Change is constant, especially when it comes to Google’s products and tools. As the internet, privacy rules and user behavior changes, Google is frequently making adjustments to deliver a more integrated experience. This has resulted in some pretty big recent updates to Google AdWords.
How is Google AdWords evolving?
Using machine learning, and extensive data collection and synthesization, Google is starting to curate what you see based on what you’re searching for. In AdWords, they are starting to decide which ads you see based on what they know about you from your user behavior.
If you’re searching Google for something, this might be helpful.
And if you’re an advertiser who is new to Google, this might also be helpful.
However, these changes are not necessarily beneficial for advertisers who are targeting a very specific demographic with very specific information.
Google is smart. But when it comes to knowing our clients, we are smarter.
At VCG, we know your practice, your target audience and your goals better than Google does. We will continue to navigate Google’s changes in the way that best serves your practice and your budget, not their bottom line.
As a Google Certified Partner who knows the inner workings of AdWords and has been managing extensively-detailed campaigns for many years, we are able to better customize, target, and control outcomes to make budgets go further than Google’s default options can.
Ultimately, with our expertise, these AdWords updates will be beneficial to you!
Here’s a glimpse into how Google AdWords has changed:
- Google is using machine learning technology to understand the intent of a user’s searches, and modify them.
- They are automating targeting to look beyond your selected audience and try to find new audiences.
- They are replacing expanded text ads with responsive search ads, in which Google serves up the text and headline for you based on the user’s search query.
What this means for you:
- As Google phases out browser cookies due to privacy changes, you need to own your audience data. This means getting them into your sales funnel is more important than ever — which is exactly what we will help you do using Google AdWords.
- Understanding and clarifying the buyer’s journey is more important than ever. The ability to get this information goes hand-in-hand with the latest changes to Google Analytics 4.
- An Adwords expert who understands the platform extensively and can maximize your results and your budget is more crucial than ever.
VCG is proud to be a Certified Google Partner!
There are lots of other updates that have been recently released and are in the works. Like always, we are tuned in, translating and implementing updates in the way that works best for our clients.
At VCG, we are continuing to use Google AdWords:
- To set up very specific, strategic ads.
- To keep your reach targeted, not broad.
- To get you the most relevant and qualified leads.
- To support the rest of your marketing strategy.
- To bring new patients in your door.
- To share information that will create connection and loyalty.
- To maximize your budget!
Google’s smart advertising will help a lot of people who aren’t using Google Ads at all — or aren’t doing a very good job.
At VCG, however, we still manually control the parameters of every dollar you spend, and adjust your advertising based on exactly what you need. We taper Google’s broader approach to ensure we are finding you the right people, not just kinda-right people. We constantly monitor, reassess and fine-tune ads to ensure they are reaping the best result — driving engagement and new traffic into your office!
Questions about Google AdWords?
If you have any questions about this transition, let us know.