Google AdWords and DoubleClick… It feels like they have been around for a lifetime but well over 15 years later we are finally saying goodbye – Well, maybe not entirely… What we are seeing is a serious rebranding campaign from AdWords to Google Ads, along with a combination of services by Google to help you as the user to effectively utilise these platforms.

Google AdWords set to become Google Ads

Lets begin with some of the more simplistic changes. The less convoluted adjustments are to Google AdWords or as it will be soon known as, Google Ads. That’s right, Google AdWords will cease to be and instead Google Ads will be standing in its place. The name change seems like the logical decision to make as not all Google ads campaigns focus on words. By calling the platform “AdWords” it may be putting off potential users who assume that this is a word-based platform.

google ads

Looking back about 15 years, Google AdWords did focus on word-based ads but if you look at it today you may be surprised to see the range of ads it now supports. This includes ads such as Videos, apps, Search, YouTube and many more types of ads. Knowing this shows that it may be time to make a change to the name, which is what Google has now decided to do with the emergence of Google Ads.

You may be wondering about some of the recent changes to AdWords and if they are related to the rebranding campaign to Google Ads. To answer your question, it seems unlikely. These changes include a big change to the User Interface (UI), but the changes seem to have been because they were needed by the platform instead of being part of the rebranding process. For anyone who is wondering what a user Interface is, a user-interface is the point where the Computer meets the user (You). In short, it is essentially what you are seeing on the screen.


Hello Google Marketing Platform

Now while changing the name of Google AdWords to Google Ads may not be the huge change you were expecting, I think you will agree that the changes to DoubleClick are on a much larger scale.

google ads

What Google has planned is to strip down DoubleClick Digital Marketing into sections and then add these sections to the Google Marketing Platform. The DoubleClick services are also being merged with Analytics 360 to form something more. When visiting the Google Marketing Platform, you can expect to see some new options such as “Display & Video 360”, this service is a combination of both DoubleClick and Analytics 360.

google ads

Combining these services together and grouping them under the Google Marketing Platform will give users such as yourself, a better experience as well as helping to make good use of all the services on offer.

The Birth of Google Ads Manager

google ads

We still have one final big change to explore and this change is the creation of Google Ad Manager. It’s been over 10 years that Google successfully acquired DoubleClick, beating companies such as Microsoft in doing so. For the past 3 years of this time, Google has been trying the unify parts of the DoubleClick services and it looks like they may have succeeded. The new unified platform, Google Ads Manager combines DoubleClick Ad Exchange (AdX) and DoubleClick for Publishers (DFP) into one.

We’re proud to announce that we’ve officially been named a ‘Google Premier Partner’. This comes on the back of months of hard work from our Paid Search team, headed up by our very own Google expert, Sherline Kumanan.

Google Premier Partner

What is a Google Premier Partner and what does it mean for you?

This accreditation, we’re told, recognises us for exemplary service for our clients. An agency can only achieve Google Premium Partner status when they have done the following:

  • Created and completed a Partner company profile to be listed on Google Partner search
  • At least 2 AdWords certified colleagues to show they have advanced AdWords knowledge (Knowledge capital)
  • Meet a higher spend requirement across managed accounts to demonstrate that the agency has a healthy amount of activity (High quality, large accounts)
  • Meet the performance requirement, by delivering solid overall AdWords revenue and growth, and maintaining and growing the customer base (Performance of the accounts and client retention rate)

Digital Next has met all of these criteria and is therefore accredited as a Google Premier Partner.

Google Premier Partner

Advantages of working with a Google Premium Partner

  • Total flexibility on your strategy
  • Direct line with Google
  • Only Google Certified Consultants will work on your campaigns and strategy
  • Access to special Betas

Head of Paid Search, Sherline Kumanan said:
“After working with many companies from a paid marketing perspective, I know how much your investment into digital marketing is vital. You need a digital agency you can trust and the Google Premier Partner network gives us access to be able to do just that for our clients”.

CEO of Digital Next, Justin Blackhurst added:
“As an official Google Premier Partner agency, we are recognised as a trusted business partner by Google. When you work with us, you’re working with digital marketers who have proven expertise and the ability to help your business succeed online”

Ultimately it means our Search and Web Development agency is healthy and delivering tangible results for our clients, through using the latest products, tools and knowledge.

Very few agencies within the UK have been awarded this prestigious accreditation and that makes us proud of our work and the teams here at Digital Next.

If you want to talk further about the accreditation and how we can help you leverage paid online methodology, get in touch with our head of sales Jade.

Google has announced to make significant changes with AdWords and Analytics in the recently held GPS summit. The emphasis has been on Mobiles and even though there were many cosmetic changes over the past 2 years, the recent changes that are going to be rolled out in this year are quite significant. As PPC specialists, here is our view on the good and the bad of these updates.

Extended Text Ads

The Extended text ads are optimised for the mobile-first world and they are designed to maximise the Ad presence on search results. With nearly 50% greater ad copy, this format features a more prominent headline and extra room to highlight your products and services.

