Just like the search engine, Google Ads is constantly changing and evolving. It can be hard to keep up with all the updates, but it is important to so your campaigns can run smoothly and efficiently. Here are upcoming Google Ads updates so you can start your digital marketing plan for 2022 off on the right foot.
1.Text Ads Are Being Removed
Although you can still create expanded text ads in Google Ads, that type of ad will soon be removed. On June 30, 2022, responsive search ads will be the new default and expanded text ads will be gone.
This means you should start switching over to responsive search ads now. The more time you have to test and modify your new ad type, the better. You also don’t want to risk impacting any of your campaigns when the changes go live. If you only have expanded text ads on that date, your campaigns will be paused since there are no longer any more ads to run.
Start adjusting your ads now so you can be ready come June. Luckily, responsive search ads allow more headlines and descriptions. They will automatically show the best combinations of those headlines and descriptions based on who is viewing your ad.
2. Search Term Data Added
Back in September 2020, Google announced they would be limiting the search terms you can see. Search terms had to be clicked for you to see them, which meant users were missing out on valuable data.
Luckily, that threshold is now being removed. Now you can look at what search terms your ads are appearing with and make the important decision whether or not to include certain keywords.
This is certainly a win for anyone running PPC campaigns. Take full advantage of the new data in the upcoming year so you always know your ads are being shown to the right people.
3. “About This Ad” Section
Although this update only applies to Display, Video, and Shopping campaigns, it is still important to mention. People will now be able to see an “about this ad” button next to your advertisement. It is part of Google’s continuous effort to assure consumers of their privacy and the quality of the content they are seeing.
This button will allow users to view your company and the different types of ads you have posted or have run in the last 30 days. This is to help potential customers get familiar with your brand. It also helps them build trust in your brand if they can see you are producing high-quality content that you aren’t afraid to hide.
There aren’t any changes you need to make, but be aware users can now look at your other ads, which can give you more credibility. If you haven’t already, make sure your ads look the best they can.
4. Google Shopping Shipping Speeds
Everyone knows there is nothing worse than waiting on a late package. You never want your customer to feel like that. Google is making it easier to estimate how long delivery will take. You can now specify your shipping carrier, service, and ship-from location to more accurately calculate delivery time.
You can also now link your past delivery data with Google. This will allow Google to look at how long previous deliveries took to provide a more accurate estimate. Make sure to sign in and check you have historical order tracking authorized. The more data available, the better estimates you will get for 2022 and beyond.
5. Attribution Is Now Data-Driven
In the past, you had a few different ways you could customize your attribution. With this new update, only data-driven attribution will be available.
Data-driven attribution uses machine learning to figure out all the factors that lead to a user converting with your ad. This was available as an option in the past, but some people weren’t allowed to use it due to it having minimum data requirements. These requirements have now been removed and data-driven attribution will become the new norm.
Typically, most people use last-click attribution. Regardless of what attribution model you are using, you won’t need to make any changes in your campaigns. Data-driven attribution will start sometime in early 2022 and will be automatically applied to your account for Search, Shopping, Display, and YouTube ads.
Now that you about all the current and upcoming Google Ads updates, it’s time to start thinking about how to apply them. Don’t wait to adjust your campaigns and strategies. If your company needs help with Google Ads, PPC, or getting started with your 2022 marketing plan, reach out to Walker360 today.