Search Update: March 2022

Search Update: March 2022
Photo by Jason Goodman / Unsplash

Google Ads Introduces Enhanced Conversions for Leads

Google Ads recently rolled out Enhanced Conversions for Leads, which helps advertisers to capture both online and offline leads. This new option gives the users of Google Ads an alternative to the existing Google Click ID-based offline conversion tracking method, as it can be configured entirely from your Google Ads account instead of your CRM.

Understanding how a lead converts to a customer is crucial to business owners since it is easy to have a disconnect between capturing a user’s information online as a lead, and the end result of converting them to a customer. Which makes Enhanced Conversions for Leads a beneficial tool to improve measurement of offline transactions that originally came from a website lead or visitor. With that, Google’s systems may be able to make better auction decisions, which could mean more efficient campaigns and better conversions.

To understand how Enhanced Conversions for Leads works, it starts with when a potential customer fills out a lead form on the businesses’ website. Advertisers will likely receive first-party data including leads’ email address, name, home address and/or phone number. That data can be captured in users’ conversion tracking tags, hashed and then sent to Google. And when the lead converts, advertisers can upload their hashed lead information. Google then matches that information to the ad that drove the lead, providing the platform with a more complete picture of the customer’s full journey.

Data privacy and regulation are always foundational with any new use of an advertisers' first party data.  In this case, Google confirms that this process operates until its restricted data processing protocol to safeguard consumer data.  In all cases, each Advertiser should consult with their legal team to ensure their privacy policy and sharing of data is in line with applicable laws.  We look forward to the positive impact on how we manage our Search campaigns for clients who desire a bigger and more complete picture of their customers’ journey.  Google Ads Enhanced Conversions for Leads has a potential to play an important role in optimizing campaigns for sales that happen off the website.

How Enhanced Conversions for Leads works. Image: Google.

Google Merchant Center Adds Short Title Options for Product Ads

Nowadays, it can be difficult for businesses and advertisers to stand out from other competitors with a variety of ads on the internet. However, a new update from Google Ads might help with this issue. Google Merchant Center recently introduced a new attribute called Short Title that is intended to show in “browsy experiences,” like Discovery campaigns or Shopping ads on Gmail.

The normal full product titles often get truncated as people browse through product ads, which means that users may not be seeing all the relevant information from the ad being displayed. With the new option, short titles provide merchants with an alternate and concise way to identify the products, which could help to improve the performance of the ad and allow advertisers to better optimize their product names.

Although this short title is an optional feature, it could still be useful for advertisers or e-commerce businesses to make the product descriptions more succinct and to-the-point. Click through rate – a metric that determines the rate at which your ads are clicked, could be greatly improved by utilizing short titles.

To optimize the ads using this feature, it is required by Google that advertisers use a relevant, concise short title that clearly describes the product. Advertisers should also ensure that the short title describes the product on the landing page. It is also strongly recommended that we keep the title under 65 characters, as users typically only see the first 65 characters when reading ad copy on the internet. Additionally, list the most important detail first since users don’t always read the entire title. And lastly, include the brand name if that is a differentiating factor.

To sum up, this feature could help us with the performance of shopping ads campaigns by making product ads easier to read in a fast-paced culture especially for clients that are involved in e-commerce. Still, it would be worthwhile to test out using short title in our product feed to see if it helps improve performance.

Example of Title and Short Title. Image: Google.

Examples of Normal Title in a Shopping Ad.  Image: Google.

Example of Short Title in a Shopping Ad. Image: Google.

Google Releases March 2022 Product Reviews Update

On March 23rd, Google rolled out its third version of the product reviews update and named it March 2022 Product Review Update. The March version was updated to incorporate more signals and criteria in this niche ranking algorithm that aims to promote review content that is above and beyond much of the templated information you see on the web.

According to Google, this update will “enhance their ability to identify high quality product reviews.” The goal is to get sound purchasing advice in front of users, and to reward creators who are earnest in being helpful. It is also expected that this update will impact the organic ranking of English-language product reviews across “many” sites.

To understand better, here are some new criterias that could make a difference in the organic ranking. The product reviews need to include helpful in-depth details, which could be the benefits or drawbacks of a certain item, specifics on how a product performs or how the product differs from the previous version. Also, the reviews have to come from people who have actually used the products, meaning the review needs to show viewers how the product is used and what the product looks like physically. Lastly, the reviews should cover comparable products, or explain what sets a product apart from its competitors.

The March 2022 Product Review Update could have the most impact on organic and affiliate traffic that produce product review contents, which can contribute to either a positive or negative change in the organic ranking. Indirectly, this could have the potential to influence Paid Search performance as well. If the product reviews are mostly positive, we could see an increase in Paid Search traffic from consumers interested in researching further. However, poor reviews could negatively impact businesses. Either way, this update is great for users to find the most helpful and relevant product reviews that will aid them in picking the best product and giving businesses a goal to work towards rather than guessing what the algorithm needs.