Every year, Google makes new announcements that you just want to know everything about. This year, there are a few changes that might lead to a shift in many people’s marketing strategy as the community declared the beginning of the end for keyword-centric advertising; instead, web content writers work with semantic and contextual information. Now we target audiences, not clicks! However, let us take a look at a few interesting features and changes announced by Google this year.
#1. Google AdWords became Google Ads
On July 24th, Google Adwords shifted to a new branded platform and became Google Ads. It still packs the same features and networks, including the search network, display network, and video. In addition, the users can see the new brand name and logo reflected on the platform, billing, website, and help center. The changes will not impact your campaign performance, navigation, or reporting. The changes made are with a focus on making multi-channel advertising easier and providing the user with a seamless search experience.
#2. New default experience
People usually search dozens of different websites, networks, and platforms. Google knows that and has created a fully-integrated experience where each network works together; this helps businesses select the audience that is most appropriate for their campaign. Now they can select multiple options, allowing Google to design a plan for them to reach users on multiple platforms that aid their PPC goals.
#3. Three new brands to consider
With the new update, we expect Google to release different brands. Google Ads – a platform that will contain everything that AdWords had and more. In addition to the existing features, new things like machine learning and automation will be bigger functions; Google Ad Manager – a new platform that combines tools such as DoubleClick Ad Exchange and DoubleClick for Publishers. It aims to help people who use platforms such as Apple News, live streams, gaming, apps, AMP, TVs, and more; Google Marketing Platform – this platform absorbs both the Google Analytics 360 and DoubleClick advertiser to become one entity. It is great for PPC specialists who enjoy using both ads and analytics together for a better understanding, reporting, and results.
These are just a few of the updates launched by Google this spring. Besides slightly changing its name and interface, Google Ads is a brand that aims to improve people’s search experience and aid business reach their audiences through the use of multiple platforms and other features.
These changes may affect your strategy but one thing will always remain the same – the need for quality content for your campaign. If you feel like something is missing and you really want to create a killer PPC campaign, think about all the ways a web content writer can help you.