Google Ads can be every marketer’s nightmare, not to mention how it affects small business owners who may be running the ads themselves.
It is a blessing and a curse that Google Ads are constantly changing. It is amazing that products are becoming more automated and user-friendly and can deliver better results. However, it may not be easy to keep up with all the changes and updates constantly.
That’s where a PPC marketing agency comes to the rescue. Today, we are going to discuss the latest Google Ads updates and how to use them to your advantage.
What Is ‘Google Ads’?
Google Ads or PPC Ads is a great platform to advertise your business on the search engine. One of the main benefits of this type of marketing is hiding under the acronym PPC, which stands for Pay-Per-Click. It means you are only paying if people are interested in your ad. Therefore, you’re not wasting money to show your ads to people who might be interested. You are going straight to the people who are looking for a product or service like yours.
Now that we are on the same page let’s talk about the latest Google Ads updates and how they can affect your marketing strategy.
Target ROAS Can Increase Your In-App Ads Performance
If you have never dealt with app campaigns, let us walk you through them first before actually getting into an update.
App campaigns are specifically designed to promote apps. This type of campaign is easy to use as it does not require ad copy or creatives. It will use the data from the app store to create the most relevant ads. The campaign can be optimised for app promotion, app installs or app engagement.
Now that we have touched base with what the App Campaign is, let’s talk about the latest update.
The latest update allows setting target ROAS or tROAS, which means Google Ads will not help to earn revenue from the in-app showed ads. It is quite a complex process as you will promote your app, but the revenue comes from the users engaging with your in-app ads.
It means you are going to pay based on how likely the user is going to engage with ads shown in the app.
A New Way To Measure The Impact Of Recommendations
We believe you’re familiar with recommendations that can be found in the recommendations section.
However, let’s discuss it shortly, just in case you are unsure what we are talking about here. Recommendations contain insights specifically designed to improve the performance of your campaigns. We are not going to dive into the topic of how relevant these recommendations are, but we will discuss a new way to measure its performance if you decide to use any of them.
It is usually quite hard to identify the impact of a recommendation. However, with the latest Google update, you can now apply the recommendation as an experiment.
Suppose you are not familiar with the experiments. They can be found in the experiments section on the left-hand side. The main goal of the experiment is to test two different approaches. It means we can test your actual campaign performance and its performance when you implement the recommendation. It also allows you to set a timeframe and provides you with information on which is a better option in your case. Therefore, you can decide if you want to keep the recommendation applied or return to the previous setting.
A New Way To Improve The Performance Of Your Search Ads
If you are unfamiliar with search ads, we might want to check if you have ever been on Google Ads, as search ads are one of the most popular types.
Search ads are widely used for advertising various products and services. You have probably seen them from the customer’s perspective if you have never experienced them from the business side. They are the ads that pop up at the top of the search page if you type in anything you are looking for.
Search ads have been in the market for a while. Therefore, Google is constantly looking for new ways to update and increase its performance.
We have been experiencing a customer trend shift based on how they use the search engine. Some search requests are now less specific and might be misspelt or very long as the person just asked Alexa a question. No matter how customers interact with the search engine, they still expect to get the most relevant results.
Here comes the latest Google Ads update – the Google Ads automatically add your business name and logo based on your landing page. You will still be able to
include it manually if there is no information on your landing page; however, this way, Google plans to help customers find the most relevant brands easier.
All updates mentioned in this article have only been launched in October 2022. Therefore, don’t be alarmed if you cannot see it in your account yet. Depending on your location and ads account, it might take a couple of weeks. However, if you are still concerned about how to use these updates to your advantage or want to double-check with professionals, it’s best to get in touch with a PPC marketing agency.