Modern Search Google Ads
Let’s face it: search ads have been around for a while now. They’re not going away anytime soon! In fact, they’re expanding further and got more effective. The more we use them, the more we learn about how they work best, and the more we can optimize them for conversions. Google has made lots of changes to search ads over the years to help advertisers like you reach your target audience in an effective way and get results based on performance. Here’s a quick rundown of all the major changes Google has made over time—and why they matter:
Modern Search Ads: What is it?
Google has redefined the broad match to be more flexible and not miss out on opportunities. They allow you to use different combinations of ads, signals, and wider keyword selection. This can be used to run ads for any business or industry you are in. There is an increase in conversions of 15% to 25% for businesses using modern search ads alongside traditional search campaigns.
Modern Search Ads: The key components and combinations
The key components and combinations are:
- Broad match keywords – You can use broad match keywords to trigger your ads to show up when people search for a term that’s similar to your keyword but not identical. For example, if you’re an eCommerce business selling shoes, you could target keywords like “shoes” or “women’s shoes.” That way, if someone searches for “red high heels,” your ad would still show up.
- Smart bidding (tCPA and tROAS) – When you choose smart bidding as your bidding strategy for search ads, Google automatically sets bids based on the likelihood that each click will likely result in a conversion (like a sale). You can also set your desired tCPA or tROAS bid so that Google will spend more accordingly.
- Responsive Search Ads – Advertisers no longer have to create many expanded text ads with different combinations. Then can now create many headlines and descriptions and Google will deliver them according to the best-performing combinations.
Broad Match: Used to be a taboo to use. But now, it works almost like phrase match with unique signals
Used to be a taboo to use. But now, it works almost like a phrase match with unique signals powering it. It uses a combination of signals from your landing page, keywords from ad groups, users location and previous searches.
When you set a regular bid, you’re making a commitment to spend money on your ads. With smart bidding, you make the same commitment—but with more targeted towards your objective.
If your business is selling new furniture and your target audience is in Kuala Lumpur or Jakarta or Bangkok, then it makes sense that you’d want to show up when someone searches for “new office furniture.” But if they’re searching from their phones while they’re on public transportation? Not so much. Smart bidding allows you to automatically adjust your bids based on where people are searching with signals from the user’s location.
Smart bidding lets businesses grow faster because it makes sure that advertisers get their messages in front of the right people at the right time without wasting budget on unqualified leads—and without having any false positives either!
Responsive Search Ads (RSAs)
Responsive Search Ads are a new type of Google Ad that automatically adjusts to the best performing Ad combination for your audience.
The most obvious benefit of using Responsive Search Ads is that you don’t have to create separate ads—you’ll only need one set of headlines and descriptions! This will save you time and money in creating multiple ads and managing them separately.
Modern search ads have a lot of flexibility to allow your ads to be as effective as possible
Modern search ads are something that Google has been promoting since 2021 with a bigger push throughout 2022. Initially, many businesses and even agencies were skeptical of using Broad Match. But after doing tests and experiments, it works! The key here is that these ads are targeted so well that they’re highly relevant, which makes them more effective than traditional search ads in many ways.
The best thing about Google Ads is that there are so many different ways to optimize your campaigns. It’s important to remember that everyone has their own unique situation, so there’s no one-size-fits-all solution for ads. But by following the steps outlined in this post for modern search ads and experimenting with different ad formats, you can get a feel for which ones work best for your business!