Google Ads Have Been Busy in April and May 2021

April and May has seen Google Ads been really active with new changes, that they really kind of sneaked in..   or at least didn’t make much noise about it in Australia.  Read on more below to see if you knew about these…

Acquire high-value users at scale with Target ROAS bidding

“Starting today, if you have an Android app using Firebase SDK conversion reporting, you can use Target Return on Ad Spend (“tROAS”) bidding within App campaigns for installs to do just that. Simply enter your budget, a desired target ROAS, and Google will use your inputs to find new users that fit your app’s performance goals.”

Why is this cool:

Basically your connecting AdWords with your Firebase or CRM and identifying which customers are super important to you, and then setting a goal telling google I want you to convert them at around this specific dollar amount.

Smart Bidding strategies are organized

Smart Bidding is a collection of four automated bid strategies that can help you reach your conversion and conversion value goals. Over the years, we’ve heard feedback that it isn’t always clear which of these bid strategies is right for your business. To make it easier for you, we’re changing how bid strategies are organized for Search campaigns to help you choose the right one.

Going forward, Target CPA and Target ROAS will be bundled with the Maximize conversions and Maximize conversion value bid strategies, respectively. This means that:

  • Maximize conversions will have an optional target CPA
  • Maximize conversion value will have an optional target ROAS
  • You’ll still be able to use Target CPA and Target ROAS as bid strategies, and there will be no impact to their behavior due to this update. Using the optional target CPA and target ROAS fields will optimize your performance the same way Target CPA and Target ROAS bid strategies do today.
  • You’ll start seeing these optional fields in the next few months as you create new bid strategies.

Why is this cool:

Finally Google are being way more ROI responsible and want customers to move away from old school manual bidding, to automated bidding where you have control over the automation AI.  

But ultimately its about killing off PPC Analysts like us so the AI can do it all.  😛 

The Insights page is now available to all advertisers globally

Consumer demand continues to change, and it’s more important than ever for marketers to keep up.

They have rolled out the Insights page (beta) last year in select countries to help businesses stay on top of emerging trends. Starting today, the Insights page is available to all advertisers globally. The Insights page surfaces trends tailored to your business, so you can see if you’re keeping up with demand for trending products or services. 

Why is this cool:

Its not that cool but it is useful to see what’s happening in industry trends and see how wrong the AI is recommending at times.

WTF - where did this come from: A new way to help you optimize your campaigns more efficiently

Recommendations make it easy for you to improve performance and find new opportunities in a changing market. However, we’ve heard feedback from many of you that reviewing and implementing recommendations can be time consuming. To help you optimize your campaigns more efficiently, you now have the option to apply recommendations automatically.

By opting in, we’ll apply recommendations of your choice as new opportunities come up. You can choose from over 17 recommendations to apply automatically. You can change these selections or opt out of them at any time.

Why is this cool:

This is more dangerous than cool knowing how messed up your account can get if you willy-nilly change your AI bidding strategy without careful analysis.  PPC Land is going to love watching all the nub account managers kill our clients competitors leads by activating these settings.

I do like some of the safe automations though, like removing conflicting keywords, etc..  the safe stuff..

Making it easier to work with your Customer Match lists

Customer Match helps you build a stronger relationship with your customers by using the information they provide to you. By making it part of your first-party data strategy, you can create audience lists and engage with customers across Search, Shopping, Video, and Discovery campaigns.

To make it even easier for you to use Customer Match, we’ve launched the following updates to help you reach more of your customers and improve performance.

See how much of your list is usable in real-time. When you upload your customer list you’ll get a match rate—this is the percentage of your customer list that is usable with Customer Match. Previously, you had to wait to see what your match rate would be. To help you identify and troubleshoot issues faster, you can now see your match rate instantly. In addition, we’ll show you the match rates of previous uploads so you can see your historical trends.

Why is this cool:

As we know for a long time now Google has been a greedy little piggy tying the cookies of Google traffic away from the international cookie servers to its own infrastructure – they call it 1st party cookies.  The good thing about this is that you now have access to all the data that has been collected by you because of your own efforts and not because of privacy issues etc.

So now Google Ads is allowing you to mix and match and cross check your remarketing and audience lists across data that you own and collect with direct consent from consumers. This should have been done a long time ago.

There you have it

I hope you enjoyed my inspired April and May 2021 update moment, basically created by my WTF moment regarding Smart bidding and Beta Recommendations on the Google Ads platform. 

If you have any questions or would like to know how we can set these features up for your own business, please reach out.

184 thoughts on “Google Ads Have Been Busy in April and May 2021”

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