Indistinguishable Paid Ads

• Google made a significant change in how its search results appear on desktops, which has made paid ads and organic search results harder to differentiate. Instead of the green ad label that made advertisements more distinguishable, Google is using a black "Ad" label, which has a more subtle look.
• The change is said to increase the number of clicks on paid ads, which is beneficial to search engine marketers.

Favicons

• Google recently added brand icons in front of the URL of paid ads. In the new look, brand icons have been added in front of organic search results while paid ads have an "Ad" label in front of them.
• The format is intended to make brands more noticeable. In addition, searchers can scan results easily and have a better understanding of the what they see.

Side Ads

•  In 2019, Google got rid of the text advertisements that appear on the right side of Google search results.
• The move to remove side ads will result in more opportunities for using ad extensions. Previously, sitelink, location, and other extensions could only be seen in top of page ads.

Expanded Text Ads

•  In 2019, Google made text ads larger. Therefore, brands will be able to add an extra description and headlines to their text ads.
• Expanded text ads will enable brands to distinguish themselves from their competitors in search engine results pages (SERPs) since they have three 30-character headlines instead of two, which was previously the case.

Gallery Ads

• Google introduced gallery ads towards the end of 2019. Gallery ads are search advertisements that have images, which users can swipe through. A call-to-action is included after the gallery.
• Gallery ads help brands to have interactive visual formats. These ads enable brands to easily convey their offerings to the intended audience.

Political Ads

• Google search ads no longer allow political advertisers to target their audience based on their political affiliations or public voter records.
• The change will enable Google to be on the same page with election advertisement practices on mainstream media, such as print, TV, and radio.

Responsive Search Ads

• Responsive search ads are now available to advertisers. Responsive search ads can have three headlines, two 90-character descriptions, and automatic rotation.
• The change will enable advertisers to reach their target audience more effectively.

Standard Ad Delivery

• Search campaigns only use standard delivery as accelerated delivery has been discontinued since budgets are spent faster when using this option.
• Standard delivery has become the preferred option for Google since it is useful in maximizing performance without exceeding one's daily budget.

Affinity Audiences

• Google search now uses affinity audiences, which enables advertisers to target audiences based on their browsing behavior. Affinity audiences were only available on Display Network and YouTube campaigns.
• Affinity audiences are beneficial to advertisers because it helps them in persona targeting.

Seasonality Adjustments

• In addition to targeting audiences based on the product a brand is selling, advertisers can now target prospects based on occasions or events they are shopping for by monitoring their purchasing pattern.
• The change has enabled advertisers to develop accurate and convincing ad copies for their search campaigns.

Addition of smart bidding to search Ads 360

• In October 2019, Google introduced Smart Bidding, which is a subset of automated bid strategy in its Search Ads 360.
• "The Smart Bidding uses machine learning to set bids at auction-time, factoring in a wide range of signals that help predict performance."
• The changes will enable advertisers using the Search Ads 360 to optimize their Google search using auction-time bidding.

Introduction of recommended columns in Google Ads

• The new recommended columns features are designed to suggest new reporting columns based on the campaigns published by any advertisers.
• It is activated by default for all advertisers and has an option for any advertiser that wishes to opt-out.
• The implication for Google search is that columns important to each advertiser's account are suggested to them.

Introduction of Three New Features for Responsive Display Ads

• The new features introduced to the responsive display ads include video assets, combinations report, and ad strength score-card.
• The video asset is designed for the creation of short video clips, combinations report deliver the best ad to the right customer, while the ad strength "score-card ensures that responsive display ads are set up for success before they start to show."
• The changes will enable advertisers to expand their reach to new inventory and improve performance with sight, sound and motion; know the top-performing asset combinations that are being generated in their responsive display ads; and help them to ensure that they have the adequate number of headlines, images, and descriptions.

A new call-to-action extension was made available for video ads

• The call-to-action feature enables the audience to know about a brand and take relevant action. Google decided to include a call to action to YouTube videos to allow the audience of advertisers to take necessary steps while the advert is running.
• This change will enable advertisers to reach out more effectively to their audience and also drive conversion and clicks to their websites.

Introduction of optimization score in the Google Ads Mobile App

• The optimization scores which were previously enabled only on the desktop recently enabled on the mobile app. It allows an advertiser to see whether their account is set to perform at its optimal potential.
• Before the introduction of the optimization score on the mobile app, advertisers were unable to review their accounts except they were close to their desktop.
• The change would enable advertisers to keep track of their accounts even on-the-go, hence advertisers will keep up with their accounts and taking necessary actions without having to be with a computer.

