2019 Full Year Inventory: Google's Search Ad Product Update
In 2019, Google redesigned the results page for mobile search. In the new interactive system, ads in search results are labeled black "ads" and special icon processing is added for natural search. These changes send a signal to brands and marketers:Google is starting to help them with their ads management.Marketing automation is still an important proposition. This was most evident in this year's Google product launch, which was clearly intended to cover the entire marketing funnel through a multi-channel advertising campaign. Adapting to the new privacy restrictions becomes more urgent, which will also have a significant impact on search marketing in the new year.
In 2019, Bing, Microsoft's search engine, just celebrated its 10th birthday.Ten years on, Bing's market share is still unable to compete with Google, and may never match it, but it doesn't matter.Rebranded Microsoft's ads don't have to cover more than 90 percent of its parent company's revenue, as rivals Facebook and Google's ad businesses do, and it's starting to show more independence in 2019, not just to catch up with Google's new ad features (though it's still doing so).
Today we'll take stock of the major changes in search advertising in 2019, which will also guide our 2020 campaign.
We say goodbye:
Exiting the historical stage of the Average ranking is more troubling than data loss.Advertisers have spent months changing their bid strategies, reports and codes to accommodate Google's new ranking metrics launched in late 2018.The new ranking based on the share of exposures better indicates how often your ads appear before the natural search list.
Microsoft has also introduced new ranking metrics, but they say they will continue to use average rankings to show results for a short period of time.
Speeding up delivery
Search ads and shopping ads no longer support ads as early as possible and as much as possible before the end of the day or before the daily budget runs out.For promotions with no budget cap, accelerated delivery is their favorite.But Google says most businesses still have an advertising budget cap.This way increases the competition earlier in the day, or unconsciously lets your money be spent earlier in the day, thus raising the cpc.
Currently, campaigns can be standardized and optimized through Google algorithms based on their goals, bid strategies, and contextual signals.
Search for keyword close variation experiment
Tight variations allow keyword matchesSimilar to or identical keywordsthe search. This product update, like Google's poor customer service, is the most frustrating and negative change in search ads in 2019.
In the summer of 2019, Google launched this product update: on top of allowing exact match keywords to be matched to tight variations (misspellings, singular plurals, stem variants, abbreviations, rearranging words with the same meaning, adding or removing imaginary words), and in the future, it will begin to expand toBroad match modifier and phrase match keywordsthat matches words that have the same meaning as keywords contained in a search query. For example, if your phrase matches the keyword "images royalty free," you can also trigger an ad display when a user searches for "free copyright image of baseball."
Source：Search Engine Land
Advertisers have not fully recovered from the impact until now.Following this product update, Google introduced another change in keyword choice preferences in August, so that keywords no longer compete with each other.But Brad Geddes, head of Adalysis, a search tool, gave a detailed example at the SMX East conference, explaining that Google's move had significantly affected the search advertising campaign management model and procedures.
Rank-based bidding strategy
From June 2019, advertisers will no longer be able to add new Target Search Page Locations or Ranking Win Rate Target bid strategies.
Later this year, existing campaigns that are still using these bid strategies will automatically migrate to " based on previous target locations and historical impression stake"Target Impressions Share"Bid strategy." Target ImpressionS Share provides more flexible and granular control to optimize based on advertisers' required impression share and search page location. Advertisers can also use Absolute Top ImpressionS Share or Top Impression Syd share with Target Impression Stakes to win impressions at top of the page.
We're ready to:
Just look at the discovery ads you buy
Discovery Discovery Ads (in the in-house phase) is one of the most important announcements at Google's marketing conference in 2019. For the first time, using a single image and carousel form similar to FacebookNative interstitial ad formMake Google Discover Feed profitable for the first time. This means advertisers can reposition existing ideas fairly easily. Like Google's other automated campaign types, Discovery explores ads across multiple Google resources and calls google products such as Discover Feed, Gmail and YouTube Home Feed.
Source：Search Engine Land
Digital advertising solutions for e-commerce
There is no sign that Amazon's advertising is slowing it down, but instead it is quietly shaking google search advertising dominance.There is no doubt that Google is also feeling the pressure from social platforms such as Instagram, Snapchat and Interest.To sum up, as the competition between advertising platforms for advertising budgets becomes more intense, digital advertising products are constantly being updated.The redesigned Google Shopping was launched across the United States ahead of Thanksgiving in October.Google Shopping's "Buy in Google" feature provides users with a very special new experience.
Google has also expanded its shopping ads to YouTube platforms and image searches.In November, promotional ads for local businesses will appear on a map in the form of promotional pushpins, or they can appear on display ads in the form of a directory. In August, Microsoft acquired PromoteIQ, which allows advertisers to advertise products directly on retail sites. There will be more changes to look forward to in 2020.
More Responsive Search Ads (RSA)
Microsoft Ads launched the Responsive Search Ads beta worldwide in September. Marketers should expect that responsive search ads will eventually become the standard text search ad format.Responsive search ads are the direction in the continued development of text ads and ad testingThe ad system will determine the creative in real time when bidding, and adjust it continuously based on historical effects. And it's not just in search ads, Facebook launched its version of its responsive ads in late October, called multitext optimization.
Microsoft launched a global advertising customization tool in July.Advertisers can create custom ads on the user interface of Microsoft ads or import them directly from their Google accounts.
New Delivery Audience Options
Originally a "similarly interested audience" is a feature that is only open to display ads and YouTube, which was also added to search ads in October 2019.Advertisers can choose instantly available user groups, or customize interested users entered with keyword phrases.
Starting in November 2019, advertisers can build more complexMerge user groupsFor example, use the and logic of "yes x and x" to create a list of targeted users that can meet multiple combinations of interests/population/shopping. This allows search ads to be more accurately targeted at the relevant people.
Microsoft has brought the ability to redirect custom user groups to global markets. Unlike Google and Facebook, Microsoft allows advertisers to upload user lists directly to the platform in the form of mailboxes. Bing Ads has also partnered with third-party user data platform (DMP) Adobe Audience Manager, Liveramp, and Oracle's BlueKai.
New Smart Auction Tools
Google's Smart Auction Strategy was released in August to help you convert as much as possible.Designed to automatically maximize the value of your budget.Microsoft has also introduced Bing ads around the world that maximize clicks.
Google also launches search and display adsSeasonal adjustmentThis allows advertisers to adjust the bidding algorithm by informing Google of the smart bidding system by increasing conversion rates due to promotions, product launches, or low season.
Settings based on campaign conversion rates, and rules for searching and displaying ads, give smart spot policies more precise control. For physical advertisers,Smart bidding strategies take into account the traffic of brick-and-mortar stores.
More extended apps
Bing ads, for the first time, feature sadder lets users "take action", showing CTA buttons in text ads that allow users to order an order as soon as they see the ad, or to book a restaurant.Google has also tested expanded applications that can be used to expand leads.
Show ads on the search page
It turns out that display ads in search results are still hard to do well.In 2019, GalleryAds (Carousel Album Ads) has been running for a short time.A few months later, Google re-integrated it, and the beta version quietly went to great swell.But the product is still likely to return, as Google still hopes to help advertisers re-use existing Facebook creatives on Google's platform.
For years, Google and Microsoft have been experimenting with various display ads in search results, but these tests have been unaworked.The exception is car advertising, which Google has tried to promote in the form of Adair Ads to other industries.
Source: Search Engine Land
Microsoft also conducted a brief experiment with Samsung's 3D ads this year, and if you're browsing Samsung's ads on a desktop, you can rotate 360 degrees, see what the phone looks like without a dead end, and zoom in on the image of the phone model in the ad.
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