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New features & announcements

1. 1

   Reach more of the right customers with phrase match and broad match modifiers

   July 31, 2019

   There are trillions of searches on Google every year—people looking for everything from flights to gift ideas for the holidays. And though people are often searching for the same answers, the way they search for things is constantly changing. For example, 15% of searches we see every day are new.1 To help you reach more consumers without the need for exhaustive keyword lists, we started allowing exact match keywords to match to close variants late last year.  In the coming weeks >broad match modifier and >phrase match keywords will also begin matching to words within the search query that share the same meaning as the keyword.2 On average, we expect advertisers using broad match modifier and phrase match keywords to see 3-4% more clicks and conversions on these keywords. And of those new clicks, 85% are expected to be net new on average—meaning they’re not covered by your existing keywords. More, relevant traffic with broad match modifier Broad match modifier keywords match to queries that include the same words as the keyword or their close variants. The matched words can be in any order, without requiring them to be next to each other.  Broad match modifier close variants have historically only included misspellings, singular or plural, stemmings, abbreviations, and accents. Moving forward, close variants will also include words with the same meaning as the keyword. Let’s say you’re a landscaper and use +lawn +mowing +service as your keyword. Previously, queries like “services to mow my lawn” or “lawn mowing and edging service” may have triggered your ads. Now, your ads can trigger when people search for things like “grass cutting and gardening services” or “rates for services that cut your grass.” Both of these new matches contain the same meaning as the original keyword, which is lawn mowing services. More, relevant traffic with phrase match Phrase match keywords allow your ads to show when the query includes your keyword or close variants of the exact phrase of your keyword, with additional words before or after. Like the update to broad match modifier keywords, this now includes queries that contain words that share the same meaning as the keyword.  For example, let’s say you’re that same landscaping company and use the phrase match keyword “lawn mowing service.” Previously, queries like “lawn mowing service prices” or “seasonal lawn mowing service rates” may have triggered your ads. In the coming weeks, your ads can trigger when people search for things like “grass cutting service near me” or “local lawn cutting services.”  Maintain control and flexibility With these updates, it’s important you maintain the control and flexibility your business requires. That’s why we’re also making a change to keyword selection preferences. If a query currently matches to an exact, phrase, or broad match modifier keyword that exists in your account, we’ll prevent that query from matching to a different phrase or broad match modifier keyword that’s now eligible for the same auction as a result of this update.3  For example, let’s say you use the phrase keywords “lawn mowing service” and “grass cutting service.” If the query “lawn mowing service near me” currently matches with the keyword “lawn mowing service,” it will continue to match with that keyword. We will prevent the keyword “grass cutting service” from triggering an ad on the query “lawn mowing service near me,” even though “grass cutting service” is now eligible to match to the query. To get the most out of these upcoming changes we recommend the following best practices: Monitor performance: Traffic may fluctuate due to these changes, so make adjustments as needed—like changing bids or pausing keywords. Consider negative keywords: Periodically check the search terms report and use negative keywords to exclude matches you don’t want. Note that this update does not impact your negative keywords, which do not match to close variants. Deploy Smart Bidding: Using Google’s machine learning technology, Smart Bidding optimizes your bids in real time for every auction. In fact, it will lower bids in auctions where your ads are less relevant or aren’t expected to perform well. To learn more about keyword matching options, visit the Google Ads Help Center. Posted by Brandon Ervin, Product Manager, Google Ads   1 Google internal data, May 2019. 2 This change will rollout in English in the coming weeks, with more languages to follow through 2020. 3 While we do our best to match existing traffic to your keywords, there may be infrequent instances where this will not be the case. For example, if a campaign is budget constrained it may not be eligible to show on all queries.

