New Google Adwords interface
Posted: Sun Dec 22, 2024 6:17 am
Changes to Google's marketing platform for 2018
Every year, large technology companies announce their new products and services to their communities, along with their most recent updates. Google, being a company with a great global reach and having the largest market share in the search engine field, naturally enters into this trend of interactively sharing its news.
We were able to see a great example of this on July 10 at Google Marketing Live 2018. An event that took place in San Jose, California, and was attended by representatives of marketing agencies from all over the world that are part of the Google Partners network, where executives, engineers and programmers from this company presented a series of initiatives with the aim that we, digital marketing specialists, begin to support each other and take advantage of their new tools.
That's why we want to present you the most important Google changes for 2018 , so that you can design marketing and advertising strategies that adapt to these new updates. In this sense, what's new in our favorite search engine?
Goodbye Google Adwords, Hello Google Ads!
It is well known that with the introduction of Google AdWords (Google Inc.'s most important revenue channel), the company became known for being a pioneer in the field of Internet advertising. Most of its revenue is generated through a pay-per-click business model, whose protagonists are those companies that want to position their content and web pages among the first results. Based on this scenario, for Google, ads constitute a vital element within its monetization strategies.
Within Google Adwords we can not only create text ads that appeared through the use of keywords in search engines, but now we can also create ads in other formats such as videos, images, online stores, etc. In this way, searches using keywords ceased to be the only function within Adwords to position content, so the decision made by its engineers and brand designers was to change the name of Google Adwords to Google Ads .
Of course, this name change also brought with it a change in the interface, options and monetization techniques within the platform. Previously, people who used Adwords could choose whether to navigate through the new update or not. Now, with this definitive change, this update has become the final one within the platform, so it will soon be available to everyone. The most notable configurations within it are:
Machine learning en ads
Now, it is possible to use artificial intelligence or machine learning within Google Ads that allow us to optimize and analyze databases more quickly to create our ads. Previously, to create display campaigns, you had to individually create ads in different formats (text, image, rich media, etc.).
In this sense, through smart display campaigns, Google Ads will allow us to automatically create ads that fit all formats and thus begin to evaluate which of them works best for our audience.
A closer connection with Google Optimize, Google Data Studio and Google Attribution:
Thanks to these new changes from Google , we can now incorporate A/B testing (tests to compare results) into our ads using Google Optimize and make reports on the data and results we are obtaining with our campaigns, also using Google Data Studio.
On the other hand, we can also link our campaigns with Google Attribution, which provides us with information about the journey of our potential buyers from the moment they view our ad until the moment they make a final purchase. In other words, it is a platform that allows us to track the entire purchase and conversion process.
Google Ads now has a new interface and tools in its options menu, which will allow us to create much more detailed ads focused on the needs of our consumers. For example, there is now the option of adding promotional extensions to our campaigns to highlight special offers and promotions around a particular event or date such as Mother's Day, Halloween or Christmas.
There is also now an audience manager that unifies the targeting options of the display network cellphone number philippines and remarketing lists of search ads; and exclusive ads for the Google Shopping catalog, where related products are grouped and presented together to attract customers interested in our brand.
Google Marketing Platform: an integrative proposal
DoubleClick (a company acquired by Google 10 years ago) and Google Analytics 360 products will be integrated into a new platform called Google Marketing Platform . Although this new change was announced on June 27 of this year and represented one of the most important launches of Google Marketing Live 2018, it will not be until July 24 when this platform will officially be launched on the market.
Google Marketing Platform is a new advertising platform that unifies the functions of these two products (which consist of creating ads and analyzing website performance) and which previously worked individually.
On the other hand, it is important to note that DoubleClick Bid Manager will be renamed “Display & Video 360” and will incorporate planning, purchasing and measurement functions in a single tool. DoubleClick Search will be renamed “Search Ads 360”. DoubleClick Campaign Manager and DoubleClick Studio will be renamed “Campaign Manager” and “Studio”, respectively.
This integration of services within Google Marketing Platform will make it easier for us, as digital marketing professionals, to better understand our users, optimize the budgets allocated to the different customer acquisition channels and predict their behavior. It is an integrative proposal that will allow us to manage our websites and advertising campaigns in a more thorough and effective way.
TrueView: new formats for YouTube ads
This event has made it abundantly clear that the way consumers use YouTube has changed . The platform is now used to inspire and drive purchasing decisions, so much so that YouTube ad conversions have increased by over 150% in the last year.
Nicky Rettke (Google's Group Product Manager for Video Ads) said at the event that 91% of smartphone owners have purchased or planned to purchase something after seeing a video ad that they described as relevant. Based on these results, Google has introduced us to new formats to measure, monetize and really get the most out of our YouTube ads. These are TrueView for reach and TrueView for action.
The first is an advertising option where advertisers only pay when the user views at least 30 seconds of the ad or clicks on one of its elements to learn more about the campaign. The second helps us generate leads and conversions through calls to action , highlights and titles superimposed on video ads.
Google Ad Manager
Another of Google's changes for 2018 is that DoubleClick Ad Exchange (AdX) and DoubleClick for Publishers (DFP) now represent a new Google product called Google Ad Manager. Just as Google Marketing Platform encompasses the old Analytics 360 and some DoubleClick features, others become part of Google Ad Manager .
With this merger, Google seeks to create a complete advertising platform with new tools that facilitate the increase of advertisers' revenue. Google Ad Manager offers us a single platform for the delivery, measurement and optimization of ads anywhere where our audience participates, including Smart TVs, accelerated mobile pages (AMP), mobile games and applications and platforms such as YouTube and Apple News.
Ultimately, these changes from Google for 2018 will improve our experience as marketing professionals and will facilitate all the processes that involve creating, positioning and measuring our ads in both Google Search and Google Display.
