It is becoming more and more difficult to gain people’s attention to your website. The ease of searching through your voice is becoming common and is pushing everything related to SEO aside. Social media portals work as a platform where you must pay for making your space and there is a huge race going on for keywords.
Google has a total of more than 60.000 searches in one second and one average person performs several searches in a day. Not all the searches being conducted are the repeated ones, but 15% of the total searches are new and unique. It is the perfect place for increasing your revenue by an advertising method, pay per click (PPC). Google is a huge platform for getting more sales. Its market value is an incredible $730+ billion. The market share of Google for search engine market is more than 90%.
Google is constantly working on updating and introducing new products. It is providing many options to its users and advertisers now. But this is also becoming a disadvantage as it becomes difficult to choose among them. Therefore, we are listing down the biggest trends of Google Ads for this year so that you formulate your advertisement plans easily.
1. Smart Bidding
Google has been fully involved in artificial intelligence over the last few years, and Smart Bidding is a result of that. Smart Bidding is defined as a subgroup of computerized bidding strategies which enhance machine learning in every auction, for conversion or conversion value. In other words, it takes the guessing out of Google Ads bidding. The AI system of Google uses artificial intelligence to enhance the transformation of each auction automatically. You simply put the aim of your marketing on Google, and it decides how it needs to be done within your budget constraints.
Several pay-per-click targets are achieved by Smart Bidding. Some of them are:
- Conversion: Smart bidding raises the rate of conversions.
- Return on investment (ROI): Increase the value of your return on investment.
- Cost per acquisition: Create new customers for the target CPA you have set.
Smart bidding enables you to often use different types of signs to optimize your bid, some of which are new in the system and manually unavailable. Some of those are mentioned below:
- Interactions: Users can optimize the ads based on their past interactions with the products.
- Language of the Interface: Bids can be modified in the language the user is looking for.
- The intention of location: Where individual wishes to go vs the place where he is right now. If someone, for example, is looking for journeys.
- Time: Local companies may use appropriate information to target customers during certain periods or times of the day.
- Ad Features: Google can offer ads for those that are most likely to be converted when you have multiple ad versions.
Smart bidding manages multiple signals simultaneously to adjust bids to the context of each user, with the help of artificial intelligence. For example, Google can adjust your bids for appearing between 5 pm to 6 pm on a weekday if the user of a mobile phone is clicking on your ad while returning home from work.
Companies who are just starting their businesses and do not have much time to give to their advertising plans may find smart bidding very beneficial for them. There is only one downside to using Smart Bidding. You do not have any authority over websites where your ads might be displayed.
In 2018, Google launched Discover, its custom newsfeed in mobile. The feed’s goal is to provide users with relevant content even if they do not search.
The content of Discover is organized as cards for explorations and includes various types of news articles, videos, blog posts, and recipes according to the user’s interests. Because the subject focuses on how relevant it is, it does not provide you with the latest content every time, but the relatable content is displayed.
Discover can also be utilized on the mobile app of Google and, on its website. The users have the authority to decide what they want to see on their newsfeed; therefore, it gives a more personalized feel.
Google has also launched Discovery Ads recently, which are native announces appearing in multiple feed systems in Google. These Discovery ads need to be attractive and convenient, so they feel indigenous to the feeds on which they are displayed. Google uses artificial intelligence to find the most suitable and interested customers for its ad placement, based on their history of searches or engagement on their feed.
New Discovery ads from Google enable advertisers to understand the target audience in both their Discover feed and the home page of YouTube and Gmail.
3. Gallery Ads
Google introduced a new version of Gallery Ads in 2019. These ads consist of visual images that enable the users of mobile to get a clearer image of the product or service that the ad is featuring.
According to the reports by Google, these Galley ads increase the interactions with potential customers by one fourth.
Gallery ads will display 4-8 images on top of the search results for mobile devices. There will be text, title, and a URL on every image displayed in Gallery ads, and when the user clicks or swipes an image, the advertiser pays.
Gallery Ads are not that beneficial for B2B or service-driven companies, but companies that spend their time in their great and attractive visual image should surely benefit from them when they are featured.
Advertisers have the opportunity for marketing their products in a way that is best suited for their company and attract more customers as Google is providing many options other than searching by texts.
4. Increasing Market Segmentation
Google is spending a lot of time and resources to help businesses target the right customer for their product. Because in this way, both the parties, businesses, and customers, enjoy their benefits.
Google revealed two extended segments of the market in 2019:
- Audiences based on interests: These audiences, called affinity audiences, are identified based on their interests and actions. This type of audience includes beauty enthusiasts and power users of cloud services. Google states that Volkswagon has used affinity groups to increase conversion rates by 250 percent.
- Active audience: This type of audience is continuously looking for products and is comparing their different kinds in the market. For these audiences, Google has just launched new components so that advertisers can reach search-based consumers and YouTube on time.
As per Google, when the Black Friday and Christmas segments were used for a car-search, Toyota targeted the audience that was actively looking for a car and saw a 67 percent rise in the rate of conversion and a 34 percent decrease in conversion costs. Several companies can now communicate with users ready for buying, with over 700 audiences are identified who are actively researching the products.
5. Google Lens
Google Lens is Google’s visual search engine that uses a native app to recognize objects and points of interest. It also integrates with Google Photos and with Google Assistant and the mobile app of Google on some Android phones.
Here is a list of actions you can take while taking pictures of the following things:
- Museum: You can get more information about the painting you see in the museum by reading more about its artist.
- Book: You can get to know more about the book by looking at its reviews and reading its summary.
- A building: You can know anything about the building, like the number of hours it is open, or when it was constructed.
- Living being: You can find more about the species that animal or plant belongs to.
- Card: You can add the number given on the card to your contacts.
- Things for a house: You can get information about where to get those things nearby.
- Flyer for an event: You can save the date of the event mentioned on the flyer in your calendar.
You may not find any results from Google Lens right now, but with integrated ad campaigns Google is focusing on many different and interesting things.
6. Voice Search Through Siri & Co
While too many people are beginning to purchase speakers and conduct Google searches on their phones, there will be a reduction in the searches done by texts. And for advertisers, that will be a great difficulty. Adults use a greater amount of voice search, as the stats show that two out of every five adults use voice search every day. Shopping with voice is just 2 billion today, but it will increase to a whopping $40 billion in the year 2022. Moreover, in 2022, more than half of the homes in America will have a smart speaker.
Currently, the voice searches that are done on a phone or a desktop screen can show ads on Google Assistant. The bad news is that speakers like Alexa or Google Home are not able to display ads right now. But this will change soon as Google is focusing on displaying ads on Google home. While the world will be diverting from the searches by text, there needs to be a way to monetize the voice searches now.
Google’s only constant is that it is ever-changing to better satisfy customers’ needs. All the above-mentioned trends are the greatest ones in 2021 yet, but we are sure that some others will appear all year round. Be creative with these new types of ads meanwhile!