Google Ads for IT companies, 3 trends for 2019

Last year more and more companies within the Dutch IT branch used Google Ads’ new features. What were the new features in 2018 and which Google Ads trends can we expect in 2019? You can read all about it in this blog.

Two important Google Ads trends in 2018

Google changed a lot in Google Ads in 2018. For example, they have launched their new interface with a lot of new features. Within this new interface, there are two new features where we, myself and my Leadgate Europe colleagues, really were excited about.

1. Promotion Extensions: ‘’Download Online Marketing for IT’’

The new Google Ads interface has the option to use ‘’Promotion Extensions’’. You can use this new feature to expand your ads and make it more relevant. Besides that you can also directly bring your ads under attention to your customers. Examples of content to use in promotion extensions are demos, templates or whitepapers on specific IT subjects. Below a nice example of the Online Marketingplan template for IT.

2. Get the most out of your campaigns with recommendations

When Google launched their new interface, they also introduced the label recommendations. Google uses this label to review your Google Ads campaigns. The benefits are concrete optimization possibilities, useful insights into the market and search behaviour of potential customers. These recommendations give a nice foundation when you want to optimize your current campaigns or set up new ones. Of course an advertiser still has to look at their campaigns with a critical point of view.

Google Ads for IT, the 3 most important trends for 2019

As you can read, a lot has changed in 2018 but what will 2019 bring us? What kind of changes can we expect from Google Ads this year? Below you can find the 3 most important trends to keep in mind for 2019.

1. Voice Search keywords: ‘’the best online marketing agency for IT’’

In recent years the amount of used voice search keywords in Google Search has increased significantly. The public is becoming increasingly familiar with the possibilities that Siri, Alexa or Google Assistant have to offer. What does this mean for your Google Ads campaigns? That is quite simple, the way of searching changes and therefore (partly) your approach. Search terms such as: ‘find the best online marketing agency for IT’ will increasingly dominate. The “standard searches such as” Marketing for IT “will slowly decrease. As a result, IT companies will have to write resolving, or even more focus on the website & landing pages.

2. Hyperfocus: write content focused on solving problems

We help and advise IT companies to further specify their online content. This brings the focus more and more on services and products. Customers can relate to content about solving their problems so you can imagine solution-oriented writing is the key. The customer could, for example, find solutions for a problem in customized whitepapers. Not only will this increase your Quality Score for Google Ads, but it is also the perfect start for using Marketing Automation. A lot of companies started using this to help their customers through the Customer Journey. Marketing Automation is the best way to send personalized and relevant e-mails to your customers and make them love your product or service. In 2019, we expect an increase in the possibilities of Marketing Automation.

3. Google Shopping

Google Shopping will probably be the platform with the most changes in 2019. Years ago, Google Shopping was only available for products but now it is also possible to advertise on products with service agreements, such as telephones.

In the traditional search environment, you can find Google Shopping Ads on top of the right-hand side. It is expected that Google will expand searching in the shoppingpage with sponsored ads. It could be possible that they will add additional extensions, such as 24-hours shipping.

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