Review the top 10 Google ad updates for 2019 (Looking ahead to 2020 together)

Hi, I'm Mr. Tupa.

2019 is coming to an end, and you may be busy with Christmas sales and year-end wraps.

Looking back on the year, there's been a lot of things: from the discovery of the biggest black hole to date, to the NBA's discovery of the sanctity of China's sovereignty, I'm sure you're impressed.

And in the electronic marketing world, the same experience is "changeable". In 2019, Google's ads have released a number of updates, and while the changes are not volatile, they're enough for our marketers to take a while to get used to.

But these times we should spend also worth spending, because the Internet is a world of change, you do not pay attention to all kinds of algorithms, functions of the update, will fall short, to desperately try to catch themselves all kinds of new information, may be our destiny.

And in 2020, I'd like to summarize the 10 big updates that Google Ads bring son this yearAnd looking to the future, let us have sufficient self-confidence to meet new challenges.

It shouldn't be too late, let's review it together.

1. Google cancels average ranking metrics

In February, Google announced a big hit for Google's ads: to remove the average ranking metric.

The average ranking was one of the earliest search ad metrics, and was officially canceled at the end of September - replaced by a top impression percentage - Impr. (Top) % and absolute top impression percentage - Impr. (Abs.Top)

Related reports can be read more from my previous article:
Google's average ad ranking is about to be replaced:How can I use new metrics to optimize Google ads?

Why cancel the average ranking? Let me give you a brief example:

Ad A: Ranked 4th (last ad above natural results)
Ad B: Ranked 4th (First ad below natural results - assuming there are three ads above natural results)

The average rank of both ad examples is 4.0.

However, for the first example, this means that the ad appears above the natural result, and for the other, it means that the display is under the natural result.

Although the average ranking numbers are the same, it is clear that the first ad performed better than the second.

As a result, Google decided to discontinue the metric and replace it with the percentage of page head impressions and absolute top impressions, and the new metrics are more informative:

For example, in the above, two ad examples Ad A is in 4th place and appears at the top of the page, so we can't get any problems.

But another ad B with the same position 4, although ranked fourth, but he didn't show up at the top of the page, which isThe Impression Top index is usually low

At this point, we can consider improving your ad quality rating or trying to increase our bids.

2. Changes in keyword phrase matching and broad match modifiers

At the end of July, Google announced that keywords for phrase matching and a wide range of match modified board match can now display approximate variations with the same meaning, such as synonyms and paraphrases.

Prior to this update, the trigger point that may cause a phrase match or an approximate variant of a broad lycinated modifier is a plural or misspelled form, as follows:

If you're a little confused, let me explain:

  • A keyword is set toPhrase matching (symbol: "keywords"), it matches the overall, down-position query that includes the keyword, for example, you set the "male shoe" keyword as a phrase match, which matches search terms such as "Nike men's shoes" and "men's shoe promotion."

  • A keyword is set toBroad match modifier (symbol: sic)As long as the search term contains keywords, ads are triggered regardless of the order. For example, a search such as "red man shoe" and "man basketball shoe" can be matched by """"""""""""""""""""""""""""""""""""""""""""""""""""""

(For an introduction to Google's ad keyword matching types, check out my article:What is Google Ad Keyword Match Type

Prior to the update, the keyword "men's shoes" could be used to bring out words like "men's shoes" and "men's shoes".

With the update, the same keywords can now be used to bring out search terms such as "mall selling men's shoes" and "men's basketball boots."

Why? Because they're all.Approximate variants of the same meaningIt's Google that uses big data to judge that the person searching for those words is probably looking for men's shoes.

In addition, it also poses a problem: we can't predict what variations the keywords we set will bring.

So after the update, we'll now pay close attention to the Search Terms report and add a negative word based on your situation.

3. New Search Ad Audience

Google announced in mid-October that the search ad network is launching a demographic and seasonal audience for events.

Audiences whose interests are similar

A group of people with similar interests are groups of people who show interest (or similar interests) in a particular topic.

Google defines and divides these audiences by looking at factors such as search history and frequently visited pages.

By placing a similar audience in an ad-optimized search campaign, you can focus on potential customers who are really interested in our products.

