5 Things You Should Know About The New Google Ads Platform
By
Nicole Krug
One of the great things about the Google Ads platform is that it lets you be very specific about the keywords and audience you’re targeting. However, if you’re not so familiar with the platform, you may prefer more automation to simplify the process.
If that’s the case: you’re in luck! Google recently introduced some major changes to their ad platform, several of which are designed to make things easier for users. So what exactly do you need to know about Google’s improved ad platform? Spend 4 minutes watching the video or read on for the tips.
Smart Bidding Simplifies the Auction Process
Are you a beginner-level user of Google Ads? If you’re not quite sure where to begin, the new smart bidding feature can simplify the entire bidding process. Smart bidding uses auction-time bidding, meaning it uses machine learning to automatically optimize for conversions in every single auction.
In other words, Google will handle the bidding process for you. All you need to do is let Google know what your goal is, whether it’s getting people to attend an event or register for a webinar, and they’ll take care of the rest.
Google Has an All-Or-Nothing Display Network
Google’s display network consists of a ton of sites throughout the world that are looking for ad revenue, but a lot of these sites would not produce results if you were to advertise on them. Unfortunately, when using smart bidding you can’t exclude the sites in Google’s display network. If you utilize their automation, Google can place your ads wherever they wish.
Use Expert Mode for The Entire Google Ads Experience
Looking to experience the entire range of Google Ads feature? If you’re a more advanced user you can switch from smart bidding to expert mode, as this will give you more control over your bidding strategy. One aspect of this control is that you can handpick the sites from Google’s display network or focus only on Google properties. For example, you could focus only on health-related sites, or select a specific YouTube channel to advertise on.
Discover Replaces Google News Feed
Another recent change is that Google’s news feed has now become Google Discover. Unlike other news feeds, Discover uses algorithms to figure out what content its users would be interested in viewing. Users are essentially sent on a web surfing journey, during which time they are open to advertising.
This is where discovery ads come into play. Google will place your ad in the Discover feeds of users that are interested in your product or service. Your ad might also popup on Gmail and Google’s search results. All you need to do is provide Google with pictures and copy, and they’ll handle everything else. This is another great option for new advertisers!
Gallery Ads Encourage More Interaction
Another new feature known as gallery ads allow you to incorporate a carousel of 4 to 8 pictures into your ads. This is great for lines of work like landscaping or interior design, where it’s hard to show through just one picture what your business does.
Potential customers are more likely to interact with an ad that allows them to scroll through a series of photos, and the early stats reflect this. Google has seen 25% more interaction with gallery ads compared to other ad types.
The new Google Ads platform provides the best of both worlds, as it simplifies things for less experienced users while at the same time allowing advanced users to maintain the level of control they’re used to.
Nicole Krug is a digital brand strategist and founder of Social Light