Google AdWords Updates

Apparently the beta tests have proven a boost of 20% increase in the CTR which is pretty good. This also means before this update is rolled out, it’s quite important to plan to re-write the ads. The new character charter counts also has changed as below.

Google AdWords Updates

Good: This is a great feature to have more space for Ads. Its gives more room and space to communicate the value proposition to the users and I’m sure this will help to increase the CTR.

Bad: However, it could take up a lot of space which means the organic results could be pushed a little more down. It will be interesting to see the evolution of Ad space in Google Search engine.

Bidding

After the announcements of Enhanced campaigns in 2013, Google removed the luxury of having Mobile only campaigns and device specific bidding model. However, Google has decided to implement the device specific bidding model which basically means you can alter the bids according to the specific device namely Desktops, Tablets and Mobiles.

This will massively help advertisers to choose the right bids on right devices. Even though the Cost per click on the mobile devices have gone higher in the last 2 years as a result of enhanced campaigns, it will be still better for advertisers to have a good device specific strategy.

Good: It will be brilliant to have a specific bid strategy for each device. This will give autonomy to the advertisers to modulate their bidding and messaging on various devices at various times of the day.

Bad: The CPC’s on Tablets will be a new area to explore however the bids on Mobile and Tablets will continue to increase. The bids on the mobile devices have already increased drastically after the enhanced campaigns were rolled out. This feature could push it even higher.

Local Search Ads to Appear on Google Maps

This has been a major move in terms of including Google Maps for local search ads. This will pretty good for the business which has a brick and mortar store to improve the footfall. Ideally this will benefit all Health clubs, Gyms, Restaurants, garages, or any physical store.

Google AdWords UpdatesGoogle AdWords Updates

Google states – Advertisers using location extensions will be able to prominently showcase their business locations when consumers search for things like “shoe store” or “car repair near me.” The Promoted pins is a brilliant way to attract more footfall to the store. Also the Maps users may start to see promoted pins for nearby coffee shops, gas stations or lunch spots along their driving route as many people use Google maps for Navigation. The data collected using Google maps/locations is massive and Google has found a way to monetise the same. There are about 1 million users worldwide who use Google Maps.

Good: New Inventory for advertisers to tap in. It will a great feature for any physical store/location to drive more footfall to the store. This will benefit small business/Local campaigns massively.

Bad: The ad will show up at the bottom of the screen with a button could distract a user who is actually driving. The Mobile screen could be cluttered with ads which more likely will only lead to a paid version without ads.

Responsive ads for display

The Display Ad builder has gone through changes over the last few years, however Google is changing the way to make responsive ads by providing simply providing the headlines, a description, an image, and a URL. We need to wait and see these new ads.

Google AdWords Updates

Good: Saves a lot of time in creating the right ads.

Bad: Most of the time, there are problems while saving the Ads created using the display ad builder. Hopefully that does not happen with this new feature. Also the designs will be the standard and the advertiser has limited control to change as it will be template driven. There will be no individuality.

Demographics for Search Ads

Although this has been beta tested a while back, Google did not release this beta all this while. Now is the time, and the roll out is expected in Q3. This will massively boost personalised ads which is the future. The ad will be served more intelligently depending on the location and the demographics which will be very interesting.

Good: It will benefit more Fashion retailers, gender specific product retailers or any business which understand it client base.

Bad: The information regarding the gender, age group, parental status may not always be accurate. This only could limit the campaign reach. Also it does not give the luxury to target users according to their disposable income as in the US which could have been more beneficial. If multiple users could use a same Tablet/Laptop, the targeting might not be precise.

Similar audience for Search Ads

Just like the similar audience for Display, Google is creating a similar audience which is could be more beneficial for prospecting. This is a key area where Google has been really weak. However, over the last 2 years Google has got better in understanding the audience and their intent signals.

Good: This will be great for advertisers who has maxed their impression share on search and looking to prospect. This look like model could help them to reach more users.

Bad: Profiling users based on their search terms may not reflect the intent of the users completely if multiple users have access to the same Tablet/PC. Also depending on the length of the purchase cycle, this list could be more meaningful or pretty useless.

This week has brought with it a variety of alterations to Google’s layout, with these minor changes having a snowball effect that has accumulated into big changes for a lot of businesses.

One of these minor changes, revealed by the Wall Street Journal this week, has been that from February 23 the company have started decreasing the availability of the Google Compare product in its US and UK market ahead of actually terminating the service on March 23.

While people have regularly turned to Google when searching for financial services information or the best deals, their comparison service hasn’t lived up to expectations when compared to others in the over-crowded market. Instead the company are going to focus more intently on their AdWords service along with other innovations.

As we’ve discovered with Google, the only constant appears to be change, and this shift hints at a larger refocusing. All of this information appears to go hand in hand with the recent changes to the right side-bar ads on search results, with up to four text ads appearing above organic search results and Product Listing Ads (PLA) being shifted to the right space. With the inclusion of this additional fourth advert on certain commercial queries, it’s no stretch to assume that this will generate more revenue than the comparison service was doing.

google-compare-serp

This is interesting as it is expected that all costings for AdWords will be affected by the changes, with those on a tight budget feeling the pinch due to available ad space being reduced and the demand for places growing as a result. On top of this it’s expected that the number of keywords advertisers are using will be reduced as the costs increase.

