The 6 Biggest Changes to Google Ads in the Past Five Years
Google ads is always changing and evolving. With the rapid advancement of technology and AI over the past 5 years these changes seem to be bigger and more rapid. So, if you have been out of the game for a little while and are looking to jump back in, the landscape might look entirely different. Have no fear! We are here to catch you up on some of google ads’ biggest changes in the past few years and teach you how to best navigate them.
Though google ads has changed in more ways than what is discussed below, we wanted to highlight the biggest changes that nearly every advertiser is likely to encounter. Buckle in because we are going to go over changes to ad types, keywords, campaign types and so much more.
1) Responsive Search Ads are Now the Primary Ad Type for Search Campaigns
Search campaigns show ads to those actively searching on google and we would argue that almost every Google ads advertiser has run a search campaign at some point in their career.
Originally these campaigns would be made up of expanded text ads. When creating an expanded text ad, advertisers would only enter three headlines and two descriptions, knowing this was the exact ad that would be delivered.
In 2018, Google introduced Responsive search ads. With responsive search ads, advertisers are able to enter 15 headlines, 4 descriptions and up to 20 images. Google will then dynamically create an ad based on your inputs and the search.
Some advertisers were leary at first because they felt that with this new ad type they had less control over what was being shown. Now 7 years later advertisers have warmed up to Responsive search ads because Google, in theory, will show the best combination based on prior asset performance and the user’s search. We have also seen google weed out (stop showing) lower performing copy and then recommend advertisers ad new copy.
On Feb 21st, 2021 Google announced responsive search ads are now the primary ad type for search campaigns and expanded text ads would no longer be available.
If advertisers have active expanded text campaigns in their campaigns, these ads still show however they can not be changed and new expanded ads could not be added.
2) Keyword Match Types Have Broadened
The second biggest change to Google ads is the evolution of keyword match types. Google’s keyword match types used to include, broad match, broad match modifiers, phrase match and exact match. 5 years ago google’s definition of these match types was pretty self explanatory, however now broad match modifiers don’t exist and google has introduced “close variants”.
Advertisers used to be able to select one match types and have a pretty clear understanding of what search terms their ads would appear for. Now, with the introduction of close variants, a lot of lines are blurred. Exact matches are no longer exact, and phrase match, we would argue, looks an awful lot like broad match.
For example, one of our clients used the phrase match keyword “lunch near me” and was shown for the search term “chicken caesar salad wrap near me”. The issue: they don’t have a chicken caesar salad wrap on their menu. Therefore this wasn’t a high value user.
Google is also pushing advertisers to use broad match keywords. To use, this seems like Google is adopting a “google knows best” mindset and taking the control away from advertisers. Knowing the definitions are getting broader, we recommend advertisers keep a close eye on their keywords and search terms while building out negative keyword lists. Go ahead and experiment with broad match. It might work for you, but don’t be afraid to rain it back into phrase and exact match if you aren’t seeing your desired results.
3) Lookalike Audience No Longer Exist
Google Ads’ Lookalike Audiences, also known as Similar Audiences, were a powerful targeting tool that helps advertisers reach new potential customers who resemble their existing audience. Advertisers would upload a list of first party data and google would create an audience that shared similar characteristics based on this list.
As of 2023 this helpful tool no longer exists. Lookalike audiences can no longer be created. Google said it made this change because with the changing restrictions of online marketing it wants to stay ahead of the shift by leveraging their AI abilities. Instead of lookalike audiences Google is encouraging advertisers to use optimized targeting, audience expansion, and Smart Bidding instead. We won’t argue these AI tools are powerful, but make no mistake none of these are a direct comparison to similar audiences and will not provide you with that data.
4) Performance Max Campaigns
Speaking of Google’s AI abilities, they are really put to the test with Performance Max Campaigns.
Performance Max Campaigns are powered by AI and utilize all of Google’s channels including, search, display, youtube, gmail, maps, and discovery. Advertisers add input like headlines, descriptions, videos and images to an asset group and then Google generates ads based on the conversion goal set.
We have noticed some great results when using these campaigns. It is clear that Google is optimizing based on the goals set, but there are two things to keep in mind before jumping into using Performance Max campaigns.
One: Advertisers have less control. Advertisers are not entering in search keywords rather they are entering suggestions. Advertisers aren’t delegating budget to each channel, rather google is delegating the budget to what it thinks will reach the set goal. Advertisers have to trust that Google knows how to optimize properly.
Two: Advertisers won’t get detailed reports. Google provides general insights and will give the basic conversion, impression, click data for the campaign as a whole, but advertisers won’t know what in that campaign is working. For example, Google might report that there were 10 conversions this week but advertisers won’t know if those came from search, display or one of the other channels.
Like we said, Performance Max campaigns can be very useful, especially for those who don’t have a lot of time to manage google campaigns, but advertisers have to be comfortable with less control and less visibility in reporting.
5) Enhanced Conversion Tracking
In response to the rising concerns over data privacy Google introduced Enhanced conversions in 2021. Instead of using cookies and basic pixel tracking, enhanced conversions utilizes first-party customer data to provide more accurate attribution.
Enhanced conversions securely hash and match customer data such as emails, phone numbers, or addresses against Google accounts. This advanced technique allows for better accuracy in tracking conversions. As a result, businesses gain deeper insights into their customer’s journey, enabling more precise optimization of ad campaigns and ultimately driving improved ROI. Enhanced Conversions ensure that advertisers can adapt to the evolving digital ecosystem with more reliable and comprehensive tracking capabilities.
Enhanced conversions tracking is one change that we recommend you learn and implement so you have the most accurate data for your business.
6) New Platform Layout
The final and most obvious biggest change to Google Ads that you will notice the second you log in is the new platform layout. In early 2023 Google announced it was testing new Google Ads designs. After testing 2 layouts they landed on a winner that “reorganized pages into more thematically linked groups”. Google also wants to make it clear that with this new layout, advertisers are able to do everything they could do with the old layout, it just might be in a different spot than they are used to.
With this test came feedback that google is taking into account as it perfects the new design. Some of the primary concerns were that the new location of search terms makes for an awkward workflow and that the new menu takes up too much space. Google has acknowledged these concerns and is working on solutions.
At the time of this article advertisers are still able to switch back and forth between layouts as they get used to the new feel but they are expecting to do away with the old layout later this year.
Wrapping up
Google Ads has undergone significant transformations over the past five years, redefining how advertisers approach digital marketing. From the transition to Responsive Search Ads and the broadening of keyword match types to the retirement of Lookalike Audiences and the introduction of AI-driven Performance Max Campaigns, the platform is continuously evolving. We hope that we were able to highlight some of the biggest changes to Google ads over the past five years and help you navigate them a bit better.