The year 2018 was huge for PPC Marketing & 2019 promises to be another big year. There have been some drastic changes by Google in terms of features, targeting, ad types etc. Not only this, but they have also changed the name from Google AdWords to Google Ads. This could be a big clue that Google ads are not just going to be based on “AdWords” or “keywords” for that matter.

In the wake of tough competition from Amazon, LinkedIn & Bing, Google has made a lot of improvements in terms of PPC marketing.

You might be wondering what are those improvements & how can you leverage them in 2019?

Let us tell you the success mantra you need in 2019.

  • Optimise for Voice Search

Voice assistants are becoming more and more efficient. Whether it is their ability to pick up different accents or even picking up commands with heavy background noise. With the increase in the purchase of Smartphones & Home voice assistants, voice queries are increasing at a rapid rate. According to research, 50% of all the searches will be voice searches by 2020. The question however is; how do you know if a search is a voice search or not?

An easy way to differentiate between a voice search and a normal search is to look at the length of the query. Most voice search queries are long tail and consist of more than 4 words. To know if your ads are getting triggered through voice searches, check the keywords search terms report and filter out the queries which could be voice searches. To get a better sample, take the data for the last 3 months. Although the search volume for these keywords might be less, specific long tail keywords have a lower cost per click and have a better chance of a conversion.

  • Conversion Optimization

Optimizing your campaigns to get a conversion by spending a limited amount is another great strategy. Google ads allow you to set up different bid strategies for campaigns. But how do you make sure to limit the amount you want to spend for a conversion?

A Simple way of doing that is to use Target cost per acquisition bid strategy. Now if you are setting up a campaign from scratch this may not be the most suitable bid strategy but if you have a campaign with historical conversion data (30 conversions in last 30 days) this bid strategy is something that you would absolutely want to use. So how does this bid strategy actually work?

Based on the historical conversion data of your campaigns, Google looks at the time, day, demographics and location of users that have converted in the past & tries to get you a conversion within your target bid. Based on our tried & tested methods over the years, this bid strategy has outperformed every other bid strategy when it comes to getting conversions.

  • In Market Audience Targeting

Google search network ads are based on intent. Advertisers pick their target keywords & whenever someone types that keywords on Google, the ads appear. It’s a simple formula. However, while running a campaign, a lot of people don’t make use of the in-market audience. Audience targeting is now becoming an important part of the campaign strategy. They are not going to replace keywords anytime soon but you can still use it to make your campaigns perform better. Google’s in-market audience uses machine learning to analyse trillions of queries to determine the purchase intent of the users. An advertiser can target these people based on what they are actively searching for. Google ads also allow you to modify bids for these in-market audiences and provides you with separate reporting data for every audience segment you choose.

See below on how to add an in-market audience to your campaigns.

Navigate to campaigns and then select audience – select from the ideas or search for the audience you want to add in your campaigns – hit save.



  • Responsive Ads for Google Search Network

Google launched responsive ads for search network in May 2018. Responsive ads let you add more text to the ads. A normal expanded text ad allows you to write 3 headlines and 2 long descriptions. However, with responsive ads, you can add multiple headlines & descriptions. Google tests different combinations of these headlines & descriptions over a certain period of time. Responsive ads may help in improving the performance of a campaign as they match the content of your ad with the search query of the user. However, you might want to keep a few things in mind before setting up responsive ads since they are still in beta testing:

  • Ads can be shown in any combination of headlines & descriptions. Make sure to write the headlines which are relevant to each other & make sense together.
  • If you want a particular headline or description to always appear, make sure to put them in headline position 1 or position 2.
  • To increase the chances of your ads showings, make sure to use 5 unique headlines that do not have similar phrases.

Here’s what a responsive ad format on Google’s search network looks like:


  • Household Income Targeting

Google now allows advertisers to target people based on their household income. Household income targeting is one of four demographic targetings that google allows. The good thing about household income targeting is that it can be used in conjunction with other demographic targeting which makes a campaign really targeted. This is particularly helpful for advertisers who are selling high-end products and do not want to show their ads to people with low household income.

The tier is divided in top 10%, 11-20%, 21-30%, 31 – 40%, 41-50% and lower 50%. For E.g. – An advertiser selling high-end jewellery in a particular area can not only target according to location but also with the household income. Not only they can target people with high income but can also exclude people who fall into the lower bracket in terms of household income. In addition, advertisers can also adjust the bids according to their target market.

With Google constantly bringing in new updates for paid search marketing, it is important to stay ahead of the game and try the new features to enhance the performance of the campaign. We hope these 5 techniques above can give a boost to your PPC campaigns in 2019.