The digital marketing industry is constantly evolving. Strategies, platforms and tools are constantly evolving and Google Ads is no exception.After all, Google ads were previously called AdWords, which changed in the summer of 2018.If you still call it AdWords, you’re not alone. Old habits die hard. Of course, the new name is not the only big change you need to know in the paid search world.

We have collected 4 important Google Ads updates that you need to know.

1. AdWords becomes Google Ads

OK, we have already covered this update, but here is the latest information. In June 2018, Google announced a number of important changes.

The abandonment of “AdWords” was part of a new Google branding. Google AdWords became Google Ads, Double Click and Search Google Analytics 360 became Google’s marketing platform, and DoubleClick Publishers and Ad Exchange became Google Ad Manager.

Google explained that these updates represent “the full range of advertising features” offered. Anyway, we’re still used to saying AdWords.

2. Updated user interface

For months, Google Ads (formerly AdWords) were testing a new beta user interface. In July 2018, they began to transfer the accounts to the new interface permanently.

As of 2019, all paid search accounts are on the new user interface. Although it took some time to get used to it, the new interface has noticeable advantages. It’s much more visual than before and includes a great overview that gleans information about campaign performance quickly.

The Overview contains information about clicks, conversions, cost, CTR, major ad groups, devices, keywords, and more.

In addition, the new user interface is faster and provides better recommendations for keywords and other ways to optimize your campaigns.

3. Reactive Search Ads (RSA)

In May 2018, Google launched a new beta, the RSA ad (responsive search ad). In 2018, RSA opened to an increasing number of advertisers. So what are the RSA?

They increase the number of titles and descriptions that advertisers can use in their ads. Google uses machine learning to determine the best combinations of titles and descriptions.

RSAs can have up to fifteen titles, three of which will be displayed and four descriptions, two of which will be displayed. In addition, RSA descriptions could be 90 characters instead of 80 characters.

RSAs had more advertising material and occupied more real estate in the SERP. In our RSA experiment, we saw an increase in CTR and a decrease in CPC.

4. New text character limits

Once the RSA beta release opened to all, Google has updated its general character limits for text ads. Now, the new standard for text ads consists of three titles of 30 characters and two descriptions of 90 characters.

This means that you do not have to use Google machine-learning or be interested in testing multiple copies to get more characters in search ads.

Of course, it should be noted that the three titles and both descriptions may not be displayed permanently – but it is strongly recommended that you take advantage of the new real estate displayed on the search engine results page!

5. Google Smart Shopping

Google Smart Shopping campaigns offers Shopping to the latest improvements in automation and machine learning. It offers automated bidding and automated ad placements on all Google Display platforms to maximize the value of your conversions.

Ads of smart shopping can be displayed on the Google Display Network, YouTube and Gmail. This new system makes it easier for advertisers to bid, design ads, and place ads.

Smart Shopping was firstly introduced as “Universal Shopping” and was released by name Smart shopping in late july 2018.

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