Every time Google updates the ranking algorithm, the SEO practitioners start to worry. Even if there is a small change, it can cause large cuts in traffic. And all of this can happen in just a few hours.
Also, Google changes its advertising platform. This is not to cause trouble to its users, but to help them improve. It’s simple. Google wants you to spend more on ads because that is how they make money and that is how you make money as well.
So, if you are not paying attention to the new Google Ad trends, you are missing out on a lot of things. If you want to get ahead of the competition, you have to start following these trends immediately. Opt for the best digital marketing agency in Chennai to make the most of your Google Ad campaigns.
1. Performance Max Campaigns
Every Google Ads campaign comes with well-defined targeting options. You can choose the list of keywords that you want to bid on or a set of placements where you want your ad to appear.
Now, in this form, there is no flaw for experienced advertisers. However, for the small business owners, Google developed a fully automated advertising experience that takes care of almost everything.
For starters, there is the Smart Campaign. A digital marketing agency in Pune can help you with the targeting and optimization of Smart Campaign. Then they released the Performance Max which helps set up a new campaign with very little human input. All you have to provide is:
- The campaign goal – e.g. CPA, ROAS
- The ad creatives – images, copy, videos, and CTA
- Budget
- Bidding – the max CPA value or target value/conversion
- Language, location & scheduling
Google wants to make the optimization process simple for advertisers. Thus, they added real-time optimization. They do this by using Audience Signals either through remarketing lists or custom audiences.
This is how Google shows more ads to an audience helping advertisers to convert. Thus, as an advertiser, you shall have more time in meeting the conversion goals.
According to the best digital marketing agencies in Chennai, a great advantage of performance max campaigns is you can advertise on every channel that Google owns – YouTube, Display, Discover, Search, Maps, or Gmail.
2. New Local Campaigns
Local campaigns are the best promotional option for small businesses to get more customers to their stores. In the last year, Google has added three different methods for promoting businesses on Google Maps. The most popular is the navigation app for smartphone users.
There are auto-suggest ads that will show a store in the auto-suggest results when anyone searches for a business in their location.
There are navigational ads that show a business on the Maps results according to the user’s location while they are close by.
The similar places ads allow a business in showing their location to the users who are searching on Maps for similar other companies near that location.
With a digital marketing agency in Pune, you can use local inventory ads of Google which help businesses in selling products locally through the shopping network. You can customize these ads with options like “in-store today pickup”, “pick up later”, or “curbside pickup”.
3. Target ROAS bidding for videos and discovery ads
Target ROAS enables you to bid based on the predicted average conversion value instead of the predicted conversion rate.
Earlier Target ROAS was available for the majority of campaigns apart from Video Action and Discovery Ads. But the new trend is Google is bringing up TROAS bidding for all campaign formats.
Here is what you shall need:
- Set values for the conversions you are tracking
- A video action campaign should have generated more than 15 conversions in the last 30 days. A discovery campaign must have at least 75 conversions in the last 30 days or 10 conversions in the last 7 days.
4. Product feeds for video action campaigns
According to the best digital marketing company in Chennai, if you are using video ads for your e-commerce business, there is good news for you. Google added product feeds for video campaigns.
So how does it work? Let us say a user sees a video that promotes your product. After a few seconds, YouTube will show a panel below the ad that will showcase your products (this only happens when the viewer’s phone is in portrait mode).
5. Conversion modeling through consent mode
Due to the General Data Protection Regulation (GDPR) businesses are adopting more robust data privacy policies. Google is no exception.
Last year Google introduced the “Consent Mode”. This is a method that adjusts the Google tags based on the consent status of the visitor of the website.
With the help of a digital marketing agency in Bangalore, you can take benefit of the Consent Mode. The main goal of Consent Mode is to make sure that the websites remain GDPR-compliant. This also caused a new problem. Google explained it in this way:
“When a user doesn’t consent to ads cookies or analytics cookies, Consent Mode automatically adjusts the relevant Google tags’ behavior to not read or write cookies for advertising or analytics purposes. Without cookies, advertisers experience a gap in their measurement and lose visibility into user paths on their site. They are no longer able to directly tie users’ ad interactions to conversions.”
In 2021, Google solved this problem by ensuring that the conversion modeling is available for consent mode. According to Google, this new feature is capable of recovering more than 70% of the ad clicks to conversion journeys.
6. Enhanced Conversions
According to the best digital marketing agency in Pune, this is another Google ad trend with which you can improve conversion. with enhanced conversion, you can have the consented 1st-party data from your customers.
This includes the email id, name, address, and phone number. Google matches the conversion data along with signed-in Google accounts and adds it to your ad events like the clicks or views.
7. Shopify Integration
In the last few years, Shopify has evolved as the juggernaut of e-commerce marketing. Google noticed this and announced a Shopify integration for Google Ads.
Their shopping graphs pull data (product info, price Their shopping graphs pull data (product info, price videos, and more) from Google’s platform to let the online shoppers know where to find the items, how well they were received, and also which merchant is giving the best price.
At present, it is free for merchants to promote their products on the Shopping tab. Thus, Shopify integration allows merchants to start running for every Google property.
8. Image extensions
Till now, advertisers only had the option to create search ads with text. In July 2020, Google launched image extensions. The beta program for search-based ads. The images are clickable and they cost the same as text-based ads.
Now, Google allows 20 images related to keywords that you bid, as long as they meet the image format requirements.
9. Instant Customer Match
As stated by the digital marketing company in Pune, the Customer Match feature allows you in using both online and offline data for targeting those customers across Google’s channels and also other lookalike customers.
Till now, when you uploaded the customer list, you had to wait to see what your match rate is. From April 2021, Google started instant Customer Match Rates from the current and past uploads.
This trend will allow you in finding and solving customer issues faster. For better customer match rates, Google recommends putting as much customer information as possible.
Advertisers who upload two types of customer information, see an average increase in list size to 28%.
Final Thoughts
Every Google Ad trend that we showed here today are some of the most important trends that will continue to be used in 2021 and beyond as well. As one of the best digital marketing agencies in Bangalore, it is our duty to stay prepared for the constant changes. Rest assured that when you have got the pioneering digital marketing agency in Bangalore, all your Google Ads campaign deliverables will be taken care of.
