Every digital marketer uses Google Ads in some way or the other. PPC is usually an integral part of today’s digital marketing success. If you are a digital marketer or aspiring to be one soon, here is what you need to know.

Google Ads have undergone notable changes in 2023, including AI and machine learning capabilities. Such advanced technologies in paid advertising lead to higher consumer engagement but will likely result in more ad spend.

As a digital marketer, you should be updated with the latest updates and changes happening in Google Ads so you can take advantage of the same to promote your business.

Google Ads is a great way to reach your target audience when they are actively searching for what you have to offer – Neil Patel, digital marketing consultant.

That said, Google Ads will feature new ad formats and placements to reach their target audience better. For instance, advertisers can now create better YouTube campaigns with Google AI. Furthermore, machine learning tools shall allow marketers to trim videos to six-second bumper ads. Such advanced changes facilitate advertisers to focus on optimized targeting to improve ad text, lead ad quality, and target audiences.

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Google Ads, Key Changes in 2023:

1. Google Ads Privacy Hub Feature helps advertisers measure their Performance

Every advertiser wants to reach his ideal target audience and measure the ad performance more effectively. While it can be difficult in the privacy-first world, the evolving landscape around user privacy creates an opportunity to reinvent how, where, and when you engage with your ideal audience. Advertisers would need new tools and approaches to grow in a more privacy-first world.

2. Unlocking the power of your search with new tools

Google search is evolving, and it will continue to offer AI-powered features like multisearch making the search experience even more natural and visual. As consumer behavior evolves with this shift, it is more important than ever to ensure that people connect with your business through Search ads that are both relevant and helpful.

3. Expanded Texts and Smart Shopping Meet their End

The feature of expanded texts was rolled out in 2016, and it has been popular for years. It allowed advertisers to take advantage of the double the size of their standard ad. Recently in June, the expanded texts came to an end. Google has announced that these have been discontinued and they are not going to come back.

4. New Performance Max Features

By the end of 2022, Performance Max replaced Local and Smart shopping campaigns. From July 2023, all the advertisers had access to this new feature that would migrate all applicable campaigns to Performance Max campaigns automatically.

When you know how to use Performance Max campaigns, they will turn out to be very useful.

5. Bringing AI to the forefront

The latest advancements in AI are helping to improve learning and knowledge for advertisers. AI boosts creativity and productivity enabling others to innovate, thereby remaining committed to building and deploying AI responsibly. Google Ads has introduced newer ways to search with generative AI as it brings unique capabilities of generative AI with Google’s deep understanding of information.

6. New Features with the introduction of Discovery Ads

Well, consumers are now spending more time shopping across different online touchpoints. More than 50% of them are using YouTube, Gmail, and Discover along with other platforms when researching products. It was found that 91% of them took action right after discovering new products. As a result, advertisers must capture such audience moments as and when they are ready to make a move with a brand.

Google’s Discovery Ads to help your brand stand out from the rest.

7. Testing new designs to help improve workflows

Google Ads is used by businesses of all sizes and stature. Businesses around the world are trying to accomplish their advertising goals with Google Ads. As a result, Google Ads started testing new designs in March 2023 to make things more organized and make things easier for advertisers. Although it continues to provide advertisers the tools they need, the changes shall reflect their ongoing commitment to deepen their understanding of each business’s goals so that they can help deliver better results.

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