Google Ads 2019: What to look out for - Search Engine Watch


2018 was an eventful 12 months for Google Ads. We noticed quite a lot of massive adjustments and enhancements together with:

  • A re-branding – Google Advertisements was re-branded from Google AdWords and in line with Google that is extra encompassing and makes it simpler for companies to promote throughout their platforms.
  • New interface – in line with Google is quicker and simpler to make use of than the earlier interface and contains extra options to achieve your promoting targets.

Nonetheless, 2019 is promising to be a fair higher 12 months as advertisers take full benefit of the earlier years adjustments and the brand new ones which can be to be launched:

15 seconds non-skippable video advertisements

Advertisers operating TrueView in-stream Advertisements on YouTube can now profit from 15 second non-skippable video advertisements. This has solely been out there to advertisers through YouTube reservation, however will now be out there to advertisers operating public sale campaigns in Google Ads.

In an announcement, Google said:

“Right this moment we’re increasing entry to advertisers operating public sale campaigns. Recognizing that advertisers ought to have entry to the complete vary of artistic choices no matter how they purchase – whether or not prematurely through reservation or within the Google Advertisements public sale.”

Google has began to roll it out to all advertisers and full availability will likely be coming within the subsequent weeks. And Google has famous that it’s going to cap the variety of advertisements a person sees to make sure they’ve an awesome expertise whereas watching YouTube movies.

As an advertiser now you can head over to Google Advertisements and setup a Video 360 or Show marketing campaign. So that you now have a wider vary of artistic lengths and viewer experiences to attain your promoting targets.

Paying for conversions

An thrilling new replace for advertisers in 2019 is the choice to pay for conversions for show advertisements. That is out there for Show campaigns solely and means you received’t pay for clicks, however solely when guests convert in your web site or app.

This feature is just out there if you happen to’re utilizing a Goal Value Per Acquisition (CPA) bid technique in a Show marketing campaign. The principle profit is that you just’re not charged for clicks or impressions like conventional PPC campaigns, however just for gross sales or leads that your campaigns obtain.

Additionally, you received’t pay greater than your Goal CPA bid. For instance, in case your Target CPA is $5 and also you drove 30 conversions over the week, you’ll pay solely $150. It is a welcome replace for advertisers on the Show Community the place conversion charges are traditionally decrease than Search campaigns.

So, throughout marketing campaign setup you may go for conversions bidding as seen beneath

opting for conversion bidding in Google Ads

Responsive search advertisements

Responsive search advertisements are the most recent replace to textual content advertisements. These gigantic textual content advertisements are the way forward for search advertisements as they take up more room within the public sale search outcomes and provides advertisers extra prominence.

responsive search ads on mobile

They embody as much as 15 headlines and four descriptions, which is way way more than expanded textual content advertisements.

The Google Ads system rotates the headlines and outline in your advertisements and reveals probably the most related issues the search time period. This protects you lots of time too since you don’t must create many advert property and may as an alternative give attention to efficiency.

Competitor stage

Competitors on Google is on the rise. According to Google there are actually over four million companies promoting their services on the Google Ads platform. So, as an advertiser you’ve got many rivals to deal with.

Analysis from Wordstream reveals that click on prices have elevated too. It’s now frequent to see prices increased than $10 per click on and that’s not for simply insurance coverage, mortgage and mortgage keywords

With new advertisers becoming a member of Google Ads every year, it’s inevitable that prices will proceed to rise. So, you need to take motion like updating advertisements, search phrases and keywords to make them extremely focused and differentiated.

Additionally, look to attain excessive advert positions by enhancing high quality scores and never by rising your bids.

Cellular search improve

In keeping with Statista, mobile searches in 2018 accounted for over 51% of searches. And the variety of individuals within the US utilizing smartphones for search will improve to 220 million by 2020.

So the implications are clear. As an advertiser try to be working to supply person expertise in your guests.

That features:

  • offering a totally responsive web site
  • offering a cell web site which you can direct visitors too
  • use cell bid modifiers to extend advert place on cell gadgets (rating on the prime is particularly essential on mobiles)

Though conversion charges are nonetheless decrease on cell than desktop, that’s set to alter too. Users are discovering it extra comfy finishing transactions on cell gadgets and that is set to extend in 2019 and past.

Cross-device attribution reporting

Cross gadget reporting is nothing new to Google Advertisements and studies just like the System report have allowed advertisers to attribute to conversions. Nonetheless, cross gadget reporting is now coming to Google Analytics.

Now you can section and visualize your information throughout gadgets and see how every gadget helps obtain conversions in your Google Advertisements campaigns.

These studies dwell inside your Audiences part in Google Analytics and assist you to to see what number of gadgets used to entry your web site. You can too see the final 5 gadgets that contributed to a conversion and you may see the connection between acquisitions and conversions.

cross-device attribution reporting in Google Ads


2019 guarantees to be an attention-grabbing 12 months for Google Advertisements. Google will likely be releasing new options and updating present ones like the brand new interface launched in 2018. As an advertiser you need to look out for brand spanking new releases that can assist you attain your targets.

Mike Ncube is a Google Advertisements skilled. He might be discovered on Twitter .


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