In today’s crowded online marketplace, it can be challenging to get enough traffic to your website. Some businesses spend hours promoting their business on every platform.
But you shouldn’t have to do it the hard way, there are tried and tested methods to increase traffic and conversions with a small time and monetary investment. Google conducts 63,000 searches per second, a giant user base such as that is obviously where you want to be seen first and foremost.
Smart Bidding is one of the many ways Google has incorporated artificial intelligence (AI) in their advertising suite:
Smart Bidding is a subset of automated bid strategies that use machine learning to optimize for conversions or conversion value in each and every auction — a feature known as ‘auction-time bidding.’
Machine learning enables Smart Bidding to manage several signals at once in order to tailor bids to each user’s context.
Smart Bidding is a great option for businesses that are just getting started with Google Ads or for those who don’t have a ton of time to devote to managing a campaign. The one downside to this system is that you can’t control where the ads will be displayed.
Google Discover is a personalized mobile newsfeed that shows relevant content to users even when they’re not searching. Because the focus of the content is relevancy, it doesn’t always give you the newest content — typically quality evergreen content is featured.
Google Discover is available via the Google mobile app and by visiting Google.com on a mobile browser. Users can control what shows up in the feed, which leads to a more personalized experience.
Google’s Discovery Ads are native ads that show up in multiple Google feed environments. Similar to Display Ads or YouTube ads, Discovery Ads must be visually engaging and mobile-friendly so that they feel native to the feeds they are displayed on. Google uses machine learning to optimize ad placement based on users’ search history, feed engagement, and other factors to deliver them to the most interested potential customers.
Similar to Facebook’s Carousel Ads, Gallery Ads feature images that mobile users can scroll through to get more visual information about a brand, product or service.
According to Google:
Gallery Ads work: Early reports show that ad groups including one or more Gallery Ad have up to 25% more interactions.
Gallery Ads will appear at the top of mobile search results and feature 4-8 images. Each image will have its own text, along with a static headline and URL, and advertisers pay when a user clicks or swipes an image.
Gallery Ads may not have as many applications for B2B or service-oriented brands, but businesses with offerings that lend themselves well to rich visuals should definitely take advantage of them when they are widely released.
As Google increasingly moves away from the text-only search ads, advertisers will have more opportunities to present their products and services in a way that makes the most sense for their business — and their customers.
As of October 2019, Google offers two expanded audience segments:
These audiences are built around interests and identified based on browsing behavior. Some examples of Affinity Audiences are beauty mavens, convenience store shoppers, and cloud services power users. According to Google, Volkswagen used affinity audiences to achieve a 250% increase in conversion rates.
These audiences are actively researching or comparing products and services. Google recently rolled out new seasonal event segments for these audiences so that advertisers could reach consumers on search and YouTube with timely offers.
With over 700 in-market audiences identified, many companies will have the chance to interact with customers who are ready to make a purchase.
As more and more people buy smart speakers and search Google on mobile, text-based search is going to continue to decline. And that will mean big trouble for advertisers. Consider these stats:
As of right now, voice searches that use screens — such as using Google voice search on a desktop or on a phone — will display ads…but smart speakers like Google Home and Amazon Alexa devices don’t.
But the good news is that Google is already testing ads on Google Home. As users move away from text-based search, the tech giant will surely find ways to monetize voice search.