Trending: Google AdWords is now Google Ads

Trending: Google AdWords is now Google Ads

Recent update: The Senior vice president Sridhar Ramaswamy who leads Google's ads, explained about the rebrand.He said the reason behind the rebranding is the company has been getting constant feedback over the past few years.

As Google has acquired new ad products, to get leads it has become more complex over the past two decades. This made advertisers, agencies and publishers hard to recognize and select the appropriate google product for their needs. With the point of rebranding, it helps in locating “where we want the product to go"

Along with the latest trends of rebranding, Google is also coming up with new solutions that simplify its advertising offerings.

Going ahead, Google's ad products will be segmented into three major brands.

1. Google AdWords is now Google Ads

2. Google Marketing Platform (A combination of Double Click advertiser products and Google Analytics 360)

3. Google Ad Manager

Let's know what are these three major changes and its impact

1.                       Google Ad Words is now Google Ads

       

Firstly, whether it's a search ad, display ads, app ads or YouTube video ads etc., this serves as the front door for advertisers to buy on all google surfaces.

Google is also laughing something new as smart campaigns, which is a default mode for advertisers. It allows advertisers to identify the actions based on priorities whether store visits, purchases or phone calls. With the use of machine language the images, texts are optimized and drive to respective actions.

2.                       Google Marketing Platform

Google Marketing Platform assists to plan, buy, measure and optimize digital media all in one place.

Dan Taylor Managing Director for platforms said about the Google Marketing Platform as it helps in growing need for collaboration.

The Marketing Platform adds a new integrations centre. Unifying DoubleClick and Analytics 360 as a single platform has come for the advertisers who were integrating the two products on their own.

3.                       Google Ad Manager

The Final Change unifying DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange (AdX) has been a three-year process. Jonathan Bellack, the director of product management for publisher ad platforms said Now, “marketer demand for addressable advertising has moved us to a place where all buying will be programmatic,”

 

Google Ad Manager will assist publishers to monetize at all the new places where people are engaging. For example live streams, connected TVs, Accelerated Mobile Pages (AMP), and platforms like YouTube and Apple News, Bellack explained.

A LOOK at PPC Marketing Trends 2017

Visit forward with enthusiastic for PPC trends for 2017

In order to earn the benefits of PPC advertising, it’s important to advertise yourself with the latest trends to stay ahead of the willing to take a look at some of the predictions of what will be sizzling in 2017 and elsewhere.

Google AdWords

In a recent development, Google announced a significant change to ensure greater control for users of device-level bidding in AdWords. The announcement, in 2016, confirmed mobile-base bidding was back. This means Google has given back control to advertisers over how much they can bid on desktop, tablet and mobile traffic. This enables them to decide how much they will spend per click on each device. Businesses can broadcaster their base keyword to the device relevant to their business, setting bid adjustments for other devices. Mobile device use is outperforming desktop usage and the realisation is urging businesses to change the way they create ads for their target audiences.

 Text search ads

Google’s Stretched Text Ads offer a new formatting option, giving advertisers more scope for ad copy. It doubles the size of PPC ads on AdWords, so advertisers have more opportunity to tempt prospects as it is streamlining its text ad formats across desktop and mobile devices, so advertisers can use two 30-character headlines, rather than the current 25-character headline. Advertisers also have an 80-character limit for description copy, rather than the previous two 35-character lines. Google has also announced the introduction of responsive ads for display, enabling advertisers to use dynamic ads that automatically adjust and resize to match the feel of the content being browsed by the target audience.

Video ad campaigns

This trend is going from strength to strength since its launch in 2015 and looks set to be big in 2017. Video ads are increasingly popular among businesses and marketers, with Facebook and Google focusing more on video ads meaning they have become a large part of the mainstream advertising medium. The trend complements today’s climate, with busy users often preferring to watch rather than read. Hence presenting ads in a video format can attract more views and clicks, compared with earlier text ads. It doesn’t have to be more expensive to create video ad campaigns, as no special technical skills are required to run video adverts – just a basic understanding of production techniques and the necessary equipment. It can be managed easily through AdWords.

Shopping feed update

 Google’s Shopping Products Feed Specification mean changes to the information required in order for advertisers to run shopping ads. Unit pricing is available for all categories and markets to ensure consistency in the displayed prices. Colour and size values are now compulsory to ensure an improved, more consistent shopping experience. This trend will help advertisers ensure that their ads feature perfect prices, availability information and specifications, with high-resolution imagery.

Remarketing lists for search ads

Although RLSA isn’t new, the possibilities haven’t yet been explored fully by many marketers. They will earn the benefits when they realise the potential returns offered by RLSA this provides access to a comprehensive list of search ads, where ads for products and services similar to your own can be selected. Advertisers can modify the search ads, bids and keywords. Assists in reviewing the returning visitor data straight from the AdWords dashboard to analyse users’ behaviour, providing a greater insight into your paid search budget and, subsequently, greater control.

Interactive advertising

Today’s consumers look for a chance to experience products and services before they buy, so Google is making this possible for its app users. The fact that one in four apps in Google’s Play Store are never used is pushing them to use virtual machines on their cloud platform, so consumers can use an app for at least one minute before downloading it. This helps them to decide if they want to download the app or not. This is a great benefit for users, although perhaps not so great for app developer. As the advertisers will enable users to experience their products before they buy them, with advertisers utilising interactive ads that showcase their products for consumers and prospects.

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