Google Ads is a platform that you can use to leverage your advertising
potential brilliantly. Don’t believe us? Let the numbers speak for themselves –
Google Ads has an estimated 246 million unique visitors, 3.5 billion daily interactions, and 700% return on investment. Convinced? Well then,
you should look into using Google Ads
regularly to reach your target audience efficiently. Below, we list the Google
Ads strategies to look out for in 2020:
1. Call-Only Ads
According to Google, 70% of mobile searches today result in a phone call – especially if you are a local business owner. To that end, Google Ads has come up with a feature that enables you to post call-only ads. These ads only pop up when people are making a search through their mobile phones, and have an extension to directly call up the business, thus increasing phone traffic. Ensure the ad copy on a call-only campaign is short and concise, and contains a keyword or two.
2. Drafts & Experiments
The Drafts & Experiments feature offered by Google Ads allows you to test out newer content on a smaller number of people. This newer content could range from anything from a new CTA to location settings to structural campaign changes and much more. It’s always best to launch the experiment with at least a 50% traffic split so that you can analyze what is going right and what is going wrong. At the same time, it helps to wait 10-15 days for learning period because Google Ads collects data from scratch for a new experiment.
3. Google Discovery Ads
Discover, Google’s personalized newsfeed, was introduced in 2018. It shows content relevant to users even when they are not searching; what better way to engage in advertising? Discovery Ads show up on the newsfeed, and their placement is optimized by Google using machine learning, based on the user’s search history and similar trends. To use Google Discovery Ads to its optimal potential, make sure you are sticking to format requirements and guidelines laid out by Google. If your business adapts itself well to rich visual imagery, this is the way to go!
4. Google Lens
Google Lens is a visual search engine that can recognize objects through a native app. In 2020, one of the most important Google Ads strategies will be to integrate your ad campaign with Google Lens. This is especially useful if your business deals in furniture, apparel, and so on.
5. Responsive Search Ads
Responsive Search Ads is a tool by Google that allows you to create an ad that adapts to show more text and relevant messages to customers. You can write up to 15 different headlines and up to 4 different descriptions, which means they can be arranged in nearly 43,680 different descriptions. Google then goes on to test which combinations allow for the best response from customers. Responsive search ads also respond to customers’ previous searches based on their keystrokes and past browsing history and ensures that the ads are reaching several segments of target audiences effectively and efficiently.
6. Google Ads Dashboard Recommendations
In 2020, make sure you take advantage of the recommendations that Google provides your account, on key areas that may be improved upon within your ad strategy. While all suggestions may not be valid or relevant to your business, it is still a helpful tool, so make sure you do not miss out on it!
So there you have it, 6 different strategies you should look out for –
and take advantage of – if you are looking to use Google Ads for your
advertising strategy in 2020. Google Ads is already taking steps towards making
use of more automation and machine learning, and so these techniques will also
help you to get more familiar with Google Ads!