Google Ads has come a long way in the last 20 years and has evolved to become one of the most indispensable platforms for advertisers across the globe. Reportedly for the year 2019, Google and Facebook together pulled in 70% of all digital ad spends in India with multiple touchpoints on offer.
As far as the Google ecosystem is concerned, from the introduction of paid ads in 2000 or instant search feature in 2010, the landscape of today involves a visibly appealing integration of organic listings, paid search ads, shopping ads, and app promotion ads. Add to this the voice search ability which is seeing 270 percent year on year growth, and what you get is a richer experience enabling users to seamlessly consume content, avail a service, or buy a product. (Data Source: Google India)
Google in the Year 2020 has been no exception, with multiple betas and features launched to extract more insights, increase touchpoints, and improve the personalization aspect of every user journey.
Below are some of the top features to unlock performance on Google Ads.
Currently available on only mobile devices, image extension serves as a 1×1 clickable image on the bottom right portion of the ad. Also, what can be used is a dynamic image extension that extracts images dynamically from the ad’s landing page.
Early results show up to a 2-3 percentage point higher CTRs compared to any other ad extension CTRs.
These campaigns enable the machine learning to activate most relevant audience on most profitable placements by using smart bidding strategies
Available ad types:
Creating a seasonality adjustment helps schedule a conversion rate adjustment for estimated changes due to an upcoming event (ideal for short events of 1-7 days).
With the explanations tab, one can see a change in Search Campaign or Ad Group performance with a click of a button. It is currently available for campaigns using manual or eCPC bidding only with a maximum lookback window of 90 days.
Google recently added a new beta feature to the Keyword Planner called Refine Keywords which is a tool that automatically categorizes the keywords basis brand or non-brand, company, product colour, gender, competitors, and various other concept groups. This helps narrow the search analysis, allows easy refinement of new keywords pertaining to a specific brand, and essentially saves time in the overall process.
With the constant rollout of such new betas and features, it becomes imperative for brands and account managers to leverage this expansion of scope and take more informed decisions basis insights drawn out of these experimentations.
Credits: Siddharth Arora, Anurag Pandey