How have Google's advertising products changed?

Marketers working in AdWords would know that Google makes changes every now and then. If as an online business you are not aware of these changes, it is probably a good thing you are here. 

So basically, Google is rebranding and constantly reorganizing its lineup of advertising products so that it can provide solutions as well as better align its products with its current capabilities. When you have a website, it is better to be in touch with an AdWords campaign management agency so that you are updated on any major changes that may come up as a surprise or affect the overall growth of your business.

Not keeping these updates in mind could mean leaving money on the table or spending that hard-earned money on advertising methods you shouldn’t.

Here is a list of updates that every online business and even AdWords campaign management agency should be aware of as they set up and manage their 2020 Google Ads campaigns.

1. Keyword update

Earlier Google rolled out Exact Match Keywords but expanded the definition to close Match. Google has now announced phase Match and Broad Match Modifier Keywords, but it comes with a lot more implications. For the Phrase Match Keyword, your keyword should be in the exact same order and not shuffled up. Whereas Broad Match Modifier Keywords aren’t required to be in a specific order.

The main reason behind these updates in keywords is getting the right people to view your ad. Another reason for the update is when the marketer goes for only one keyword, they could miss major audiences who are looking for what you offer. To combat this significant challenge, Google AdWords campaign management services can help you run your PPC campaigns smoothly while keeping an eye on the search terms, repost, and manage your negative keyword listing.

     2. Advertising on Google is becoming more precise

It is no longer about being entertaining or building a personal connection, consumers click on the ad they find more relevant and serve their purpose. But businesses also need the right people to view their ad in Google search. So Google has added two more tools: Affinity Audiences and In-Market Audiences.

These have both bought a drastic change to the way Google advertising was before, while also bringing something new to the table. Affinity Audience is targeting customers by interest, very similar to how advertising is done on Facebook and Instagram. In-Market Audiences allow you to target people who are looking for a particular item or service based on their search history as well as other factors.

     3. Audience expansion tool

Are you getting any returns by spending money on the same old audience? Are you hoping that it will one day magically start getting some returns? Don’t worry, you won’t have to do this any longer thanks to the Google Audience Expansion tool. This tool allows marketers to reach new prospects who behave similarly to the users you have already targeted or interacted with. This new expansion tool will bridge the gap that has been between businesses and their customers, which has never happened in Google Ads.

Moreover, Google has also introduced Lead Form Ad Extensions to get the users to convert easily from their phones and tablets. This is one of the most convenient updates for agencies and advertisers. This will help with driving more traffic and conversions from your mobile search ads, making the whole process a little easier. Advertisers can collect all of this relevant information on their prospects without leaving the page.

     4. Maximum conversion with smart bidding

This update is at the heart of most users as it is making things a lot easier, more automated, and less about spending a lot of time in planning out strategies. But what is it exactly? A budget has to be set by the advertiser, then Google maximizes its reach to increase the conversion levels. Everything is done and analyzed by Google’s algorithm so that the advertiser gets the maximum value of their money spent on campaigns.