Google Ads is an excellent tool for fine-tuning your marketing campaign and reaching more potential customers. Google Ads has recently responded to the growing need for better mobile targeting, as many users spend more time on a smartphone than on a desktop or laptop. Here, we share the latest insights into the newest changes and provide tips on how you should adapt.
About the Changes
The most recent changes to Google Ads took place in November 2018. The updates include phasing out the “adsenseformobileapps.com” and “G-mob mobile app non-interstitial” exclusions. To manage your settings, locate “placements” in the page menu and click the “exclusions” button. The changes to Google’s mobile targeting makes it simpler to target a host of devices, which is great news for those aiming to target numerous mobile devices. For example, if you were previously targeting only a few mobile options, the updates will now target all mobile placements.
How to Prepare For the Changes
Now that the changes are in place, it’s a good time to review your settings to ensure that your mobile targeting strategy is as effective as possible. To do this, start by double checking the devices, languages, and geographies that you’d like to target and drive traffic for.
The Google Ads team recommends switching bid strategies if you’re not currently using Target CPA and Target ROAS. These two bid options tend to be the highest-performing bid settings, so if you’d like to experiment and see how these settings affect your conversion rate, now is a great time to try them out.
In order for your ads to reach your intended audience, it’s crucial to check on brand settings. The proper settings will ensure that your ads are only appearing where you want them to be, and not in places that are unlikely to achieve conversions. To make the most of Google’s most recent ad changes, make it a priority to take a closer look at your account-level placement exclusions, campaign-level placement exclusions, and topic and content exclusions. If you choose to make changes to these settings, they’ll be applied to both web and app to create a more streamlined targeting strategy.
Managing Google Ads is a task that many business owners prefer to outsource to a professional marketing team. If your time is best spent on other aspects of managing your company, our team is here to help. We offer a wide array of services, and we’re happy to help you find the ideal strategy for your business. When you’re ready to learn more about what we can do to optimize your web presence, please reach out to us.