Google news: On any given day, the average person is exposed to 4,000 ads, and only the most unique and memorable ones will stand out. But how do you achieve that? With so many changes in the digital world, it can be hard to keep up with all the latest and greatest tools and methods available for optimizing your ads. Here we’ll update you on what to look out for when making a fresh and effective personalized ads on Google.

So what’s new with Google?

Google has been making changes left and right to its ad services, offering more new options for advertisers to take advantage of.

One of the first changes Google Ads has made is allowing video assets to be used in responsive display ads. What differentiates normal ads from responsive display ads you may ask? A distinguishing feature of the responsive display ad is that the Google Ads platform allows for multiple sets of creative assets to be uploaded and used to create a variety of ads. (Previously only images and GIFS were allowed, as well as text.)

Not only are multiple creative assets used, but responsive display ads also adapt to the location where the ad is placed. Essentially an algorithm takes the website’s content as well as the screen dimensions into consideration to automatically create and deliver a more efficient ad to the right consumer. According to Google Ads, responsive ads bring 50% more conversion than regular image ads. Now imagine the power of a responsive display ad combined with the power of video. The opportunities for reach and conversions are endless.

Not only is Google Ads expanding the capabilities of its tools to provide better personalized ads, it is also providing new tools for advertisers to better understand the how’s and why’s behind an ads optimal performance. The release of combination reports allows advertisers to see why certain asset combinations outperform others. That knowledge can then be used in another recently released tool, the ad strength scorecard, which allows you to create ads that work by rating your ad strength and highlighting areas of improvement.

Call-only ads get extra text

Getting written copy right with a limited word count can be hard to nail, but with Google Ad’s newly adopted “the more, the merrier” approach to call only ads, advertisers have more room to create and communicate with their audience. Call-only ads will now allow for two additional 30-character headlines and 90-character descriptions. Additionally, business names will now be included at the beginning of ad descriptions instead of in headlines so your call to actions can really stand out. As every character counts when it comes to consumers making the last call before conversion, even the smallest of changes can have huge impacts.

A merchant center for all

Have you ever wondered how products get a place on search engines? Google Merchant is the tool that not only helps businesses keep their product information visible, it also helps keep product information up-to-date through real-time updates. Previously, only those who ran ad campaigns through the Google Ads platform were able to upload product data feeds while benefiting from the full capabilities of Google Merchant. Now, regardless of whether you choose to run Google Shopping Ads to promote your product or not, the tool is available to all business owners within the United States. The best part of it is that using Google Merchant is free. However, limitations do apply. If you wish to display your product on Google Shopping, a shopping ad campaign will be necessary.

Thanks to Google Ads it’s easy to believe that there is an ad format for everyone and every type of business, making it easy for advertisers and marketers to deliver high quality personalized ad campaigns. Regardless of ones needs, it’s safe to say that Google has our backs. If there’s a need in the ad world, then there probably exists a solution. It’s just a matter of keeping our eyes open to changes in the industry.

Sources
www.forbes.com
www.wordstream.com
support.google.com