In 2018, Google seems to have shifted a lot of its focus towards paid marketing tools. Since the last major core update on organic search algorithm completed at the beginning of August, and the Fred update early in March 2017, there has not been any more significant changes witnessed in organic searches. However, in paid media, things are very different; this has caused quite a stir in pay-per-click marketing and other Google Ad options.
Market Growth and Trends
Businesses have invested more in Google adverts in 2018 than ever before. Revenue reports from the second quarter of 2018 show a 25% rise for the same period in 2017. The Alphabet revenue amounted to $26 billion with 86% of coming from adverts and the rest generated from hardware sales, apps and cloud services.
Google Shopping Ads for retailers have also experienced considerable growth. Shopping Ads are estimated to amount to about 60% of Google Ads. Their growth was 31% in Q2 of 2018 from the previous year; this is more than five times the growth of Google Text Ads.
The success of the second quarter and the growth of the market has called for some measure to maintain adequate management. Here are some of the most significant changes to be implemented on Google Ads in an effort to rebrand its advertising products.
An integrated platform brings together some of the standalone applications used to optimize media. The integration should help in the seamless collaboration between media creators and buyers. The first change to be made is AdWords becoming Google Ads – a newly branded platform, the new name makes of better alignment with the suite. Google Ads is adequate for covering ads from search, video, map, and apps without being a handful.
DoubleClick acquired over ten years ago, and the Analytic 360 suite becomes a part of the new marketing platform. DoubleClick Ad Exchange and DoubleClick for Publishers have been combined to form the Google Ad Manager; which should help advertisers reach targets on different media platforms. The new platform brings together these three components.
Also included are some standard, previously standalone tools – surveys, data studio for visualization, and analytics 360. The model shows great promise to small businesses by adopting Smart Campaigns, and a majority of these tools being free; while still maintaining large enterprises with advanced needs such as support.
To make the user experience more rewarding on the new integrated marketing platform, user-driven aids have been incorporated into the core features.
Cross-device Reporting is one of these appreciated additions. Divided into three report categories: Device overlap, Device paths, and Acquisition device, users can compare and distinguish usage across deferent platforms and devices. Other features that can’t be ignored include the Auto-optimized landing pages for users without a funnel or website and Mobile Speed Score that shows users the average loading time of their landing page on a ten-point-scale calibrated from ‘extremely fast’ to ‘very slow.’
Google has not announced the significance of Google Ads regarding revenue figures as yet. But, close observations show they are inclined towards growth. The prominence of ads, especially on mobile platforms has increased drastically according to the Q2 report. In fact, according to an independent report, organic results on mobile devices only made for 24% of visits in the quarter.