Written by Caroline Cox on May 28 , 2021

It’s vital to spend your hard-earned digital marketing budget on channels that bring you the best ROI. That’s why knowing the latest Google Ads updates is key.

Here, you’ll find:

  • Reasons to invest in Google Ads
  • How the paid search platform works
  • The latest Google Ads updates
  • Expert tips for leveraging the platform successfully

The best place to launch your digital marketing efforts is where your campaign attracts a massive audience — no surprise there. And, according to a 2021 report, Google led the list of the most popular search engines, commanding more than 88% of the American market share. 

Paid advertisements often come hyperlinked at the top of search engine result pages (SERPs). Sure, you can work to rank organically for a given search term through SEO strategies — and you should. But not only can Google Ads help you get higher up in search results more quickly in the form of pay-per-click (PPC) ads, but it helps you stay competitive against others in your industry. 

The benefits of Google Ads

You probably know how Google Ads works: It shows your online advertisement to prospective customers who may be interested in your business. You place bids on keywords and search terms and secure the top slots of SERPs if you win.

As part of a PPC marketing strategy, you choose the maximum bid amount you wish to pay for each click on your ad. Your placement improves with your bid amount.

Since its inception in 2000 as Google Adwords, Google Ads has undergone many iterations and changes. Here are a few of the latest Google Ads updates that marketers should know about in 2021.

hawksem: google ads updates 2021

In early 2021, Google announced that it was “making it easier to reach the right customers on Search.” (Image via Unsplash)

1.  Privacy-minded updates

We’re calling it now: Privacy will be a hot topic for marketers this year. In some ways, it already is, thanks to Apple’s latest iOS update and Google’s new FLoC tracking technology. 

As Search Engine Land reports, Google announced privacy-focused changes for its Analytics and enhanced conversion features during a May 2021 livestream. Part of 2020’s Google Analytics 4 rollout included closing measurement gaps and enhanced customer behavioral analytics data. Now, they’re taking things even further with advanced machine learning to behavioral reports in Google Analytics.

With third-party cookies on their way out, enhanced conversion aims to use first-party and consented data to fill in users’ insight gaps, particularly across multiple devices.

2.  Changes to phrase match and broad match modifier

In early 2021, Google announced that it was “making it easier to reach the right customers on Search” through updates to its phrase match and broad match modifier keyword types. 

Now, “broad match modifier” will be phased out, and this traffic will instead fall under the “phrase match” umbrella. The rollout began in April 2021 and will be complete for all languages by July. 

The search engine notes that these changes won’t impact exact match, broad match, and negative keyword match types. They also recommend only using exact, phrase, or broad match when adding new keywords moving forward. 

3.  The smart-bidding process

Google’s smart bidding aims to make marketing more manageable. The advertiser provides Google Ads with a budget, and Google algorithms get the best conversion value out of it. The intention is to maximize the total ROI of the campaigns.

Google algorithms find the opportunities that you might never spot, even if it’s promoting a low-priced product on your list. This approach is excellent for well-funded PPC campaigns that are already converting at a high rate.

In May 2021, Google announced new Google Ads smart bidding features. These enhancements aim to help marketers better manage bid strategies and drive more performance, according to experts

The new features include top signals for Target ROAS and max conversions, new opportunities on the Recommendations page, target impression share simulators, and manager account level seasonality adjustments.

Pro tip: Automation is great, but keep in mind that a “set it and forget it” mindset can only take you so far. The most effective paid search campaigns involve consistent analyzing, testing, and optimizing that can only come from experienced digital marketing pros.

hawksem: google ads updates 2021

A look at the Google Trends results for “at home yoga” over a 90-day period. (via Google Trends)

4.  Google Trends for a dynamic environment

The digital marketing landscape changes rapidly and often, which can affect your business. Google Trends is a fascinating feature that allows you to view the topics people are searching online, as well trending topics, trends over time, and more.

Need more help with your Google Ads campaigns? That’s what we’re here for.

Google Trends can provide insights into what is popular with your audience so you can modify your marketing efforts to match their expectations. If they’re searching for a business that offers home delivery, for instance, you can consider adding this service or something similar, like a pickup option.

google ads lead form

Google now allows users to submit lead forms as soon as they click your search ad rather than having to route to a landing page. (Image via Google)

5.  Drive more leads via search ads

With the rising trend of m-commerce and more brands moving their operations online than ever before because of the pandemic, the vast majority of shopping happens online.

With that in mind, Google has made it easier for businesses to capture leads through their search ads. Now, rather than sending users to a landing page, you can serve up a lead form as soon as someone taps the headline of your ad.

To activate this feature, simply go into your campaign and select the setting option. Once the form is submitted, the person can then decide if they want to head to your site or go back to the search engine results page (SERP). 

The takeaway

Google processes about 40,000 searches per second, making it a prime marketing ground for paid ads. The beauty (and sometimes frustration) of Google Ads is that it keeps on evolving, giving you new and innovative ways to capture the attention of searchers. 

Considering the authority of the search engine, staying on top of the latest Google Ads updates can only mean good things for your PPC program.

This article has been updated and was originally published in May 2020.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

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