Every year, large technology companies announce their new products and services to their communities, along with their most recent updates. Google, being a company with a great global reach and having the largest market share in the search engine field, naturally enters into this trend of interactively sharing its news.
We were able to see a great example of this on July 10 at Google Marketing Live 2018. An event that took place in San Jose, California, and was attended by representatives of marketing agencies from all over the world that are part of the Google Partners network, where executives, engineers and programmers from this company presented a series of initiatives with the aim that we, digital marketing specialists, begin to support each other and take advantage of their new tools.
That's why we want to present you the most important Google changes for 2018 , so that you can design marketing and advertising strategies that adapt to these new updates. In this sense, what's new in our favorite search engine?
Goodbye Google Adwords, Hello Google Ads!
It is well known that with the introduction of Google AdWords (Google Inc.'s most important revenue channel), the company became known for being a pioneer in the field of Internet advertising. Most of its revenue is generated through a pay-per-click business model, whose protagonists are those companies that want to position their content and web pages among the first results. Based on this scenario, for Google, ads constitute a vital element within its monetization strategies.
Within Google Adwords we can not only create text ads that appeared through the use of keywords in search engines, but now we can also create ads in other formats such as videos, images, online stores, etc. In this way, searches using keywords ceased to be the only function within Adwords to position content, so the decision made by its engineers and brand designers was to change the name of Google Adwords to Google Ads .
Of course, this name change also brought with it a change in the interface, options and monetization techniques within the platform. Previously, people who used Adwords could choose whether to navigate through the new update or not. Now, with this definitive change, this update has become the final one within the platform, so it will soon be available to everyone. The most notable configurations within it are:
Machine learning en ads
Now, it is possible to use artificial intelligence or machine learning within Google Ads that allow us to optimize and analyze databases more quickly to create our ads. Previously, to create display campaigns, you had to individually create ads in different formats (text, image, rich media, etc.).
In this sense, through smart display campaigns, Google Ads will allow us to automatically create ads that fit all formats and thus begin to evaluate which of them works best for our audience.
A closer connection with Google Optimize, Google Data Studio and Google Attribution:
Thanks to these new changes from Google , we can now incorporate A/B testing (tests to compare results) into our ads using Google Optimize and make reports on the data and results we are obtaining with our campaigns, also using Google Data Studio.
On the other hand, we can also link our campaigns with Google Attribution, which provides us with information about the journey of our potential buyers from the moment they view our ad until the moment they make a final purchase. In other words, it is a platform that allows us to track the entire purchase and conversion process.
Google Ads now has a new interface and tools in its options menu, which will allow us to create much more detailed ads focused on the needs of our consumers. For example, there is now the option of adding promotional extensions to our campaigns to highlight special offers and promotions around a particular event or date such as Mother's Day, Halloween or Christmas.
There is also now an audience manager that unifies the targeting options of the display network cellphone number philippines and remarketing lists of search ads; and exclusive ads for the Google Shopping catalog, where related products are grouped and presented together to attract customers interested in our brand.
Google Marketing Platform: an integrative proposal
DoubleClick (a company acquired by Google 10 years ago) and Google Analytics 360 products will be integrated into a new platform called Google Marketing Platform . Although this new change was announced on June 27 of this year and represented one of the most important launches of Google Marketing Live 2018, it will not be until July 24 when this platform will officially be launched on the market.
Google Marketing Platform is a new advertising platform that unifies the functions of these two products (which consist of creating ads and analyzing website performance) and which previously worked individually.
On the other hand, it is important to note that DoubleClick Bid Manager will be renamed “Display & Video 360” and will incorporate planning, purchasing and measurement functions in a single tool. DoubleClick Search will be renamed “Search Ads 360”. DoubleClick Campaign Manager and DoubleClick Studio will be renamed “Campaign Manager” and “Studio”, respectively.
This integration of services within Google Marketing Platform will make it easier for us, as digital marketing professionals, to better understand our users, optimize the budgets allocated to the different customer acquisition channels and predict their behavior. It is an integrative proposal that will allow us to manage our websites and advertising campaigns in a more thorough and effective way.
TrueView: new formats for YouTube ads
This event has made it abundantly clear that the way consumers use YouTube has changed . The platform is now used to inspire and drive purchasing decisions, so much so that YouTube ad conversions have increased by over 150% in the last year.
Nicky Rettke (Google's Group Product Manager for Video Ads) said at the event that 91% of smartphone owners have purchased or planned to purchase something after seeing a video ad that they described as relevant. Based on these results, Google has introduced us to new formats to measure, monetize and really get the most out of our YouTube ads. These are TrueView for reach and TrueView for action.
The first is an advertising option where advertisers only pay when the user views at least 30 seconds of the ad or clicks on one of its elements to learn more about the campaign. The second helps us generate leads and conversions through calls to action , highlights and titles superimposed on video ads.
Google Ad Manager
Another of Google's changes for 2018 is that DoubleClick Ad Exchange (AdX) and DoubleClick for Publishers (DFP) now represent a new Google product called Google Ad Manager. Just as Google Marketing Platform encompasses the old Analytics 360 and some DoubleClick features, others become part of Google Ad Manager .
With this merger, Google seeks to create a complete advertising platform with new tools that facilitate the increase of advertisers' revenue. Google Ad Manager offers us a single platform for the delivery, measurement and optimization of ads anywhere where our audience participates, including Smart TVs, accelerated mobile pages (AMP), mobile games and applications and platforms such as YouTube and Apple News.
Ultimately, these changes from Google for 2018 will improve our experience as marketing professionals and will facilitate all the processes that involve creating, positioning and measuring our ads in both Google Search and Google Display.