Do you know how many different types of Google ads you can buy? It’s a long list. There’s the familiar Google Adwords, and YouTube ads, and ads that display on Google Maps. There are Google Search Ads, and Gmail Ads, and banner ads that appear on Google’s Display Network. And that’s just the tip of the iceberg. Many of these ads are available in multiple formats, with pricing that varies based on the timing and length of your campaign – take it all together, and you have a situation where business owners wind up confused and overwhelmed.
This week, Google announced it was taking steps to rectify the situation. After 18 years, the Google Adwords and DoubleClick branding are being discontinued. To replace it, a simpler, easier to understand platform of Google Ads that allows business owners to use the full range of Google ad products in conjunction with Google’s 360 analytics program. This is an exciting combination, as advertising created and deployed in conjunction with objective data gathered from a business’ actual customers significantly outperforms ads created in the absence of these insights.
While Google’s changing Adwords for business owners, they’re also changing the way people see and interact with their ads. Ad settings first launched in 2009 and have updated continually as users became more sophisticated and comfortable customizing their online experience. The most recent changes to Ad Setting was announced in the middle of June and includes information on how ads are tailored for specific users. People who are interested can go into their settings to ensure they see more or less of a specific type of ad, whether that’s based on their interests, demographics, or previous purchases. It’s important to know that Google is undoubtedly paying attention to these choices, and advertisers who are consistently being turned off may be advised to change their approach. Pay attention to these metrics – they matter to the health of your business!