Google has been very busy these last two months introducing a bunch of new features and campaign settings, as well as updating product features to help online sellers boost those sales.
So what are the biggest changes to come out of Google Ads in 2019 so far?
We’ve got the answer. In this post, we highlight Google Ads campaign and ad type changes as well as Google Ads updated feature and campaign and account management updates. All those exciting new things to happen over the last quarter that every eCommerce marketer needs to know.
Let’s get started.
New Google Ad Campaign and Ad Types
1. Discovery Ads
Expected to roll out later this year, Discovery Ads will show on Google’s Discover feed. What does this mean for advertisers? They will ultimately offer a more visual and interesting way to display image-based display campaigns. As you probably know by now if you’re using Google’s app, the Discover feed (said to reach 800 million users) is the content showing up in Search, like this:
Until now, the Discover feed was populated by user behavior. However, with the instruction of Discovery Ads, this behavior will be integrated with sponsored content that is in line with potential shoppers’ intent. Similar to in-market audience targeting, advertisers will be able to create a Discovery campaign, upload content and creatives (images), showing automatically in Discover feeds.
In short, Google Discover feed is Google’s version of the social newsfeed and the ads will be similar to that of Facebook Collection Ads, except with the power of search intent.
2. Showcase Shopping Ad Inventory Updates
It’s not just Display Ads that are jumping onto the Discover feed. Google Shopping Showcase ads will be expanding to Google Images, the Discover feed and YouTube feed.
This means that not only will you be able to showcase your products based on intent matching, but those potential shoppers will be able to buy your products almost instantaneously.
Exciting stuff indeed!
3. Gallery Ads
Another new Google campaign type already being beta tested are Google Gallery Ads.
In a nutshell, Gallery Ads are interactive ads with up to eight swipeable carousel images that will bring images to Search. With current case studies showing 25% more interactions (clicks or swipes) than SERP mobile listings, it is one of the most anticipated Google changes this year. You can read about Google Gallery Ads and their benefits here to ensure you are ready to launch.
New Google Ad Campaign and Platform Feature Updates
1. Google Shopping Landing Page Performance Tracking
In June, Google announced a Shopping feature change that will enable advertisers to track the performance of landing pages linked to Shopping campaigns. Found on the ‘Landing Pages’ page, you can now see a detailed report on how your Shopping campaign pages are doing.
Let’s say you started an online clothing store and are in the process of scaling up, but your best-selling t-shirt isn’t converting anymore. You will be able to quickly see from the report whether there are any technical issues with your web pages and fix them ASAP.
Bonus Content: Get a free site audit to see how you measure up against other 7- and 8-figure stores – check out Benchmark Hero.
2. Updated Phrase and Broad Match Modifiers
Another update that was announced less than two weeks ago are changes to phrase and broad match modifiers. The most significant change is that broad and phrase match will now also match to words within a query that has the same meaning as your keywords. With the update, Google aims to help you increase clicks and has projected a 3-4% jump in conversions and/or clicks.
Here are some examples from Google to show you how this update will affect keyword matching.
Why are we so excited about this update? Because it will offer far more flexibility to eCommerce marketers while maintaining the control needed to keep traffic highly targeted. However, you will want to keep a close eye on keyword performance and optimize your Google campaigns in real-time.
3. Google Ads App Responsive Search Optimization
The next Google Ads update to come out of the last quarter is the Google Ads app update. Thanks to a late June app update, not only can you track ad performance, but you can now create and edit your Responsive Search Ads from the mobile app. For those eCommerce entrepreneurs always on the go, this will help ensure you are on top of your ads no matter where you are. Plus, being able to make changes in real-time will help you pause or change costly campaign mistakes or start or pause promotions with minimal damage.
You will also now be able to add, review and edit your negative keywords from the mobile app as well.
4. Display Parallel Tracking is Now Mandatory
The next latest Google update every advertiser should know is that parallel tracking is now, as of July 2019, mandatory for all Google Display Ads.
