New Google Ads Updates

When Google Ads was first introduced as Google AdWords in the year 2000, it was the coolest advertising platform of the decade. Even though it had 350 advertisers to begin with and a small reach (not many people had access to the internet), it showed a lot of promise.

Fast forward to 2020, the platform has changed significantly. It’s got millions of advertisers; it generates a significant amount of revenue and the best of all it has undergone a complete metamorphosis.

Google Ads is not what it used to be, and thank goodness for that. It was created to give advertisers more control over their campaigns, but even then, it wasn’t as cool and flashy as it is now. Google analytics wasn’t a feature until later on and you couldn’t run a YouTube ad.

Now things are different. Thankfully so. Google releases regular updates that make the platform simpler, more efficient, and effective.

In this article, we take a look at its latest updates and what they mean for you and your business.

What happened?

While these recent updates are not a complete overhaul of the system, they are pretty significant. 2020 has been quite the year and advertisers need a bit of help.

Since the Covid-19 pandemic started, it has affected affecting so many businesses and prompted the digital space to make a few changes. Not only has the world economy been affected, but consumer purchasing behaviour has changed as well.

Google came up with several guidelines to help businesses managing campaigns through COVID-19. The guidelines stress the need to respond, rebuild, and recover. The focus is on evaluating the situation, monitoring consumer behaviour, and revising your brand strategy to stay in the game.

Google ads are encouraging businesses to change their approach and look for new ways to interact with customers.

More conversions? Yes, please

Phrase match and broad match modifiers are not what they used to be. How so? Well, it’s no secret that using one keyword can lock out potential leads looking for the same thing but using a different keyword.

This new update makes you a lot more visible.

Broad match and Phrase match modifier keywords can now show results for the same meaning variants. Your keywords will be triggered by their synonyms.

According to Google, advertisers using phrase match keywords and broad match modifiers will notice a 3% to 4% increase in the number of clicks and conversions on the same keywords.


Phrase match and broad match modifiers have been updated to include words with similar intent but are different from your keywords. Say you pick the keyword ‘hairdryer’, your ad can be triggered by the term ‘blow dryer’ too.

You can now reach more people

Another dose of good news for advertisers. This new update broadens your audience to include what is now known as Affinity audiences and In-market audiences. Let me break down these terms.

  • Affinity audiences are audiences who have an interest in a particular topic. If an internet user searches for a couch or table, they have an interest in furniture. You can therefore sell them other types of furniture.
  • In-market audiences

In-market audiences are audiences actively searching for a product or service similar to yours. It focuses on a user’s previous purchasing intent.

You can now reach new prospects with similar behaviours to users you are already targeting.

Machine learning and responsive ads

Back when Google Ads was first invented, machine learning was not as advanced. Now it can be used to show customers the most relevant ads through the use of location insertions, countdown customizers, recommendations, and many more. Remember the more relevant the ads, the higher the CTR.

New Google Ads API

An API (application programming interface) is a set of functions that allows communication between a user and a system. Google Ads has introduced APIs to support your business. Running your camping becomes easier and more effective. You can:

  • Automate your account management
  • Manage your ads according to inventory
  • Manage your Smart Bidding techniques

Smart Campaigns

Smart campaigns are also known as smart bidding, which are designed to help business owners with little experience with paid search. It automates the process and allows you to create an ad in just a few minutes.

Smart campaigns rely on Google’s machine learning capability to drive results. All you need to do is give Google ads a budget and let it take care of the rest.

Google ads will determine what products or services to advertise, pick out your audience, and rank your ad.

But while it helps busy business people save time, the machine doesn’t know everything about your business. Which begs the question, how effective is the smart campaign?

More goodies

Aside from the updates mentioned above, Google ads have several additional updates. You now have access to their performance planner to help you weekly spend until markets stabilise.

You can now enjoy the new security features and manage multiple ad accounts. You can also use the new lead form ad extension to get users to convert faster.

Final word

It’s easy to underestimate the overall effect that these updates have on advertising. However, these updates are made for your benefit. The updates mentioned are not exhaustive so you may want to check them out. Google has taken a step towards improving your advertising experience, take advantage of it.