New Year, New Google Ads Trends

As search has become more complex over the past decade, it's becoming increasingly more difficult to create a successful search ad. Google AdWords expert, Felix Wenzel has shared the top Google Ads (formerly Google AdWords) trends for 2019:

From "Google AdWords To "Google Ads"

Automatic & Manual Updates | When Google AdWords updated to Google Ads, one major change that occurred was that Google ads would no longer be completely automatic. This is great news for experts who have worked with the platform before the change, offering them an advantage above novices. Marketers will need a decent amount of experience with the old version (AdWords) in order to create profitable ad campaigns.

Smart Features | Google Ads now offers automated and smart options for users, such as Smart Campaigns. Like the shift from automatic updates, these new features are great for AdWords pros, but may prove to be increasingly difficult for new search advertisers.

Voice Search | As technology continues to advance, more and more users are opting to utilize voice search, such as Siri, Alexa, or OK Google. Users are moving away from manually typing inquires into search bars. This shift significantly changes keywords because fuller questions are being asked, possibly making it more lucrative for advertisers to bid on longer keywords.

The Game Changer: Voice Search

Keyword Pricing & Ranking Competition Increase | An estimated $100 billion dollars (95% of their sales revenue) will be generated from Google's advertising products in 2019. With more companies utilizing Google ads, advertising spending increases which ultimately increases the price of keywords and the competition for ranking. With more users flooding the market, more money will need to be allocated to budgets.

Cost Per Click (CPC) Increase | Increased competition in Google Ad(vertising) means that cost per click or CPC will increase as well. In the past 4 years alone, CPC has more than doubled.

Importance of Ad Quality | Now, Google rewards high-quality, established campaigns which could lead to both a better ranking and a lower cost per click. Make sure to keep an eye on your ad quality an adjust as necessary.

User Signals More Influential | Both Google Rankings and Ads campaigns have been influenced by user signals or behavioral patterns. These signals are used as a quality rating tool for Google Ads. Ex: A new user clicks on a link in your ad and goes to your site only to realize it's not what they are looking for and leave. This interaction could negatively effect your ranking on Google.

Ad Text Expansion | In addition to a second description, Google Ads now offers space for a third headline allowing for ads to be more unique. Users are now able to utilize 120 additional characters which includes 30 for the headline and 90 for the description.

NEW! Google Ads Offers 120 More Characters For Text Ads

Remarketing | Often times, users who click on your ads are interested in what you are offering, however they may not make a purchase immediately. That's where Google's remarketing ads step in, persuading users over time to commit to making a purchase.

New Year, New Google Ads Trends | If you're familiar with Google AdWords, you most likely already have familiarized yourself with the new updates on Google Ads. If you're a newbie, make sure to take a deep dive into Google Ads, enroll in a course (I recommended Bounteous, formerly LunaMetrics) or reach out to a firm that specializes in advertising on Google. Good luck in 2019!