What Does Google Have Planned for 2021?

Look to the Future

What does Google have planned for Google Ads and marketing in 2021?

You will be amazed…

Here are some of the important nuggets from the recent Google Livestream.

Insights Page
A new page in the Google Ads Control Panel helps you to know what is trending in the very near future. For one client who sells scientific equipment Google surfaced that after July 11th lab glassware and centrifuges would have increased activity. We set up a centrifuge campaign to leverage that information into sales for this client. We’ll be looking for ways for each of our clients to leverage this information that Google is revealing for the first time in advertiser accounts as part of their new transparency into trends they see coming.

Performance Max
This is a new campaign type that maximizes performance across all Google inventory. It offers rich insights into automation. It is currently in beta but due to roll out late 2021. It features advanced automation. Testers so far have had significantly improved lead performance. We’ll let you know when we see it and test it in client accounts.

Privacy Changes
This year the use of 3rd party cookies will be stopped. Google has decided to embrace an ad serving model that protect privacy and offers choice. Thanks to Apple and the GDPR we will see broad and striking changes this year in regard to an individual’s privacy and how ads will be served. This is a significant change.

Google has given significant advice to Google Partners on how to help customers move into this privacy first world and yet still achieve great results with targeted advertising. We will do a separate blog post on these recommendations and contact all our clients to offer assistance to help them embrace these new changes.

Future of Measurement
Without 3rd party cookies on which Google Analytics is based, measurement will now be based on 1st party data, sitewide tagging, and then fill in the gaps with modeling.

The Google Tag Manager now has additional features enabled called consent mode that recovers 70% of the customer journey. New capabilities will be rolled out this year as well.

Google Analytics will now offer more insights for the complete customer journey in a privacy safe method. The new advertiser experience in Analytics will provide deeper insights into website traffic and ad performance. Attribution models will now include YouTube and Display.

Automation
The key take away is that automation provides performance, opportunity, and control. Google is recommending the use of responsive search ads with broad match keywords, and smart bidding to boost leads by nearly 20%. Excellent rated ad text plus 4 extensions appearsto be the winning combination. for success.

The key for account management is to steer these automation tools, improve account automation, and leverage insights.

eCommerce
The future looks bright for ecommerce with a new and significant relationship between Shopify, Shop Pay, and Google. Success appears to be tied to curated, immersive experiences on your website with easy integration of Shopify stores into the Google Shopping platform and the Merchant Center.

Google is introducing a Deals tab on Google.com to help highlight your promotions. New also is Google’s integration with your Loyalty Program.

Conclusion
We don’t have details on a number of these new features and enhancements, but they are coming and they are exciting.

For more information about who we are and what we do, as Google Partners, we invite you to visit our website and dig deeper into how we can help you improve your online visibility and improve your marketing’s value to growing your business.

We Are Google Partners

Google has just awarded us early status of the new Google Partner program.

Dear valued partner,

Congratulations on meeting the new Google Partner requirements.

As a part of the wide variety of benefits available to you across Education & InsightsAccess & Support, and Recognition & Rewards, you now have access to the new Google Partner badge. The Partner badge shows that you have the latest Google Ads expertise, while helping you stand out to clients and the industry.

 

Click to verify our Google Partner status.



Find out more about our qualifications now. 

Important News We Are Watching From This Week

Be in the Know

Be in the know! This week we have found a few nuggets that you may want to review or do a deeper dive into from our blog post.

Is It Worth Writing Website Meta Descriptions?

“Many SEOs debate the importance of creating unique meta descriptions. It can definitely help with click-through-rate from SERPs, but, for most, it’s often a low priority SEO task. Will the news that Google overwrites our work make us less likely to spend time on it?” Read the full article.

From our point of view, we do still recommend writing these to assist in click through rates from the search results. We have seen Google write there own before and then later roll back their action.  It makes sense to write them and if Google does or does not use them is a non-issue at this point.


Google is Tweaking the Layout of Google Local or Google Maps Listings

We are seeing the removal of addresses in Google Maps listing tests by Google. See pic.

Google also appears to be listing the years in business in some Google Maps listings. Read the article and see the pic.


Google Ads Does Away with Broad Match Modifiers

Google has announced that it will no longer honor broad match modifier keywords and will instead merge the broad match modifier into phrase match. For now if there are broad match modifier keywords in the account, Google will simply deliver them as phrase match.

How do we feel about this? Well, we expect to spend more time on negative keywords list creation to sculpt ad results. We are not terribly worried about this due to the extensive use of machine learning used in ad delivery. We do expect broad match modifier keywords in the account to start to receive fewer and fewer impressions over time. We will no longer add broad match modifier  to ad accounts. Read the full article for more details.

Google Ads New Call Ads and Call Recording

Call recording is new for Google Ads. Rolled out this past week in many of our client accounts is a feature to record and hold for 30 days calls from call extensions and the use of Call Ads in your account.

To enable these new call recording options, click into your campaign tab and then select settings > account. Then open the Call section and select to allow call recording. You will need to accept Google’s EULA.

To listen to call recordings, you will go to the Reports tab at the top and then create a report of the date range of your choosing for calls and call extensions. Google will auto populate a report with links to listen to actual calls.

What we have found is that for some clients based on the recordings, we are moving them to a call schedule for their business open times and not showing click to call and call extensions when the business is not open.

For others, we are finding that the call recordings validate the usefulness of using Google Ads and a budget increase may be warranted to get more activity.

Please note that calls from your website if you are using this conversion type will not be recorded only those associated with Call Extensions.

For us, we find that this extra option allows us as account managers to do a reality check on the phone call traffic we are driving with click activity. For clients. the call recordings will allow validation of responses taken by staff to fine tune a message or increase training to better serve customers and potential prospects from their first phone contact after a click.

We invite you to find out more about our Google Ads services and our Google Partner status on our website.