What’s happening in the Google Ads space? Here’re the Google Ads trends to watch out in 2021.
There are some changes in the principles of automation which are heavily influencing the principles of online marketing via Google ads. Using new machine learning techniques, these new trends will form the base for the way online marketing will be looked upon in the years to come by.
Following are the latest Google ads trends which one needs to look after in 2021:
1. Simplified match types
In last decade, there have been a number of changes when it comes to match type of keywords in Google ads. The introduction of Simplified match types in February 2021 is one of the most significant changes in that direction. With its arrival, the advertisers cannot create a new set of broad match modifier keywords.
Under simplified match types, the matching behavior of both broad match modifier keywords and phrase keywords are same. This is actually very helpful in searching ads with those keywords which have the same meaning as the one required to search them. The word order too will be considered by the algorithm to find desired result.
2. Simplified campaign structure
Along with simplifying the match types, Google has also worked upon Simplified Campaign Structure, which uses smart bidding strategies. Under such campaign structures, the algorithm of the search engine executes an analysis of the data of all the previous campaigns of yours. Based on the results, the existing new campaign is optimized, which eventually results in a more effective bid strategy.
The new Simplified Campaign Structure also enables the marketers to focus on more important tasks, which are taken care of by advanced machine learning techniques. However, the procedure depends on the required data for the process.
3. Auto-applied recommendations
The auto-applied recommendations tab is yet to make its presence in the Google Ads in its next update, but it already looks promising enough. It will act as a control panel by automatically implementing the suggestions of the Google ads for one or more accounts managed. Here, you can also edit or dismiss the suggestions as well as choose which type of changes you want to appear automatically with every search on a frequent basis for all the accounts you manage.
4. New ad-campaign types
In recent times, Google has come up with a couple of new types of ad campaigns, which have proven helpful in expansion of ads:
- Discovery ads – These ad campaigns are display-based techniques, in which the ads can be shown in more platforms or applications, rather than in only one particular webpage. It works best when it is combined with an automated bidding strategy.
- Video action campaigns – Specifically developed for YouTube, video action campaigns can appear in multiple places on the platform. With this, the algorithm is able to find the right audience and convert them if the targeted person permits to. It follows a more engaging video format, which allows testing of different descriptions and headlines.
5. New ad formats
In addition to the new campaign types, there are a couple of new ad formats which have been introduced by Google for a faster reach to customers:
- Lead form ad extensions – This particular format helps in collection of lead forms using a dedicated lead form ad extension positioned below the ad. The user, in turn, can submit his/her data on that ad extension without visiting the dedicated website. This particular ad extension works well with search ads, display ads, video ads and discovery ads.
- Responsive ads – Instead of creating different versions of one ad, you can add different ad elements under one ad. This ad then tests different arrangements of images, videos and texts and comes out with the best possible solution. This way, these ads change depending on the user behavior.
6. Requirement of more data by Google algorithm
The proper functioning of an algorithm depends very much on the magnitude of data available from the marketers. Needless to say, there is still much scope for data by Google algorithm, and this data can be obtained from offline conversions as well as micro-conversions.
There are some common types of micro-conversions, such as behavior of people while visiting or scrolling a page and the buttons which they have clicked on while scrolling. Based on the analysis of this behavior, the algorithm works to provide more relevant information.
7. Avoiding third-party cookies
This has been coming a long time now, and with new advancements in Google ads, the end of using third-party cookies is near. The avoidance of third-party cookies by Google for Chrome is much appreciated by those people, who were demanding better privacy support while browsing.
In place of cookies, Google is relying on Federated Learning of Cohorts (FLoC), which will reach people by clustering large groups of people in one group, who share common interests. This eliminates the tracking of individual data, but instead, it offers a wider reach with bigger audience and adjust the creatives of the ads based on their requirement.
8. New update for IOS 14 policy
For Apple users, this is one PPC update which is much sought after. An App Tracking Transparency (ATT) policy update was introduced by Apple back in June 2020, which stops advertisers to collect data from the apps used by a person and share that data to other websites and apps.
Instead, there is a framework introduced, which will authorize the user whether he/she wants to share the information with other apps for ad-targeting purposes or not. As per Google, this ATT policy will reduce the visibility of the ad and will affect the way advertisers bid for an ad.
9. New taxes introduced depending on the country
There are some countries, in which Google is charging additional taxes for serving ads on its websites. Starting off with France and Spain, this policy is being followed in other European countries like Austria, UK and Turkey, with the USA possibly being the next one. Google has signaled that this very policy will be extended to all the countries where it has its presence in a phased manner.
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