The Latest Google Ads Features
When it comes to consumer outreach and improving brand awareness, Google Ads is an essential tool for content marketers allowing you to put the right marketing messages in front of the right audience. As the biggest search engine in the world, Google is constantly evolving in order to improve the consumer experience and help you rake in the cash. So what are the latest Google Ads features 2021 and how can you make them work for you?
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Get Listed for Free on Google Shopping
Shopping ads, sometimes referred to as Product Listing Ads or PLAs are the product ads that appear in Google Search results as well as the Shopping tab and a host of other places. They’re therefore extremely important and a great way to reach consumers.
Recent updates mean you can now enable your products to appear in free product listings on Google if you submit them through the Google Merchant Centre or if you use structured data markup on your website. Free shopping placements are available on the Shopping tab and in Google Images results, Google Lens and more. Since April 2020, when free listings were introduced, clicks have increased 70% and impressions have soared 130% on average across both free listings and ads on the Shopping tab in the US
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Enjoy Improved Performance-Based Targeting
Did you know you can now run performance-based targeting for YouTube ads on the Display network? This will help you get valuable conversions while controlling your budget. While video and display formats are typically ideal for brand awareness, they’re now being used to enhance acquisition efforts. This is because Google has a data treasure trove and knows the content people want to see. By only showing ads likely to convert, performance-based targeting becomes a seamless process.
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New Customer Acquisition
Google’s Smart Shopping product unveils a new conversion goal – New Customer Acquisition. Dubbed NCA in the beta testing phase, this new goal type allows advertisers to set Smart Shopping campaigns to optimise acquiring new customers specifically. In the Conversion goals section of your campaign, there will be a new option for ‘New Customer Acquisition.’ This should be selected and there will be a blank spot for you to enter the value amount for Total Conversion Value. The value of a new customer is used in tandem with the lifetime value of consumers, as once you know how much you can expect from a user in the long-term you can adapt how much you’re willing to pay for a new one.
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Google Ad’s Local Campaigns
The pandemic has forced us into more of an online bubble than ever before, but offline transactions happen too. People want to visit physical locations, which is why your local SEO needs to be up to scratch. The new version of the Google Ad’s local campaign uses GPS and WiFi to identify the location of the user. Google will then display ads related to business advertising presence around the user’s current location. To make this work for you, make sure you keep track of offline as well as online metrics. For instance, be sure to register all your points of sales address or GPS coordinates to help Google track walk-in traffic.
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Be Creative with Gallery Ads
Gallery Ads can help users discover your products and services. A new ad format integrated into the Search Network means these ad formats are for mobile displays only allowing advertisers to make a huge impact through visual marketing – rather than simply relying on text advertising. Google will continue to serve the same users with your creatives, but on new placements such as YouTube, Google Discovery App and Gmail.
For help with your SEO and PPC strategy, contact Whitefish Marketing today.
