What are the new features on Google?
Over the past few years, the paid advertising world has been evolving like crazy as it has been offering advertisers more ways to reach their audiences in a dynamic and relevant way. Google, obviously, is one of the major players in this game as it has introduced a number of significant new features, tools and updates such as the responsive search ads. Today, those ads are being updated to be more relevant and manageable as we will discuss later on in the article.
What are responsive search ads (RSA)?
Responsive search ads are ads that enable you to show more text and highlight more relevant messages to your customers. Basically, you will enter more texts and headlines and Google will automatically create combinations, test them and learn which ones performed best. This will help you match in a better way with your potential customer’s search terms thus enhance the performance of your campaign.
What are the new RSA features?
Google has announced a series of new features being added to the RSA:
1. Location extension insertion: This will allow advertisers to add where their products is available in a dynamic way and once it is set up the ad will automatically display the country, city where the potential customer target is searching from or their area of interest.
2. Countdown customers: This feature will allow you to promote sales and events in your RSA. For example, imagine you have an offer on a certain product, the ad will automatically show the viewer how much time is left on this promotion – thus enabling the potential customers to know to benefit from this offer before it expires.
3. Copy asset suggestions: Advertisers will now be exposed to suggested copy when writing the headlines and description. That way, it will be easier for them to be more informative when publishing their ads.
4. Cross-campaign asset reporting: This functionality allows the advertisers to collect all the data for each asset and analyze them all at once from a single snapshot. In addition to that, it will them to understand what is resonating well with the customer in a more effective and efficient way.
5. More recommendations: Google is introducing a new recommendation to allow advertisers to improve and enhance their RSA when the strength of their ads is below “Good”. Basically, the feature will enable them to see their optimization score then check the recommendations. This will allow the advertisers to detect the opportunities and leverage them.
What is the overall added value?
All these features were introduced to the responsive search ads to hep advertisers make their ads more relevant to their target audience, be more informative when communicating with the customers about how to make a purchase for example, have the ability to be manage a big scope of reports and ads in order to eventually derive learning and insights. Advertisers will now have a better understanding of how their ads are performing and work on improving them to reach their objectives.
All of these features indicate how successful and effective these ads are when used the right way. These ads, in fact, offer more flexibility then others as you can also use them for testing purposes for ad variations. Google keeps on investing in its paid advertising tools and I can’t wait to see what’s coming next!
Farah Armoush Social Media Executive Mindshare MENA
