Google Ads is constantly evolving

Google Ads is constantly evolving, with new features and updates being released on a regular basis. As an advertiser, it's important to stay up-to-date on the latest changes so that you can make the most of your campaigns.

Here are some of the most important Google Ads updates to be aware of in 2023:

1) Introducing the Google Ads Transparency Center

The Google Ads Transparency Center is a new tool that allows users to learn more about the ads they see on Google Search and other Google properties. Users can view ads from specific advertisers, see who's behind those ads, and even report ads that they find offensive or misleading.

This new tool is a win-win for both consumers and advertisers. Consumers will have more control over the ads they see, while advertisers will be able to gain insights into their competitors' ad strategies.

2) Simplifying Attribution Models in Google Ads

Google has decided to retire all attribution models except for last-click and data-driven models. This is a significant change, as it means that advertisers will have fewer options for how to measure the performance of their campaigns.

The good news is that data-driven attribution is the most accurate attribution model available, so most advertisers will still be able to get accurate data about their campaign performance. However, advertisers who are using other attribution models will need to switch to last-click or data-driven attribution by the end of 2023.

3) Boosting Brand Protection with New Features

Google has launched new features to help advertisers protect their brands. Brand restrictions for Search allow advertisers to prevent their ads from appearing on search results pages that contain certain keywords or phrases. Brand lists for Performance Max allow advertisers to specify which websites their ads can appear on.

These new features are a welcome addition to the Google Ads platform, as they can help advertisers to protect their brand reputation and prevent their ads from appearing on irrelevant or inappropriate websites.

4) Google's Push Towards Automation

Google is continuing to invest in automation, and the Google Ads platform is no exception. Google now offers auto-generated headlines and descriptions for Responsive Search Ads. This is an opt-in feature, but it can be a great way to save time and improve the performance of your campaigns.

Google is also working on developing new automation features for other aspects of Google Ads, such as bidding and targeting. As these features are released, advertisers will be able to spend less time managing their campaigns and more time focusing on other aspects of their businesses.

5) New Campaign Acquisition Goal Targets Fresh Audience

Google has released a new campaign goal for Demand Generation campaigns called "Acquisition: New Customers." This goal allows advertisers to focus their campaigns on attracting new customers.

Advertisers can achieve this goal by either excluding known users from their campaigns or by bidding more aggressively for new users. This new goal is a great way for advertisers to reach new audiences and grow their customer base.

6) Evolution of Discovery Campaigns to Demand Gen

Google is evolving Discovery campaigns into Demand Gen campaigns. Demand Gen campaigns offer a number of new features and capabilities, such as:

The ability to target specific audiences with personalized messages

The ability to measure the impact of campaigns on pipeline and revenue

The ability to integrate with other marketing tools and systems

Google is currently offering beta access to Demand Gen campaigns. Advertisers can apply for beta access through August and September 2023, with a full migration to Demand Gen campaigns planned for October.

7) Performance Max Campaigns: Now with More Control

Google is continuing to invest in Performance Max campaigns, and the recent updates are aimed at giving advertisers greater control. Some of the new features for Performance Max campaigns include:

Enhanced video creation tools

The ability to test the viability of new campaigns before launching them

The ability to exclude certain keywords and placements from campaigns

These new features make Performance Max campaigns a more attractive option for advertisers who want to automate their campaigns and reach a wider audience.

8) Rising Ad Costs Following Google’s Antitrust Trial

During its antitrust trial, Google admitted to hiking the prices of certain ad queries by up to 10%. This means that advertisers may need to pay more for their ads in the future.

To mitigate the impact of rising ad costs, advertisers can focus on refining their ad copy to be more relevant and engaging. Improving ad scores can also help to keep costs down.

Conclusion

The Google Ads platform is constantly evolving, with new features and updates being released on a regular basis. Advertisers who stay up-to-date on the latest changes will be able to make the most of their campaigns and achieve their business goals.