As buyer behavior continues to shift throughout the pandemic, Google Ads has committed to a better experience for its users. Google Ads announced its top three priorities for 2022: automation, measurement, and privacy.

Now, these aren’t new priorities, per se, but more so shifting how they’re focusing on each one. Let’s take a further look.

New Opportunities With Automation
Vice President and General Manager of Google Ads, Jerry Dischler, mentioned how shifts in consumer behavior present both challenges and opportunities. His conversations with brands have focused on the need for readiness, speed, and agility in order to drive growth.

He later states: “Over 80% of Google advertisers are now using automated bidding to free up time and improve ad performance.”

Under the Automation pillar, Google is emphasizing the use of Performance Max and Discovery campaign types. Both campaign types focus on reaching users at scale from a single campaign.

Google touts the benefits of these campaigns to include:

> More simplicity in management (fewer campaigns)
> Multi-channel reach
> Greater ad inventory
> Incremental conversions

For single-channel campaign types such as Search, Display, and YouTube, Google recommends leaning into automation with Smart Bidding, responsive search ads, and broad match keywords.

The Future Of Measurement
It’s no secret that measurement has been a challenging topic for most advertisers. With the iOS 14 update, the future removal of third-party cookies, and more – new approaches to measurement will be critical for success.

Without meaningful results and data to back up your marketing efforts, it’s going to be harder to prove the value of marketing.

Google is rolling out new solutions to privacy and measurement including:

> Enhanced conversions
> Consent mode
> Conversion modeling
> Data-driven attribution

The solutions put into place will rely on your first-party data and privacy-safe APIs. These efforts put the user first by respecting their privacy, but also listening to the needs of advertisers to track campaign efforts.

Delivering Expectations For Digital Privacy
It’s difficult these days to go without hearing of some sort of privacy breach. Google understands the increasing need for user privacy and controls. While you need to build and cultivate relationships with your customers, they need to know that their data is safe and maintain some level of anonymity.

Google has updated its privacy playbook to capture these needs both from the advertiser and user perspective.

The three main highlights of this playbook include:

> Building direct relationships with customers
> Ensuring measurement remains accurate and actionable
> Keep your ads relevant

In building direct relationships with customers, you’re able to capture first-party data for more 1:1 direct communication, such as email marketing or in-app messaging.

Source: Search Engine Journal

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Google is announcing a number of new local ad-based features at its Google Marketing Livestream event today. These include new ad formats for local campaigns and a new option for “pickup later” in the local inventory ads.

New local campaign ad formats

Auto Suggest ads
Google launched a new ad format for local ads named Auto Suggest ads. Auto Suggest ads show ads based on the searcher’s location. When a searcher is nearby and looks for a related product or service in Google Maps, the ad will auto-suggest the advertiser’s nearby location to that searcher.

The example Google gave for this one is that if you search for [oil change] in Maps, Google might show an ad for an auto garage that is near your current location.

Navigational ads
Google also launched the new Navigational ad format for local ads. Navigational ads are shown while you are using Google Maps driving directions. This allows businesses to show their ads while a user is en route to a destination. So if you’re headed to pick up dinner, a nearby gas station could use Navigational ads to let you know that you can fill up along the way. While driving, Maps users can add the stop to the advertised business to the route. Google said it places the ads in driving directions mode in a “safety conscious manner.”

Similar Places ads
Google also launched a new ad format for local ads named Similar Places ads. These ads show up when you search for a specific business location and that business is closed at the time of the search. In that case, Google may show a similar business on the map by showing the business name with the label “Similar and open.”

All three of these new ad formats are coming to local ad campaigns in the second quarter of this year and will be available to all advertisers globally.

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Direct Submit Pay Per Click Services
A pay per click (PPC) campaign takes time and expertise to manage effectively. There are a number of issues to consider including Pay Per Click Account Management, budget management and effective monitoring of key phrases used. Pay Per Click is one of the most flexible forms of online marketing available. As required, we can update your budget within hours, set your campaign to run at certain times of the day and we can add/remove key search phrases as is needed. Due to this great flexibility Pay Per Click marketing is very efficient and can be a highly effective form of advertising.

As leading UK Pay per Click, Internet Marketing, and SEO consultants, we are committed to providing you with the highest level of service and expertise. All our clients are unique and each receives customised strategy that utilises today’s best practices for your business.

Direct Submit Internet Marketing Services have been managing pay per click (PPC) and Google advertising (Adwords) campaigns for many years. Our sole focus is to achieve high-quality traffic for our clients through analytical analysis and management of their pay per click (PPC) and Google Adwords campaigns, and we are able to provide a fully managed service for your pay per click campaign(s).

We are a leading SEO & Digital Marketing Agency who have a reputation for delivering tangible results and excellent customer service. We help our clients get more customers from search. With offices in Durham and Newcastle, we pride ourselves on delivering top-quality results that are based on proven techniques and an intimate, dynamic knowledge of ethical search marketing practices. You’re just one phone call away from starting on the road to success.

