The Major Changes Google Ads Made at the End of 2018

For years, Google’s marketing products – including Google Ads and Google Analytics – have been known for three things:

  • Their price tag (zero)
  • Their robust and powerful features
  • Their awful user interface

At the end of 2018, however, things changed for the better. Digital marketers and advertisers are getting much of what they want from the latest round of updates at Google Ads, which have been long coming. And there are plenty of reasons to get excited.

Let’s review the best new features to come from the Google Ads facelift:

The Brand New Visual Dashboard

The new account overview – which greets you after logging in – is presented in a snappy visual dashboard. Standard performance metrics are showcased in their own windows, called “looks.” The new organization allows you to quickly understand which way the account is trending.

Recommendations Engine

Google Ads has always had a smattering of contextual tips, but offered little that was actionable or groundbreaking. Now, the dashboard comes packed with a detailed recommendations engine that provides insights and optimization suggestions based on account performance.

Customized Dashboard Options

Within the standard dashboard, you’ll find dozens of optional data fields that can be mixed and matched to create your own personal view. This allows you to zoom over from the standard dashboard and get a deeper, more granular understanding of individual performance drivers.

Adwords Changes

Predefined Reporting

The old “Dimensions” tab has been replaced by a selection of “Predefined” reports for data-hungry marketers. The same data is available, but can be browsed in an intuitive graphical format. It’s much easier to catch on to trends and insights this way.

Awesome Demographic Targeting

Demographic targeting is a mainstay in many forms of advertising, but it’s been conspicuously absent on Google – until now. Finally, for the first time, it’s possible to make more than one demographic targeting selection. Combining age and gender, for example, laser-targets your ads.

Store Visits Tools

Store visits tools have recently rolled out in both Google Ads and Google Analytics. Advertisers with store visits data within their accounts will have access to crucial smart bidding options including target CPA, target ROAS, maximize conversions, and enhanced CPC.

Click-to-Message Updates

With click-to-message, advertisers will have the opportunity to use email forwarding and auto-reply to interact with users faster. Preset messages will allow you to continue moving users through the marketing funnel, while new data will track conversions from within messages.

Google is always evolving, but the changes aren’t always obvious, even to excellent marketers.

Just in time for 2019, marketers can benefit from a wide range of new features. Not only will it be easier to manage and maintain your campaigns, but you can be more responsive than ever.

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