Google Ads Update (Dec 2021)

What’s New?

Over the course of the last month, Google has announced new updates with regard to Google Ads and its API. While there are several new feature announcements, this piece will focus on a few of the overarching updates and changes. These include:

1)     API support for Performance Max and Keyword Planner

2)     Demand forecasts on the insights page

3)     Performance Planner new features

4)     Spend fluctuations with tROAS and maximize conversion value

What Are The Implications? 

API support for Performance Max and Keyword Planner:

Google Ads API as described by Google is the “next generation of AdWords API”. This holds true as Google makes it clear that AdWords API will no longer be available as of April 2022. And as users make the shift to Google Ads API, they’ll find that the keyword planner can now be integrated with API support, which enables more flexibility with data and aids in keyword research. The API features the option to generate keyword ideas, historical metrics — such as average monthly searches over the past 12 months, an approximate monthly search volume. Also, marketers will now be able to forecast metrics for existing campaigns — such as impressions, click-through rate, cost, etc. API support for Performance Max campaigns will be available as well. This will expedite the management of your campaign along with making adjustments easier for developers.

Demand Forecasts on the insights page:

Google Ads now feature demand forecasts on the insights page. The demand forecasts will predict upcoming trends of search interests for products and services with the help of historical data. The forecast will generate data for up to the next 180 days.

The search trend insight is of two types — an “Account” insight which relates to demand forecasts generated through your existing ads, and a “Suggested” insight, whose demand forecasts inform you on other relevant opportunities. These forecasts will enable you to better understand the factors that promote the demand behind major trends.

Performance Planner new features:

The performance planner tool has a few notable updates mainly around efficiency optimization. Starting with a “Suggested Changes” column which offers bid suggestions and budget recommendations. Along with the option to add columns to a performance plan which will display secondary metrics which help reveal insights outside your key metrics. Users now can choose a specific time range for their historical conversion rate with the aim of using a historical conversion rate that has a similar time or date range that’s in line with their plan. Ineligible campaigns — which are campaigns that were deleted, drafted or had been changed to become eligible but have not been running for more than ten days — can now be added to your plan by using its past performance or manually adding in its forecasts so as to plan with your entire account.

Spend fluctuations with T-ROAS and maximize conversion value:

On the 2nd of December 2021, Google Ads users that were using the tROAS — target return on ad spend — and the maximize conversion value bid strategies experienced “spending fluctuations”, which were reported to Google Ads and later confirmed by a Google spokesperson. Google’s support agent reported that “the issue has been identified by the team and is resolved.” Google Ads liaison Ginny Marvin confirmed that affected users will receive credits for the spending fluctuations.