The new year is in full swing, but perhaps your business isn’t. Engagement may be dropping off, or you can’t seem to capture new leads at the volume you previously had. It might be time to re-evaluate where you believe your customers are searching and interacting, and leverage that platform. If you’re looking to kick up your digital visibility, and subsequent sales, here’s what you can expect if you implement Google Ads in 2019.
Whether you are returning to Google Ads or experiencing it for the first time, you’ll enjoy the smarter functionality of the platform. Google AdWords became Google Ads last year, and what they dropped in characters they made up for with updated features that pose infinite potential to businesses. The platform now encompasses more automation, which allows new features like Smart Campaigns to act with greater accuracy for less labour and instruction. Critics have claimed that the automation can cause errors or lead businesses down the path of set-and-forget, instead of having a larger role in the campaign creation and success. Conversely, it’s argued that the heightened automation allows businesses to re-allocate the time to their business optimisation, such as deriving insights from Google Analytics. Turn this change into a positive for your business, and get comfortable with automation.
Without context, it’s hard to bask in the glory of your Google Ads success. Which is why click share entering the search network will give businesses and marketers a great insight as to what was left on the table and what you can strive towards in your next ad campaign. So, what does that mean? It means that of your 100 clicks, your clickshare was only 50%, which means another 100 clicks were available that you could have received. This addition to Google Ads is long anticipated, especially for those with direct and indirect reports who need a snapshot of the activity results and opportunity. Businesses will be able to determine how they can reach those other clicks, electing to implement greater budgets, or make tweaks to the campaign.
Pay for conversions
The biggest gripe that businesses have with Google Ads is paying for a lead that may or may not eventuate. Despite the success of Google Ads, there are those who have had sour interactions with the platform as it may have failed to yield results. Introducing pay for conversion bidding. This bidding type means that you will only pay if your customer converts, whether that be completing an enquiry form or making a purchase. You define the conversion type. Set your Google Ads campaign with conviction, assured that your activity will land and you’ll only pay for what presents an opportunity or sale to your business. What’s not to love?
On the page reporting
You could spend a large chuck of the day pouring over the predefined reports, and yet we don’t. It’s largely due to the fact that previously one had to leave the page you were on within Google Ads, being diverted to another tab where the reports present. This is not productive. With the recent changes, you can now access those predefined reports while looking at your ad sets – making for a more succinct way to analyse and optimise your activity all on the same page.
Rather than shying away from the Google Ads capabilities, embrace the platform and let it work for your business. The year is only young, so get acquainted with these changes now and apply those insights into the inevitable trends that await us.