What’s new with Google Advertising? New features and updates to Google ads have not been lacking over the last few months. Advancements are still being made to further improve paid media efforts. Here are six that we think will have the biggest impact and provide the most value moving forward.
Image Extensions in Search Ads
Google has added the option for image extensions in Google search. This provides advertisers the ability to add an image to an ad that would typically be only text to give it a boost in the search results. This feature is currently in Beta, and some advertisers can get access to it if requested, but they are anticipating it rolling out to across all industries within the next few months.
Updates for App Campaigns Aimed to Simplify
Google recently announced some updates to simplify app campaigns, they include simplified image requirements (ratio based rather than pixel based), and the option to use a maximize conversions bid strategy. This is likely the first of many updates to make app campaigns more user friendly and streamlined.
YouTube Ad Video Creation
There have been multiple updates to YouTube features over the last few months. The two most notable, is the ability to create and edit videos within YouTube’s platform, and the option to use lead generation forms in YouTube ads. The video editing tool isn’t a robust editing/creation tool but for companies who don’t have the in-house capabilities to edit video, but want to create some content now have a way of doing so quickly and easily. The lead generation forms in YouTube ads comes on the heels of other platforms such as Facebook, Google Search ads, and LinkedIn, using this feature to allow people to click and fill out a form right from the ad, rather than going to a landing page. It provides an easy and user-friendly option, especially for people at the bottom of the funnel.
Larger Text for First Headline
Within the last week or two Google rolled out a feature that will enhance the first headline of an ad with larger text, and then have a second “sub headline” underneath, both clickable. This will encourage advertisers to evaluate their ad copy to ensure the large headline is the one they would want prioritized. The specifics of this feature are not fully known as of now, such as whether or not it will apply to all ads, only the first ad, or just the ads that show above organic results, as it’s in Beta and only being used for a few specific advertisers/industries as of now. If it is only going to apply to ads at the top of the page or in the first position it will also encourage advertisers to make sure their ads are optimized so that their ad shows in this format. But assuming the results are good this feature should be more widely rolled out in the coming months.
Call Recording Feature
Google Ads has always provided a call tracking feature to be able to track where calls came from, but now it’s offering the option to record the calls that come in from ads in an effort to help advertisers better qualify their ads and to be able to go back and listen to calls for reference. This option does require advertisers to let Google add a preset disclaimer at the beginning of calls to let the caller know that the call is being recorded. So assuming that’s not a deal breaker, this feature will help provide insight and the ability to relisten to calls, as well as see call duration, and tracking data to help inform strategy going forward.
Shopping Ads Product Material Information
Shopping Ads has recently added the ability to provide information within feeds about the material that a product is made from to be displayed in the shopping ad. This is a small thing, and only shows in small text at the bottom of the product visual, but it provides buyers with more insight, without having to click through to the website. For people who are looking for products made from certain materials, due to allergies, or other factors, this will make for a much better user experience.
All six will play a role in overall performance and provide value as well as a better user experience. We are excited to see how the features still in Beta will look when the fully roll out.