Google Ads has undergone significant changes in the past few months and weeks.
On June 27th, Google Ads did a massive overhaul of their platform in what most refer to as “the new AdWords.”
But even more recently, Google has officially transitioned the platform into Google Ads.
As of July 24, Google AdWords has officially transitioned into Google Ads.
DoubleClick and Google Analytics 360 will merge into the brand-new Google Marketing Platform, and the Google Ad Manager will launch.
In this post, we will cover the latest news on Google Ads, what the platform looks like now and what changes you must know now.
It all started June 27, 2018, with this post:
We launched AdWords nearly 18 years ago with a simple goal—to make it easier for people to connect online with businesses. A lot has changed since then.
Over the years, Google ads have evolved from helping marketers connect with people on Google Search, to helping them connect at every step of the consumer journey through text, video, display and more.
That’s why today we are introducing simpler brands and solutions for our advertising products: Google Ads, Google Marketing Platform, and Google Ad Manager.”
Sridhar-Ramaswamy Senior Vice President, Ads and Commerce
And we all got a first peek at the new logo:
That was not enough:
We’ve heard from marketers that there are real benefits to using ads and analytics technology together, including a better understanding of customers and better business results.
We’re enabling stronger collaboration for enterprise marketing teams by unifying DoubleClick and the Google Analytics 360 Suite under a single brand: Google Marketing Platform.”
And last but not least:
We recognize that the way publishers monetize their content has changed. With people accessing content on multiple screens, and with advertisers’ growing demand for programmatic access, publishers need to be able to manage their businesses more simply and efficiently.
That’s why we’ve been working to bring together DoubleClick for Publishers and DoubleClick Ad Exchange in a complete and unified programmatic platform under a new name: Google Ad Manager.”
Are you ready to discover what’s changed on Google Ads? Let’s dive in!
Google Ads – All You Need to Know (for Now)
If you have been keeping up with Google Ad(word)s news you know it by now: Google Ads, the new platform overhaul of Google AdWords, is finally here.
The rollout has begun as of July 24th and, according to Google official Tweet:
Starting today, you will begin to see the new Google Ads brand reflected across our product, Help Center, and other channels.
This will take several months to roll out fully.”
You probably have noticed this update when trying to access the usual: AdWords.Google.com.
This URL now redirects you to Google Ads’ website:
At the top, you’ll notice a message informing users that Google AdWords is now reflecting the Google Ads branding change.
Just scroll down to learn more:
To sign in, go back to the top of the page and click “Sign In” in the right-hand corner (it’s conveniently placed close to the phone number for helpdesk/customers care!).
Doing this will direct you back to Google Ads and to your brand new Google Ads dashboard:
As you’ll notice, the branding is about the only thing that has changed at the moment on your dashboard.
Some sections of your dashboard will still say AdWords as well. As Google noted, more major updates will roll out throughout the year.
At Google’s Marketing Innovations Keynote in early July, they announced a few new features that are currently available in the new Google Ads dashboard.
Let’s go over a few of these key changes and what they mean for advertising experiences.
New Google Ads TrueView Updates
Google TrueView is one of the best ways to reach potential buyers on YouTube. Using video-based ad content, you can reach users on YouTube with dynamic ads.
In the newest update reflected in Google Ads, you can now access two new types of campaigns:
Let’s dig deeper into each of these.
TrueView for Reach
The new Reach selection combines both the standard in-stream ad format with the impression-based bidding.
The new Reach type is great for building brand awareness and focusing your bidding directly on impressions and metrics that matter for brand awareness.
Here is what a Reach focused ad looks like with the new Google Ads format:
TrueView for Action
If brand awareness isn’t your goal, don’t fret.
TrueView now comes with another great feature: Action.
The Action feature is built on driving direct conversions on your website:
With a call to action that lasts the entire video and even stays after completion, your chances of driving conversion on your website have skyrocketed.
But wait, there’s more!
Google Ads: Search Ad Machine Learning (Responsive Search Ads)
With the new transition to Google Ads, responsive search ads are possibly the most anticipated and coveted announcement of them all.
So, what exactly is a Responsive Search Ad?
In the wave of Google focusing on automation and making our lives easier on their ad platform, they’ve released responsive ads in beta mode.
Responsive search network ads allow you to create up to 15 headlines and four different descriptions at once.
From there, Google Ads takes the wheel, testing and mixing those headlines and descriptions to see which ones generate the best results.
Using machine learning, Google ads analyze tons of performance metrics to see which resonates best with your potential customers.
From there, a winner is selected and used as your primary ad.
Pretty amazing, right? You simply have to write a few ads and let Google handle the testing.
Depending on your account, you will either have access to the beta, or you might have to wait.
How Do You Create Responsive Search Ads?
Under your ads and extensions section, check to see if you can create a responsive search ad:
If you can access the beta, you will be able to generate those headline and description variations that allow Google machine learning to take place:
If you don’t have the beta, try contacting your account support to see if they can grant you access.
Google Ads: New Mobile Landing Page Speed Score
It’s no secret that mobile speed is critical for conversions.
According to a Google benchmark report, the average mobile site in every single industry is too slow:
Did you know that the best practice for mobile page speed times is three seconds or less?
Yet, most are close to ten seconds if not more.
And did you know that the even just a few seconds more of loading time can explode your bounce rate?
To help counteract this, Google has given us a significant update in the new Google Ads platform under the landing page report:
Mobile speed score.
According to Google, they define this new metric as:
Mobile speed score is a measure of how quickly your page loads after clicks on your mobile ads. The score is a range from 1 to 10, 10 being fastest.”
This new column on the landing page report can help you gauge whether or not your mobile pages are fast enough for optimal results.
One More Game-Changing Update
There’s one more update that can boost your Ads campaigns and PPC advertising results as never before:
Google Ads has Joined AdEspresso!
Yes, we added Google Ads Campaign Creation to AdEspresso!
With this update, you’ll finally be able to create and manage campaigns across 3 different channels (Facebook, Instagram and Google ads) all in one place, giving you precious time off while keeping your work week super productive.
We couldn’t give you anything more precious than this: More Time For YOU (so you can produce more or take that so much deserved rest)!
Google Ads: What’s Next?
Currently, these are the major updates we see in Google Ads’ newly branded platform.
Everything you know and love about AdWords is still accessible with Google Ads.
As more updates start to roll out on Google Ads beyond redirects and branding, we’ll be creating a massive, in-depth post covering the new platform features and what you can expect.
What do you think of the new Google Ads? Did you start using Google AdsCampaign Creation in AdEspresso yet? What do you think? What do you want us to implement? Leave us a comment and let us know!