New in Google Ads 2020

Easily share remarketing lists across your manager and sub-accounts

Whether your goal is to increase sales or brand awareness, rebuilding people who are already engaged on your website can help you grow your business. With a manager account, you can share an audience list with accounts – but it requires several steps to set up. To make sharing your audience lists faster, you can now enable persistent audience sharing in your manager accounts. When you choose, any remarketing list you create in your manager account will be shared with your current and future sub-accounts. These accounts can receive lists from multiple manager accounts and you still have control over which lists are active. In the coming months, you will also have the opportunity to share lists created in sub-accounts with your manager account. Learn more about frequent audience participation in the Google Ad Help Center.

Making it easier to see how campaign changes impact ads performance in Google Ads

Historically, reviewing your change history reports and reporting data to understand changes in your campaign performance is not easy. To help you understand the impact of your campaign changes, you can now view annotation changes in your performance chart. For example, suppose you fell into conversions for one of your active campaigns. With the change history report, you can now hover over the markers in the performance chart so that you can get more information about the changes made during the defined period. Clicking on the link on the hover card filters the change history tables to retrieve additional information. We will still highlight changes to the audience list, optimization goals and assets (app campaigns only) to help you better identify the type of investigation.

All Google Ads campaigns will now be using improved Standard delivery

Your ad delivery method will determine how long your daily budget will be in a day. Last year we announced that standard delivery is the only delivery method for search campaigns, shopping campaigns and shared budgets. Standard delivery takes into account the expected performance of the day, which can be effective in boosting performance in your daily budget. We continue to update your ad delivery options to help you increase performance in your daily budget. Therefore, from April 2020 onwards, standard delivery will be the only advertising delivery method for any new show, video, app and hotel campaign. Quick delivery is no longer available. Current presentation, video, app and hotel campaigns that use fast delivery will automatically switch to standard delivery from May 2020. To determine how your ads are delivered throughout the day, we recommend using ad scheduling to increase or decrease bids. If your goal is to increase performance, we recommend clicking on the maximum conversion value, maximum conversion or maximum bid to stay within your daily budget. Learn more about standard delivery in the Google Ad Help Center.

Automate your Google Ads conversion imports with Zapier

When you are trying to generate leads for your business, optimizing campaigns for lead quality can be challenging. In some cases, your conversion data may be captured in an offline customer relationship management (CRM) system. Offline conversion tracking allows you to import these conversions directly into Google Ads, giving you a better idea of ​​how creative combinations are for your goal, bids and drive performance. Additionally, using smart bidding is easy for you, as this imported conversion data provides a more reliable signal to Google’s bidding model. However, it is difficult to get this data into the CRM system and Google advertising – especially if you have limited technical resources. That is why we partnered with Zapier to help them develop their Google Advertising integration. Zapier’s automation solution makes it easy to identify and remove CRM-based conversion events, format data, and upload it directly to Google Ads. Learn more about offline conversion tracking in the Google Ad Help Center. Download this guide to learn more about Zapier Integration.

Parallel tracking for Video campaigns: mandatory March 31, 2020

The speed of your mobile site is more important now than ever before. In fact, retail advertisers have observed that a second delay of mobile load time can affect conversion rates by up to 20%. Parallel tracking determines the speed of your mobile site by bringing people directly to your landing page when the measurement is in the background. On average, we have seen advertisers adopting horizontal tracking reduce page load time by up to 5 seconds. 2 Parallel Campaigns are now available for video campaigns and will be mandatory for all video campaigns as of March 31, 2020 (as it already exists) for search, purchase and display. If you work with a click measurement provider, reach out to them as soon as possible to ensure that your click measurement system is not interrupted. If you need to make ad URL changes, you may need to review your ads. To learn more about Parallel Tracking and how to opt for your video campaigns, click here. Google Video Advertising 1. Posted by Nicky Retke, Product Management Director 1. SOSTA, The State of Online Retail Performance, US, April 2017. 2. Google Internal Data, September 2018

Understand how budget and goal changes may impact Smart Bidding

Simulators can help you understand your potential performance at different bid levels. To date, these simulations are only available for campaigns using manual bidding or targeted CPA. To make it easier for you to get more information from a variety of campaigns, we are adding simulator support for budget and targeted ROAS bid strategy. Find the Right Goal to Achieve Your Goals The ROAS Simulator shows the relationship between the ROAS objective and your key metrics. For example, suppose you are interested in seeing how your goal affects your performance. Using the data of the bidders you have participated in the last 7 days, you will know what happened to this tool, everything else (e.g., your ads, landing pages, competition announcements, competitive bids, etc.). Find your ideal budget to increase performance. In this case, you will need to update your budget for campaigns that use maximum clicks or maximum conversions. The Budget Simulator shows you how these changes affect your performance. This makes it easy to find your ideal budget allocation throughout the campaign. Learn more about simulators in the Google Ads Help Center.

