Google PPC Trends For Smarter Business 2021

We make it our business to keep our readers informed on the latest PPC trends and features to help your business grow and reach its objectives. As a Google Partner, we have the privilege of staying informed on changes in the industry and offering them to our clients and partners. For this reason, we hope to extend this to our readers as well in our blog posts. Looking to extend your PPC Digital Marketing?

Below are some of the latest announcements by Google on new products; learn about features that can support your campaigns and boost your business.

Audience Signals

If you are eager to reach your ideal audience, audience signals are one of the features you’ll want to implement immediately. Google announced audience signals in GML recently and is expected to be publicly available in Q3’21.

Like all of the features we’re reviewing, audience signals leverage automated targeting technology to accelerate learning. The feature uses indicators such as Life Events to flag and analyzes user behavior.

Google Ads Signals Explained:

Affinity Signals aggregates people with a strong interest in a given topic. This is great for creating awareness in your target market’s community.

Demographic Signals: You can target people based on advanced criteria like marital status, education, and age.

In-Market Audience Signals: There are users that Google has inferred are in the market to buy – these signals could be researching products and services you and your competitors offer.

Remarketing Lists: This is done from your own input, using a pixel – RLSA reach people who have engaged with your website or YouTube channel in the past.

Similar audiences: help you find new customers by building a model of your retargeted audience’s behaviors and characteristics and then applying them to potential new customers.

This layering of audience sentiments on top of keyword searching can enhance your ad strategy through variable bidding, where you can bid more or less on certain audiences than the keyword itself. Stay tuned for more on this feature. Subscribe to my channel. 

Performance Max Campaigns

Performance Max leverages automation to help advertisers to reach customers more accurately and drive more remarkable results. Automation technology is applied to bidding, targeting, creative ads, and attribution to achieve increased conversion and value.

Performance Max is a goal-based campaign type. It accesses all of Google Ads inventory from a single campaign. Google explains, “it is designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google’s channels–YouTube, Display, Search, Discover, Gmail, and Maps.”

Performance Max is an ideal campaign type that supports:

• Specific advertising and conversion goals such as driving online sales, lead generation, among others
• Maximizing the performance of your campaign when you are not limited by which channel your ads appear on
• Accessing Google’s advertising channels through a single campaign
• Achieving additional reach and conversion value beyond keyword-based search campaigns

As an advertiser, you will have the opportunity to tailor your ads in real-time to reach consumers across channels and devices.

Google Tip: Do not replace Search keyword campaigns with Performance Max campaigns as you may risk losing reach and performance, given Performance Max does not utilize keywords. Run Search and Performance Max alongside each other for best results.

Google explains some of the benefits offered by Performance Max campaigns:

• Tapping into new audiences across the Google platform
• Driving better performance related to the goals you assign
• Acquiring transparent insights
• Steering automation with your campaign inputs
• Simplifying campaign management
• Easily optimizing your ads

Customer Match

For example, customer Match is a Google advertising tool that helps you apply first-party data. First-party data is data that you collect directly from people who interact with your business. This information reveals behaviors, actions, and interests recorded by your website and apps.

Analyzing this data allows you to learn more about the users engaging with your business and opens the opportunity for you to address any needs that they may have.

Whereas this feature was once limited to certain advertisers, Google has now opened this up to all. However, specific requirements are still necessary for certain features.

Learn more about creating customer match lists.

Image Extensions in Search

Instagram/Snapchat/TicToc has taught us all that a holistic approach to ads goes a long way. Rich visuals paired with the right copy can make a world of difference when getting your audience to take action. In addition, image extensions are an automated feature that pulls visuals to complement search ads, further driving the message in your text ad and improving results.

The extensions do not interrupt the anatomy of the text ad. It continues to include headlines, descriptions, a visual URL, and a final URL. The image component is served at the bottom right of the ad and is clickable to the final URL.

Google shares, “Early results show advertisers see up to a 10% increase in CTR when image extensions or dynamic image extensions show with their mobile Search ads in absolute top positioning.

Do you need Social Media Content or Image/Graphic Design? Then, schedule a discovery call at Tridence.

Conclusion

We make it our business to keep our readers informed on the latest PPC & SEO trends and features to help your business grow and reach its objectives. Let's work together! 22+ years helping brands and businesses grow!