Create And Edit Responsive Search Ads in The Google Ads Mobile App

• The change is the inclusion of features on the Google Ads mobile app, which include "create and edit responsive search ads" and "add, review, and edit negative keywords" features.
• These features were previously unavailable on the Google Ads mobile app but only enabled on the desktop.
• This change implies that it will enable advertisers to launch last-minute promotions, add, review, and edit negative keywords in the app.

Introduction of Google Ads Editor v1.2

• The change is an upgrade in the version of the Google ads editor.
• The version before the newer version had no support for new campaign types and updates to multi-account management features, which was included in version 1.2.
• The change will enable advertisers to create and edit new campaigns within the Google ads editor.

Addition of New Local Search Ads on Google Maps

• Google released the appearance of next-generation ads on its map. These ads are expected to appear on the mobile, desktop as well Google website.
• This change will enable brand logos to appear on the surface of the map instead of alongside with map.
• It will make Google search for a brand location to produce results with the brand logo appearing on the surface of the map.

Average Position and Accelerated Delivery Removed

• Google did not only include new features on the Google Search ad, but it also retired some features that are considered irrelevant.
• The prominent features retired are average position and accelerated delivery.
• Previously, the average position was used by advertisers to know the position of their ads on the search engine results page, but this was not the actual meaning for it. For Google, it was the specific preferred position (which was the right-side position on the page. Google introduced other clearer metrics for advertisers and decided to remove the average position option.
• Currently, ads appear anywhere on the search engine result pages.

Addition of More Language Support and New Tools For Responsive Search Ads

• Google in December 2018 introduced an additional ten languages to responsive search ads. "Responsive search ads combine your creativity with the power of Google’s machine learning to help an advertiser to deliver more relevant ads."
• The change will enable the advertiser to increase their reach to a broader audience as all their adds can be accessed in these new additional languages.

CHANGES IN FAVICONS

Overview

• It was the addition of brand icons in front of the URL of paid ads. In this new look, brand icons were added in front of organic search results, while paid ads resulted in an "ad" label in front of them.

Effect on Businesses that Advertise with Google

• It has further blurred "the lines between ads" and organic sources in search results, thus affecting what is perceived to be an ad and resulting in individuals clicking on additional ads.

CHANGES IN SIDE ADS

Overview

• In 2019, Google got rid of the text advertisements that appear on the right side of Google search results.

Effect on Businesses that Advertise with Google

• It has resulted in more opportunities to utilize ad extensions as previously, sitelink, location, and other extensions could only be seen at the top of page ads.
• By removing ads from the right side of the results pages, it has also reduced the maximum volume of advertisements that can be observed from eleven to seven, meaning fewer clicks for those that advertise on such pages and does not rank "in one of the top three or four paid positions." Thus, it also effects organic traffic for any competitive auctions.
• Fewer advertisements above the fold also has the effect of making it more difficult to sustain the same volume of clicks and impressions that businesses that advertise with Google were accustomed to.
• It also has the effect of higher Cost Per Click (CPCs), since bidding competitions increase for top spots.

EXPANDED TEXT ADS

Overview

• It involved Google making text ads larger in 2019, thus enabling brands to add an extra description and headlines to their text ads.

Effect on Businesses that Advertise with Google

• It has permitted brands to distinguish themselves from their competitors in search engine results pages (SERPs) since they have three 30-character headlines instead of two, which was previously the case.
• It has also resulted in an increase in both the clickthrough and conversion rates for businesses that advertise with Google.
• Another effect is that it has resulted in account managers having to move their old text ads to the brand-new extended ad format, which becomes a considerable task when one is working with accounts that have numerous ads that require completion prior to Google’s deadline.

THE INTRODUCTION OF GALLERY ADS

Overview

• Google introduced gallery ads towards the end of 2019. Gallery ads are search advertisements that have images, which users can swipe through with a call-to-action included after the gallery.

Effect on Businesses that Advertise with Google

• It has helped brands to present interactive visual formats, enabling them to easily convey their offerings to the intended audience.

AFFINITY AUDIENCES

Overview

• Google search now uses affinity audiences, which enables advertisers to target audiences based on their browsing behavior. Affinity audiences were only available on the Display Network and YouTube campaigns.

Effect on Businesses that Advertise with Google

• It has assisted them with persona targeting, which is the targeting of individuals that are ardent about specific types of products.
• It has also aided them in raising awareness and motivating individuals with a considerable interest in the offerings highlighted in their advertisements to buy something.
• Additionally, it has also helped them to expand their advertisement's reach, as well as the resulting sales.