PAID SEARCHThere are many changes happening with Google Ads. Performance Max campaigns are recommended. Expanded text ads are being phased out. Combined audiences will enhance targeting, etc. See below for more detail.
PERFORMANCE MAX CAMPAIGNS
Performance Max is a new goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory from a single campaign. It’s designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google’s channels like YouTube, Display, Search, Discover, Gmail, and Maps.
Learn more here.
NEW TARGETING: COMBINED SEGMENTS
Combined segments is an effective targeting option that allows you to intersect different segment attributes, such as detailed demographics and affinities, to create “personas” that represent sections of your target segments.
You can create any number of personas to represent different types of users that might use your products, services, or website. By creating personas based on your users’ backgrounds, needs, and goals, you can target the right customers at the right time.
With combined segments, you can intersect different segments to express most advertiser personas.
Learn more about how to use combined segments here.
EXPANDED TEXT ADS - BEING PHASED OUT
Starting June 30, 2022, you’ll no longer be able to create or edit expanded text ads.
- Expanded text ads have three headline fields. The first two headline fields are required, while the third is optional. The extra headline field allows you to include additional text in your ads. You can use up to 30 characters per headline. The headlines will appear next to each other, separated by a vertical pipe (“|”). Depending on the size of your potential customer’s screen, they may wrap to a second line. The third headline can appear more often on wide mobile devices.
- Expanded text ads will continue to serve, and you’ll still see reports on their performance going forward.
- You’ll still be able to pause and resume your expanded text ads, or remove them if needed.
- We strongly encourage you to transition to responsive search ads.
- Learn more about this change to expanded text ads
COMPETITORS: AUCTION INSIGHTS
Use the Auction insights report to compare your performance with other advertisers who are participating in the same auctions that you are. With the Auction insights report, you can see how often your ads rank higher in search results than those of other advertisers, and how your share of total possible impressions compares with theirs.
You can use the information in the Auction insights report to help you make strategic decisions about bids, budgets, and keyword choices by showing you where you are succeeding and where you may be missing opportunities for improved performance. You’ll also want to consider using the report to identify significant competitors in the auction, or benchmark your performance against other competitors.
MEASURE: GOOGLE ADS REPORTS
You can analyze basic account, campaign, and ad group information using different data and reports available in Google Ads. There are also advanced reports that go beyond the number of clicks or impressions you’re getting, allowing you to see the impact Google Ads has on your business.
There are several reports in Google Ads. One example is the “Paid and organic report”.
With the paid & organic report, you can see how often pages from your website are showing in Google search results, and which queries triggered those results to show on the search results page. Keep in mind that in order to use the paid & organic report, you’ll need to have a Search Console account for your website, and you’ll need to link that Search Console account to your Google Ads account.
This information helps you understand how paid and organic search work together to help you reach people searching online, identify new, potentially valuable keywords, and gain an overall view of how your online presence is performing overall in terms of attracting views and clicks.
Below are a few uses for the paid & organic reports.
DISCOVER ADDITIONAL KEYWORDS
Use the report to look for queries where you only appear in organic search with no associated ads.
- Identify queries with a low number of paid impressions by adding a filter for “ad impressions = 0” or “ad impressions < X” (if you have multiple accounts, all organic search data will be imported in each account).
- Downloading a paid & organic report in a My Client Center (MCC) manager account will allow you to find duplicate organic queries and identify queries that have no paid impressions across any accounts.
- Add an additional filter to identify queries containing specific text, like your brand name or your most important products and services.
OPTIMIZE YOUR PRESENCE ON HIGH-VALUE QUERIES
Improve your presence in paid results and monitor your high value queries for organic results.
- Identify relevant queries for your business that have low organic traffic volume and target these queries to strengthen your paid search presence.
- Tailor your ad text and use ad extensions to show a more useful, prominent, and differentiated message from your organic listings.
MEASURE CHANGES HOLISTICALLY
Monitor the impact of changes to your website, bids, budgets, or keywords across paid, organic, and combined traffic.
- See how changing your keyword bids increases or decreases overall combined clicks for related queries, and work to cost-effectively increase your overall traffic for your most important queries.
- Understand how ads may impact your combined performance for certain queries by comparing the “organic only” and “both shown” segments for the same query. See how your clicks/queries differ when you have both types of listings on the page, compared to when you just have one or the other.