18 years ago, Google introduced Google Adwords, and on July 24, 2018 Google Adwords will be changing to Google Ads.
Google Ads will hold everything that Adwords has and more by changing the way advertisers target their new Google Ads. Google announced significant changes to Adwords device bidding, text and display ads. That means that the search network, display network and video ads. In addition to the existing setup, new features like automation and machine learning will be bigger functions.
Google Ads will still pack the same features and network of Google AdWords:
- Search network
- Display network
The new Google Ads experience is going to be heavily focused on the ease of multi-channel advertising, connecting everything from search to display to video for a more seamless experience.
Google Ads, however, is more than just a name change. Here are some of the new features that Google Ads will hold.
Responsive Text Ads
The new ads will allow advertisers to input up to 15 different headlines and 4 descriptions. Google will then test and run all possible combinations to create the best performing configuration. There is no need for A/B Testing, since it will not test all possible outcomes. By using multiple combinations of headline and descriptions, your ads will have the opportunity to compete in more auctions. This will help your message reach more customers by showing up in more searches.
Responsive Search Ads
Google allows to various combinations of headlines and descriptions and optimize ad delivery based on the top-performing headline and description combinations. These ads will appear in the same locations and will look like expanded text ads; however responsive text ads will include up to three Headlines.
Google announced responsive ads for display that automatically resize and adjust to the look and feel of the content to tap into publishers’ native ad inventory. The ads are built dynamically by Google. Advertisers provide headlines, a description, an image and a URL. Advertisers will have two 30-character headlines instead of the current 25-character headline and one 80-character line of description copy instead of two 35-character lines.
Google Ads will require separate campaigns. This means that all bidding customizations by individual devices desktop, mobile and tablet must be set up separately. Also, bid modifiers has a larger range from -100% to +900%, rather than the current 300%. Base bidding can be set by any device, whereas the current state is the mobile bids are set as a modifier of desktop/tablet. With these new bidding features Google is able to redefine how brands utilize search in their marketing efforts.
The new Google Ads already represents the full range of advertising capabilities that is offered today, but get ready on July 24, 2018 to try out these new upgrades and see how it benefits your ads. Contact Think Profits for all of your online advertising needs!