What’s New in AdWords in 2018?
Stefanie Wlotzki — January 26, 2018 — January 26, 2018
Google AdWords is always changing, and it can be hard to stay ahead of the curve.
Taking advantage of new features will help you get the most out of your campaigns, maximize value real estate on the search results page, and provide more value to customers.
Google recently announced several changes, so there’s no better time to take a look at what’s available for you to explore.
Google AdWords is Getting Rid of Review Extensions This Month
Why this is important? Having extensions on your AdWords ensures that your ads stand out from competitors and helps increase your quality score. So, by having one of your extensions disappear, your ad rank can be negatively affected.
What can you do to solve this problem? Take advantage of the new promotion extensions that AdWords recently released to make up for the lost space. These extensions are especially great for consumers looking for a deal because they stand out from promotions in ad text. Other extensions you should have implemented in your campaigns are sitelink extensions, call out extensions, and call extensions.
Google AdWords Now Has a Total Campaign Budget
Why this is important? Google finally took a page out of Facebook’s budget settings and enabled a feature to have a total campaign budget instead of a daily budget. Currently, this is only available for video campaigns but should be released later this year for all campaigns.
How does this benefit you? This is a great option for smaller businesses who do not have the time to be constantly changing their budgets, they can set one total budget and not worry about changing daily budgets. One thing to note is that you cannot change your budget type once you have chosen an option.
Google AdWords Has Made Major Changes to Their Ad Grant Program
Why this is important? All non-profit companies who currently use this grant or are interested in the grant need to follow the rules very carefully or their grant money could get cancelled.
What do you need to know?
- You can get anywhere from $ 10,000/month ad spend to $ 40,000/month , but now you no longer have a $ 2 bid cap. This is amazing news because anyone who has ever tried to run a successful campaign on less than $ 2 bid knows that this is extremely difficult.
- With good news usually comes bad news. The bad news in this case is that if your campaigns do not reach at least a 5% click-through rate for two consecutive months, your account and your grant will be cancelled. So make sure you pay extra special attention to your click-through rate, constantly be changing your ad copy and searching for highly targeted and relevant keywords.
- Your account also has to include the following to be eligible for the grant: geo-targeting, meaning your ads will only serve to searchers in locations that are relevant to you, two active ad groups, two active text ads, and at least two sitelink extensions.
Get Ready for New Targeting Options
Why this is important? Soon you will be able to target your audience in new and exciting ways. AdWords is releasing a targeting option to target certain events that are happening or happened in a user’s life. Right now this feature is only on YouTube ads but is coming later this year for Gmail ads.
How can this benefit you? You will be able to target consumers who have recently graduated, moved, or have married. You will be able to target more relevant audience segments which in return will increase your click-through rate and decrease your cost-per-acquisition. Not to mentions that this will be an effective way to reach a new audience.
Google AdWords is Introducing a New Landing Page Report
Why this is important? This new landing page report will allow you to make sure that your quality score is not being affected by your landing page. This report is focused on mobile landing pages only and will allow you to get insights on what needs to be changed on your landing page, whether it be your loading time and mobile friendliness.
How this can benefit you? This will help you determine possible causes for low quality scores, or low click-through rates. Find out what can be fixed on your mobile landing pages and make the changes so your campaigns can improve.
Staying up-to-date with the latest AdWords changes is essential if you want to get the most out of your campaigns.
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