Google Adwords has changed to Google Ads. But not only has the name of this effective online promotion platform for companies changed, there has also been changes to its interface.

If you work with Google Adwords (from now on, Google Ads), you've probably noticed how Google gradually updated and launched its new interface, “the new Google Adwords experience” between 2017 and 2018.

Ahora The new Google Ads interface has just been launched for all advertisers. But how does it relate to new opportunities? We've taken a deep dive into the new interface to introduce you 7 new options that we believe can create value for your business.

1. New possibilities for graphically visualizing your performance

“I know that I waste half of the money I spend on advertising, the problem is that I don't know what half.” This is what the world's first merchant, John Wanamaker, said when buying a half-page advertisement in a newspaper in 1874.

That problem (almost) doesn't exist with the new Ads interface. Google Ads offers a wide variety of graphic images that represent your immediate performance in the “overview”.

The graphs and columns reflect, among other things, your results in different ratios, units, days of the week and times, the most viewed information about advertisements and auctions, compared to the presence of your competitors.

The report gives you an idea of your current performance so you can act on the data and ensure the efficient use of your communication media outstanding and a positive return on investment.

2. New demographic segmentation options

Unlike the old interface, where you could only target your ads and bid for settings based on gender and age, in the new interface segmentation opportunities have increased.

With the launch of the new interface, you can, for example, target female users based on their income. Targeting and exclusion based on family income are available on both search and display networks.

This gives you more flexibility and opportunity for new combination options when it comes to effectively reaching your target audience.

3. New audience options

As part of the new interface, Google has launched new options for native audiences. These new audiences are easily selected in a drop-down menu under 'Audiences' in the new interface and based on the Machine learning. Thus, Google has compiled an audience based on the knowledge that Google is continuously generating about its users.

This way, you can easily and conveniently direct or offer your campaigns to visitors who are in the market or who are actively searching for your product category.

In this way, Google has simplified the creation and acquisition of audiences for Ads, so you can now effectively monitor and target behavior.

La Customer intent is another new segmentation opportunity in Google Ads. With Customer Intent, you can create display advertising aimed at people who have visited specific websites or searched for products or services in which you want to have visibility.

Therefore, you can enter the websites of your competitors and carry out a search to attract the customers of your competitors.

4. Advanced bid adjustment

If you're in the service industry, you're probably more interested in receiving customer inquiries over the phone, so you can cross-sell complementary products. For example, if your company is a travel agency, it may be easier for you to sell a rental car, guided tours, etc. if you talk to the customer.

To meet this, Google has introduced advanced bid settings that allow the adjustment of the offer based on the type of interaction. This means you'll have the opportunity to bid higher to see caller information in mobile search.

5. Promotion of special offers

Google already had a wide range of different search campaign extensions.

However, the sales promotion extensions allow you to highlight a particular aspect of the current offer or sales period. For example, it may be important to emphasize discount codes, percentage savings or special reasons - start of classes, Black Friday, holidays or similar.

6. New possibilities for the split-testing of different ad variants

In the old Google Ads interface, the success of split-testing The different ad variations depended on analytical skills and extensive efforts to simulate and expand an arsenal of effective ad variations.

Now, however, Google has developed a tool for this purpose. The tool is found under “Drafts and Experiments” and “Ad Variations”. With the tool, you can - on an operational and easy-to-use level - test and control different versions of your ads based on custom variables.

7. Search Remarketing

Although this is not completely part of the new version, it is something that has been implemented for a short time and that makes people looking for your service or product find you, read you, even if they haven't taken any action on your website. The moment you search again, if you have implemented a% more in the audience that has already found you in the search, they will see you again better placed in the results of the ads in your search. This way you can be visible to a company that is probably interested in your services or products because it has already been on your website before.

At Novicell, we are already implementing many of the changes in our clients' campaigns. If you have questions or comments about the new interface, go to contact our Google Ads team.