Let’s talk about every major Google Ads update from this past year and what they mean for ecommerce businesses.
With shopping ads being the dominant revenue driver for most ecommerce Google Ads accounts, staying ahead of these updates can make all the difference.
Here’s a breakdown of the key updates and actions you need to take to boost your performance.
Measurement Updates
Google has introduced a new Data Manager section that consolidates data management controls, improving usability. While tools like tag diagnostics are handy for troubleshooting conversion tracking, they’re more useful when setting up an account or diagnosing issues.
If you’re new to Google Ads, leverage these tools to ensure conversion tracking is correctly set up and tied to revenue metrics. For seasoned advertisers, these updates might not drastically change your workflow but can be a helpful safety net.
Search Updates
Ads in AI Overviews
Google has integrated ads into its AI-powered search overviews, with shopping ads taking centre stage. Your product feed is now even more critical, as it powers these shopping ads across various platforms, including Google Lens and AI overviews.
Action Steps:
Optimise Your Product Feed: Ensure all fields are complete, keyword-rich, and include high-quality images.
Keep an Eye on Google Lens: Consumers increasingly use Lens for product discovery. A well-optimised feed ensures your products appear in this growing channel.
Brand Inclusions and Exclusions
Google now encourages broad match usage in branded campaigns with features like brand inclusions. While broad match has improved, I still recommend sticking with phrase and exact match for branded campaigns to maintain precision.
PMax Campaign Insights
Performance Max (PMax) campaigns have seen significant improvements, particularly in reporting and audience insights.
Noteworthy Updates:
Asset-Level Conversion Data: You can now see which assets are driving conversions, allowing for precise creative optimisation.
Impression Share Reporting: Understand your share of the market and identify opportunities to increase profitable spend.
A/B Testing Final URL Expansion: Test whether final URL expansion improves performance for your campaigns.
Action Steps:
Use impression share data to evaluate budget and market opportunities.
Regularly check your asset-level reports and iterate on high-performing creatives.
Experiment with URL expansion to see if it works for your audience.
Retail and Shopping Enhancements
Personalised Shopping Features
Google has launched a personalised deals page, generative AI tools for product recommendations, and new visual shopping experiences like virtual try-ons for apparel.
First-Order Promotions
First-order promotions are now available in both Performance Max and Standard Shopping campaigns. This is a powerful way to attract new customers with offers like 10% or 15% off their first purchase.
Merchant Centre Upgrades
The upgraded Merchant Centre offers new reporting capabilities, enabling you to view product attributes alongside performance data.
Action Steps:
Experiment with first-order promotions to target new customers.
Explore the advanced reporting features in Google Merchant Centre to optimise your product performance.
Creative Solutions and AI Tools
Google’s asset generation tools have received upgrades, allowing you to generate images, videos, and edits directly within the Google Ads interface. These tools are especially useful when creating Performance Max and Demand Gen campaigns.
Action Steps:
Test AI-generated creative alongside your traditional creative process.
Use the new tools to create variations and experiment with different styles.
YouTube Updates
QR Codes on Connected TVs
You can now use QR codes in your YouTube ads on connected TVs to track conversions more effectively. This makes YouTube a more direct-response-friendly channel.
YouTube Shopping Affiliate Program
You can recruit YouTube creators as affiliates, allowing them to showcase your products in their videos. When their promotions lead to sales, you pay a commission — a win-win for both parties.
Action Steps:
Incorporate QR codes into your YouTube campaigns to enhance trackability.
Explore the affiliate program to tap into the power of influencers promoting your products.
Hope this helps you level up your campaigns. Let me know if you have any questions or want to dive deeper into any of these updates.
Conclusion
Google Ads’ updates this year heavily emphasise automation, performance insights, and the ever-growing importance of shopping ads. Key actions include:
Prioritising product feed optimisation.
Leveraging Performance Max reporting and testing tools.
Exploring first-order promotions and personalised shopping features.
Experimenting with YouTube’s new features, including the affiliate program and QR codes.
By staying on top of these changes and implementing the suggested actions, you can maximise your ecommerce ad performance.