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Expanded text ads drive off in the sunset What Can You Do To Stay Relevant?

author image Written by: Rabije Gashi Corluka           Categories - Paid Ads

You may have already heard about how Google is keeping up with trends and introducing automation. You have around eight months to doll up your Google Ads accounts. Google is phasing out ETAs and introducing Responsive search ads as a default for your ad strategy. What does it mean? Don’t panic, we got you.

From July 2022, you won’t be able to add new ETAs. However, you can keep the current ones – meaning you will be able to run them or test them, but you won’t be able to edit them anymore. This means that more of your attention should be brought to creating a bunch of headlines and texts for your RSA which Google will be automatically running and testing for you. That doesn’t have to be a bad thing, but the discrepancy in the control you have now and will have in the future is more than obvious. However, Google’s algorithm should take care of you and offer ads that perform the best. Also, you have the option of pinning the titles you want Google to use more for the RSAs.

How to prepare?

Give Google everything it needs

Use all fifteen headlines and the four descriptions. It will give you the most effective combinations. Use a variation of copies to prevent Google from using repetitive combinations – and you don’t want that, do you?

Know your audience

When writing a copy, customize it for your audience. You can also use Dynamic Location Insertion and Dynamic Keyword Insertion in your headlines which help you by using the location and the keywords that triggered an ad.

In conclusion, there is not much you can do except prepare. Keep your ad accounts organized and updated, check your ETAs before July 2022, do your research –  and hope for the best.

Rabije Gashi Corluka

Rabije always enjoyed finding different angles to a story, so it’s not surprising her curiosity influenced a move to a new continent, widening her perspective. She enjoys hearing people's stories and learning about different cultures and places - but most of all, she loves putting her thoughts on a piece of paper. Her love for writing led to her studying Journalism and PR, but she actually became a storyteller during her radio-hosting era. Now, she uses her skills, experience, and love for writing to help your brand stand out.

Google Ads Announces Top 3 Priorities for 2022

02/17/2022

Google Ads is working on a better experience for its users and it shows. They announced their top three priorities for this year, and it’s all about focusing on automation, measurement and privacy.

Shifts in consumer behaviour are a hot topic during the pandemic, and Google knows this. Vice President and General Manager of Google Ads, Jerry Dischler, talked about how these shifts come with both challenges and opportunities, according to Search Engine Journal.

The Privacy

Think about yourself as a user now – you want your privacy, you cherish it and you only want to share it with people and brands you trust. So it does become frustrating to hear about different privacy violations and you do become a bit sceptical about it all. Google knows this and knows how important it is to maintain it. You have to work on your relationship with your users and customers in order to get those first-party data. How? That’s up to you/ But focus on this:

  • Build direct relationships
  • Ensure measurement remains accurate and actionable
  • Keep your ads relevant

 Automation

Performance Max and Discovery campaign types – these are the two focuses in the Automation pillar. They both centre around reaching users at scale from a single campaign. According to Google, these types of campaigns offer the following advantages:

  • More simplicity in management
  • Multi-channel reach
  • Greater ad inventory
  • Incremental conversions

Google recommends using Smart Bidding, responsive search ads, and broad match keywords for campaigns that target single channels such as Search, Display, and YouTube.

Measurement

Measurement will be tough in the upcoming times, especially because of the announced removal of third-party cookies. Without measurement, it’s hard to tailor the strategy to success and without it, it becomes more difficult to prove the value of your marketing. That’s why Google is rolling out new solutions, which will rely on your data and privacy-safe APIs:

  • Enhanced Conversions
  • Conversion Modelling
  • Consent Mode
  • Data-driven attribution
Read The Entire Google’s Blog Post Here

 

 

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Google Ads API Version Is Available

02/10/2022

Google has released a new version of its Google Ads API (application programming interface) – the v10. Using APIs, developers can create and use applications that interact directly with account information on the Google Ads server. APIs like these let advertisers manage large Google Ads accounts and campaigns efficiently.

The new version, which is set to see the light of day on April 27, comes with a bunch of new stuff developers can work with. Smart campaigns, Performance max campaign upgrades, Local service ads changes, Audience resource, and more:

What’s New?

These are some of the novelties that came with version 10:

  1. All Get methods are removed
  2. New Meta parameter
  3. Smart Campaigns are now generally available
  4. Support for Local Service Ads are added
  5. New Status field on Customer and Customer Client resources

 

  • To be able to use the new features, you must upgrade your client library and client code.
  • Also, if you’re still using AdWords, you must migrate to the Google Ads API by April 27 since AdWords is retiring!

Why Is This Important?

Advertisers can use the API to pass account data to other applications they use. It also assists them in managing larger accounts and campaigns. API users will have more flexibility with the tool since it now supports more of Google Ads’ latest products.

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