Google AdWords is the main mechanism available to the institution for those who want to advertise products and services on the world’s number one search platform. With the tool, you can reach potential customers who are close to the business and at the same time deliver ads across entire countries.
In June 2018, however, Google announced that its AdWords would undergo changes and become more efficient, meeting user requirements and creating new mechanisms for those who want to take advantage of the platform even with a small business.
Want to stay inside the platform and know what has changed since then? Follow the reading and understand how Google AdWords came to work and how to take advantage of what it has to offer for your business!
According to Google itself, the change in AdWords as a whole was based on a proposal to improve the efficiency of digital marketing campaigns and ensure that the ads served reach the right audience at the right time – especially with the use of machine learning. machine learning).
This was because the company had great success with capturing user data in relation to content consumption and purchases and was able to improve its algorithm, being able to offer campaigns to the public in a more efficient way, taking ads that have more value in the eyes of consumers.
The move to Google Ads
One of the most shocking changes brought by the new system is the adoption of the name Google Ads, leaving behind AdWords.
This exchange was intended to keep up with changes in the consumption patterns of the modern public: if by the 2000s the AdWords nickname worked to display ads from keywords, today there are new ways to exploit that content.
Google itself is currently able to do much deeper research and analysis than the time that AdWords was created. Calling it just Ads makes a lot more sense with the evolution of search engines, smartphone rise and broad use of YouTube, applications, Maps, etc.
The new features introduced by Google Ads
As we’ve already mentioned, the main goal of Google Ads is to promote smarter campaigns and facilitate the processes done by companies of all sizes.
The platform algorithm can now help the user choose the best keywords, descriptions and titles, as well as identify those consumers who are most likely to close deals.
The functionality previously known as Google AdWords Express has also been improved: now the user can create an ad in minutes, simply feeding the platform with brief information.
In general, Google Ads has consolidated two more new tools: Google Marketing Platform and Google Ad Manager. Understand, then, how each of them works best.
Google Marketing Platform
Google Marketing Platform was responsible for unifying Double Click and Analytics 360 Suite, making it possible for users to use management mechanisms and analysis of results in a single service.
Part of the Google Marketing Platform:
- Display & Video 360;
- Search Ads 360;
- Analytics 360;
- Surveys 360;
- Data Studio;
- Optimize 360;
- Tag Manager 360.
Google Ad Manager
Similarly, Google Ad Manager brought together the DoubleClick Ad Exchange and DoubleClick for Publisher, and the rebrand needed to better reflect the updates introduced by the platform.
The main focus of the change is the adequacy of Google Ads to the new way the public consumes content: multi-platform. It allows you to more closely control monetized sites and the type of ad that will appear for each consumer profile.
According to Google, content producers will be able to receive better pay for their work with the change. No ads were made for AdMob and AdSense.
The big news for Shopping campaigns introduced by Google are Smart campaigns, which use machine learning to increase its efficiency, especially for small businesses.
The automated feed, a tool that simplifies the creation of the first product feed for merchants, allows the user to quickly track the given site, gather relevant details about the products offered, and automatically create a feed using the information that has been captured.
The process for creating campaigns remains fairly simple. Once the account is created and your budget defined, just upload resources, choose the country of the sale and wait. The system will define, among the images and texts available, which are the most relevant and will display on Google, YouTube, Google Play, etc.
Integration with e-commerce platforms
Still about the ads made in Shopping: With the new platform, you can integrate your ad with important e-commerce services, such as Shopify.
You can now sync the catalog of these platforms with Merchant Center (keeping your product feed always up-to-date) and even manage the Smart Shopping campaigns you’ve created.
Adapting to Google Ads
It’s important to keep in mind that the new version has some features that already existed on the old platform (as well as promotion extensions and the possibility of adding notes in campaigns) and others that have been improved (like Marketing Platform).
The change from Google AdWords to Google Ads has been occurring gradually, since there is no deadline (yet) for the first platform to cease to exist. Ideally, you should gradually get to know the features of Ads and perform the migration only when you feel secure (or when you finally do not make the feature more available).
The time has come to take advantage of the Google AdWords change and know how to make the most of the new platform, which has definitely come to stay and promises to make life a lot easier for users. Now they can more efficiently manage their campaigns and rely on machine learning expertise to leverage results.