Google has rolled out its Ads Editor version 2.4, with 16 new features and updates for advertisers to utlize to improve the efficiency of their capaigns.
Below is a breakdown of what’s new.
New Features:
- App Install Ads deep links. You can add app deep links to App Install Ads using the App URL field, just like with App Engagement Ads.
- Automatically created Ad Strength assets. Ad Strength of responsive search ads will take automatically created assets into account to ensure that Ad Strength results are accurate.
- Asset source in asset report. The “Asset source” column is now available for channel level, asset group level, and ad level asset reports. This column enables you to differentiate between automatically created assets and advertiser provided assets.
- Additional fields in Discovery product ads. Discovery product ads now support the following additional fields:
- Videos
- Long headline
- Path 1
- Path 2
- In-feed video ads. Editor now works with in-feed video ads for Discovery campaigns, combining features of Discovery and responsive display ads.
- Text mode for selecting videos. You can now switch between video picker and text mode in the video asset library. Previously, Editor v2.4 used a video picker to select videos for ads. With text mode, you can directly enter video IDs to choose videos.
- Campaign level broad match. Editor now supports the broad match keywords campaign setting. When activated for a campaign, only broad match keywords can be used, and any existing non-broad match keywords will be converted to broad match.
- Video view campaigns. Editor now supports Video view campaigns, which are Video campaigns with Target CPV bid strategy and multi-format video ads.
- Search themes in Performance Max campaigns. Editor now works with search themes in Performance Max campaigns. These themes help you share important insights with Google AI about your customers’ searches and the topics that drive conversions for your business.
- Replace Text tool for product groups. You can now use the Replace Text tool to change text across all parts of a product group. For instance, you can quickly correct a consistently misspelled brand name throughout your product groups.
- Device targeting in Discovery campaigns. You can now enable mobile carrier targeting, and campaign level device bid adjustments for desktop, mobile, tablet, and TV in Discovery campaigns. For bid adjustments, the only adjustments allowed are 0% and -100%.
- Brand settings for Search and PMax campaigns. Editor now supports brand settings for Search and Performance Max campaigns, specifically:
- Brand restrictions for Search
- Brand exclusions for Performance Max
- Dynamic Search Ads features in PMax. Editor now supports features related to Dynamic Search Ads in Performance Max campaigns, including:
- Adding Dynamic Search Ads in Performance Max campaigns.
- Specifying page feeds to use in your Performance Max campaigns.
- Supporting webpage targeting for asset groups.
- Ad format controls for Video reach campaigns. You can now choose the ad formats that show for Video reach campaigns, including:
- In-stream ads
- In-feed ads
- Shorts ads
- Demand Gen ad group level location and language. You can now set language and location targeting for Demand Gen campaigns at the ad group level. Remember that you can only choose the targeting level when creating the campaign, and you can’t modify it later.
- PMax dynamic Search Ads upgrade tool. You can track each campaign’s migration status in the tool, but keep in mind that Google Ads Editor won’t be accessible until the migration finishes. Once the migration is done, the tool downloads draft campaigns and identifies any failed upgrades. It also highlights errors, like missing assets. After fixing these errors, the recommendations are applied immediately.
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Why we care. The new features have been designed to give advertisers greater control, simplify the editing process, and enhance the efficiency and overall performance of your Google Ads campaigns.
Deep dive. Read Google’s full list of changes for more information.
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About the author
Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book ‘Mastering In-House SEO’.
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