Back in July, Google announced that they would be making improvements and re-branding their Ad interface. Formerly know as “Google Adwords”, the new and improved Google Ads experience is officially here, and has a lot of exciting changes to offer advertisers! Starting on October 18th it will become the exclusive way to manage ads, so it’s important to understand all that has changed.
These new features are meant to help guide advertisers to making better data-based decisions, and drive performance in the increasingly competitive world of digital marketing. Utilizing artificial intelligence (AI) and automated key optimizations enable you to make better informed decisions and make changes at a faster rate. The new and improved Google Ads experience has lots to offer, so let’s get started!
Dashboard: The updated dashboard is more visual, using bar graphs, arrows, colors, and charts to clearly display how your data is trending. The dashboard utilizes real time data that shows you how accounts are performing and paints a clear picture as to what’s working and what isn’t. The new visuals give you a more clear and quick indication of what changes to make. Not only is the new dashboard more visual, but it’s completely customizable so that as a marketer, you can pay close attention to the metrics that are most relevant and important to your campaigns. Customizable dashboards make it possible to tailor each Google Ads account to the individual user.
Recommendation Engine: Another improvement is Google’s recommendation engine, which can help speed up the process of optimization. These recommendations are meant to give you guidance to making better decisions to optimize your campaigns. By comparing your campaign’s performance to it’s goals, the recommendation engine can generate specific guidelines as to what you can do in order to improve nearly any aspect of the campaign. This includes keyword conflicts, bid adjustments, targeting, demographics, ads, budget limitations and more. These changes can also be made easily with the automation feature. Google will make the change for you if you apply the recommendation they give you. One word of caution, don’t lean too heavily on the recommendation engine at the expense of remaining fully involved in the nuts and bolts of your account. Google has been known to put profit over performance at times and the old “trust but verify” is in order here.
Ad Format: There is now a third headline and second description for all search ads. With more characters, ads can be even more specific to help attract a more relevant audience to your website. We’re talking about tightly themed AdGroups and they will improve your performance.
Enhanced Demographic Targeting: This is an improvement on Google Adwords previous demographic targeting feature. This allows you to associate specific demographics with one another. Now you can select multiple demographics, and see if there is any correlation between the two.
Predefined Reports: With Google Ads new Reports, all data is visualized so you can quickly identify any trends or correlations. This makes it easier to identify potential problems with your campaigns and make appropriate changes.
If you’re using Google AdWords now, the new Google Ads experience will help you to gain more insight on your data and make better overall decisions to optimize your PPC campaigns. Overall these changes are aimed at making advertising on the Google Ads interface more intuitive, and better for both the marketers who are managing the ads as well as the end users who will be viewing them. Visit Google’s site to learn about these exclusive features.
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