Earlier this spring, Google dropped one of its characteristic Google Ads bombshells: artificial intelligence (AI) and intelligent user interface (IUI) will now impact user experience and campaign results. Here are 3 updates you need to know about (and how they’ll impact your digital marketing).
A/B Testing Just Got Easier
No more waiting games. Google Surveys 360 lets you build surveys, and share them with a targeted sample audience. You’ll know what works (and what doesn’t) a lot quicker, and put a stop to the time-sucking A/B tests of old.
Google Surveys 360 integrates with Google Ads’ remarketing lists. Re-marketing lists are (sort of) what they sound like. They allow you to re-market more targeted ads to people/groups who have shown interest in the past.
Using a survey tool in conjunction with these lists lets you ask your customers directly about your ads. No doubt, such feedback will be useful when tightening and refining future campaigns.
Custom In-Market Audiences
With the marriage of Google Ads and AI, custom in-market audiences are coming to the Search Network.
In-market audiences have been on the Display Network for a while, but their move to the Search Network means Google can now analyze their search data. In short, you’ll know exactly what your target market is looking for when they interact with your ads.
This update will also let you customize your in-market audiences, tailoring keyword campaigns to their search activity for a more targeted result.
Targeting With Life Events
Think of the last time you attended—or experienced—whether it’s a birthday, a wedding, or an anniversary, people’s search patterns are affected. This add-on allows Google to more easily track those behaviors, and share that information with you. You can create promotions, content, and even products around these life events and Google Ads will help you craft a campaign to match. Ultimately, targeting with life events will greatly impact your efforts.
We’re really excited about where Google Ads is going in terms of creating a more intelligent user interface. It’s a lot more likely—with features like these—that you’ll avoid wasting time and money on campaigns that go nowhere. Instead, you’ll have smart campaigns that maximize bang for your buck. These campaigns make a more authentic impression on potential customers. Have questions about Google Ads? Drop us a line!
