posted on Lithium will remain available in read-only mode. Most contents were migrated and are already available on the new platform. By July 2019, the Google Advertiser Community will no longer be available on the Lithium platform.


How do I export my Lithium community content? Important
To download your Lithium content, please read the instructions below. These procedures will be in effect only until we shut down Lithium in July 2019. In the Google Advertiser Community, click your email address in the left navigation bar and select My Settings on the drop-down menu. On the “Personal tab,” select Personal Information. Scroll the page down and find links to download your personal data and community content.


How to close your Lithium account and delete your activity from all forumsImportant
Closing your Lithium account will delete only your forum activity on Lithium and cannot be reversed. In the Google Advertiser Community, click your email address in the left navigation bar and select My Settings on the drop-down menu.On the “Personal tab,” select Close Account. Click Close Account.

Conclusion

The market keeps changing. The time is now to jump on these new ad types and learn the ropes before the holiday season. Get online and leverage the new Google Shopping features will help you reach customers with more engaging ads that produce better sales.

Using the Ad Strength tool, you never have to worry about writing sub-par ads that won’t perform. Just let Google handle the analysis!

Google Hotel Advertisers will find it much easier to streamline the ad creation process directly from their Google Ads dashboards instead of navigating two platforms. Lastly, TrueView advertisers now have access to multiple extension types for their ads to offer more information and produce more successful ads.

Before you leave…  did you start using AdWords Campaign Creation in AdEspresso yet? What do you think? Leave us a comment and let us know! 


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saefhenry osas

About saefhenry osas

Saefhenry Osas is a digital marketing expert. When she's not too busy coming up with content ideas and promoting brands, you can find her at the movies, by the beach, a good restaurant or spending time with loved one's Yea!

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