In October, Google surprised us with some news from the world of Google Ads advertising. Let’s dive in to the latest news about Google Ads.
Adding Photos from Reviews to Google Shopping Campaigns
Recent research has proven that Google continues to be a top priority in product research, whether it is the intention to shop online or go shopping. Besides reviews of products that matter to customers, they are also viewed photos – as many as 50% of online shoppers have made a purchase after seeing a product photo. For this reason, Google has made it possible to add product user photos from reviews to Shopping campaigns, which will certainly help potential buyers make their purchasing decisions. This feature is currently available on mobile devices in the US only, but Google plans to expand to other devices and countries over time.
The Google Ads auction-time bidding available in Search Ads 360
Smart bidding has been enabled in the Google Ads interface for a while now, and it’s getting better over time, but so far it has not been possible to use it in the Search Ads 360 interface. According to Google, during Beta testing, thousands of advertisers tested the auction-time bidding option and experienced an increase in total conversions of 15 to 30%, or higher ROI. It is on this basis that this option became available on this platform as well.
Enable campaign-level conversion action for video campaigns
As of October 8th, conversion action is also available at the campaign level for Video campaigns. Until now, this option was only available in Search and Display campaigns, but from now on video campaigns will only be optimized for a specific conversion.
Adding Audiences to Google Search campaigns
Recently, Google has released a Personalized Advertising Policy, that regulates audience interest and data collection, ie. which data is collected and for which groups will not be allowed. In the coming weeks, there will be two new ways to find leads on the Google Search Network – Affinity Audiences and Season Event Segments For In-Market Audiences. These are well-known targeting methods that have been used for Display advertising for years, and now this option will be enabled with Search campaigns as well.
Virtual Make-up is coming to YouTube Masthead ads
You have certainly heard from many friends and acquaintances – “I prefer to buy live because I can try the product that way”. This is especially true for beauty products such as lipsticks. AR Beauty Try-on was introduced at the Cannes Lions Festival by Creativity, which allows users to virtually try out make-up to see if it suits them. The system works by using a mobile device and the front camera needs to be turned on. AR Beauty was originally available through FameBit, Google’s in-house branded content platforms, but is now available to brands worldwide in beta for YouTube Masthead and TrueView video discovery ads. This way, users will be able to virtually view products and buy them directly.
New columns to help you understand conversions
Until recently, Google recorded conversions on the day a click on an ad was recorded. For example, if an ad was clicked last week and a conversion was made this time, click and conversion were recorded at the time the ad was clicked (last week). Starting October 17th, your conversion report and conversion value can be viewed by conversion time, i.e. using the “by conversion time” column. This means that according to the example above, the conversion for that click will be displayed this week (not past when the click was made) in the “Conversions (by conv. Time)” column. Six new conversion-related columns are available:
– Conversions (by conv. time);
– Conv. Value (by conv. time);
– Value/Conv. (by conv. time);
– All conv. (by conv. time);
– All conv. value (by conv. time);
– Value /all conv. (by conv. time).
Responsive Search Ads available to all advertisers
On October 22nd, responsive search ads became available to all advertisers in all languages, Google Ads Editor, APIs and mobile applications. Responsive search ads have been in use for a long time, but have not been available to everyone by this date.
App campaign Asset updates
In the coming months, Google will announce an upgrade to App Campaigns and Asset Formatting in order to improve the way the campaign selects and displays the Asset combination when displaying ads. Advertisers with active app campaigns will be automatically upgraded for these changes. How this will work is not known.
Placement reporting update
In the coming weeks, the “placement” column in the Report Editor will display the same data that is displayed in the “placements” section of the ad groups. This metric will only include manually targeted placements, unlike so far when it included automatically targeted placements.
Lead form extensions
Ad extensions are a great way to see more information than the ad itself and its description offers us about a product or service. Lead form extensions are a new type of extension available in Google Ads advertising. Potential buyers of products or services can contact your business in the fastest way, eliminating the extra step of going to the web to do so. The good thing after submitting a query is the option to go to a web advertiser or return to Google searches in just one click, while as a disadvantage we would state that there is still no option for the query to arrive, for example, in the mail used to contact forms on the website. Leads must be downloaded from the Google Ads interface as a “.csv” document.