Google recently launched the new branding for its ad platform. Formerly called AdWords, Google Ads has made its debut in an effort to simplify all of the broader advertising resources Google has to offer.
Automation in Google Ads
While Google advertising tools have always had frequent product updates, the ongoing development of Google Ads, particularly in machine-learning, brings exciting new automated features. These new features can work together with marketing professionals to produce better results.
Smart Campaign: This is a new automated campaign type for small businesses. Available in the United States, this campaign type has built upon AdWords Express to produce a tool that is easier to use and produces more successful outcomes. Key features include:
- Automated targeting across Google properties
- Automated goals-based bidding.
Universal App Campaign: Developed in 2015, Universal App campaigns utilize automation to promote more installs of an app and in-app conversions. Key features include:
- Automated Bidding
- Automated Targeting
In conjunction with marketing professionals working on the creative side of things, this type of campaign helps achieve the best results within a specified budget.
Shopping Campaign: This new type of campaign in Google Ads eases the process for retailers when initiating Shopping ads. In fact, the format of these campaigns has now contributed to 60% of clicks on Google Ads for retailers. Key features include:
- Automatically run Shopping Ads
- Remarket ads on the Google display network
- Use data from multiple conversions over the previous 45 days to make accurate predictions on bids to maximize budget.
- Set an optional return on advertising spending
Dynamic Search Ads: Advertising and marketing professionals with large websites or sell a large variety of products may find it difficult to keep search ads congruent with what they are currently offering. For this reason, Dynamic Search Ads give an automated solution to target ads and landing pages to relevant search queries. This is achieved through Google’s organic index to identify when a page on an advertiser’s site would be an ideal match for a particular search.