Step Aside AdWords: Google Ads Is Here
2018 has been a year of change and adaptation for Google, with plenty of updates to keep the advertising world on its toes.
July 24th saw Google Adwords rebranded into Google Ads. DoubleClick and Google Analytics 360 merged into a brand-new Google Marketing Platform and the Google Ad Manager is now live.
What exactly will this rebrand mean? We explain below.
Google Ads: What You Need to Know
Fear not, Google Ads will still include the same features such as search network, display network and video with the powers that be insisting that campaign performance, navigation or reporting will not be impacted.
The new layout will focus on ease of use and multi-channel advertising in a bid to connect everything under one roof. All in all, the purpose of the update is to provide advertisers with greater resources to manage the ever-increasing complex nature of paid search advertising.
Google Ads contains Artificial Intelligence (AI) as well as machine learning features in order to automate key optimisations – in doing so allowing advertisers to focus on account strategy and analysis.
The URL of AdWords.Google.com now redirects users to the Google Ads’ website and to the new and improved Google Ads Dashboard.
The functionality of the dashboard remains the same, it is only the branding that has been altered. Included are performance metrics segmented by ‘looks’ such as:
- New words in recent searches
- Most shown ads
- Auction insights
The main benefit of the new layout lies in the ability for advertisers to better comprehend the direction of their performance so that, as a result, quicker and more informed decision can be made.
Previously known as the ‘Opportunities tab’, the new Recommendations page now includes an optimisation score which is designed to provide an estimate of how well your account will perform.
From there, users are faced with plenty of new recommendations. Each one that is completed increases the overall optimisation score while improving performance. It offers a real competitive edge.
Simplified, this function offers advice to PPC marketers on what to do with all of the compiled data.
Recommendations can be segmented by categories such as:
- Bids and budgets
- Keywords and targeting
- Ads and extensions
- Critical fixes
This is an extremely useful tool that allows users to focus on aspects of an account that may require further attention.
Mobile Speed Score
It doesn’t take a rocket scientist to know that the speed in which your page loads on mobile is critical for conversions.
There isn’t a single industry out there that can boast an overall impressive mobile site speed, with the best practice time at three seconds or less.
The probability of someone leaving your page increases from 32% with a wait time of 1-3 seconds to a staggering 123%. What’s more, a wait of only five seconds sees the probability of a site visitor leaving a page increase by 90%.
With this new Google Mobile Speed Test, users are given a score from one to ten (ten being the fastest) based on their mobile speed.
You don’t need us to tell you just how important this score is, so be sure to keep a close eye on this section.
Ad Strength Indicator
Google has recently been pushing advertisers to have at least three ads per group, in a bid to drive more impressions and clicks for an overall ad group. Their new Ad Strength Indicator measures the diversity, quantity and relevance of the ad copy in responsive search ads.
The indicator ranges from ‘poor’ to ‘excellent’ and even provides suggestions on how to improve your ad.
As an overall update, those who grew attached to AdWords need not worry. All of your favourite features remain available with Google Ads.