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Reach New Customers With Google Ads
In July Google unveiled their latest Ads, Analytics and Platforms innovations at Google Marketing Live. Missed out? Check out the keynote and highlights here.
According to Brad Bender, Vice President of Display and Video Advertising, “changes in technology have meant changes for digital marketers. There’s been an explosion of channels, formats and data. Consumers are also more aware of how they’re being marketed to and how their data is being used—and they want more control.
To address these new realities, marketers need tools that make it easy to get better results from their marketing in a way that puts privacy first.”
Having previously announced the rebrand of AdWords, and the merge of Double Click and Google Analytics 360 Suite, DoubleClick Publishers and DoubleClick Ad Exchange, marketers were clamouring to learn more. And businesses were eager to experiment with how they could leverage the new and streamlined tools.
New Ways To Engage Consumers
It wasn’t necessarily the rebrand as far as the names go, but the promise of tools that would create enhanced ad delivery and consumption that has had marketers and businesses so excited.
Consumers expectations for the ways brands engage with them have become a lot more demanding. They want personalized, relevant solutions. And they want them now, seamlessly added to the content they consume. Generalized campaigns, with vague copy delivered at random are about as good as throwing advertising dollars out the window.
It doesn’t matter how good you think your text-based search, graphic display, YouTube video or in-app mobile ads seem, “people don’t see value in advertising if they don’t feel valued by advertising.” And who’s to dispute Google’s Senior VP, Ads & Commerce Sridhar Ramaswamy?
So, what is a marketer or business to do if manually testing and learning is proving to be so unproductive? It’s pretty simple, actually. Automate intelligently, using the best tools at your disposal.
Making It Easier To Advertise
In the months since the rebranding unveil, rookies and veterans of advertising on Google’s platforms have continued to see updates and new tools roll out. Tools which promise to help engage consumers during every step of their journey, across devices and channels. All while reinforcing value, transparency and trust.
In an era of fake ads and fake news, products that help build and maintain credibility are invaluable.
Have you given Google Ads a try? And if you have, are you using it to its fullest potential?
Google has promised ease in getting started with Google Ads (a nod to small business owners) and opportunities for greater collaboration amongst teams (medium to enterprise sized businesses, we’re looking at you).
Features To Take Advantage Of
1. Smart Campaigns
Strapped for time and limited to small budget? The new default ad experience, Smart Campaigns give small businesses the tools to get up and running within just a few minutes, and driving phone calls, site visits and in-store traffic.
Added bonus: Google is testing auto-optimized landing pages. This functionality will be a part of Smart Campaigns and provide an alternative to creating expensive and/or product centric websites for cash-strapped small businesses.
2. Responsive Search Ads
Harness the power of creativity combined with machine learning to deliver relevant, valuable ads. You just have to come up with 15 headlines and 4 description lines. Then bam! Google does the rest (the rest being testing different combinations, to learn which ad creatives perform best for particular search queries).
3. Ad Strength Indicator
How effective are your ads? Find out from Ad Strength Indicator, available in the Google Ads interface. With this tool you’ll be able to determine the relevance, quantity and diversity of your ad copy (on a scale of “poor” to “excellent”), and get actionable suggestions for improvement (e.g. “Add more headlines”).
4. Local Campaigns
Need to get more foot traffic to your business? Local Campaigns are focused on this exclusively. Just provide a few details, like your business locations and ad creative and Google Ads’ new campaign type will optimize your ads across properties.
5. Smart Shopping Campaigns
Love seamless shopping experiences? Your customers do too! Google combines standard shopping and display remarketing campaigns, and uses automated bidding and ad placement to promote your products and business across networks, including the Google Search Network, the Google Display Network, YouTube, and Gmail.
Your ads will show up as product shopping ads (including an image, title, price, and business name inside your ads, without the need for you to create unique ads for each product you sell), showcase shopping ads (grouping related products so that they can be compared to help identify the best fit) and/or local catalog ads (using feed data from local inventory ads)
6. Image Picker
Choosing the right image to promote your products best is always more effective when you harness the power of machine learning. Which is why Google is launching Image Picker to make it easier to differentiate your business. You’ll either pick the top three images from Google’s suggestions or upload your own. Then testing will be used to assess the best combinations of text and images.
7. Google Marketing Platform
Media buyers, creatives, and their clients will be freed from redundant email chains with this one stop solution. Google Marketing Platform brings together vision and strategy for better campaigns.
This complete set of tools helps plan, buy, measure, and optimize both media and consumer experience. It features over 100 integrations with exchanges and measurement solutions managed from a single interface, Search Ads 360, which allows planning, buying, and measuring search ads and Display Ads 360, which allows advertisers to manage bids and audiences from a central location.
All this said, not every tool or feature that is a part of Google Ads is brand spanking new. Some are more accurately thoughtful overhauls.
What You Won’t Find On Google Ads
• Ad Gallery as a separate tool. Now, during display campaign set-up, you’ll be able to create responsive ads, lightbox ads and Gmail ads.
• Display Planner as a standalone tool. Assess your reach and performance estimates during Display campaign creation instead.
• A dedicated “Google Analytics” page. Your Google Analytics goals will be displayed when you create a new conversions action and import Analytics goals as conversions.
• Image ads are no longer available in Search Network with Display Select Campaigns. Responsive ads are where it’s at now.
Ready To Get Started?
With ads being served up with increasing ease, and opportunities to connect with consumers, it’s not only Google’s ad revenues that stand to increase (as they’ve been for nearly 18 years, starting at 0.07 billion USD in 2001, and reaching 95.38 billion USD in 2017).
It’s really not a matter of if, but when you’ll be starting to use Google Ads and all it has to offer. And when you do, be sure to check out our Google Ads Packs, or our favourite unlimited graphic design company Kimp, to help you make the most of them!