Google announced a swathe of changes to its products this month, including a rebranding of Adwords to become Google Ads and a rolling together or several other tools under the new title of the ‘Google Marketing Platform’. Some of the most exciting changes Google is introducing include:
- Giving all business advertisers access to machine learning with what they call responsive search ads. The advertiser simply provides up to 15 headlines and 4 description lines, and Google does the rest. By testing different combinations (up to 43,680 apparently), Google learns which text performs best for any search query. So people searching for the same thing might see different ads based on context. Google claim this approach will generate up to 15% more clicks, and make creating text ads a whole lot quicker and easier.
- Ads in the form of logos will soon be visible on the Maps platform (as opposed to promoted listings showing up on the left hand side only)
- Google is trying to make life easier for small businesses with limited knowledge and time by introducing Smart Campaigns. This new default ad experience is tailored to help people rapidly create campaigns that get the phone ringing or keep the website busy.
If you’re struggling to manage your Google Ads account efficiently, these changes are likely to be a big help. However, we know how easy it is to get sucked in to unrealistic expectations by adverts and emails entitled “Six AdWords hacks that will revolutionise your business” or “One trick the most successful AdWords accounts all use”. Yes, there are some great tips easily available online, but our research shows that the most successful accounts are the product of hundreds of not thousands of tricks and refinements over several months, sometimes years.
If you manage your own AdWords (sorry, Google Ads) account, then our best advice is to spend as much time managing it as you possibly can – adjust keywords, write and rewrite text ads, analyse performance and tweak accordingly. Rome wasn’t built in a day.
If you need some inspiration, check out this (more realistic) article – it’s a year old, but still relevant: