These 5 Search Advertising Changes’ll Shock You
When you’re Google, you do fun things: foam pits, in-house slides to get to lower floors, puppies, beer Fridays…
But aside from the eclectic, can-do atmosphere most accurately portrayed in the award-winning film “The Intern,” Google tends to drop a plethora of changes to their Search Advertising platform to do two things:
- Make search advertising more accessible and efficient for all
- Seriously keep you on your digital toes
Remember last year when Google decided to announce Expanded Text Ads and you had the opportunity to completely revamp your text ads while your peers slept on it? If you haven’t, read our in-depth post on what that change was like here.
Most importantly though, we’re once again bringing you the chance to jump on Search Advertising changes that Google is about to drop that’ll change the PPC game. Now’s your chance to get the jump on these updates and ramp up your conversions, CTR, and more!
In future, Google Search will be more audience focused and less click focused.
To many of us, this isn’t surprising; whether it’s the shift from banner ads, full page ads in print magazines and more traditional advertising, the shift in advertising has steadily been moving from the idea of consumers to the idea of citizens who are purpose driven, adaptive, less attentive and more benefit-inclined.
With Google’s new changes that we’re about to dive into, keep in mind that machine learning and the rise of voice search is making everyone rethink the relevance of keywords.
The keyword in that sentence being…relevance.
And life happens to happen fast. Whether it’s expanded text ads, Alec Baldwin’s Trump impersonation, or Lil Yachty’s “Teenage Emotions” album, things just… happen.
Whether you’re scouring Google for job sites to change careers, looking for the best new phone you can get, concert tickets or Canadian clothing brands, Google has a nifty way of tracking your search behaviour; remember our post on dynamic remarketing?
Google will specifically retarget ads towards your interests and behaviour based on your search history; this is why magically after perusing Google for movies like “500 Days of Summer” you’ve magically been shown an ad for a pint of Ben & Jerry’s.
(You’ll get that line when you watch the movie, which you should – because it’s amazing, and not because it’s almost summertime).
Guess what? YouTube and Gmail Ads will now follow a similar pattern by advertising towards audiences life events!
Meow, imagine if you were watching that video and letting your mind wander off work in the depths of YouTube, only to notice a nifty location extension beneath it that directs to a physical store that allows you to buy said pint of Ben & Jerry’s we mentioned above…
Trust the data.
So when Google announced their 360 survey feature which allows users to collect data through a survey from specific sample audiences across the web, you bet that our account managers almost flipped their desks (out of joy).
This comprehensive set of data from Google 360 will help you to improve your ad copy testing significantly, since you’ll now be able to understand more of the reasoning behind consumer decisions!
You may have heard that nowadays, users have the attention spans of…um…
*scrolls through Instagram*
Ah! Short attention spans. Which means that any landing page that your site has needs to load supremely fast to ensure a low bounce rate and higher CTRs on your products, services, CTAs, etc. A lower bounce rate ultimately results in a better user experience and better business, period.
Now, AMP ads on Google’s Display Network can load up to 5x faster.
AMP Pages will not only help your display ads, but help boost your site traffic by sending users to AMP pages; the best part is that the ads will still look the same, so that you don’t compromise at all on the creative aspect but drastically improve the loading speed.
These ultra-valuable subsets will now be clearly identified to help narrow the funnel on your Search Advertising efforts.
Google has Siri-ously realized the importance of voice searching and how many users engage with it to find local business, search for products, and more on Google’s Search Network.
Now with Google Assistant, that — and so much more — are realities for your business. Now, your uploaded inventory will be displayed as stock levels to consumers in real-time, allowing for better buying decisions, and much better checkout experiences for end-users.
Considering the fact that a huge chunk of users now make their purchasing decisions over multiple devices throughout the day, Google Assistant is a home run for advertisers who want to increase efficiency throughout their purchasing process!
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