Our Bristol office recently had the pleasure of hosting a visit from one of our Google Account Representatives, who brought exciting news about the latest tools & developments in Google Ads. This session provided our team with valuable insights and previews of new features giving us strategies to consider for the accounts we manage.
The big narrative at the moment from Google is AI. You may have even noticed that Google has begun to introduce an ‘AI Overview’ into the SERP (Search engine results page). While this will likely bring advertising opportunities in the near future, the primary relationship between AI and Google Ads currently is ad creation. AI can be used to assist in creating headlines, descriptions and images through the use of a ChatBot which enables us to create compelling ad copy for our client’s Search and Performance Max campaigns. Of course, this is something that needs to be used with careful oversight to ensure that the generated content aligns with a brand’s voice and messaging guidelines, and human input still remains crucial to maintain quality and relevance, but it’s certainly a handy tool to have built into the platform.
Although a feature for a while, with the growing improvements in automated bidding strategies, Customer Match has never been as strong. Customer match allows us to re-engage with and find similar audiences to an uploaded lead data list provided by our client’s CRMs. This subsequently allows for higher quality targeting across Search, Shopping, Gmail, YouTube and Display and sees an average conversion increase of 5.3% and an average cost per click reduction of 3.6%.
The session also covered Enhanced Conversions, a feature designed to improve the accuracy of conversion tracking. By using first-party data to better understand user behaviour and conversion paths, this feature provides deeper insights into the customer journey. Enhanced Conversions will help us optimise our strategies by providing a clearer picture of how users interact with ads and complete desired actions.
Finally, working with Google directly means we can access bespoke reporting and insights that simply aren’t available in Ads or Analytics. This includes projected and prior demands for keyword sets, similar to but more detailed than Google Trends. Some clients also have access to a ‘Missed Conversions’ report which is a great top-level way of seeing which campaigns are most limited by budget, and the potential conversions possible if budget was increased.
The paid advertising landscape continues to innovate at the moment, and the opportunities available for advertisers have never been greater. If you want to jump on the train and leverage these cutting-edge tools for your business, now is the perfect time to act. Contact us today to learn how we can help elevate your PPC strategy and drive exceptional results for your brand.
Digital Marketer
Sammy enjoys thinking outside the box, finding new ways to attract and engage users. Having graduated with a degree in Media Arts, specialising in Transmedia, she has a broad knowledge of digital media, multi-platform marketing and consumer behaviour. Since joining Blue Frontier, Sammy has enjoyed developing her skills and knowledge of digital marketing, and is constantly striving to think of new ways to market her clients, driving valuable organic online traffic to their businesses.
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