4 Big Changes From Google You Need to Know About

Since Google introduced AdWords back in 2000, there have been a wide array of updates made to the most widely used online advertising platform. Some highlights include:

  • 2000 – Google introduces managed ad campaigns for businesses
  • 2005 – Google launches a campaign management service known as Jumpstart
  • 2013 – Google announces plans to manage ads across multiple devices to better report conversions
  • 2016 – Google unveils the widely-used “Shopping” ads
  • 2018 – Google AdWords rebrands as Google Ads

As those of us who use Google Ads daily know, the platform can change by the minute. Let’s take a look at what has been updated recently and what we can expect in the coming year with Google.


Performance Max Campaigns

Performance Max Campaigns were unveiled back in November of 2021 but most recently gained traction over this past year (2022). The premise behind this campaign is Google’s machine learning (artificial intelligence). This type of campaign allows the advertiser to utilize all their content / creative in the same campaign to target potential customers in a myriad of styles. It delivers ads to viewers based on the goal that’s set up.

Performance Max is the best option to use when:

  • You have specific advertising and conversion goals (e.g., driving online sales or lead generation).
  • You want to maximize the performance of your campaign, and you aren’t limited by which channel your ads appear on.
  • You want to easily access all of Google’s advertising channels using a single campaign.
  • You want to get additional reach and conversion value beyond keyword-based search campaigns.


Expanded Text Ads – No More!

Speaking of artificial intelligence (AI) or “machine learning” (as Google calls it), Expanded Text Ads have been replaced by Responsive Search Ads. Expanded Text Ads, launched in 2016, allowed advertisers to use double the size of their standard ads. Since being discontinued permanently, Google launched Responsive Search Ads. These have become the new favorite of Google advertisers. Responsive ads are tailored to what the searcher is typing into the query bar.

Some benefits include:

  • Optimization: When you create a responsive display ad by uploading different assets into Google Ads, Google’s machine learning model determines the optimal combination of assets for each ad slot based on your performance history.
  • Broader reach: You can upload multiple assets per asset type (e.g., multiple headlines, logos, videos, and images). Google Ads will automatically adjust the size, appearance, and format of your ads to fit just about any available ad space. For example, a responsive display ad might show as a banner ad on one site and a dynamic text ad on another.


Similar Audiences – No More!

Similar Audiences has been utilized for years to find new and qualified consumers who have shared interests with an existing audience. This is the year Google says: “No more!” They will be introducing something even more powerful in August of 2023. If you haven’t noticed yet, this whole writeup has a common theme: AI. With Google’s announcement of their AI platform, Bard, this new type of audience targeting should be exciting.


Introducing Bard (dun dun duuuun…), Google’s Take on ChatGPT-4

This new type of AI Search is pretty incredible. It utilizes AI to give you the best answer to your query. As you can see below, this could solve the age-old question married couples ask each other every day. You can even have the platform give you recipes based on the ingredients you have in your fridge.

Are you looking to experiment with Bard? Join the waitlist here: https://bard.google.com/


As long as Google continues to grow with the times, we will be here explaining what is new and how it relates to your advertising campaigns.  So far, we say: “Keep up the good work, Google!”

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