Table of Contents:
- Reasons to Invest in Google Ads
- How does the Paid Search Platform Work?
- Benefits of Google Ads
- Performance Max Campaign
- Privacy-Minded Updates
- Changes to Phrase Match and Broad Match Modifier
- The Smart-Bidding Process
- Google Trends for a Dynamic Environment
- Drive more Leads via Search Ads
- Conclusion
The best place to start your digital marketing efforts is where your campaign attracts a large audience. And, according to a 2021 report, Google topped the list of most popular search engines, with more than 88% of the US market share.
Key Statistics Of Google Ads
- 96% of Google’s revenue comes from advertising (Curvearro, 2020)
- Google was the most-visited domain in February 2020, with 74.17 billion hits (First Site Guide, 2020)
- 80% of all companies focus on Google Ads for PPC (WebFX, 2020)
- 90% of consumers say ads influence their purchase decisions (Source)
How does the Paid Search Platform Work?
Paid ads are often hyperlinked at the top of search engine results pages (SERPs). Of course, you can use SEO strategies to get organic rankings for a given search term. But not only can Google ads pay per click (PPC) in the form of ads help you to increase search results faster, but it also helps you to be competitive against others in your industry.
Benefits of Google Ads
Google Ads show your online ad to potential customers who are interested in your business. Google Ads has changed a lot since 2000 as Google Adwords. Here are some of the latest Google Ads changes that the market should know about in 2021.
- Performance Max Campaign:
Every Google Ads campaign has the same targeting options that the marketer appreciates. If you select a list of keywords and you want to place bids on this site, your ads will appear as you wish. They started with smart campaigns, which focused on goals and improvements.
In May 2021, they launched an even more ambitious campaign called Performance Max, which allowed a few new campaigns for the human race. The sole purpose of the advertisers is to:
- The purpose of the campaign goal is CPA, ROAS
- Advertising creations — namely, copy, images or videos, and CTA
- Budget
- Bidding such as maximum CPA or target price/conversion
- Location, language, and ad scheduling
2. Privacy-Minded Updates:
Privacy is a big topic for marketers this year. According to Search Engine Land, Google announced privacy changes in May 2021 for better features of its analytics and communication. Google Analytics4 fills measurement gaps during the 2020s with better user behaviour analytics data. Now, they’re talking about advanced machine learning behaviour reports in Google Analytics.
With the passing of third-party cookies, better conversions are intended to use first-party and consensual data to fill in the gaps in user insights, especially across multiple devices.
3. Changes to Phrase Match and Broad Match Modifier:
In early 2021, Google announced that it was “making it easier to reach the right users on search” by updating keyword types to match their phrases.
Now, the “broad match changer” will be phased out, and the traffic will come under the “broad match”. The rollout began in April 2021 and will be completed by July for all languages.
Search engines note that these changes will not affect the exact match, broad match, and negative keyword match types. They recommend using only exact, phrase, or broad matches when advancing new keywords.
4. The Smart-Bidding Process:
Google’s smart bidding aims to make marketing more meaningful. Advertisers budget Google ads, and the Google algorithm gets the best conversion value out of it.
In May 2021, Google announced a new feature called Google Smart-Bidding. This feature aims to help marketers better manage bidding strategies and performance more efficiently according to experts.
The new feature includes:
- Target ROAS and max conversions
- New opportunities on the Recommendations page
- Target impression share simulators
- And manager account level seasonality adjustments.
5. Google Trends for a Dynamic Environment:
The landscape of digital marketing changes rapidly and often, which can affect your business. Google Trends is an exciting feature that allows you to see topics that people are searching for online, as well as trending topics, trends over time, and more.
6. Drive more Leads via Search Ads:
With the growing trend of ecommerce and the growing brands, more people are moving their work online than ever before due to epidemics, the biggest purchases happen online. Check out seo marketing packages from PROS and improve your google ranking.
Google has made it easy for businesses to capture leads through search ads. To enable this feature go to your campaign and select the setting option. After filling out the form, the person can decide whether they want to visit your site or return to the search engine result page (SERP).
Conclusion
Google ads should be part of your paid strategy. To get started, use the points we covered and improve and repeat as you go along. Using the strategies and information outlined above, you need to create a successful Google advertising campaign that drives clicks and converts more leads.