If you don’t know what parallel tracking is, it’s Google’s feature that helps load landing pages more quickly by sending customers directly to ad URLs, with click measurement happening in the background. You can find out more about this tool here.
5. Google Ads Editor v1.1 Launch
It’s not just campaign types and ad targeting that have seen a recent update. Google has also launched Google Ads Editor v1.1, which it promises will be easier to use and include a host of new features.
According to Google, some of these exciting new features include:
- IP exclusions can now be copied, added and updated across all campaigns
- Accounts Manager makes managing multiple accounts simple and efficient
- Dark Mode for added viewing comfort
- The image picker will make browsing and choosing ad images from your desktop a breeze
6. Keyword Planner Updates
We all know just how essential proper keyword research is to the success of your Google Ads campaigns. Not to mention their importance to your SEO strategies. Therefore it shouldn’t be a surprise that Google is constantly tweaking the top free keyword research tools.
Google’s Keyword Planner is one of the top Google Ads tools for campaign success and just got a small – but super helpful – update. From the end of July 2019, Keyword Planner will now show you the most relevant keywords for your seed word search.
The latest update also includes website filtering, which enables you to find the most relevant keyword for your specific niche, as well as brand exclusions. Both are aimed to make finding winning keywords for your store and campaigns that much easier and more successful.
But that’s not all! Here’s a full list of features you can use for better keyword research.
Increased Monthly Insights
Keyword Idea Planning
Currently, these new features are only available in English, but Google notes that they will be rolling them out in other languages later this year.
7. YouTube Masthead Has Been Rolled Out Globally
After a successful beta test, Google has now rolled out CPM payment options for Masthead globally. If you’re unfamiliar with YouTube Masthead, it’s a YouTube homepage and previously advertisers had to pay for the place at a cost-per-day rate. With the new update, advertisers are now able to pay per 1,000 impressions (CPM). Google promises that this change will help guarantee reach while giving advertisers more flexibility. Preview the Masthead with your content, here.
8. TrueView for Action
Another YouTube PPC update from July is the introduction of TrueView for Action to Google video partners. According to Google, this change will bring higher conversions from top-quality publisher websites and mobile apps beyond YouTube.
To try TrueView for Action campaigns, change your campaign settings to include Google video partners. You can find out more here.
9. Conversion Action Bids Available at Campaign Level
Did you know that you now have the ability to choose conversion actions for bids at campaign level? Launched globally in June, this campaign-level change is available for search, display and video campaigns. In short, this update means you can now override default account-level settings and decide on and optimize campaign conversion bids for each campaign.
If you’ve been running your own campaigns for a while now, you will understand the significance of this change. You no longer need to create multiple accounts to optimize conversion bids across various campaigns; you can now do it from one account. Here’s an example from Google:
10. Updated Portfolio Bid Strategies
Another way Google is making bid strategies easier: they rolled out two streamlined portfolio bid strategies in July. Firstly, they moved Enhanced CPC from portfolio strategies to campaigns. This means you can directly set them for individual campaigns instead of using a portfolio strategy.
Secondly, Google has taken out ‘target spend’ settings and replaced them with average daily budgets in Maximize clicks portfolios – which they say users find more straightforward and useful. They also announced that legacy target spend settings will also be removed. Here’s a breakdown of portfolio bid strategy changes.
There you have it, Google Ads’ newest updates, changes and features for 2019. To stay up to date on all Google Ads updates, sign up for our email newsletter to get updated summaries like this right to your inbox.
Have Google Ads questions? Post them in the comments below – our Google Ads gurus are standing by to help.
Nicole is a content writer at StoreYa with over sixteen years experience and flair for storytelling. She runs on a healthy dose of caffeine and enthusiasm. When she's not researching the next content trend or creating informative small business content, she's an avid beachgoer, coffee shop junkie and hangs out on LinkedIn.
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