Google has recently made some dramatic changes to their ads program—starting with the name, no longer will you hear or see the words Google AdWords, the new branding will be Google Ads. Some of the changes are technical, like tweaks to the much-loved portal. Others represent dramatic shifts in the way Google views advertising. These will affect more than just your Google advertising efforts, but also how you approach other marketing tactics, SEO, and content. Google is huge in online advertising, so you no1 can afford to ignore what they’re doing.
The biggest change is that we have known the primary Google ad tool as AdWords. Now, they’ve dropped Words, and it is just Google Ads. This is more than just a technicality, it signals a shift in the way Google view’s advertising.
When Google originally launched their ad product, advertising was all about keywords and meta data, but times have changed. Google is so much more than just a search engine at this point, and the change in name reflects their presence on the web.
The new name indicates a move towards a more comprehensive and complete approach, one that will incorporate machine and AI learning and behaviour tracking to better understand the true intent behind people’s actions online.
Google Ads on Your Desktop?
One of the other significant changes small business marketers will see is that there is now an application you can download a app to your desktop: AdWords Editor.
Like the Facebook editor, the idea here is that you can now download your campaigns, work on them offline, and then upload them again. This means that you’re not stuck sitting on the platform the entire time and can now get more work done if you’re offline and on the move.
Google Sheets the New Excel?
If you’re not already familiar with Google Sheets, it’s basically a free, online version of Microsoft Excel. The integration with the new ads program allows you to pull reports from Google Ads and into Google Sheets.
You can filter by your own criteria, create reports, track and move data more easily. This will be particularly useful for agencies or consultants who need to create reports for multiple clients.
With their new advertising program, Google is providing additional support to small business advertisers, allowing those who don’t have the time or energy to create their own campaigns to leave that all in Google’s hands. They make it very easy for you to give them a budget and they’ll do the legwork, but you’re also handing over control and the appropriate measures to monitor and adjust how that money is spent. Without visibility into what’s being done to market your business, how can you understand how to get better results in the future?
Google Search Local Ads: Google allows you to create one campaign that will propagate against search, maps, places, pages, display, and even YouTube. This means you only have to design one campaign to be used across all of their many platforms, while Google makes the decisions about how to best tailor the approach in each place. Lead Ads: A new unit on YouTube, Lead Ads allows you to collect an email address through an ad message. This is like Facebook’s Lead Ads, which have been around for a while. Responsive Search Ads: You create a pool of headlines and descriptions, and Google tests each of those possible combinations to determine which is most successful. Depending on how many concepts you create, you can end up with thousands of possible combinations—it’s A/B testing in hyperdrive. This is designed to help you lift click-through and conversion rates significantly.
What About Organic Natural Search?
While these new campaigns are great for those who are taking advantage of the Google Ads platform, what about those marketers or small business owners who are putting all of their faith in the power of organic search?
These new ads will drive up conversion rates, as Google continues to do the analytics on what makes the most successful campaigns for its paid advertisers. In addition to being successful, these ads are also huge. They still contain extensions, and so they are going to take over. This will only serve to force organic results further and further down the page. Those users searching on a mobile device will have to scroll for a very long time before hitting the first organic result.
The message here for small business marketers is that you can’t ignore Google Ads. You still need to have a comprehensive marketing system with other tactics, including social media and content, to get into organic search. But at the same time, you can’t ignore paid advertising.