Google Ads underwent a number of changes in recent years, which impacted how users interacted with the platform now that we are in 2022. PPC Agency London says that while some of these updates were well received, others proved to be more controversial. Changes like this could have a major impact on your campaigns, so it is important to be prepared for them well in advance.
Whether you are a business owner who wants to stay up-to-date on the latest AdWords features or a performance marketer looking to improve your campaigns, understanding these updates is crucial.
Let us look into five key updates taking place and what you need to know about them.
1. The New Google Ads Experience
In May 2018, Google announced a “new and improved” Google Ads experience that would be rolled out over the coming months. This update included an entirely new interface, designed with “simplicity in mind.” The new interface aimed to make it easier for users to navigate and find the information they need.
There were mixed reactions to this update. Users from SEO company in Glasgow found the new interface to be more user-friendly, however, others found it to be more difficult to use. Overall, the consensus seems to be that the new interface is more aesthetically pleasing but takes some time to get used to.
2. Expanded Text Ads
Google expanded text ads were first introduced in 2016, and they proved to be quite popular with advertisers. These ads allowed for more text to be included, which resulted in higher click-through rates and improved performance.
In July 2018, Google announced that they would be expanding these ads even further. The new expanded text ads include an additional headline, as well as longer descriptions. This gives advertisers even more space to write compelling ad copy and improve their results.
3. Google Adsense Auto Ads
Google Adsense is a program that allows website owners to place ads on their site and earn money when those ads are clicked on. In February 2018, Google announced a new feature called “Auto Ads” that would automatically place these ads on websites.
This update was met with some backlash, as many website owners felt that it was intrusive and would negatively impact the user experience. However, Google has stated that these ads will only be shown on sites that have opted in to the program.
4. Smart Bidding Strategies
In July 2018, Google announced a number of new “smart bidding” strategies for Google Ads. These strategies use machine learning to automatically adjust bids based on a number of factors, such as conversion rate and search intent.
The goal of these strategies is to help advertisers save time and improve their results. However, they have also proved to be controversial, as some advertisers feel that they are not given enough control over their campaigns.
5. Responsive Search Ads
Responsive search ads are a relatively new feature that was introduced in February 2018. These ads allow advertisers to create a single ad that can be shown in a variety of different ways, depending on the context.
For example, an advertiser could create one responsive search ad with three headlines and two descriptions. Google would then show this ad in a variety of different combinations, testing which performs best.
This feature is still in its early stages, but it has already proved to be quite popular with advertisers. As more data is collected, it is likely that we will see even more improvements and refinements to this feature.
These are just a few of the many updates that will be taking place in Google Ads over the course of the year. Keep an eye out for these changes and be sure to adjust your campaigns accordingly. Doing so will help you stay ahead of the competition and continue to drive results for your business.
