Latest Trends to Look Out for in Google AdWords

Digital Marketing

Latest Trends to Look Out for in Google AdWords

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Google AdWords is an incredible marketing tool launched by Google in Search Engine Marketing Arena. You can plan and analyze keywords, place paid ads or campaigns, analyze customer behaviour and so on with Google AdWords. It allows small, medium and large business owners to launch business campaigns and attract customers to their website to make more conversions. Google AdWords has been constantly evolving since its inception. Google is constantly experimenting with Google AdWords to make it customer and business friendly. The new technological advancements are finding their place in Google AdWords.

Find out the latest trends in Google AdWords below:

  1. Conversion bidding in Display campaigns

Google has introduced a new feature, conversion based bidding in display campaign that is called as “Pay for conversion”. It uses the same algorithm as pay per click the only difference is you just need to pay per conversion in place of pay per click. Advertisers can pay for each conversion from the ad they posted not for impression or click.

You will pay for the conversion received for CPA (cost per acquisition) you set, the goal is to make the number of conversions in the targeted budget. You need to pay only when a customer converts to a website or app. You can’t use ‘pay for conversion’ for offline conversions and also it doesn’t work with the shared budget, imported from clicks, Salesforce.

Not everyone can make use of this feature, some eligibility criteria are there you need to fulfil.


  • You must have 100 conversions in the last 30 days
  • 90% of conversion before 7 days after getting clicked
  • No offline conversion import

For using pay for the conversion, in bidding section set bidding strategy and select pay for the conversion, if eligible you will see a button pay for conversion otherwise not. Sometimes it will show pay for conversion button even though you can be ineligible.

It will show an error while you are ineligible, it can show ineligible with an undisclosed reason, although eligibility gets updated daily. It depends on many factors and can change daily.

Pay for conversion only available when you use target CPA for display campaign, CPA limit is less than $200 for pay for the conversion. If it is more than this limit, you will be overcharged. To avoid this overcharging, limit target CPA to less than $200.

  1. A new call to action facility for Video Ads

To improve user experience, drive visits to your website, increase conversions, engagement and to achieve marketing goals, a new feature added to video ads call to action that can be included while ad run and after it ends or also can overlay on video. Call to action is for letting people purchase or subscribe or it can be added only for brand awareness or branding purpose.

Call to action allows people to learn and understand your brand and take appropriate action whether it is clicked to visit the website, mobile app or landing page. Reach your targeted audience, increase awareness, Product purchasing, app install or website visit and achieve your advertising goal through the call to action feature.

Use of a proper call to action can make people sparked to take an instant action while they are watching and entertaining the video. Add Call to action to video ads now to encourage viewers to click and to generate more clicks.

  1. About Responsive search ads

This new ad format allows adding multiple headlines and multiple descriptions in a particular ad. AI and machine learning will make the number of combinations using these headlines and description to offer the best search result for any query, to share with more potential customers, and to match more queries.

Responsive ads are Google’s newest and more flexible ad format that allows creating ads that are more relevant to ideal customer’s searches. Unlike traditional ads, where you need to write headline along with a description to create one static text for an ad. In responsive search ads, you can write up to 15 headlines and 4 different descriptions.

There will be thousands of combinations generated from these headlines and description content you have used to match with search query thus it will save the time of A/B testing for advertisers. Responsive search ad format will offer a great experience to users by showing the best results came from all possible combinations.

It will automatically test different combinations and learn which combination will work best for a search query that will improve campaigns performance. 10 headlines and 3 descriptions are recommended. Enter the keyword in the headline which you are going to target to make it more relevant with search queries.

It offers more flexibility, it will show 3 headlines instead of 2, two 90-character descriptions in place of one 80-character description at a time based on device screen size.

  1. Target impression share bidding

Target impression share is a Google’s new bidding strategy. It automatically set bid to show your ad on different positions of Google search results according to the share you defined. It helps in achieving impression share goals across all campaigns. It is available as a standard strategy in a single campaign and also as a portfolio strategy (multiple campaigns, ad groups and keywords combined together) in multiple campaigns.

Target impression share bidding Increases visibility and brand awareness.

Impression share can be set up to 100%. This will show your ad in a certain percentage of the eligible auction for example if you set an impression share target of 90% with placement on the absolute top of the page, then it will set your bid automatically to show your ads on the absolute top of the search result page in 90% of the eligible auction in that campaign.

It will automatically set up a bid according to the position of ad posting, these positions can be of three types – absolute top, in the top section of the organic search results page, or anywhere in the Google’s search result page.

  1. YouTube Ad pods

Ad-pods is two ads stacked back to back, a user can skip to content if it‘s not relevant. These ads are Skippable and delivered back to back, one right after the other. People are most sensitive to ads in high length videos. People are more likely to get interruption with the ads spreading all over the content in small intervals rather than ad pods. Particularly those watching longer content, will not get interruption by ad pods.

2 ads can be published back to back in starting, mid or anywhere in the content thus people are less likely to get disruption later.

YouTube ad pods limit disruption while maintaining ad space for revenue. It is already in use for desktop and in future, it will be for mobile as well as TV. The test results and research say it increases unique reach and frequency.

Two types of ads will be there in ad pods, one is Skippable and another one is unskippable for 6 seconds. This is not applicable to all videos it depends on content length.

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