Google Ads: Extend Your Knowledge Of Extended Search Ads
Consumers today have high expectations. They expect to see ads that are relevant to their needs and help them shop faster. According to research from Google, a whopping 91% of mobile users will purchase from an ad that they deem relevant to their needs.
Marketers can appeal to the personalization expectations amongst consumers by creating a range of diverse ads. A diversity in ad content brings a number of benefits. You will be more relevant to a broader segment of your target audience, and as a result, your ads will bring in more clicks.
Creating diverse and relevant ads at scale is possible because of Google’s machine learning capabilities. Targeted content is created with products like responsive search ads, responsive display ads, and Universal App campaigns. Google recently announced updates to each of these products, which are worth taking a peek at.
Responsive Search Ads, Extended
Google's responsive search ads merge user content and machine learning to create more relevant ads. Up until now, however, users were unable to see what their ad combinations looked like before running them. That all changes today. Now, users can:
· Preview ad combinations. This means you can see what your ad combinations look like before they run.
· View reporting updates on the ads results of a targeted results page. This means you can see what headlines, descriptions, and top combinations perform best.
It is also worth noting that Standard Search Ads are now also extended with the inclusion of an extra headline and an increase in character limit within the description.
Improve Ad Measurement
Ad strength is a new feature introduced by Google to help gauge whether an ad has enough information contained within it. The metric measures the relevance and quantity of text, and rates each ad on a scale of “Poor” to “Excellent”.
App Promotion, Extended
Mobile app marketers are also feeling the swing towards relevance and diversity in their ad content. Google has responded by making it easier to share the same content across app platforms with Universal App Campaigns. Powered by machine learning, the Universal App feature will sync up your app store page with other creative content. This will make for more personalized mobile app advertisement.
The team here at Climbing Trees are updating all client ads to reflect these latest innovations from Google.