The world of digital marketing changes very fast, and we must be constantly evolving and learning. Today from Casals online we want to share some of the latest news more important than Google Ads in order to get the most out of our campaigns. Let’s go there!
SOME NEWS FROM GOOGLE ADS WE MUST CONSIDER
Audiences
We start with some news about the audiences:
- First of all, Google offers us new kinds of audiences that it calls ideas. If we access the general hearing panel of Google Ads we will find this new tab. This is an option offered by Google that consists of making recommendations on new segmentations that can help us to give a boost to our campaign.
- On the other hand, Google Ads now allows us to create new types of audience based on parental data (how many children our audience has, the age of their children, the age of their youngest child, etc.) marital status, education or type of housing . It is a recommended option and we find it interesting, although being realistic, some of these audiences are hardly going to be used (or only in very specific cases), however, there are others that we believe will help us create better campaigns. In addition, as we see, these developments make Google every day more like Facebook in terms of segmentation.
Adaptable display banners
The main novelty in relation to the improvements of display banners is that it now allows us to add more images. Previously we could only put two, but now we can add new images without removing the previous ones. In a way, they are like intelligent display ads, we have different titles and images that allow us to make many combinations to choose the most effective one. The update allows us to put up to 5 short titles, a long title, 5 descriptions and up to a total of 15 images. Without a doubt, now it is much more complete.
We must also consider that it allows us to copy a smart display campaign that is working well and paste it to create a normal display campaign. Without a doubt a good advance.
Price for conversion in display campaigns
So far, we could only set a price per conversion in smart display campaigns, but from now on, Google will also offer this option in display campaigns consisting of paying a fixed price for conversions, something like a flat rate . It is an interesting development, although we have some doubts about the effectiveness of this option.
It is clear that this type of ideas allow a very large simplification of the creation and management of campaigns, however, this simplification will only serve those who can not optimize, so we are not very clear that it is a very relevant novelty. We must also bear in mind that if we put a very low price, we will be left without traffic so we must have a bit of common sense and introduce elements that make sense. Besides, at the moment, the system does not let you work with offline conversions that we want to export.
5 levels of Display Campaign Optimizer
DCO or Display Campaign Optimizer is a Google selector that offers us the possibility to increase the traffic of our Display campaigns. Google searches for new segmentations based on account data and allows our campaigns to reach a much larger number of people. The tool will look for traffic that is very similar to the one we were generating, so it seems a great advance.
Actually, this option already existed, only that there were only two levels and now there are five. This increase in the number of levels offers us the possibility of being a little more flexible, accelerating or slowing down our campaigns. An option that we must pay attention because it allows us to reach more people than with normal manual segmentation.
Bid for competitive registered trademarks
This is a novelty not yet approved in Spain. It’s about being able to bid for competing brands. This could already be done before, only now we can put the brand in the ad text.
This strategy denotes both positive and negative aspects, for example, in case we are leaders in the sector and someone is pushing for our brand, our competitor will be able to put our brand in his ad, so the quality of it will increase, it will have more impressions, and the CPC will lower them.
Exclude applications
To finish, we must emphasize that the applications have more importance each day. The number of apps grows constantly, and we use them for more time each day. That’s why we should pay special attention to this type of updates.
The main novelty is that we can not exclude applications, that is, we are announcing in apps for obligation. Now, if you want to make exclusions at the account or campaign level, we can only do it through the categories and exclude applications from there.
Segmentations have also been changed by application, by application intersection, and by website in the new phone, mobile and tablet options.
So far the latest updates that have most caught our attention today. There are some more that we will explain in the coming weeks, so we recommend that you do not miss the following posts of our blog and be aware of the latest publications of our Twitter, Facebook and Instagram accounts.