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Advertisers will have the option to reactivate their accounts at any time. However, if there is still no ad spend within 3 months of reactivation, the account will be deactivated once again. Of course, advertisers can avoid deactivation altogether by spending some money on ads before next week.

If your AdWords account gets cancelled due to lack of ad spend, follow the steps below to reactivate it when you’re ready:

• Sign into your AdWords account.
• In the upper right, click “Settings” and then click Account settings.
• On the “Preferences” tab, click ‘Reactivate this account’ to finish activating your account.
• If prompted, you might also need to update your billing information.

Also note, for up to 24 hours after reactivating an account, you may continue to see an alert saying your account has been cancelled.

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Dashboards bring together the most important reports for advertisers Users are given a starter dashboard from the search engine which can then be customized as needed and shared with colleagues.

This new AdWords feature will give advertisers better control over how their reports are presented and organized. It’s designed to be flexible, so users can arrange the charts and tables in a way that’s most intuitive and user-friendly to them. Saved tables and charts can be added to the dashboard at any time, and no longer needed data deleted to make way for more useful data representations. The customized view extends to historic data too, with advertisers able to select previous date ranges to see how their dashboard would have looked at that point in time.

Where the current AdWords reporting tools require advertisers to flick between data sources, the new dashboards bring all of the most useful and meaningful reports together in one view. This means advertisers no longer have to tab between reports, allowing for more accurate and consistent performance monitoring.

This more streamlined, centralized approach gives a clear picture of the relationship between data. Google gives the example of now being able to see impressions and CTRs by device, right alongside clicks by device data in a single view. With this capability, trends and patterns should be easier to spot and opportunities for performance improvements made much clearer.

For accounts with multiple team members, dashboards will allow individuals to create their own dashboards to be reviewed with others. Each dashboard is listed in the Reports tab, improving collaboration. Dashboards can be created by navigating to the Reports tab, clicking Dashboards and then + Dashboards.

For more information on this new AdWords feature, read the full announcement from Google here.

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“Google’s dominance in search, especially mobile search, is largely coming from the growing tendency of consumers to turn to their smartphones to look up everything from the details of a product to directions,” said eMarketer forecasting analyst Monica Peart. “Google and mobile search as a whole will continue to benefit from this behavioral shift.”

Overall, search spending in the US is expected to increase 24 percent over the next three years, from $36.69 billion in 2017 to $45.63 billion in 2019.

Microsoft’s US search ad revenues are expected to grow from $2.79 billion this year to $3.02 billion in 2019, though its market share is expected to dip from 7.6 percent this year to 6.6 percent in 2019.

Yelp and Amazon are both expected to see the strongest growth rates in search ad revenues in the US over the coming years. Yelp’s local search app could crack $1 billion in search ad revenues in 2019, up from $730 million this year, though its market share is expected to slip from 6.9 percent to 5.8 percent in 2019. Product searches on Amazon could drive search advertising on the e-commerce channel up from $370 million this year to $600 million in 2019 and see modest market share gains from 1.9 percent last year to 2.2 percent in 2019. Aside from Google, Amazon was the only company that gained market share between 2016 and 2017.

Verizon’s AOL and IAC’s Ask will likely see search revenues stay flat, while Yahoo will rebound from 2016 with slim 1 to 2 percent growth through 2019.

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Google Adwords is one of the most versatile ways to drive traffic to your website. Google get 3.5 billion searches per day, meaning that people are constantly searching the web for products and services. 40,000 Google search queries are processed per second. Some of these queries are informational, but many are related to products or services. Right now, hundreds of people are searching for a website like yours. Google AdWords helps you target these searchers, and puts your website in front of these potential customers.

Google have made it incredibly straightforward to advertise with them. You can advertise through the Google AdWords interface.

Why use Google AdWords? There are a variety of reasons. In this article, we’ll take a look at some of the more important reasons.

1. Precisely Target Interested Customers

When you create a TV or newspaper advert, you are targeting masses of people. For example, if you advertise lawn mowers in a local newspaper, you will have a variety of people reading your ad, from teenagers to elderly people to businesspeople. Most of your audience probably don’t require a lawn mower at that point in time.

However, with Google AdWords, you can precisely target customers who are interested in lawn mowers only. When someone searches for “lawn mower shop Manchester”, you can place your ad directly on Google’s search results. Since this person is highly interested in purchasing a lawn mower, they are more likely to click your ad. As a result, they are more likely to convert, either by purchasing a lawn mower or through some other conversion. Instead of spending huge amounts on newspaper ads (directed at the masses), you can spend the same on interested customers, who are very likely to purchase.

This means that with a small amount of investment, you can get highly interested people coming to your website. These people have shown interest in your product by conducting a search into Google, and this means you’ll get more conversions and more purchases.

2. Instant Results

This is a no-brainer. With SEO, you have to wait up to six months to start seeing your website receive lots of traffic. While this may be a long-term investment, it does take time. While you are waiting for your website to rise in the SERPs, you can invest in some short-term PPC/Google AdWords advertising. With as little as £20, you can start receiving interested customers to your website. These customers will arrive at your site in as little as a few hours, and you can generate some quick business.