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2. 2

   Google Ads Editor v1.1: easier to use and loaded with new features

   July 29, 2019

   In March we introduced Google Ads Editor v1.0, which improved the design and usability of our favorite power tool. After listening to your feedback, we’re excited to roll out Google Ads Editor v1.1. Here are the key features: Image picker Working with images can be challenging, especially when you can only upload them one at a time from your desktop. The new image picker allows you to quickly browse and select from previously used images, in addition to selecting images from your desktop. To streamline your workflow, warnings and error checks are surfaced in the thumbnail before you select an image. Dark mode Dark mode is designed for your visual comfort. Whether it’s because you’re spending hours in the tool or want to switch things up, you can activate dark mode by clicking the moon icon in the bottom right-hand corner. To revert back to light mode, simply select the sun icon. IP exclusions You can now add and update IP exclusions, ensuring that your IP exclusion settings are consistent when copying and pasting campaigns. Accounts manager We heard you loud and clear: make managing multiple accounts easier. We’ve added checkboxes in the accounts manager to make it more obvious that you can select and open multiple accounts.  For a complete list of the updates in Google Ads Editor v1.1, visit the Google Ads Editor Help Center. You can download the latest version by opening Google Ads Editor. Posted by Herlen Zoljargal, Product Manager, Google Ads

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3. 3

   Keyword Planner now shows the most relevant keyword ideas

   July 29, 2019

   Keyword Planner helps you research new keyword ideas, get bid estimates, and plan out your Search campaigns.  To help you prioritize which keywords to add to your account, Keyword Planner will now show the most relevant keyword ideas based on your seed keyword. For example, when you provide the seed keyword “boots”, you might see keyword ideas such as “womens boots”, “work boots” and “cowboy boots.” You’ll have the option to broaden your search by adding recommended words to your seed keyword.   In addition to helping you prioritize keyword ideas, we’ve also introduced two other features to give you more control over what keyword ideas show: Website filtering: Filter keyword ideas to only show keywords most closely related to your business (based on your website). Brand exclusions: Exclude keyword ideas that include brand terms. All of these changes are enabled for English only, with other languages rolling out later this year. Posted by Jane Kim, Product Manager, Google Ads

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4. 4

   YouTube Masthead now available with CPM buying

   July 23, 2019

   After successful beta tests in select markets, the YouTube Masthead is now globally available for all advertisers to buy on a CPM basis. Earlier this year, we introduced the option to purchase the YouTube Masthead on a cost-per-thousand impression (CPM) basis and use advanced audience solutions to customize who sees it. This is in addition to the option to purchase the Masthead on a cost-per-day basis reaching all visitors to the YouTube Home page. To ensure brands can drive the visibility they need on the dates that matter most, the Masthead will remain as a reserved placement. Impressions will be guaranteed across campaign flights that can range from one to seven days. Over the last three months, L'ORÉAL has been testing the CPM Masthead in beta as part of their digital strategy in Germany. Uwe Roschmann, iBeauty Agency Lead, says, “Adding additional targeting options on top of the reach and awareness that a YouTube Masthead drives has been an ideal match to the media strategy of two of L'ORÉAL’s fragrance brands, Diesel and Cacharel, where demographics and audience segmentation play a major role in driving results.” Mocks of a desktop and mobile Masthead from Cacharel.   With premium placement atop the YouTube Home feed, guaranteed reach and the flexibility of CPM buying, the opportunity to drive impact with the Masthead has never been greater. Preview the Masthead with your own content and customizations here. Contact your Google sales team for more details on this placement. Posted by Amy Vaduthalakuzhy, Product Manager, YouTube Ads

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5. 5

   Drive more conversions with TrueView for action on Google video partners

   July 22, 2019

   Top brands around the world are increasingly leaning into video as a way to not only raise awareness, but to also drive conversions. And it’s working! In fact, over 40% of global shoppers say they’ve purchased a product or service after discovering it on YouTube. Over the next month, we’re bringing TrueView for action to Google video partners to help you drive leads and conversions on high-quality mobile applications and publisher websites beyond YouTube. All of our partners must comply with Google’s >Video publisher policy and AdMob & AdSense policies, and abide by our Video Ad Safety Promise.  TrueView for action ad shown in mobile in-app interstitial.   With a 90% viewability rate*, Google video partners are helping brands get the business results they need in a cost-efficient way.   Grammarly, the company behind the AI-powered writing assistant, wanted to find additional ways to drive install rates of their extension, while staying within their target CPA. They used TrueView for action on Google video partners to reach new users who were actively researching specific product categories that had proven to work well on YouTube. By opting into Google video partners, Grammarly drove 20% more installs at an 8% lower CPA.   Getting started is simple. For new TrueView for action campaigns, the option to extend your campaign to Google video partners will be selected by default, and for existing campaigns you can simply add Google video partners in your campaign settings. You can also continue leveraging Google audiences you’re already familiar with like Consumer Patterns, Affinity and In-Market Audiences. Learn more about how to opt-in to Google video partners here.  Posted by Armen Mkrtchyan, Product Manager, Video Ads   *Google data, Global, April 2019

