Google’s ad business is one of its most significant revenue drivers. This is why, among the numerous updates the tech company revealed during Search Ads Week 2023, a relatively important one is related to the launch of its new ad transparency center. Director of product management for Ads Safety Alejandro Borgia stated, “We’re committed to protecting our users by creating a safer, more trustworthy, and accountable ad experience.”
The transparency center, accessible through the My Ad Center page, will let individuals search for ads from a brand and block and report certain ads if they include harmful or inappropriate content. Aside from the company’s initiative to increase ad transparency, a 2023 WordStream article on Google Ads explains that many of the changes have eliminated notable features like the Smart Shopping campaign, which allowed small businesses to promote their shopping ads across Display, Search, and YouTube. This departure will enable Google to strengthen its newer offerings like Performance Max, which this article will expound on in the next section.
So on that note, read on for a more in-depth look at the most significant Google updates from Search Ads Week 2023.
Most relevant updates from Search Ads Week 2023
Removal of Smart Shopping campaigns
As mentioned above, Google removed its Smart Shopping Campaign earlier this year and likewise pulled the plug on Local Campaigns—which previously enabled local businesses to advertise their Google Business Profile on Gmail, Maps, Search, and YouTube. This is so the company can promote their latest campaign type, Performance Max, which can automate ad placements to increase conversions.
Performance Max was first rolled out in November 2021. However, according to a 2023 Search Engine Land write-up on profitable ad spend, this year’s Search Ads Week unveiled notable updates that ensure the campaign can yield profitable ad spend. These include asset group reporting, which allows businesses to view which creative assets are performing best.
AI-powered assets for search ads
Findings from a 2022 International Journal of Intelligent Networks study stated that AI (artificial intelligence) enables marketers to develop targeted ad strategies for suitable customers. Given this reality, it is no surprise that Google has announced a new feature called “automatically created assets”.
Now, a 2023 The Silicon Review feature on advertising discusses that the mechanism of this feature is straightforward. These generated ad components will be based on an advertiser’s existing assets and landing page. With this, businesses can identify which combination of assets will be most impactful for potential customers, helping them secure more clients.
Added voiceover features for video ads
In a 2023 GoodFirms report on video marketing, 43% of businesses worldwide stated that video ads are a critical component in their sales and marketing strategy. This is because using video content can increase online engagement and improve brand reach.
Due to the rise of video marketing, the referenced WordStream article relayed that Google now allows advertisers to add voice-overs to their YouTube video ads. Interestingly, doing so can boost ad recall by 25%, ultimately helping increase brand awareness. Currently, individuals can easily pick between eight distinct voices and edit their voice-overs directly within Google Ads.
All that considered, the next section will discuss the most recent Google update that businesses need to be aware of, which just rolled out in March.
Understanding the recently rolled out core algorithm update
As shared by a 2023 Search Engine Journal feature, SEOs and website owners should understand the latest core algorithm updates since they can substantially affect how their site ranks. Primarily, these updates plan to deliver high-quality search results to users. As such, professionals are called to monitor keyword rankings to catalog possible areas for improvement.
For instance, once ineffective keywords are identified (such as those that have high competition), you can optimize your page for the algorithm update by employing tactics such as running a PPC audit. Through this analysis, you can efficiently assess the performance of your keywords on your Google ads or landing page copy.
As a result, you can employ strategies like prioritizing the most relevant keywords for your site, like those associated with the most specific ad groups and avoiding any keyword duplicates. Doing so lets you accommodate changes brought by core algorithm updates, leverage effective keywords, and boost your site ranking.
Similarly, Search Engine Journal recommends producing meaningful content that’s tailored to your consumers’ needs. As our post shares, you can start by incorporating eye-catching visuals into your blogs and website. After all, 96% of customers check images and videos before making a purchase decision.
Additionally, because Google prioritizes content that’s both user-centric and informative, blog posts and product pages that include high-quality images can rank higher in Google Search. In line with Google’s aim to provide better search results to Internet users and consumers, you should deliver appealing, visual-focused content to enhance your ranking.
By learning about the recent updates to Google Ads, businesses can create more informed strategies that can lead to better ad performance.
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