Search Updates: May 2021

Search Updates: May 2021

Google Bundles Bidding Strategies

Google performs a surface-level tweak to Google Ads interface by bundling the Maximize Conversions and Maximize Conversion Value smart-bidding strategies with Target CPA and Target ROAS.

As shown in the table above, target CPA and target ROAS will continue to exist – but just under a new name. This change is believed to be another way for Google to encourage Smart Bidding adoption but as a more conservative approach. In terms of functionality, the bid strategies will remain the same. Therefore, the performance of a campaign with these settings enabled should not be affected. Google will send out a notice to advertisers before automatically converting their campaigns for them.

Google Ads Dynamic Exclusion Lists

Companies value brand safety as it helps keep their brand’s reputation safe when they advertise online. In Google Ads, search marketers are given the control to help their clients exclude certain websites, content types, and entire topics. This way, advertisers can avoid placing ads next to inappropriate content. In a world where content is constantly uploaded, advertisers need to stay on top of their game to ensure that their ads are being properly placed in the ecosystem. This act can be tedious and time-consuming, so Google Ads have come up with a solution (Dynamic Exclusion Lists) to make the process easier and faster.

To be specific, Google noted that this solution was derived from their partner’s feedback that the current tool in place for blocking web pages or websites requires dedicated resources and regular updating, which can pose a challenge for any advertiser, but especially smaller ones with limited staff and in-house expertise. So, in the coming weeks, advertisers or a trusted third party can schedule automatic updates to add new web pages or domains when they upload a Dynamic Exclusion List to their Google Ads account. This will ensure that the advertiser’s exclusion lists remain effective and up-to-date.

Certification Needed for Health Insurance Advertisers

US advertisers in this vertical will require a Health Insurance Ads certification in order to advertise on Google Ads. According to Google, this initiative was to ensure the trustworthiness of advertisers in the healthcare and government services space. Terri Ozoroski-Ghen, the director of Monetized Policy, Trust & Safety department said, “With this certification, we will only allow ads from government exchanges, first-party providers, and licensed third-party brokers… This includes plans for individual health insurance coverage, short-term coverage, and Medicare, among others. Additionally, for private-sector providers promoting Affordable Care Act-compliant health plans, we will also require proof they are registered with the U.S. government to do so.” Google will be partnering with G2 on this initiative. Within the certification form, advertisers will need to list the states they are licensed to sell health care coverage in but will not need to fill a separate form for each state. Google is giving advertisers a month to complete the certification as well as provide documentation that they are allowed to do so. The application for the certification started earlier this month (May 3rd) and the deadline is June 2, 2021, which is quickly approaching. Google will directly alert advertisers to complete the certification. Failure to do so will result in Google pausing the advertiser’s account.