Google’s Latest Ad Change

Those who use Google’s organic search best practices for their products and services are certainly no strangers to change. Whether this be in the shape of algorithms or ranking modifications, online marketers have to be up to date with the search engine’s core updates.

But change is not exclusive to the organic results on SERPs. There has been a frenzy of change for paid Google Ads as of late. Advertising on the web is changing at lightening speed and if you don’t use the latest advances, you risk falling behind competitors. A Google change can, therefore, set alarm bells ringing and fuel panic amongst digital marketeers. However, the search engine’s latest modifications should be welcomed by most.

Google has just announced three new bidding strategies, offering more flexibility for Google Ads advertisers. We’ve taken a look into how this will help benefit advertisers across all industries.

Setting Conversion Goals

When establishing a Google Ads campaign, conversions act as the central objective for most advertisers.

Prior to this latest change, online advertisers felt limited with Google, as they have only been able to set such goals at the account level. This restricted detailed analysis, as it meant that all the campaigns within the same account would have the same level of conversion goals.

Google’s latest modification will allow advertisers to establish conversion goals at a campaign level. From a business standpoint, this will make your goals easier to understand. Obviously, many accounts will have different campaigns and will measure success through various factors.

The latest update allows organisations to set their own conversion settings and map out goals on a larger scale. Regardless of your industry or sector, this will be a huge advantage when establishing your online campaigns.

More Control Over Change

Another benefit regarding this latest Google ad change is that advertisers will be granted more control through seasonality adjustments.

Many businesses have an issue with the smart bidding structure, that allows next to zero control in relation to seasonality. For those not familiar with digital jargon, seasonality refers to a time series in which data experiences ‘expected’ changes every calendar year.

Responding to such a pattern or fluctuation is a key marketing tool for any online business, as you will want to capitalise on certain spikes of behaviour. Of course, this could also relate to a predicted drop in data, where being responsive is equally as efficient.   

With regards to seasonality adjustments, Google is now allowing businesses to take more control by allowing an organisation extra authority and allow them to try and capitalise on more potential conversions.

Maximising Value

One of the most important aspects behind paid campaigns is budget. No matter the size of your organisation, financial resources act as the backbone behind any marketing plan. To remain efficient, your objective will revolve around maximising conversions inside of your allocated budget.

Google’s new bidding strategy will help do exactly this. The innovative strategy will allow online marketers to optimize for the best conversion value that is inside a specific budget. As opposed to focusing on efficiency, campaigns can now work off monetary resources.

This change will help improve the establishment of campaigns, regardless of the size of your budget. Maximising conversion value is a beneficial way of creating efficiently ran plans, with this new bidding strategy contributing exactly to such policies.

Targeting Specifics

Knowing who and where your audience are is two pieces of information that every organisation craves. There are various factors that can help lead onto such a conclusion, but now Google is on board to offer a helping hand.

Google’s new ads will not be introducing value rules. These values will allow marketers to differentiate conversion values, focusing on aspects like location and audience. In fact, these values stem all the way down to certain devices.

Identifying your target audience has been made easier and subsequently, organisations will be able to create paid campaigns that are specifically designed to acquire such a market. From here, you can kick on and maintain a relationship with existing users, as you can begin to fully understand their needs and wants.