2019 has been the year of Search, as Google’s platform changed shape in response to the fickle behaviours and habits of the consumer. This year, Search has become more granular than ever before and the platform has released valuable new features that have quickly become the foundations of our successful campaigns. So as we enter the festive season, we wanted to share our top 5 Search updates of 2019.
Earlier this year, Google announced that Click Share was to be made available for Search Ads. Already a valued metric in Shopping Ads, Click Share allows you to see how many clicks your ads have received, out of the total clicks available. The lower the share, the higher the opportunity you have to capture additional clicks.
This feature allows advertisers to get a fuller idea of how their ads are performing and use this to assess how effective their ads are in comparison to competitors.
New Audience Options
While we may have had these audience options available on Display for quite some time, 2019 saw the introduction of Affinity Audiences, In-market Audiences and Seasonal Event Targeting to Google Search.
The new audience options add an extra layer to your Search campaign and help boost awareness and drive consideration to potential customers who are already interested in your products and who are ready to make a purchase.
Improved Call-Only Ads
Google also made it easier for customers to call your business directly from the Search results they see. In order to make your call-to-action clearer, the layout of the ad was updated so that your business name and headline appears directly below your phone number. A simple change but an extremely effective one, with results showing an increase in calls by up to 14%.
Responsive Search Ads
Probably one of the most exciting features to land into search this year is the Responsive Search Ad format!
After you submit a variety of headlines and descriptions, Google takes your creative, makes a variety of combination based on machine learning to deliver the most relevant and contextualised messages to consumers for the most efficient cost.
Using a mix of responsive and expanded Search ads, advertisers could hope to drive up performance. There is also further insight offered by Google in the form of the new ‘Performance’ column which gives your copy and media a rating and ‘Ad Variations’ which highlights the best performing creative combinations, so that you can optimise effectively.
In November we were given another brand new and useful feature. Combined Audiences appeared in the ‘Browse’ section of our audiences allowing us create more defined targeting groups.
So, how does it work? You can now layer demographic, in-market and affinity targeting elements in order to create a useful consumer persona and takes your targeting to a new scale!
This feature can also be used to include exclusions to your layered audiences, helping you build more robust and relevant audiences.
With all these updates in 2019, it is hard not to wonder what 2020 will bring. With the rise in voice search over text search, we imagine the platform will change and improve tenfold in order to keep up with the growing trend. Therefore, it will be interesting to see how both the platform and marketing campaigns will continue to evolve.
To ensure that your business stays in tune with the latest trends, get in touch today and learn Digitonic’s Smart Mobile Marketing approach.