3 New Ad Types You Need to Know About

There have been a lot of changes in the paid ads world recently, so we wanted to keep you updated on those changes and let our clients know how this will affect their paid advertising strategy!

As we mentioned in a news update a couple of weeks ago, Google rebranded a few of its advertising products, changing Google AdWords to Google Ads. Well, the search giant has also been updating its ad types and rolling out new ones.

Here are the changes you need to know about:

  1. Google launched Smart Campaigns.

Google’s new Smart Campaigns is a simplified way to manage your Google ads and is a great resource for beginners who want to try online advertising. It’s easy to set up and run, but Smart Campaigns ads do lack the features and functionality that you will get when you run a full ad campaign.

This ad type is only available to about 20 percent of advertisers right now, though, and it’s not something we plan to use for our paid advertising clients.

While this might be something beginners want to use, our paid advertising team consists of certified advertising experts who can maximize our clients’ advertising budgets and optimization with our current tools (as well as any new innovations we’re always on the lookout for!).

We will continue to run full campaigns rather than the less-advanced Smart Campaigns, giving our clients more in-depth tracking and insights.

  1. Google is rolling out responsive search ads.

As the name suggests, Responsive Search Ads show up in Google search results. This ad type uses machine learning to test and optimize your ads.

Here’s how it works:

  • You can write up to 15 headlines and four 90-character descriptions for your ads
  • Google tests combinations of your headlines and descriptions to try to find the best combination for your ads

Responsive search ads were only rolled out to select advertisers at first, and we were part of the test! We’ve created dynamic search ads for clients and have found that the combination of machine learning and collaboration between our paid advertising team and digital marketing strategists takes ad optimization to a new level.

It’s the best of both worlds.

  1. Smart Shopping Campaigns are a new way to promote your eCommerce products.

Smart Shopping Campaigns ads use retargeting to show up as shopping images in Google search, the Google Display Network as display ads, YouTube and Gmail.

To run these types of ads, you’ll have to set up transaction-specific conversion tracking, and because they’re retargeting ads, you’ll need to have a retargeting list of at least 100 active users. While it probably sounds complicated, this will allow you to personalize ads to people who have viewed your products before.

We don’t want to get too in-depth with these ads as they can be complicated; you have to upload assets or use an automatic inventory feed tool to promote specific products.

However, if you’re interested in running a Smart Shopping Campaign, contact your digital marketing strategist to discuss how this would work for your business.

Final Thoughts

We love to find and test new ad types for our clients because we’re always looking to optimize your ads and skyrocket your ad performance! We’ll keep you updated on any new changes we see, and in the meantime, feel free to contact your strategist with any questions you may have.