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Google Ads Shares Automation Best Practices Here's Three Tips Google Says You Can Use

author image Written by: Rabije Gashi Corluka           Categories - In The News

Google released a Search Ads Automation Guide that shares some tips for using automation to reach customers.

It also addresses the questions and concerns users have about automation. That should ease their fears about letting go of control over their bids.

The guide seems to be necessary since recent findings in a Search Engine Lands article show that adoption of automation is positive, but the overall satisfaction with it remains low.

Here’s what Google says we should do:

  • Use a broad match keyword strategy
  • Use smart bidding strategies
  • Use responsive search ads
Read More: Google Ad Manager Getting 8 New Updates

Broad Match Keyword Strategy

Before, advertisers didn’t like using broad match keywords since they would end up in wasted money and irrelevant clicks. However, even though we don’t know of any updates to broad match, Google is trying to teach us all why to use them and how.

“Our query systems are optimized to find searches that are likely to meet your goals. We’ve designed these solutions to work better together in an ecosystem, so you can reach the right user, with the right message, all within your business objectives” – says Google.

Read More: Google’s Expanding Verification Requirement For Finance Ads

Smart Bidding Strategies

This one goes hand in hand with Broad Match. It works best when it can optimize against your goal with all the flexibility in the world, at least that’s what Google’s telling us. According to the search engine giant, a “Broad match is the only match type that uses all of the signals available to understand the intent of both the query and your keyword, while having the flexibility to find the most relevant match that is expected to perform for you.”

However, you should be careful when making too many changes at once – testing is a good thing, but be cautious of spend, conversion changes, etc.

Responsive Search Ads

Google is telling us to use multiple headlines and descriptions, so it can automatically build and serve relevant ads for queries. Responsive ads should also work best with broad match keywords, says Google, and will show the most relevant combination to your audience.

If you have trouble adjusting to automation, these will work well for you since they allow a level of automation, but within the parameters you choose.

Take a look at how it works:

 

To read the full guide, click here.

People are still skeptical when it comes to Google’s constant effort on automation. As Search Engine Land clearly stated, it might likely be an attempt to get more people to adopt their definition of best practices and to leave the campaigns running, so we can see results. However, that can only be afforded by bigger companies.

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’s Target Frequency Gives You More Control

11/15/2022

It’s that time again! Google has rolled out another feature and it will give you more agency over your ads. Target frequency is Google’s latest gift to advertisers on YouTube.

Read More: Google Launches My Ad Center October 2022

This feature was already integrated however there were some restrictions on usability for users. Good news, now the “target frequency capability is globally available for all advertisers running YouTube campaigns,” Search Engine Journal reports.

Why Target Frequency Is Important

Google says it has always been a balancing act to find the ideal video ad frequency for both viewers and advertisers. Seeing the same ad over and over again would drive anyone nuts. But this is why target frequency is helpful to both advertisers and viewers alike.

So far users seem to be happy about the availability of Target frequency, this is what one user tweeted:

Google’s launch of Targets frequency for all YouTube campaigns will be such a useful tool for advertisers. “This will help advertisers optimize towards more precise reach and frequency, while ensuring that we continue to provide a suitable advertising experience for viewers,” Google reports in a recent blog post.

Read More: Google Ads New Content Suitability Center Update

I mean come on who wouldn’t love that–its basically a win win situation. Google goes on to explain that advertisers can choose a frequency objective of up to four times per week through Target Frequency. Even better, their systems will optimize for greatest unique reach at that chosen frequency.

Google’s Recent Work on Ads

This is just another step forward for Google in making Ads and campaigns more effective for the user and advertiser.

Earlier in October, Google announced the launch of Google Ads Content Suitability Center. Following that Google rolled out My Ad Center. Seems like ad usability and visibility are being prioritized by Google, which we love to hear!

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Google Launches My Ad Center October 2022

10/21/2022

Have you ever noticed some strange ads on Google?

If so, you now have the power to make them disappear, at least on your pages. Google just announced that My Ad Center is getting a refresh! New privacy features will be rolling out as of today.

This update stretched across the globe, providing users on Google Search, Discover, and Youtube with more choice in what ads they see. You might be wondering why now? Well recently there have been mounting concerns that users are drifting away from search and social media sites due to privacy concerns.

Read More: Google Latest Upgrade Is Ads Design

“Some 80% of social media users said they were concerned about advertisers and businesses accessing the data they share on social media platforms, and 64% said the government should do more to regulate advertisers,” according to Pew Research Center.

What’s New

Google’s My Ad Center will let you block ads that you don’t want to see. Users can now learn more about how your ads are personalized based on your information. What’s even more is you can use the new settings to remove ads with sensitive content.

Jerry Dischler, Google’s VP of Ads says explains that “my Ad Center was designed to give you more control over your ad experience on Google’s sites and apps.”

He continues by saying “you will never have to spend time searching for the right control or decoding how your information is used. Instead, you can manage your ad preferences without interrupting what you’re doing online.”

The first new feature everyone seems to be talking about it simple design of My Ad Center’s three-dot menu. Seeing too many ads about that fall vest you bought last month? You can use the menu to choose to see less or no ads of this kind. On the flip side, you can also choose to see ads you care about! Maybe you’re on the hunt early for a deal on a cozy winter jacket or boots.

Take a look at the menu in live action:

Don’t want to see ads personalized for you? No problem, Google’s My Ad Center has a setting for that too, and you can turn ad personalization off completely.

Read More: Google Ads New Content Suitability Center Update

Google also says “there also may be certain ad topics that you don’t want to engage with at all. With My Ad Center, you can choose to limit ads related to topics such as alcohol, dating, weight loss, gambling, pregnancy and parenting.”

I mean what’s not to love with theses new changes!

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