While Google Compare won’t be a massive loss due to the fact it wasn’t rolled out globally, the changes its termination hints at perhaps give a peak into a larger change for Google and their SERP layout in the coming year.

How do you ensure your best deals remain relevant in Google results without having the novelty of a comparison tool to back you up? We believe clients should look toward investing more and more in PLA as part of their AdWords strategy to ensure their service remains prominent on the page and at the tip of everyone’s fingers. However for those on a tight budget, now might be the time to look to focusing more time and energy into alternatives such as Bing which will provide more bang for your buck.

Google Ad Grants is the non-profit advertising edition of Google’s advertising tool, AdWords. Such Google Grants can help an organisation to promote their initiatives and missions on the Google search result pages. Advertising on Google AdWords can benefit a non-profit organisation by catering to a wider audience in a very less time and with very less money. This can be done by the most common form of advertising on Google called Pay Per Click (PPC).

What is PPC?

PPC or Pay Per Click is a form of internet marketing in which an advertiser pay a fee every time their ad is clicked. PPC can benefit you from the fact that it will start to give immediate results once campaigns are live. With PPC, AdWords allow you to advertise your website to the audience who are searching for your organisations on Google’s search engine. Setting up a Google AdWords account for PPC is fairly easy. However, optimising account needs expertise and experience.

How Google Grants Can Benefit You!

Receiving a Google Ad Grant can help an organisation in the following way:

  • Awareness: It can help raise awareness of the issues that the organisation campaigns for by advertising on keywords broadly related to their cause.
  • Donations: It can help you drive direct donations by choosing broadly targeting keywords related to giving in their sector.
  • Fundraising: It can help attracting proactive fundraisers by sponsoring keywords related to popular events like marathons to encourage participants to fundraise on behalf of the organisation.
  • Sales: It can help you sell your products online and bring some more money towards the charity.
  • Online Petitions: It can drive awareness of the charity’s causes by getting their audience involved in online petitions which can help them build valuable marketing data list.

Why Digital Next?

Here at Digital Next, from the initial steps we took to the present day, we have continually strived to understand and develop online marketing trends and activity in order to deliver results for all of our clients.

Having a range of experience in varying sectors, we have shown that our expertise is diverse, and continues to grow. This helps us provide a level of knowledge for all of our clients and their industries.

Our experienced PPC professionals will work with you to get the results you deserve by creating a strategy to meet the needs of your non-profit organisations. We will use the best resources available to make your organisation reach its potential.

Google Ad Grants For You?

Google Ad Grants empowers non-profit organisations through £6600 per month in in-kind AdWords advertising. To find out whether your charity or non-profit organisation is eligible to take advantage of this program, simply call us on 0845 539 0642 or complete our Contact Us form and we’ll be in touch!

Happy New Year to all of our clients, friends, and readers. We welcome in the New Year with exciting updates from the world of paid search.

Last month, we saw the biggest change since the release of the popular AdWords tool back in 2006 – AdWords Editor 11.0. So, how are we settling into the update? One of the biggest changes seems to be the user interface. The tabs that were originally located at the top split into; keywords, ads, ad groups, targeting, extensions, and campaigns (shown below) now appear on the left hand side.

AsWords Editor 10.5

AdWords Editor 11

As the number of accounts increase, so does the need to find the things you’re looking for. Google have introduced a new panel for selecting type lists, which removes the need to navigate using tabs, so you can perform common tasks quicker whilst instantly accessing the campaigns, advanced features, and settings.

With so many changes to the layout, how are we adjusting to making large changes to accounts in an efficient manner?

We put our PPC experts to the test, and within a few days we were all comfortable enough.  One of the favoured changes on release was that you are able to make multiple selections i.e. being able to select multiple campaigns and look at all the ads/keywords etc. within them.

Since then, we have also been utilising the helpful keyboard shortcuts. The following are our team’s top 5 most helpful/used shortcuts:

  • Ctrl+O : Open accounts manager
  • Ctrl+B : Change bids of selected items
  • Ctrl+U : Change URLs of selected items
  • Ctrl+Shift+B : Make multiple changes
  • Ctrl+P : Post changes to this account

Big benefits: performing actions in bulk and at scale with 11.0

As described by Google; to simplify your workflow and reduce the time spent on campaign management for AdWords power users, it has been renovated from the ground up with a complete overhaul on the visual aspect. With a speedy interface, AdWords Editor 11.0 is intended for you to manage multiple accounts with ease, whilst still being able to juggle your additional day to day tasks.

This means you can go crazy with January sales campaigns for your e-commerce websites, without the worry that the tool is going to freeze each time you are building the campaigns and doing large quantities of copy and pasting elements of your campaign.

Making large-scale changes in previous versions of the tool has often been a challenge. With the update, it is much easier in AdWords Editor 11.0. Advanced multi-select functionality makes viewing and updating specific parts of your account much easier! You can select any combination of campaigns and ad groups to view their ads or keywords, and paste them into multiple campaigns and ad groups at once.