The digital marketing industry is always changing. Strategies, platforms, and tools are always in flux and Google Ads are no exception. This year 2019 has just begun and if you are still working around old PPC strategies, then it’s time for you to add some latest ones to your list. After all, many PPC services company in Gurgaon and make the most out of your campaigns in 2019.
Ever consistent, Google once again brought the heat with the highly anticipated ads innovation keynote at Google Marketing Live. Google uses the annual event to let business owners and marketers know what features and products they can expect to roll out in the near future. Among the most exciting announcements, last year were YouTube lead ads, enormous responsive search ads, and smart campaigns.
The updates from Google AdWords to Google Ads brings a lot of new features, including more automated and smart options like smart campaigns, with new and updated tools integrated directly into the Google marketing platform. These updates have great potential but they could have both positive and negative effects for users. While the new features open up possibilities for professionals, these same features could confuse and discourage novice search advertisers.
One of the consequences of the updates is that Google ads will not be completely automatic but somehow it helps most of the digital marketing company in Gurgaon. Experts who are familiar with the platform and also PPC service company in Gurgaon will easily take advantage of the new platform’s features, thus gaining an advantage over both manually created and automated ads.
If you really want to get profit from the Google ads, then today requires a considerable amount of prior Google knowledge and experience; this new complexity in Google Ads will now force general marketers to seek out PPC service company in Gurgaon that specializes in Google Ads for help.
The combination of increased competition and improved quality of the competitive ads measured will consequently lead to an increase in the cost per click (CPC). Pay close attention to the CPC of particular keywords, as costs for some have more than doubled in the last four years.
This perfect marketing storm would have financial consequences. Five years ago, if you had a marketing budget of a thousand Euros and you invested one to two hours in ads each month, you would have certainly have recovered your investment in terms of both time and money, probably many times over. Those were the days of easy money in the search.
In 2019, the search is a much more crowded space as advertiser’s jockey for the best position – this will make it increasingly difficult to succeed with Google Ads without a substantial budget. Here are some of the google ads updates in 2019.
1. Feed-based advertising gets a facelift with Discovery Ads
You may remember Google unveiling Google discover this past September. Now, they’re introducing a new way to advertise on it. Discovery ads provide an open canvas for advertisers to engage consumers in a swipeable image carousel.
Discovery ads offer plenty of reach, you can serve them across the YouTube home feed, Gmail promotions tab, and the feed in Google Discover. They also leverage machine learning to, over time, deliver the best ad to your prospects.
85% of online consumers take a product-related action within 24 hours. Discovery ads take advantage of that by allowing advertisers to show ads to prospects in the moments when they’re most open to finding something new. And they’ve done so to some legitimate early success. Online subscription fashion retailer TechStyle has experienced a 25% lower cost-per lead using Discovery Ads compared to other channels.
2.Immersive creative comes to the search network with Gallery ads
Commercial intent on the search network is unmatched—but what about visual creative? This year, Google set out to combine the intent of search with a more interactive and visual ad format. Gallery ads allow advertisers to combine compelling images and copy to serve prospects their offering on the search network.
Gallery ads exist in the carousel format as similar as Discovery ads and allow consumers to seamlessly swipe through your image creative. Unlike Discovery ads, they sit at the top of the search results page on Google search. That means advertisers now have the ability to not only show ads to prospects at the precise moment they’re searching for keywords related to their products or services; but show those same prospects the kind of legitimately immersive image creative that is going to induce clicks. As for the specs, Gallery ads let advertisers feature:
- Between 4 and 8 images
- A 70-character tagline with each image
- And up to 3 headlines
3.Updated user interface
For months, Google Ads (formerly known as AdWords) was testing a new user interface in beta. In 2019, they started moving accounts to the new interface permanently.
As of 2019, all paid search accounts are on the new UI. While it took some getting used to, the new interface has clear benefits for the updated user interface. It is much more visual than before and includes a nifty Overview that makes it easy to glean quick insights about campaign performance./p>
The overall updated for user interface includes information on clicks, conversions, cost, CTR, top ad groups, devices, keywords, and more. Also, the new UI is faster and provides better recommendations for keywords and other ways to optimize your campaigns.
4. Responsive Search ads(RSAs)
Google introduced a new beta, the responsive search ad (RSA) it opened up more and more advertisers. They increase the number of headlines and descriptions that advertisers can use in their ads. Google uses machine learning to determine what combinations of headlines and descriptions perform best.
RSAs can have up to fifteen headlines, three of which will display and four descriptions, two of which will display. Also, the RSA descriptions could have 90-characters, instead of 80. RSAs featured more ad text and take up more real estate in the SERP. we’ve seen increases in CTR and decreases in CPC.
New text characters’ limits
After the RSA beta became open to everyone, Google updated their general ad character limits for text ads. Now, the new standard charter limits for text ads is three 30-character headlines and two 90-character for descriptions.
This means you don’t have to necessarily use Google’s machine learning or be interested in testing a variety of copy in order to get the benefit of more characters in search ads.
Of course, it should be noted that all three headlines and two descriptions may not show at all times but it’s highly recommended that you do take advantage of the new real estate on the search engines results page!