Aleksandar Marić

Aleksandar Marić

Google Ads news – March 2020.

Google Ads mobile app updates

The Google Ads mobile app is a “must-have” for every person who deals with Google Ads, especially for “emergencies” when our computer is unavailable. With the real-time application, changes could be made to campaigns, but the options offered were significantly limited compared to the Google Ads interface on the computer. That is why we have listed it as a “must-have” exclusively for emergency changes in specific situations. To enhance the user experience, Google has introduced two new features into the app – Optimization Score and Dark Mode.

How useful Optimization Score recommendations are it’s up to you to decide, but the novelty in this application is that Account-level and campaign-level Optimization can be seen on the “Account Overview” screen. Also, the focus on recommendations are supposed to bring the most benefits to your campaigns, but Google is forcing this feature even more in the new Google Ads mobile app update.

Google Ads app updates with Recommendations feature

Also, a new feature in the app allows you to adjust the settings to let the real-time application notify you of any changes to the Quality Score. Dark Mode is now available in the Google Ads app too. Of course, this is a new interface that uses darker colors than the standard version of the application. If you already use this setting on your mobile device, it will also be automatically turned on in the Google Ads Mobile app.

Google Ads app Dark Mode

Source: https://support.google.com/google-ads/answer/9762485

Attribution reports new design

Attribution (formerly search attribution) is used to validate information to gain a better understanding of the audience who converted. Given that each campaign and every company is specific, this report covers different areas and information. To give users a better experience, Google has taken a step forward and improved and simplified this type of report.

These enhancements help you access the most important data more quickly and understand (as far as possible) the behavior of converting users throughout the purchase cycle (from keyword search through to conversion). Some reports are combined, some are removed, all for the sake of highlighting the most important ones.

From March, following reports are available:
– Overview
– Top Paths
– Path Metrics
– Assisted Conversions
– Model Comparison

Attribution reports

For example, it now becomes easier to see on the Overview page how the conversion occurred, you can see the percentage of visitors who converted after clicking on the ad multiple times and more. After all, you can best see in following example:

Attribution reports

You can visit attribution reports by simply going into the Google Ads interface and in the top right corner select Tools – Measurement – Attribution

Source: https://support.google.com/google-ads/answer/9764117

Maximize Conversions and Maximize conversion value as a portfolio bid strategy

Portfolio bid strategies are used to improve the performance of multiple campaigns. Until now, portfolio strategies were available for Target CPA, Target ROAS, Maximize clicks and Target Impression Share bid strategies. From now on, Maximize Conversions and Maximize Conversion Value are available in Portfolio Bid Strategies to facilitate the use of smart bidding in search campaigns.

Google Ads portfolio bid strategies

Let’s add how portfolio strategies can be combined with Shared Budgets to get more conversions or higher conversion value.

Source: https://support.google.com/google-ads/answer/9763450

Extended deadline for parallel tracking for video campaigns

The deadline for parallel tracking has been extended to June 15, although it was originally announced that the deadline would be March 31, which we wrote about in Janaury.

Source: https://support.google.com/google-ads/answer/9783219

Easier filing of “complaints” and requests to check disapproved ads

Although Google Policies serve to protect users and advertisers, it is not uncommon to suspend an ad in a campaign, for example, even if there is no reason for it or that this is an unintentional mistake on the part of the advertiser. Because of this, the Google Ads system has introduced a new option to appeal to disapproved campaign segments directly in the Google Ads interface.

New approach to ad violations

So far, all complaints have gone through the support team, but now there is a possibility that, for example, an ad that was disapproved may be fixed and requested to be reviewed in the Google Ads interface. The same goes for ads that have been disapproved for a mistake by Google. Just mouse over the disapproved ad and click on the “appeal” link. Ad status can be monitored in Policy Manager, which is also available if you hover over a disapproved ad.

Appeal window in Google Ads interface

Source: https://support.google.com/google-ads/answer/9790008

Asset reports new features

Using high-quality Creative Assets in an App campaign can increase the relevance of your ads and improve their performance – as is the case with other types of campaigns, such as a search campaign where a quality text ad leads to better campaign performance. Asset Reporting in App Campaigns provides the user with data and suggestions that can help improve Creative Assets and optimize your campaign with quality solutions. Google Ads has introduced 4 new Asset Reporting for App campaigns that will make it easy for a user to upgrade their campaigns:

Clearer guidance with the help of Performance Ratings

Performance Rating tooltips help the user understand how to define the “low”, “good” and “best” ratings of an individual Asset. It is visible when the mouse goes over Rating and offers a solution that needs to be made to give Asset a better rating.

Google Ads performance ratings

New columns in Asset Reporting

Two new columns have been added to Asset Reporting at the ad group level: one for Asset Source and the other for Orientation. They help you see which Asset was uploaded when you set up your App campaign, while their pictures and videos show their Orientation (Landscape, Portrait, Square). This feature makes it easier to compare the performance of Asset of the same type.

New columns in Asset Reporting

Track performance changes over time

Asset’s performance is constantly changing, so it’s no wonder that one period works great and their performance drops a lot in the next. For this reason, the Performance Chart is being introduced to see changes in Asset performance over a period of time. Of course, it will be possible to choose the desired period and certain metrics that you want to observe.

Performance changes over time

Asset preview

Ad Preview helps you see how your ads will appear to users in different formats and formats. Clicking on View Ad Previews in the Asset column of the report can see how the ads will look in the App campaign. This option will be introduced in the next few months.

Google Ads Asset preview

Source: https://support.google.com/google-ads/answer/9792922

More Cross-Account Insights with Report Editor

Report Editor helps you analyze and understand the performance of Google Ads with ease. Last year, it enabled Real-Time reports for up to 10 accounts at a time. However, if a user maintains more than 10 accounts, downloading reports can take time. To save time and make better decisions, reports are now available through 200 accounts directly from the Browser. This option makes it easy to analyze data through real-time accounts, make decisions and make decisions without leaving the Google Ads system.

Cross-account insights

Source: https://support.google.com/google-ads/answer/9800058

Let’s conclude that due to the COVID-19 situation, Google has provided some guidelines and recommendations regarding the use of Google ads, which you can read more about in on the following link.

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