Understand performance changes with explanations

Understanding why your performance changes when optimizing a campaign. However, it will take time to understand why your matrix fluctuates. To help you quickly understand some performance changes in your campaigns and ad groups, you can now request clarification. With a description, you can see the reasons for prints, clicks and cost changes with the click of a button. This makes it easier for you to focus on optimization and spend less time investigating performance issues. For example, suppose one of your campaigns saw big impressions from week to week. Instead of entering multiple reports to find out what happened, you can click on the “View description” button in your campaign and the ad group tables in Time Comparison mode. Before you get started with the description, keep in mind the following: The description is currently available for manual CPC or ECPC. Search campaign descriptions can compare two time periods of the same length in the last 90 days. The description can only show for campaigns with significant performance. Is currently in beta and we will continue to expand on its functionality in the coming months. Learn more about the description in the Google Ads Help Center.

Optimization score now includes Display campaigns

Your optimization score and recommendations can help you prioritize the most effective tasks to improve your account performance. In fact, advertisers who increased their account-level optimization score by 10 points saw an average 10% increase in conversions. Starting today, optimization scores now include display campaigns, which means you can view and work on optimization scores for search, purchase and display. For example, for search and purchase, optimization scores for display campaigns range from 0% to 100%, which means your campaigns are set to their full potential. You’ll see special scores for Search, Purchase and Display at the campaign level and combined score at the account level. We only add specific recommendations for the show, such as creating smart display campaigns, using targeted extensions, and adding responsive display ads. Learn more about boosting your optimization score by checking out Google’s best practices guide.

New in Keyword Planner: multiple plans and plan sharing

Keyword Planner is a useful tool when you want to search for new keywords, want to get historical metrics, and predict future performance. However, sharing your new keyword schemes with everyone who needs to see them is not always easy. That’s why you can now create, save and share plans directly from the Keyword Planner. Suppose you are a sports retailer, he plans to launch three new product lines: shoes, fitness apparel and gym accessories. To share your keyword plans in the past, you must create, download, and email them individually. Now you can create unique plans for each product line and share them directly with others without a keyword planner. Learn more about the Keyword Planner in the Google Advertising Help Center

Gain more insight into your bid strategy with top signals

Smart bidding can help you drive performance while saving time. To give you more transparency about the factors that increase your performance and provide insights that can inform your broad marketing strategy, you can now view your top bid signals in the Bid Strategy report. To get started, these codes can be viewed for campaigns using maximum conversions in the target CPA and search. Support for the target ROAS and maximum conversion value will be available at a later date. Top codes may include, but are not limited to: device type weekday location time time Keyword reports may also contain combinations of different codes. For example, it shows you that people searching for a keyword [business] over the weekend in Los Angeles, California, are more likely to convert. To learn more about the Bid Strategy Report and the top codes, visit the Google Advertising Help Center

Rakesh Mishra

I am Rakesh Mishra (Digital Marketing Expert), from Delhi. I have written few books on Social Media and Digital Marketing. Expert In : PPC | Google Ads | E-commerce | Amazon Marketplace | Flipkart | Paytm & Other Marketplaces... | Affiliate Marketing | Social Media Marketing | Content Marketing | Email Marketing | WhatsApp Marketing | SMS Marketing | Influencer Marketing | Blogger Marketing

11 thoughts on “New in Google Ads 2020

  1. Very detailed post about Google ads and their importance and everything works..
    I totally agree that smart bidding can help you drive performance while saving time..
    Sharing this post with my friends so that they gain some knowledge on this too. Keep sharing more such information

  2. This is really detailed, informative and quite helpful for sure to know what all to expect and do

  3. This is so useful. I am not using Google Ads yet, but I have been thinking of using it. This post now gives me an understanding of how I need to use it and how I can optimise it. I may still have questions, so I will contact you for help if that is okay with you.

  4. Hi Rakesh, since joining the Digital Marketing industry as a content writer, I have understood how good Google ads can be! They are indeed insightful.

    Also, I didn’t know about parallel tracking is mandatory. So thanks for the update.

  5. This is a great place summarising ad campaigns and other revenue augmenting information. I am going to subscribe to your website for other information related to website.

  6. You website is gem for digital marketing… Going to stick it for next article… This one is really helpful for understanding Google ads works

  7. This is really a very useful and insightful blog. The Google ad is an advanced tool for upgraded India. It’s helpful and easy to understand.

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