PPC Intel – Late Spring 2018 Google AdWords News Updates

These Google AdWords news updates are coming a bit late… however are still nevertheless relevant news for paid search marketers. Below you will find a quick bullet list run down of the latest changes and updates (upgrades?) in paid search.

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    • Local business marketers take note: Google is testing “phrase free” AdWords. It is not possible to request inclusion – AdWords randomly chose some accounts back in February to test this new feature where paid search results are based on verified location information rather than keywords. The platform pulls location, business type, business description, offerings etc. from the Google My Business (GMB) platform. Best to cross your t’s and dot your i’s (e.g. “jump through all the hoops”) on all Google platforms so you qualify when new changes like this go into effect, you may be a contender to “beta test” innovative new features.


      • Watch out for AI in Google AdWords. The platform is now harnessing the power of AI to automate processes in AdWords to presumably help marketers manage and scale campaigns more easily. I don’t say “effectively” yet, as this remains to be seen. As of April 29th, Google’s AI and related technologies are operating within the platform, gathering data and delivering ad campaign optimization suggestions. These suggestions will be based on prior campaigns, descriptions, extensions and other relevant information found on landing pages.  Keep alert for notifications in your AdWords accounts because unless you turn OFF suggestions, you only have 14 days from the day of notification to reject or accept the changes before they automatically go into effect. Egads. At any rate, this is likely a move toward allowing a more natural integration of voice-activated searches via devices like Amazon’s Alexa and Google Assistant, according to Ashley Fletcher, VP of marketing at Adthena.
      • Don’t want Google to run ads automatically? Learn how you can opt out of Ad suggestions here.
      • In more AI assistance (or interference?) news, AdWords although utilizing AI and machine learning technologies for quite some time (before it was the hottest new career track), has once again “upgraded” the platform with more automated PPC bidding features. However, the reader / marketer is warned that automated is not always the ideal bidding solution in all the situations. Check out this comprehensive article on PPC Hero that explains in great detail when you should not use automated bidding. For example, if your business has seasonal fluctuations and does not produce conversions consistently through out the year.
      • Google launches a new planning tool, but this time it’s not about keywords, it’s about reaching people. The  “reach planner” provides insights that help you plan video campaigns and spend your marketing budget wisely.
      • AdWords has launched TrueView that helps advertisers to promote their products/service more effectively in YouTube. The first ads to be introduced are called “bumper ads“, and are 6 seconds long.
      • No doubt by now you have heard about (or run into on your favorite websites) EU’s General Data Protection Regulation (GDPR). This is a new set of privacy regulations that were officiated May 25th, 2018. In response to this rule, Google is making big changes, especially within YouTube Ads. Learn more on AdExchanger.


    • Bing recently (April) launched 4 new features within their Bing shopping campaigns interface making it easer to get up and running with your Bing Shopping campaigns. Check ’em out on Bing’s blog. Sorry to not summarize. I’m tired already, but you’ll find it all clearly laid out on Bing’s site, very clean design.
  • Bing Ads has launched New Price extensions. According to Bing, this will help advertisers show the right product at the right time.

Welp, that’s it for now. Hope you enjoyed reading my Google AdWords News Updates. It’s a regular feature I’ll be doing over the coming months as it helps me to stay up to date in the fast changing industry of search marketing. I’ll back around later this month with any news or updates for June 2018. Cheers!