For example, let's say we sell women's clothes. Often, we can first target keywords like "clothing" to attract relevant consumers, and with this audience settings feature, we can increase our return on investment and click-through by adding a "beautiful and healthy Beauty and Wellness" favorite audience to our ads.

Seasonal activity segments for people who are interested in buying

For people who are interested in buying , we can specifically limit the reach of our ads to those who show them.

For example, I spent months searching for queries like "used Mercedes" and accessing some used car trading networks, and Google would put me in the "cars and vehicles" audience.

As a result, car dealer advertisers can easily target to consumers like me because I'm interested in used cars. 

And during the holidays, the breakdown of seasonal activities allows us to connect with consumers who actively research products or services for use in specific situations.

4. Audience extensions

Just talking about audiences, here's an update:Audience extension tool.

Audience extensions are much like similar audiences on Facebook ads, and we can set up to reach new leads by targeting new customers who behave like the people they've targeted, i.e. have the opportunity to increase impressions, clicks, and conversions without impacting your budget.

But inside did not say the percentage, only 5 grade settings, to grasp their own. This tool often uses the audience settings for display ads.

5. Cancel the acceleration

Back in August, Google announced that from October 7th, search and shopping campaigns would no longer offer accelerated delivery of Accelerated Delivery. (It still applies to display and video ads) We can only choose standard delivery.

Before we had two ways:

  • Standard delivery: Your Google ads are running as normal.

  • Speed ingenrate delivery:Google will try to spend as much as you can on the budget you set.

As for why do you make such an update?

My guess is that for small and medium-sized businesses with limited daily budgets, accelerating delivery isn't very beneficial because budgets aren't enough to support machine learning in this way, and spend money very quickly. Advertisers with a lower budget are better off choosing standard delivery methods and reducing costs and controlling budgets as much as possible.

However, there are some advantages to accelerating delivery. For example, if your keywords have a low quality score, accelerating delivery has the potential to increase your impressions and increase your chances of showing ads to targeted customers.

But even if we don't speed up, we can do this by increasing our budget or clicking on bids.

6. Introducing new ad extensions: Lead Form Form Extension

Friends with delivery experience should have experience: mobile device traffic will be high, but conversion rate is very low. It's not easy to get users to convert from smartphones and tablets, because it's about website speed, adaptive user experience, and so on.

To help us get more conversions from mobile search ads (and actually get more customer information), Google has launched a new lead ad extension, lead extension:

Using ad extensions in the form of leads (the extension is currently not available for PCs), you can collect contact information for potential customers without asking them to jump, as long as customers click on the add-on of the ad on the search results page!

By allowing this additional information on smartphones and tablets, users can fill out forms on them without having to jump to our website (if the website is slow and affects the user experience, they may quickly quit).

In addition, if users are already logged into their Google account when they see an ad, clicking on the extension will display their own Google-hosted form, which has pre-populated their contact information, and their operating costs are lower, so we can collect their information more quickly.

7. Conversion optimization at the campaign level

One of the big trends in Google's updates is to use automation to solve problems, use machine learning to optimize ad bids for specific conversion targets, and so on, but I think one of these updates is more interesting: the optimization of the campaign level in smart bids.

When we started Google Ads, we set up conversion tracking, we could set up order tracking, plus-buy tracking, and so on, and Google used tracking codes to know which user actions were most valuable to our business.

As accounts run out of more and more data, and Google begins to collect large amounts of conversion data, their machine learning has become increasingly capable of optimizing for target users.

Until the update, Google doesn't know exactly which specific conversion goal is most valuable to a particular campaign.

Let's say we're creating a new search campaign to promote a free trial of our products. If someone clicks on an ad in the campaign and converts in a way other than a free trial (for example, by subscribing to emails or buying a direct-paying product), their behavior will still be considered a conversion - not conducive to the overall data differentiation and optimization of the campaign.

Now, with campaign-level conversions, we can tell Google: I just try the data for this goal for free, which is the only conversion goal that tracks and optimizes, and other goals don't need to be tracked.

8. Photos that users can be taken in shopping reviews

No matter how many examples of blind dogs appear, I dare say we go to a buyer's show when we shop in a treasure.

And by letting other customers know what's really going on with the customer they've purchased, our conversions do improve.

That's the main reason Google adds a user's image (that's a customer's photo) to a shopping review. If you use Google Shopping ads, you can sign up for Product Reviews in the Merchant Center and create a feed for product reviews.

