Google Ads Features to Look Out For in 2021

by Radhika bhise Digital Marketing Pune

Despite being nearly 21 years old, Google Ads remains a relevant and important part of advertising and digital marketing, with its innovative ad placements, service offerings, and more. As things get more tumultuous in the scape of digital marketing due to the unprecedented nature of the Coronavirus, Google Ads continues to make updates that adapt to its times.

Here are a few Google Ads updates to look out for in the year 2021.

Business Guide for COVID-19

As mentioned earlier, the pandemic has brought about an uncertainty in the field of Digital Marketing, among other things. Google Ads understands this, and has compiled a Business Guide. The Guide includes details on consumers' insights, how to assess the impacts of the virus on one’s business, and how to take the required actions to ensure a good year of business. Google Ads has also compiled resources that display checklists detailing trends in your respective industry, and how to evaluate and improve your campaign. Overall, it provides a good chunk of intel that is very much required in a time where nothing is certain.

Summary View

Considering the various campaigns and the large amounts of editing required for said campaigns, Google Ads has made it easier for a user to access and modify different aspects of your campaigns by offering the summary view. It allows business owners to view and evaluate the company’s performance at a glance, due to a more accessible design. The summary view also analyses performance and helps improve it, by making customised recommendations. It can create a new campaign, as well as edit a campaign, with just a few clicks.

Parallel Tracking

A very crucial aspect of Digital Marketing is the actual link that is clicked on. Many clicks are, in fact, lost due to the speed at which the site loads. If the site takes a typically long amount of time to load, many will click off due to a loss of interest. The Parallel Tracking feature of Google Ads makes sure that the customer is led straight to your final URL from the advertisement, and also performs click measurement in the background, so that the page loads faster, in turn, saving any clicks that may have otherwise been lost.

Responsive Search Ads

Along with the news of the Coronavirus came a surge of panic-stricken Google searches for very specific searches, such as “take out”, and “online learning”, which have grown by over 5000% and 400% respectively throughout the last year. Google Ads’ responsive search ads feature studies these trends through machine learning, and identifies the right combinations of phrases and words for headlines and descriptions, in order for the ad to reach the right person. In turn, it also saves the advertiser’s time that would otherwise have been spent trying to figure out the right words to use, without the statistics to back it up.

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