PPC ads are one of the best ways to stay ahead of the curve and gain valuable exposure. Staying up to date is key, and Google has made some changes you should see! Here are some of the changes that have been recently made to Google ads:
Keyword Matching was announced two months ago as a form of intelligent technology that will be further bolstered to provide understanding and context for the intent of search queries now being extended to keyword matching in Google Ads. Broad match and phrase match keywords that are identical to the current query gains preference when there is not a 100% match for the keyword. What this means for dedicated advertisers is that a flow of more qualified traffic will be attainable with fewer keywords.
How Can We Capitalize on This Data? Advertisers can now see search terms that got them impressions, whether a user has clicked on them or not. Previously, advertisers could only see the terms that had yielded a large enough volume to maintain the secrecy of the users’ identity, and that had one or more clicks. Even though it doesn’t diminish the impacts of the last update, it’s still a drastic improvement.
More Automation on Display Ads: Now when a campaign is in the planning stages, you can select Campaign Type page, then choose a standard OR smart display campaign type. Smart display automates more of your campaign to take some of the work off your plate. You can always opt out of this if it does not meet your needs.
The Now-Defunct Expanded Text Ads: It became official last spring that expanded text ads were replaced with responsive search ads, but your existing expanded text ads will still be allowed on a grandfathered basis. Just before this change, you were able to add a third deadline, second description, and use up to 90 characters for each description. Both automatic and manual ad extensions are fully compatible (for a short time!) with expanded text ads.
Answering the Inquiries ”About This Ad”: Users who now click on “Why am I seeing this ad?” will be redirected to an “About This Ad” page where they can view additional ads from a brand and learn more about the advertiser. This feature will be rolled out in the future for display, shopping, and video advertisements.