使用全新的<reviewer_images>属性,可以将客户拍摄的照片直接上传到Google Merchant Center商家中心。

The effect is as follows:

Of course, we should use the appropriate amount of rewards to encourage users to take a picture of their product experience and send it back to us, we can have a real user image uploaded. Just like a treasure's sunshine praise has the same truth as cashing in.

9. Add video to your responsive display ads

I don't know if you're using responsive display ads, but now Google automatically optimizes footage based on web content and user screen size.

If you haven't used it, I'll explain this simply: you're showing your ad campaign with your ad words and creatives ready, and then Google's algorithm will determine the most appropriate copy/image combination based on the above factors, and you'll be able to upload the video.

Starting in March, if you want to advertise on YouTube, you can also expand your reach by adding video content to your responsive display ads. Responsive display ads, especially those with video content, are more attractive than standard regular banner ads.

10. Gallery Ads

Finally, the gallery ad Gallery Ads, which is currently being tested in beta. Here's an example of Google distributing on the day of the announcement:

Gallery ads, which appear at the top of the search results page SERP when triggered, have sliding rotational carousels that display up to eight unique imagesIt's like a Facebook carousel.

Above the carousel is a clickable title and display URL, with a short title below each image.

Google's tests show edgy engagement (measured by click and swipe) of gallery ads is 25 per cent higher than standard text ads. Indeed, having pictures is more attractive than simple text ads.

Here are the plain text ads:

I believe that carousel ads with specially designed images will bring some advantages because the human brain processes images 60,000 times faster than text.A picture is worth a thousand words.

So I would suggest testing the next gallery ad.

Outlook for 2020

2019 is coming to an end, and we'll continue to learn and follow the latest ad updates in the coming year.

So what can our Google ads do in 2020, and what will Google's PPC trend look like?

1. Smart bids continue to improve

Smart Bidding is an automated bidding system controlled by Google Machine Learning, such as tCPA and tROAS. It uses machine learning to optimize conversion numbers and conversion value.

Although all kinds of smart bids have been used before, the results are not too good, but I believe that in 2020, smart optimization will become more and more powerful and perfect. Especially if we have a lot of SKUs in our stores, it really helps us save a lot of time and effort in optimizing our ads with smart bidding.

But smart bidding campaigns are manageable, for example, we can't do negative keywords. Ultimately, the effect determines everything, if the artificial optimization effect is better, then or wait for smart bid to mature point again use it!

2. Video Advertising Trends

In recent and future years, you are 2.7 times more likely to watch YouTube videos than reading.

Video ads on YouTube reach our customers more easily than we think, and cost relatively low.

It is believed that video will continue to capture more and more market share s Video advertising is ideal for expanding brand awareness, the biggest difficulty should be only video creativity and shooting costs.

The first ten seconds of the YouTube video's ad are the most engaging to users:

Alternatively, you can use video ads to increase your YouTube channel's viewing, and users come to your channel to see your video data and believe it will immediately boost your brand's confidence.

3. Follow your CRO

As we all know, our advertising spending is going up, whether it's Facebook or Google. So we must pay attention to our CRO-Conversion Rate OptimizationConversion optimization- The traffic that comes with hard work, as much as possible into the number of conversions.

And CRO can be said to cover all aspects: social, social identity, website experience, shopping experience ...

Optimization in the other part of ad optimization is also critical.

For example, in addition to constantly optimizing our Google ad accounts, we can also try to do something that is now very popular:Set up a dedicated landing page for your ads.

Bring consumers to the pages where they have the most useful information by creating very specific landing pages that are super-relevant to search keywords and intents.

For example, recently, I added a "leather sofa" page to my client's website, dedicated to advertising, with copywriting and design including relevant keywords, maintenance guides and product offers, and an immediate rise in website and conversion rates.

This is because:

  • When users go to a page where the content is completely relevant to what they want, they are more likely to make conversion activities;

  • Google Ads will know the relevance of your page and keywords, which can lead to lower click prices and improve ad ranking.

If you don't have the resources to set up such a page, you can optimize the copy, typesetting, adding product reviews, and so on, and you can improve the conversion.

Finally, I hope you will continue to learn in the new year, I wish you a prosperous business!

Peace Out

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