As we head into the New Year, it’s important to brush up on some of the changes that have taken place so that you can prepare your new marketing strategy. When it comes to pay per click advertising, there’s never a dull day! While businesses were dealing with supply chain disruptions, labor shortages and increasing inflation, Google was busy making its own changes.
Below are some of the biggest changes to Google Ads that you need to know for 2023. Being aware of these changes and how they will impact your PPC strategy will give you the edge over your competitors.
Cost Per Lead Increases
According to Wordstream’s research, Google Ads cost per lead has increased significantly for 91 percent of industries. The industries with the biggest increases are arts/entertainment, travel, furniture and apparel. The reason for the increase is likely due to inflation. Plus, ads showing for low commercial intent queries have lower conversion rates, so this has led to a higher cost per lead as well.
New Ad Types for Auto, Finance and Travel
Since the pandemic started, many industries have had to adjust their strategies to accommodate supply chain issues, pandemic restrictions, labor shortages, factory shutdowns and high inflation rates. Google Ads has made some positive changes to help these industries adjust – even though it doesn’t always feel that way.
For instance, Google introduced Vehicle Listing Ads to help car dealerships highlight their new and used car inventory. These listings are featured prominently at the top of the SERP with the vehicle’s image, price, condition and location.
Expanded Text Ads, Smart Shopping and Local Campaigns are Gone
Google has ended Expanded Text Ads, which doubled the size of its standard text ads. Instead, the new default ad type is responsive search ad (RSA), which lets advertisers create an ad that adapts to show more relevant messages to customers.
Google also pulled the plug on Smart Shopping and Local Campaigns. These were launched in 2018 and 2019 to help local businesses promote their Google Business Profile. These campaigns were great for small businesses working on small budgets. However, Google ended both of these this year.
Instead, businesses can now use Google’s Performance Max campaigns that have several new features and even more reach across new ad placements.
New Business Name and Logo Ad Assets
Businesses often struggle to distinguish themselves on a crowded SERP, which is why Google has rolled out some new protection for them. Google is now offering new business name and logo assets on the SERP, which are exclusively available to verified advertisers. Not only are they a great way to enhance ads, but also they should help reduce impersonation and fraud.
These are some of the biggest changes that have happened with Google Ads that you need to know going into 2023. To adjust your PPC strategy for the new year and make the most of these new changes, contact WSI Star Web Solutions.