Google unveiled several changes to Google Ads in April, and perhaps most interestingly, advertisers will need to verify their identities to prevent fraudulent advertising and increase user confidence in Google Ads. In addition to this, a few more updates are being introduced into the world of Google Ads advertising, so let’s get started.
Google Ads Editor v1.3: support for shared budgets, optimization score and more
10.4. Google Ads Editor v1.3 is introduced. The new version supports the use of shared budgets, optimization scores, and improved edit pane. What exactly does this bring? For shared budgets, this specifically means that shared budgets from the Shared library can be created and edited in the Google Ads Editor. With the optimization score, this news brings insight into the optimization score via Google Ads Editor, for campaigns and the entire account, which has not been an option so far.
With the improved edit panel, it is possible to hide columns that are not relevant when browsing, such as “App settings” when it comes to non-App campaigns. Also, the edit pane can be moved or resized. Google states that they made these improvements based on user feedback, to improve the functionality and efficiency of the time spent using them.
Advertiser identity verification
To protect users, Google has introduced this commendable option. Advertiser authentication is part of the Google Ads advertising policy code, which requires the advertiser to verify their identity if they wish to advertise in the Google Ads environment. Once the identity is verified, the user will see the name and location of the advertiser under “Why this ad?” When displaying the ad, as shown in the image:
This option will also allow the user to block the ad or advertiser. The introduction of such a change will increase confidence in the advertising system by giving users more information about the ad, but also about the advertiser himself. Google assumes that it will take a couple of years for this option to be introduced in all countries of the world, and advertisers will be notified by e-mail.
Call ads with a website link
Visit website is a new option that can be used in “call ads” until recently called “call-only ads”. The visit website is located below the ad itself, and looks like this:
Visit website “extends” the ad and thus increases its visibility in search results. By clicking on the visit website, the user will be redirected to the website, while clicking on the phone number will still lead to the call. This option is good because it will allow users who do not just want to call, but are targeted, to visit the website and will also reduce accidental clicks. To use the “Visit website”, it is necessary to include the final URL when creating a call ad. For existing ads, just add the Final URL.
Extended deadline for parallel tracking for video campaigns
Although the deadline for introducing parallel tracking for video campaigns was June 15, due to the current situation, the deadline was extended to allow advertisers more time to adjust.