It’s Time to Evolve Your Skills Just like Google AdWords Did!
By Aditi Bhat
Many people miss the perpetually evolving nature of Google, which reflects in its products like Google AdWords. From tweaking the aesthetics of its dashboard to including new features based on AI or even emphasizing on mobile-first world, every year, Google has announced meaningful changes in AdWords to keep up with the trends and help create better digital marketing strategies.
Google AdWords gets a new look
This year was no different as Google AdWords changed its avatar to Google Ads. But if you think that this exercise was just a mere name change, think again. It was actually an effort to consolidate Google's diverse range of ad products!
Let’s take a closer look at the new Google Ads avatar
If you are an AdWord veteran, a notable change in navigation is many horizontal tabs changed to drop down/selections. It may puzzle you initially, but it is said to be much simpler and intuitive once you get a hang of it.
Powered by Machine Learning
Turning into your true partner in crime, Google Ads comes loaded with better machine learning abilities under its ‘Smart Bidding’ button. Google Ads can work out an optimal plan based on your digital marketing campaign goals. The ‘Opportunities’ button in the previous version is replaced by a robust ‘Recommendations’ to leverage machine learning capabilities.
Aiming for ease of use and faster execution, a basic feature called SMART ADS in the new avatar will help marketing managers create and disseminate ads in minutes to help in purchases, phone calls and even store visits.
Also, tools like ‘Image picker’ will help to sort the best image ads based on their performance on A/B Testing.
Improved Audience Manager
Greatly improving campaigns based on specified target audience, the ‘Audience Management’ feature lets you create different custom audiences and set different bids for them. The feature also lets you combine different custom audiences.
Enhanced target-based marketing
Google Ads has included some features that remarkably enhance your target-based marketing. ‘Custom Intent Audience’ is one such advanced feature that lets you target customers searching for the same servicer/product offered by you rather effortlessly. A pretty handy tool to help around with your social media analytics studies!
Advanced marketing features
Another attempt at focused targeting in Google Ads is the ‘Promotion Extensions’ feature. It allows you to highlight a particular sales offer you want to emphasize and even combines it with high business opportunities like festivals. Currently, Google Ads doesn’t list out Indian festivals but covers international days of importance like New Year and Mother’s Day etc.
It’s evident that Google Ads has borrowed many ideas from inbuilt analytics on social media platforms like Facebook and others. It shows from the newly added features like ‘Demographic Targeting’ offering advanced targeting options based on geographies.
Stay up to date, stay relevant
It is expected that Google may roll out more updates following the launch of Google Ads. While these features are added with an intention to give more performance power to marketers, it’s imperative that the marketers and Google Ads users also proactively learn to benefit from these newly added features.
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