We are surrounded by constantly evolving technology, breakthrough features, and ever-changing market trends. It’s a task in itself to keep up with the influx of new information, making it a critical part of job assignments for marketing professionals; or successful ones, to be more precise. One of the most susceptible facets of online advertising to change is paid search, specifically, Google Ads.
The advantages of staying up-to-date with Google Ads extend far beyond simply adding to one’s knowledge of the interface. That’s just the beginning. Being ahead of the curve could put you ahead of the competition, giving your company the edge that others have failed to capitalize on.
Let’s Start with Why
It’s a two-part question; why does Google Ads come out with so many changes? And, why is it so crucial that we, as advertisers, keep up with them? After all, they might not even benefit our business, right? Wrong.
Google comes out with so many updates to provide both the advertiser and consumer with a positive experience in their search engine. As the market ebbs and flows, and trends change, Google Ads has to keep pace by creating features designed to help companies reach their target audience. A happy advertiser is also a paying one, and one with longevity, so why wouldn’t Google want to facilitate the process?
For instance, recent changes to Google’s expanded text ads have grown to include an additional headline, as well as a second 90-character description (which was previously 80 characters for a single description). This feature gives advertisers the ability to create hyper-relevant ads by providing more room to do so; and in turn, allows consumers to get a better understanding of the product or service the company sells, leading to quicker answers and happier results. A win-win.
Find Your Edge on the Competition
If you haven’t caught on by now; staying current with Google’s updates to their ad interface provides advertisers with the opportunity to better reach their audience, and in a more efficient manner. So, if you’re the “set it and forget it” type, then it’s safe to say you’re sleeping at the wheel and will likely fall behind the competition.
Google’s algorithm favors ads that perform well, and any updates that Google makes to the ad interface, are bound to help them do that exactly. So, instead of fearing changes with a learning curve, embrace them; paying attention to them could be the game-changer your company is looking for to get an edge up on the competition.
What Should You Do?
Take action; do your research; stay involved. Whether you are the advertiser or the company looking to hire, being an informed marketing professional should be at the forefront of your job responsibilities.
Check out the Google Ads Blog at this link: https://www.blog.google/products/ads/, and learn more about how our advertising pros can help you achieve your goals at oddsmarketing.com