Google Ads: tell me more!

What is Google Ads?

Google Ads is Google’s online advertising program.

It allows users and companies to advertise and reach audiences that are interested in the products and services they offer on Google’s Search Network as well as their network of partner websites.

Just like in the world of affiliate marketing, advertisers on Google Ads pay only per results.

How? Simple! When someone clicks their ad, visits their website, views their video on YouTube or calls them – they get charged! In other words, when their ad is successful.

Using text-based search ads, graphic display ads, YouTube video ads, or in-app mobile ads, advertisers are able to reach their target audience with Google Ads by paying (bidding on different criteria) to have their ads placed at the top of the search results page, or get displayed on other websites within Google’s networks.

So what are the new features of Google Ads in 2019?

2019 saw Google Adwords change its name to Google Ads, and with this came some big changes (some GREAT changes!). For those who are a little more familiar with Google Ads – maybe have used them before, or generally understand how they work, Michelle Barnard, our good friend and Client Services Director from Redline Digital, has prepared the article below. Here Michelle delves a little deeper summarising the new Google Ads features in 2019 you need to know about.

Here’s what Michelle had to say…

The name change from Google ‘AdWords’ to Google ‘Ads’ isn’t the only thing to be aware of when it comes to SEM for your business in 2019.

With a goal to make it easier than ever before to run ads (and see a greater ROI), the snazzy new Google Ads platform features a more encompassing brand look and feel, updated UI, and a host of important new features that your business can benefit from.

While we’re big fans of Google Ads, at times it has been a challenge to understand which features are most important. Take a look below at what we believe are the most useful of these new Google Ads features so far in 2019.

The 5 most useful (new) Google Ads features

1. Click share enters the Search Network

Although similar, Click Share is a different metric to click through rates (CTR) that measures the potential of a campaign, rather than the percentage of clicks with ad impressions.

Grouped under keywords, ad groups and campaigns, this feature has been on Google’s Shopping Network for four years, but is now in Search, albeit in beta testing, for the moment.

This can help your business improve impressions, optimising for higher scores through a wider range of search intents for similar keywords.

2. Call to action extensions for video

With 60 per cent of shoppers saying that video has been a key influencer in purchase decisions, the new call to action (CTA) extension on TrueView advertising for YouTube is a vital tool.

This means a viewer can click through your CTA without waiting until the end of the ad, enabling you to grab their attention quicker and increase clicks.

3. Optimisation score improvements

During the rebranding from Google AdWords to Google Ads, a new feature was added to your Recommendations page: optimisation score.

This incredibly useful feature allows you to view a score from 0-100 to see how well your account is optimised. It looks at all factors and extensions to see that your campaign is being optimised to its fullest.

This is a feature that Google is constantly updating and improving, so it’s a great one for you to use to make sure you’re getting the most value for your money.

4. Reporting updates

Google has updated their landing page report metrics, improving the mobile page speed score algorithm, using fewer ad clicks to calculate the 1-10 slow-to-fast score.

With Google’s Test My Site tool, you can see how fast your mobile site is, compare it to the benchmarks of your respective industry, and see how the speed is impacting your conversion rates.

5. Expanded Call-Only Ad text

Another useful update for your business is the upgrades to call-only ads. Now you have a chance to use two 30-character headlines, plus a 90-character description line, giving you the chance to make your copy more engaging and increase calls to your business.

Where to next?

These are just some of the many useful features that Google Ads can offer your business in 2019. We suggest you engage a creative agency or SEO expert to help you implement these and maximise what Google Ads has to offer.