6 Google Ads Trends to Adopt  in Your Marketing

Google Ads, formerly AdWords, has been a mainstay of PPC marketing since its introduction in 2000. A lot has changed over the last 19 years, and businesses now have access to new tools that allow them to refine their PPC marketing and generate more leads. Make sure your campaigns are taking advantage of 2019’s most popular Google Ads trends.

Google Ads Trends 2019

  1. Personalize 

Personalizing your Google Ads means relying on the insights gleaned from your visitors to refine your ads toward specific audiences. Learn to match ads back to specific landing pages, which let your visitors understand the relevancy of the page relating to the ad they just clicked. That helps reinforce the impact of your branding strategy, along with your message.

Use tools like Geo Fencing that pinpoint a visitor’s location or a place they are looking to visit. You can also upload your lists of emails into Google’s Customer Match product to help direct ads from your campaign at specific audiences.

      2. Optimize for Voice Search

With 55% of households expected to own some speech-enabled device, voice search must be accounted for when designing your ads for campaigns. When users issue commands into apps powered by Alexa or Siri, they speak in more natural patterns that do not conform to standard keyword patterns.

Instead of keywords, center ad content around accurately responding to user questions. If they ask, “Where is the nearest Indian restaurant,” ads that highlight Indian cuisine near their location should be what appear. Clarity takes precedent over conciseness when it comes to voice search.

Keywords no longer have to fall into a specific pattern, thanks to the advancement in algorithms used by Google.

  1. Write for Your Audience

The Google Ads interface now allows you to drill down and target audiences based on demographics, the reason why they may be making a purchase, and many other patterns. That means focusing less on keywords and more on gearing your ads toward items of interest to your audience.

With the array of tools now at a marketer’s disposal, keywords will decrease in importance, making it vital that marketers put in the work to truly understand what their visitor’s desire. That will help them design better quality ads that can elevate their conversion rates.

  1. Make Use of Smart Campaigns

Google Ads users now have the option of creating “Smart Campaigns.” They simplify ad creation by making it easier for marketers and small businesses to target specific audiences. You include the address of your business, images, and other information into Google Ads templates that automatically accounts for your CTR and CVR.

Google algorithms take over and locate audiences fitting your information. You keep your volumes growing without having to do a lot of hands-on configuration.

  1. Re-purpose Your Ads

You can keep visitors interested in your site offerings by designing ads full of products or services in which they expressed interest. It is a matter of adding a small piece of code to your website that captures information about your visitor’s attention. You can use that information to create ads aimed at bringing them back to your site.

  1. Tie Ads Back to In-Store Offerings

Localizing your Google Ads can help drive customers into your physical stores. Many people do research online when looking for goods or services. Design ads that feature inventory in your store and whether you currently have it in stock. That can motivate customers to go ahead and visit your store to make a purchase.

Summing It Up

  • Personalize your ads to appeal to specific audiences
  • Account for voice search when designing ads
  • Think beyond keywords when creating ads for your audience
  • Maximize the benefits of Google Ads Smart Campaigns
  • Build ads targeted at previous visitors to your website
  • Use Google Ads to promote your in-store offerings.

What’s in store for 2020?

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