So what has Google been up to lately? And what changes will be taking place in 2019?
Well, in true Google fashion, they are making some changes to the Google ads in 2019; however, these appear to be changes that make sense and not something that leaves you and your SEM agency or PPC management company scratching your heads.
Here are three changes coming to Google ads in 2019.
1. Average Position to Sunset
The average position for Google ads is no longer as helpful as it used to be. So Google is getting rid of it and replacing it with newer metrics to help with the reporting and management of your ads.
We understand that the Google average position feature has been around for a very long time—15 years in fact. However, since they removed the right side ads, among other things, the average position feature’s usefulness has really deteriorated. So it’s time for something new, something better. Google is sunsetting it in September 2019 and will replace it by four new metrics: Impression (Absolute Top) %, Impression (Top) %, Search (Abs Top) IS and Search (Top) IS.
2. Click Impression Share to Be Added
What is click impression share? According to Google, the click share is the estimated share of all achievable clicks you have received. Google has actually been rolling this feature out since 2015 for their Shopping campaigns and now it will be available to everyone in the next few weeks.
Here’s how the click share feature works. According to Google, the lower your click share, the more opportunity you have to capture additional clicks. So…if your ad is clicked on 20 times, but Google estimates that it could have easily been clicked on 100 times if you had had more extensions, higher bids and/or budgets, then that would make your click share 20 percent.
3. Say More in Your Call-Only Ads
Before making a purchase, most people want to talk to someone before actually buying. And that’s why call-only ads are so important. Well, now, Google is improving the way these call-only ads are presented by giving you more space to work with.
With the new call-only ads, you will be given two options. You will now have the option of adding two 30-character headlines. Additionally, they are also increasing the description lines from 80- to 90 characters.
By moving the business name to the beginning of the ad description, it will be easier for you to include an attention-grabbing call to action in your headline, as well as any other message you want to get across.
Summary
Let’s go over everything.
- Average Position
The new metrics will give you a better overview of where your ads are being shown than the average position feature did. However, there are still a few things you need to do. These include going over your current reporting and bidding strategies, as well as anything else you used to manage your campaigns before the average position feature is gone for good.
- Click Impression Share
If you properly use the click impression share feature, you will be able to look at the click growth opportunities that have more extensions or bid or budget increases. And Google states this feature will be available at the campaign, ad group, and keyword levels for your Search campaigns sometime within the next few weeks.
- Call-Only Ads
Now that Google is giving you more space for your headlines and messages, make sure you are taking full advantage of this change. You can do this by giving your ad viewers a compelling reason to call you. Additionally, make sure you are scheduling your ads for when your customer service team is available to answer those calls. And, don’t forget to go over Google’s other best practices to ensure the highest chance of growth and success.
Hot Tips for Making Your Call-Only Campaigns a Success
Go ahead play around with a few of these ideas to help boost the success of your call-only campaigns.
- Always use your URL.
- Include a powerful, compelling call-to-action (CTA).
- Use targeted call-related keywords (location-based keywords, etc.).
- Schedule your ads for when someone will be available to answer calls.
- Use location targeting, especially if you are a local business.
- Retarget your unconverted calls.
- Make sure your calls are being directed to the right person. Most people won’t put up with being transferred multiple times, especially when calling you from a call-only ad.
- Personalize the caller’s experience based on the keywords you used for the referral.
- Keep track of your click to call-through ratio. This will help you optimize your bids based on actual calls versus clicks. It will also help you measure your call abandon rate. If you have a high abandon rate, it could mean your viewers don’t want to call you which means you probably need to rethink your ad copy, keyword strategy, or both.
What’s Next?
If you would like more information about the upcoming changes to Google ads in 2019, please Contact Us today.
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