Digital marketing is constantly evolving, and it is important for marketers to be updated with the latest changes. Google Ads is one of the most important platforms in digital marketing, and it constantly receives new updates. Google has laid out some major plans for the platform for 2019, and we’re here to take a closer look at them.

1. Smart Shopping

Machine learning is set to become an integral part of Shopping this year. Google announced that Smart Shopping will feature auto-bidding and automated ad placements via Google Display to help digital markets get as many conversions as possible.
Digital marketers can display Smart Shopping ads on YouTube, Gmail, and the Google Display Network. The revamped system is more user-friendly for designing and placing ads. To take advantage of Smart Shopping, users need to have at least 20 conversions in the past 45 days.

2. Responsive Search Ads

Responsive search ads were first introduced by Google in a beta state last year. The feature was developed for several months before being implemented as a public feature. Responsive Search Ads are responsible for increasing the number of headlines or descriptions that can be used by advertisers to place ads.

Machine learning is used by the feature to decide what combination of headlines and descriptions can be used for optimal ad placements. Up to fifteen headlines can be implemented in RSAs, and the character limit for descriptions has been raised from 80 to 90 characters.

3. Updated Text Character Limits

With RSA being implemented after being in beta for several months, Google updated ad character limits for all text ads. You can now have text ads with three 30-character headlines and two 90-character descriptions. Even though machine learning has been implemented to identify the best headlines and descriptions, advertisers may choose to create their own as the system is not perfect yet.

4. UI Changes

Google Ads has been tinkering with the user interface for months with the first changes being spotted in July 2018. All accounts were slowly moved to the new interface and the rollout with “Material design” is now complete if you have a paid search account.
Even though the new UI can take some time to get used to, the visual design makes things easier to access. There is an insights menu that you can take advantage of to track the effectiveness of your ad campaigns at any time. There is also some more in-depth information in the Overview menu where you can see your best-performing ads, clicks, conversions and other important data.

5. Re-branding

After being known as AdWords for years, Google decided to change the name of its advertising platform. AdWords is not the only product that got a new name. DoubleClick and Google Analytics 360 are now collectively called the Google Marketing Platform. Double Click Publishers and Ad Exchange have been rebranded collectively to Google Ad Manager. Google revealed that the changes were made to reflect what each tool does, making it easier for advertisers.


While Google Ads did not receive too many groundbreaking features, the platform received a number of small but significant changes to make it easier for advertisers to use the platform. We can expect more changes to responsive search ads and deeper AI implementation over the course of this year.

About the Author

Rajesh is a Principal, Technology and solutions at Asentech. He has more than 20 years of experience in providing solutions in various domains such as healthcare, pharma, insurance, energy and Engineering. Rajesh is a skilled business and technology strategist with a focus on envisioning and implementing innovative solutions in healthcare and pharma domains.