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6. 6

   Parallel Tracking will be mandatory for Display ads starting July 31st, 2019

   July 17, 2019

   Faster mobile sites mean better user experiences and more conversions. Parallel tracking allows for much faster load times than traditional click tracking. Data shows that advertisers who’ve adopted parallel tracking have seen page load time reduced by up to 5 seconds.¹  As previously announced, parallel tracking will become mandatory for all Display campaigns starting July 31st, 2019. If you work with a click measurement provider, reach out to them and ensure that they’re ready for this change. This will help ensure that there’s no disruption to your click measurement system. Parallel tracking for Video campaigns will become available later this year. To learn more about parallel tracking, click here.  Posted by Prashant Nair, Product Manager, Google Ads   ¹ Google Internal Data, September 2018

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7. 7

   Introducing new audiences for Search

   July 17, 2019

   These days, no two customer journeys are alike; some are short and focused, while others span days or even months. Yet, no matter where they are in their journey, people expect ads that are relevant to who they are and what they’re looking for. In fact, 64% of smartphone users now expect to get information specific to them and their situation while using their device.1 That’s why over the last year we’ve rolled out two new products to help you reach the right customers on Google Search in a privacy-safe way: in-market audiences and detailed demographics. Increasing transparency for personalized advertising While we know people prefer ads that are personalized to their needs and interests, we also know they expect these ads to offer transparency and control. As part of our longstanding commitment to user privacy, we recently announced new tools that provide more visibility into the data used to personalize ads and the companies involved in the process. These are in addition to existing tools like Ad Settings, where users can easily update their ads preferences or opt out of ads personalization all together at any time.  Read our personalized advertising policy to learn more about our standards for what data may be collected as well as which interest categories we do not permit advertisers to use on our services.  Reach the right audience with your ads In-market audiences help you connect with people who are actively considering buying your products or services. StubHub, one of the world’s largest ticket marketplaces, wanted to make it easier for fans to find their next event. With in-market audiences for Search, the brand selected audiences like “Event Tickets” to find people who were searching on Google and also likely to purchase tickets. By focusing on these in-market customers, StubHub saw a 50% increase in both clickthrough rate and conversion rate when compared to its normal search traffic. These in-market audiences now represent 20% of the brand's total conversions on Google Search. Detailed demographics lets your further refine who you show ads to. This can help you reach broad segments of the population that share common traits. For example, if you’re looking to reach college students or homeowners who are searching for what you have to offer. Learn more about adding audiences, like in-market audiences or detailed demographics, to your Search campaigns in the Google Ads Help Center. Posted by Tript Singh Lamba, Product Manager, Search Audiences    1Google / Ipsos, Jan. 2019, Playbook Omnibus 2019, n=1,610 US online smartphone users, A18+

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8. 8

   New updates for App campaigns help unlock more search inventory on iOS mobile web browsers

   July 2, 2019

   App campaigns make it easy to connect your app with app-happy consumers across Google Search, Google Play, YouTube, and over three million sites and apps in our network. And, we’re always exploring new ways to increase the ad inventory available to app advertisers. Starting in July, App ads will start to show for more searches on iOS mobile web browsers. This means app installs and in-app conversion events from iOS browsers will be included in your campaign reporting. This can help you reach more people who are looking for what your app has to offer and can help you improve campaign performance. There is no action required to access this new inventory. App campaigns that are active will automatically include these modeled conversions in Google Ads reporting as part of the ”Conversions” column. Please note that these conversions won’t be available in third party measurement tools. We encourage you to monitor your bids and budgets as there may be fluctuations in performance after these updates go live. Posted by Rahul Oak, Product Manager, App Ads

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