As one of the most useful forms of direct marketing, making use of Google AdWords is so important. However, it changes a lot: what’s the present state of play?

For any business serious about monetizing their online platform, Google AdWords is worth reading about. However, like just about all Google-powered online marketing tools, changes are afoot. Google AdWords changes on a very regular basis, sometimes in quite specific and fundamental ways.

What, then, are the most important changes which have taken place in 2018?

What do you need to know?

A whole new rebrand

Just like any other business, Google AdWords rebrands itself from time to time. Now, since July 2018, it has been known as Google Ads instead. This new mixture will be a heady mix of Google AdWords, DoubleClick and Google Analytics 360. This will see the launch of the new and improved Google Marketing Platform and also the Google Ad Manager.

Context is key

In the past, Google AdWords campaigns and targeting was built around the use of keyword targeting. With the introduction of non-exact match keywords, the aim is to try and provide authentic and contextual information rather than the kind of content that attracts clicks.

It’s important that we keep that in mind, as keyword-less content is naturally more authentic in how it is written. Google AdWords, like all Google products, now looks for context in the phrasing of a search term as much as keywords used. While you should still target keywords, you Google Ads campaigns no longer need to be quite so rigid in their structure and writing.

Location, location

Another big change in 2018 is the introduction of how location extensions matter for things like YouTube Ads. This is another part of your Google Ads system, and it will help you to get people to see your videos, spot the similarity in location, and the head on over to see what you have to offer them.

If you used to find it hard to make your videos localized when it comes to a video search, this will help you to solve that problem very quickly indeed.

Introducing In-Market Audiences

This is one of the biggest changes to Google Ads, and is all about the power of machine learning. You will now find that in-market audiences will be made available to help you find prospects who are getting close to the end of their ‘buying cycle’ and thus could be a good lead to capture.

This is going to be pretty damn useful, and will become a major part of the Google Ads experience moving forward.

Welcome to Google Optimize

Last but by no means least, we want to look at the new Google Optimized feature. As another part of the Google Ads system, this will give you more control when trying to advertise your landing pages and test them out accordingly.

This is going to be so useful, and will make it easier for you to start messing around with landing pages to get better results without the same financial challenges presently previously. Awesome, right?


There is much change to come, and these are just some of the most important changes that 2018 has brought to Google Ads. With so much more to come in the near future, just remember that this is the beginning, not the end. Google Ads has much more to give in the future – the challenge stems from working out what you can make the best use of!

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