Brad Hurlock

Web Design & Marketing Sales for Addison Technologies.

5 of the Latest Google Updates Your Business Needs to Know

Brad Hurlock

Web Design & Marketing Sales for Addison Technologies.

What do you do when you don't know the answer to a question? Google it!

You're not alone, Google is by far the most widely used search engine on both mobile and desktop devices with about 90% of the global market share. As a business, you need to adhere to Google's search engine standards to gain consumer trust.

To do this, it's important to stay up to date on the latest Google updates. Keep reading to learn five of them.

1. Changes in Keyword Matching

One of the latest Google updates is changes in keyword matching in Google Ads. BERT helps Google understand the context and intent of search queries. Google has enabled BERT to change keyword matching rules to broad and phrase match.

Phrase match and broad match keywords included in a question will not be preferred instead of exact match keywords. Google will rank the match types based on relevancy and not only Ad Rank.

2. Better Automation for Display Campaigns

To add more automation for display campaigns, Google combined the standard Display and Smart Display campaign setups into one. However, you can still use each of them as usual if you choose.

Display campaigns will be automatically placed into optimized targeting. This means your search engine optimization (SEO) will allow you to pull in users from outside of your selected audience.

If you don't want to use this targeting option, you can opt-out of it.

3. Data Added to Search Terms Report

Another one of the latest Google updates is that Google added new data to the search terms report and will be removing some in early 2022. Some find this update exciting while others believe it's not a big improvement.

The report can show you what queries their ads showed up for. Now, advertisers can check the search terms they gained impressions on. This is true even if the advertiser pulled in a click or not.

In February of 2022, Google will remove search terms from the report that don't meet the privacy threshold volume. Google can accommodate advertisers and businesses while maintaining searcher privacy through this update.

4. Changes in Types of Search Campaigns

In June of 2022, search advertisers can no longer create new expanded text ads (ETAs). Google replaced ETAs with responsive search ads (RSAs) as the default type of ad.

In June, not only will it be the default type of ad for search campaigns, it will be the only option. ETAs that already exist before the cutoff date will run indefinitely without the ability to edit.

5. "About This Ad" Pages

Google considers quality assurance measures from consumers by creating a new "about this ad" page. Users can click it to see more information on ad placements and other ads that a brand has posted in the last 30 days.

This can benefit your business website and might help your Google analytics strategy.

Latest Google Updates You Need to Know

To find success with your online marketing and overall business goals, you need to know the latest Google updates. When you don't adhere to Google's standards, you won't rank on their site.

As the most popular search engine out there, you'll need Google on your side. You'll also want a reputable digital marketing company to work with. Check out our work to learn how we've helped clients like you.