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Transcript: Google Ads PPC News Updates (23rd June 2020)
There are some changes coming up to a few Google Ads campaign types including shopping campaigns and smart campaigns. Google are making some enhancements. In addition to that, there’s been an update to responsive search ads that will enhance those as well. The final point as well is that Google are finally monetizing Google My Business, but how are they doing it? You’re about to find out because this is the latest PPC news update coming up.
Hey guys, Darren Taylor of thebigmarketer.com here. My job is to make you a PPC expert. Now, if you’re new to the channel, I’m a trainer consultant and speaker. I specialize in teaching winning PPC techniques. If that sounds of interest to you, you should consider subscribing to the channel. In this video, it’s all about Google Ads news, and its latest addition of PPC news. We’re looking at three updates Google have made very recently.
Let’s jump right in with the latest update on Discovery campaigns. Now, if you don’t know what a Discovery campaign is, I’ve linked up a video I did on the very subject in the description, but essentially Google are making these more visually appealing. You’re going to see images in Discovery campaign ads in search. As you know, with Discovery ads, they choose your images as part of the ad creation process.
What Google are doing is they’re going to automatically show images to use these on search. When people go to Google, and they type something in to trigger your ads, if you’re running a Discovery campaign opted-in to this image as beta, then it means that your images can show within search as well, which is a great vision enhancement for customers looking for your services.
You can choose an image you like specifically for this feature, or you can let Google choose an image for you when it will use artificial intelligence and choose the image best likely to convert. That is essentially how it’s going to work. I think it’s going to be a very exciting update for advertisers to make ads more visual. Of course, people often see Google Ads in terms of the ad format as very, very bland and very basic, and because of course they are text ads.
This will add an interesting element and an additional things to think about for advertisers. Now, as I’ve said, many times on the channel, PPC ads require creativity. PPC analysis requires more of a streamlined thinking, and more of a mechanical thinking, so to speak. This is an enhancement that will help people on the creative side choose the right image to go along with their ads. It puts things back into the world of advertising as opposed to analysis. I think it’s a good visual update, and it’s going to improve click-through rates on Google.
Onto the next story, which is all about responsive search ads. Now, again, if you don’t know what these are, head to the description I’ve linked up my video on responsive search ads. Google’s enhancement to this ad format is going to include some new ad operators. If you don’t know, you can insert data into ads. For example, you can insert the user’s keyword with keyword insertion functions. Really what this update is going to do is allow you to insert some data or some functions into your ads when using responsive search ads.
What can you dynamically insert into your ads? For starters, you could insert a location from your location extensions into your adverts as well. When you’re describing your service and how local is to where the person searching from, you could insert one of your locations into the ad to make the ad more relevant. Of course, that will increase the click-through rates and improve the quality of the ad as well. It can be quite an interesting feature you could potentially use.
In addition to that, you can use the countdown timer as well. If you have a time-based sale or limited availability or limited time periods, you can sell stock for, or promote the service for, then this is going to help you add that urgency into the ad and ensure that when you do add the urgency, people are more likely to convert in a smaller time frame. You can do time-bound sales and promotions using this operator with a countdown timer.
One of the great updates they’re making to responsive search ads, because they’re very annoying to write because you have to write multiple variations of headlines and descriptions; one of the great updates they’re doing now is that they’re going to automatically generate some of that content for you based on what’s on your website. You lend to your URL, it’ll pull up what Google thinks your offers and unique selling points are, and that will help populate your ads as well. That’s going to be really helpful when creating responsive search ads from scratch.
Finally, on responsive search ads, you will be able to also see reporting of how different headlines and description assets are performing across different campaigns as well. Imagine, you can see a screen with every single headline and description you’ve got for all of your assets within a responsive search ad. You’ll be able to see across all of your campaigns, which ones are performing best, which ones are performing worst, and you can improve your campaign, responsive search ads going forward by using this type of reporting. It wasn’t available before, but it’s available now. It’s going to be a great opportunity to optimize your responsive search ads. That is, if you are using them, because if you watch my video I’ve left it in the description, they’re not always the best ad format, but again, it’s worth testing and this update is going to help improve them even further.
Finally, as I mentioned at the beginning of the video, Google are going to monetize Google My Business by offering the service to some advertisers for $50 a month. What would you get for that $50 per month? Google had been pretty coy about what you can specifically get. You will get a Google Guarantee green tick badge on your listing, which will make it stand out from your competitors, which is a good thing to do. Now, if you’re a small business, you would feel obliged to do this because $50 a month isn’t a huge outlay for a lot of businesses. If it means that on Google My Business, when people go to the map listings or go to search, and they can see that map in the local pack, then if yours is the one with the green tick and yours is the one that says Google Guarantee, you’re going to get a higher click-through rate than your competitors because people will think you’ve been vetted.
They’d be right to think that because as part of the process, Google will be vetting and checking advertisers to make sure that they’re eligible for this based on their services, based on their licenses, and their ability to perform the service they’re promoting. Really at this point, it sounds like a lot of money to pay for just the green tick. Again, it could be worth it if your click-through rates and your interest on the search results increases. Now, Google will probably add other services into this, but they’ve not really described what those services are, but we knew this was coming. I think I’ve said for years that Google will monetize Google My Business, but they just don’t know how to do it. Advertising would be a bit false because it’s a bit of a false economy advertising on a local search area.
I think this subscription model might be something to look out for in the future. Again, only very few people have received this email, and it’s something that’s going to be coming down the line more than likely. There’s not much detail what Google are giving as to how this would specifically work, but just know that Google are going to monetize Google My Business. The question is, in the long term, how are they specifically going to do it?
That completes the recent news for the day in terms of PPC and Google Ads. If you like this video, please leave a like below. Let me know in the comments which story was of most interest to you. I reckon it will be Google My Business because it’s the most interesting to me, but let me know in the comments. I reply to pretty much every single comment I get. More important than that, like this video, if you like it. Don’t forget to subscribe and check out the other videos across my channel. I’ll see you guys on my next video.