Google has been working towards making it easy to set up ads and maximise value to advertisers on its platform. At the same time, it is looking towards ensuring that its users get value from the advertised solutions. Google Ads has announced a number of changes to ad campaigns that it expects to roll out in July. Below is an overview of these changes.
Average Daily Budgets will be used to Maximise Clicks
Google is dropping the target spend setting in favour of average daily budgets. This means that the target spends will not be offered as an option when advertisers are setting up portfolio bid strategies to maximise clicks. With this update, the maximise clicks strategy will adjust automatically in order to maximise the number of clicks that a campaign gets within the set daily budget. You are not required to set the target spend as the system will use the remaining amounts in the daily spend for all campaigns running under the bid strategy.
The reason why we find this a good move is that target spends sometimes exceed the budget set for the day as they are not hard limits. It can be confusing for advertisers to set a budget, then exceed it with the target spend.
It is Doing Away with Portfolio eCPC
The Ads are going to do away with enhanced CPC as a portfolio bid strategy. We have found that using eCPC as portfolio strategy and not at the campaign level does not add any benefit to the campaign or strategy. Google says these CPCs are normally used in individual campaigns. Therefore, if you have CPC portfolios, they are automatically converted to the campaign level. In its place at the portfolio level, there will be four strategies that include maximise clicks, target CPA, ROAS, target impression share and maximise clicks.
These two updates are a follow-up to the changes made to target outranking share bid strategies and search page location by removing them at portfolio and campaign levels.
Support for Deep Linking
Deep Linking is now supported by Google Ads campaigns at large. This means that app users will be taken to the relevant page on the app once they click on the shopping ads on Google. This allows users to use apps to get an optimised value experience for their favourite brand. The links will only send people to the apps if they have them on the phone.
In addition to the above updates, Google has started to give local campaigns an expanded reach with the ads appearing in the Goole Maps search suggestions when users are using maps for other purposes such as travelling. The ad suggestion will be based on search history and commonly used keywords, among other signals.