Google Ads introduces new features
In preparation for the upcoming holiday season, Google Ads is unveiling a series of fresh features aimed at enhancing local marketing efforts. These enhancements are designed to offer improved insights, widen access to the search top slot, streamline onboarding for local inventory ads, and enable marketers to quantify the impact of online-only bidding versus smart bidding for store visits.
The significance of staying well-versed in Google’s latest features cannot be overstated. By keeping abreast of these updates and subjecting them to testing, marketers can acquire early insights that will prove invaluable in shaping their campaign strategies and bidding approaches.
So, what’s on the horizon? Google Ads is set to launch a variety of new functionalities to bolster the efficiency of digital marketers:
Google Ads is in the process of enhancing its product page with more comprehensive information regarding product-related challenges. This includes aspects such as stock inventory status, missing feed information, and high bidding targets like Return on Ad Spend (ROAS). The goal is to provide a clearer understanding of category, brand, product type, and custom label performance, thereby empowering marketers to make more informed decisions driven by data.
New A/B experiments
A valuable feature will be the ability to quantify the effects of online-only bidding versus smart bidding for store visits and sales through A/B experiments. Currently accessible for standard shipping campaigns, this feature is slated for expansion to search campaigns in the immediate future.
Extended access to search top slot
Google Ads is implementing an innovative interactive ad format that showcases essential business information like operating hours. This format particularly targets customers displaying explicit local shopping intent, such as those searching for terms like “near me”. The ad prompts these customers with practical actions, such as directions or calls.
Local inventory ads update
Streamlining the onboarding process for local inventory ads is a priority for Google Ads. Additionally, a new local store unit ad format has been introduced. This format blends inventory data from local product feeds with visuals and details from Google Business Profiles, enabling a more compelling presentation to potential customers and reinforcing brand visibility.
For this new feature, it is important to keep your Google Business Profile up to date. A tool that can help with this is gmbapi.com. A local SEO tool to optimise your Google Business Profile Local Listings for Multi-Location SEO.