COVID has changed the game for many small businesses, and Google is trying to adapt its services to improve security, increase ease of communication and keep their ad revenues up, which were down last quarter for the first time ever.


New Access Level & Updated Account Ownership for Google Ads Accounts

Google is introducing a new billing-only role along with an update to account ownership.

With the billing-only role, it’s easier to grant billing permissions to certain stakeholders. They’ll have the ability to view and manage billing, but won’t be able to view or edit your campaigns.

Account ownership, previously known as administrative ownership, extends the normal permission of manager accounts. In the past, an account was able to have multiple owners. Now, the ownership role will allow only one manager account to have ownership of a Google Ads account. This update paves the way for more advanced manager account features in the future.

Learn more about managing access levels in your Google Ads accounts.


New Performance Planner Features

Performance Planner helps you predict performance with metrics based on different spend and return-on-investment levels. Google is introducing three new features to the tool:

1. Performance Planner now supports shared budgets in Search campaigns. With this update, you can create, modify, and download forecasts for your shared budget campaigns.

2. You can now share the performance planner with colleagues. To get started, click “Share” in the top right corner of your plan.

3. If your conversions or conversion value take longer than seven days to report, Performance Planner now accounts for this conversion delay. For example, if you’re planning November spend, your plan may include predicted conversions that could happen in November and December. This makes it easier for you to get a more accurate performance forecast.

Learn more about Performance Planner in Google Ads Help Center.


New Max Conversion Bidding in App Campaigns

Google has just released max conversion bidding for App campaigns. Simply enter your budget, and let Google drive as many installs in as little time as possible.

Max conversion bidding can also help you better understand benchmarks for your bids. After a few weeks of running this bid strategy, you will land on an effective CPI based on the budget you set and the installs you were able to generate. You may then choose to transition from Maximize conversions to tCPI bidding.

To get started with Maximize conversions bidding:

  • Click to edit the settings for your App campaign for installs
  • Select the “Bidding” section
  • Uncheck the box for “Set a target cost per install (optional)”
  • Save the changes on the campaign

Screenshot of Maximize conversions bidding in App campaigns

Click here for some of Google’s best practices on ad creative for app campaigns.


Simplifying Image Requirements for App Campaigns

Creative assets are the building blocks for ads in App campaigns. Images—along with text, video, and HTML5—can help you capture the appeal of your brand and find users on more channels.

Today, App campaigns accept more than 30 different sizes and dimensions for image assets. Starting later this year, Google will begin shifting from size-based to ratio-based image specifications to make your creative process simpler and more efficient. You will only need to upload images in three aspect ratios to scale your ads across eligible App campaigns properties and formats:

Aspect ratio

Minimum size

Recommended size

1:1 (Square)

200 x 200

1200 x 1200

1.91:1 (Landscape)

600 x 314

1200 x 628

4:5 (Portrait)

320 x 400

1200 x 1500

As part of this update, Google will increase the image file size limit from 150KB to 5MB so you can upload higher-quality assets. This means app campaigns can turn your assets into ads that are visually engaging on screens of all sizes. Google is also, disabling GIFs and keeping only .jpg and .png.

Beginning early next year, Google will migrate all app campaigns to this set of requirements. At that time, you will no longer be able to add new images that do not fit these aspect ratios or file formats. Existing images that do not follow these standards will stop running and be automatically removed. However, your asset reporting history—including data for any removed images and GIFs—will not be affected.

To prepare for these changes and ensure your campaigns continue to run smoothly, Google encourages you to review your image creatives and modify the ones you would like to keep serving. Google will send alerts to ad accounts to notify you of ad groups that contain unsupported images and remind you to take action.

To help you make this transition, Google will soon introduce a tool that enables you to crop your images into one or more of the supported dimensions. You can select existing assets and easily adapt the originals to the accepted aspect ratios. This cropping feature will also be available when you upload images for newly created campaigns. Look out for it in the next few months.

Cropping tool for images for App campaigns
Slide the cropper to select and keep different parts of your original image

Diverse assets and fresh creatives continue to be critical for strong app campaign performance. Simplified image requirements should free up time and resources for your designers and marketers to invest in more creative themes and best practices.

If you need additional support in this area, feel free to contact us.


Automatically Update Customer Match Lists with Zapier

Whether it’s creating new customer relationships or enhancing existing ones with custom messaging, using first-party data in your marketing campaigns helps you show up for your best customers. With Customer Match, you can use your online and offline lists to re-engage these customers and find new ones just like them across Search, Shopping, Gmail, YouTube, and Display.

To support this, Google has collaborated with Zapier to make it easier to work with your Customer Match lists. With Zapier, you no longer need to manually upload, sort, or remove contacts from a list – it will automatically upload contact details from your customer relationship management system, marketing automation, or eCommerce tool to Google Ads.

In addition to automatically updating your Customer Match lists, Zapier automates importing, formatting, and updating customer information from your offline conversions as well. Click here to find instructions to get started with Zapier.

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