Since PPC is a relatively inexpensive method to gain customers, you can experiment with pricing and keywords. The results are quick; you don’t need to wait months. That said, SEO should definitely be a part of your long-term internet marketing strategy, but PPC can have quick results too.

3. Get Exact Predictions and Data

With Google AdWords, you can choose which keywords you’d like to target. Then, you can get predictions on how many clicks you’ll get.

This gives you exact data and it’ll help you forecast how much traffic you expect to receive. If we compare this to newspaper ads or radio ads, they don’t give any detailed metrics on what you can expect. They may highlight certain demographics or ages, but they aren’t measured with the accurate specificity of Google AdWords. With PPC, you can get accurate metrics on what to expect. Since so many businesses use Google AdWords each year, Google have amassed exponential amounts of data and research on what keywords convert best. All this data is neatly compiled into the AdWords Keyword Planner, and you can easily access it.

You can input the amount of money you’d like to spend per day, eg: £10. With that £10, the tool will state how many clicks you’ll get for that £10 for your chosen keywords. You can then toggle around with the keywords, and choose cheaper or more expensive keywords. This gives you unlimited freedom, because the keywords have been tried and tested, and Google’s long experience in PPC advertising helps you hone in on the most profitable keywords/search queries to target.

Final Thoughts

Google AdWords can be a versatile source of advertising for you. It will allow you to get exact predictions on your expected traffic, it’s easy to use, and it’ll quickly bring targeted customers to your website. If you feel that traditional advertising isn’t working for you, or you want an easy way to get targeted customers to your website, Google AdWords is the perfect choice for you.

Direct Submit Pay per Click & SEO Services
Direct Submit are an established Search Engine Marketing and Internet Marketing company. With over 95% of our business coming direct from client referral, we provide a cost effective and highly efficient service.  To speak to one of our Internet Marketing Consultants for advice on making your Web Marketing project a success, call us now on 0845 272 2350 or email us on mail@directsubmit.co.uk. We look forward to your call.

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With this new feature, advertisers can say good-bye to manually updating their corresponding Bing Ads campaigns whenever changes are made in AdWords. When things like ad copy, budgets, and ad extensions are updated in AdWords, the updates will be automatically applied to the synced Bing Ads campaign.

Scheduling automated imports is done through Google AdWords following the same process you normally would when importing a campaign to Bing Ads. At the end of the process you’ll be presented with the new options to either import now, import at later date, or import on a recurring basis. Campaigns can be scheduled to automatically import on a daily, weekly, or monthly basis.

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These stats are taken from Kenshoo’s latest analysis of more than 750 billion impressions, 13 billion clicks and $6 billion (USD) in advertiser spend. One of the major advertising trends in the last few months has seen online retail advertisers increasing their use of specialised product-focused ads on Facebook, Instagram and Google.

Video advertising on social media has also increased dramatically and mobile continues to be a key driver of growth.

Here are some more stats from the research:

Spend on Dynamic Product Ads on Facebook and Instagram, introduced in 2015 to help online retailers promote multiple products through social, has nearly doubled (up 95%) since Q4 2015. DPA now makes up more than four out of every ten clicks (42%) and 21% of spend on online retailers’ social ads.

Search advertising spend on retailers’ Product Listing Ads (PLAs), which include product images and information appearing in the “Shop for” boxes in Google search results, has shot up 87% in a year.

PLAs now account for 37% of online retail search clicks and 22% of spend, with 59% of clicks coming from smartphones.

Spend on social video ads, available on both Facebook and Instagram, has increased 155% in a year and video now accounts for 22% of social ad spend
CTR on social ads is up 21% since last year.

Social ad spend directed at mobile has increased by 61% YoY with mobile devices now accounting for 70% of all paid social clicks.

In search, mobile spend and clicks are up 39% and 48% respectively since last year. Mobile now accounts for 35% of all search spend and 43% of all clicks.

For more information, check out Kenshoo’s latest infographic.

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Pay Per Click (PPC) search engine marketing allows advertisers to quickly promote their services on the respective search engine using cost per click basis. Pay Per Click (PPC) ads appear at the top, right or bottom of organic search results shown by search engines. Only when someone ‘clicks’ on your advert do you incur a charge.

Pay Per Click is one of the most flexible forms of online marketing available. As required, we can update your budget within hours, set your campaign to run at certain times of the day and we can add/remove key search phrases as is needed. Due to this great flexibility Pay Per Click marketing is very efficient and can be a highly effective form of advertising.

Specialising in Internet Marketing Services, Search Engine Optimisation (SEO) and Pay Per Click (PPC), the depth and breadth of knowledge we have built up helps set us apart in an increasingly competitive and crowded SEO market place.

To speak to one of our Internet Marketing Consultants call us now on 0845 272 2350 or email us on mail@directsubmit.co.uk

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