![\"The-Big-Changes-in-Google-Ads-in-2018-Part-II\"](\"https:\/\/www.ppcexpo.com\/blog\/wp-content\/uploads\/2019\/01\/The-Big-Changes-in-Google-Ads-in-2018--Part-2-03.png\")
<\/div>\nEvolving Ad Types Give Advertisers More Power<\/h3>\n
Just as Google\u2019s search engine is always learning more about user behavior, the Google Ads<\/a> platform continues to grow so marketers have more ways of connecting with their audience.<\/p>\n In 2018, we saw the introduction of some useful new ad types, as well as some tweaks to existing formats.<\/p>\n Today, you now have more options than before for expanded text ads, allowing you more freedom with your additional headlines and descriptions. Reports suggest these have a great impact on clickthrough rate (CTR).<\/p>\n One caveat, however, is that the third headline isn\u2019t always displayed if you exhaust the full 300-character limit of these new ETAs, so you must consider your ad copy carefully so that no vital information is hidden.<\/p>\n It can take a lot of time to create multiple ads. Google realized that and in 2018 they responded by releasing responsive search ads. <\/em><\/p>\n When you create these ads, you can specify as many as 15 headlines and 4 descriptions. The ads then adapt to user interactions, changing over time to achieve optimal performance and engagement.<\/p>\n We touched upon this in the first part of this series<\/a>, and mentioned how Google\u2019s Ad Strength Indicator helps you determine the best in the bunch.<\/p>\n Hotel campaigns <\/em>are now available in your Google Ads dashboard. This allows hotel advertisers to run promotions in Google search and also in Google Maps.<\/p>\n By running hotel campaigns, owners can use smart bidding that is powered by machine-learning, which ultimately will help them maximize their bookings.<\/p>\n Google may be a machine, but it caters to people. Therefore, the user experience is of paramount importance. Over the past 12 months, a host of new changes improved the user interface of the platform.<\/p>\n With the ever-shifting landscape of digital marketing, there is more integration between tools and marketing programs. The Google Marketing Platform <\/em>heralds this movement by bringing together the features of Google Analytics 360 Suite<\/em> and DoubleClick<\/em>.<\/p>\n This all-in-one suite makes it easy for marketers to plan their campaigns, and track, analyze, and optimize their digital marketing efforts and customer experiences in one location.<\/p>\n If you use conversion tracking you can use smart bidding for all search partner sites. This utilizes contextual signals to optimize your auction bids, which enhances keyword performance.<\/p>\n In the end, this helps you maximize your conversions so you can get a similar cost per conversion as you would on Google Search.<\/p>\n Traditionally, whenever you were creating a new Google Ads campaign, the format was as follows:<\/p>\n &nbps; The audience manager <\/em>tab is another new addition that brings Google Ads onto the same playing field as Facebook when it comes to defined targeting.<\/p>\n Now you can hone in on custom audience segments, and create new bids based on their specific demographics and interests.<\/p>\n As expected, 2018 was another massive year for data analysis. In modern marketing, it\u2019s the companies that invest in data that will thrive. Here\u2019s how you can do more with data in Google Ads.<\/p>\n Back in June, Google Ads released an add-on that allows you to import data from your advertising account into Google Sheets.<\/p>\n This makes it easier to conduct your own analysis and maintain records of your keywords or bids, and you can share your reports like any other Google Sheets file.<\/p>\n Another one of the big changes in Google Ads is the Notes feature, which allows you to add notes at various levels of the campaign. Simply click a point in the chart and you can leave some added detail that will guide your analysis or assist other people viewing the campaign.<\/p>\n1.\u00c2\u00a0Expanded Text Ads Are Larger<\/h4>\n
2.\u00c2\u00a0Responsive Search Ads<\/h4>\n
3.\u00c2\u00a0Hotel Ads in Google Ads Dashboard<\/h4>\n
An Enhanced User Interface<\/h3>\n
4.\u00c2\u00a0Google Marketing Platform<\/h4>\n
5.\u00c2\u00a0Smart Bidding<\/h4>\n
6.\u00c2\u00a0New Workflow<\/h4>\n
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\nGoogle now provides a way for advertisers to set their campaign goals first, and then offers suggestions on how they should configure the campaign. This makes it much easier to create optimized campaigns that are aligned with your business objectives.<\/p>\n7.\u00c2\u00a0Audience Management<\/h4>\n
Data Analysis is Getting Deeper<\/h3>\n
8.\u00c2\u00a0Google Sheets Integration<\/h4>\n
9.\u00c2\u00a0Google Ads Notes<\/h4>\n
10. Call Reporting<\/h4>\n