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March 15, 2023

Recent Changes in Google Ads: What Home Services Businesses Need to Know

Staying updated with the latest changes in Google Ads is crucial for home services businesses looking to maintain a competitive edge in their digital marketing efforts.

This article will explore recent Google Ads updates and their implications for home services companies, providing insights and tips to help you adapt your advertising strategy accordingly.

Major Google Ads Updates and Their Impact on Home Services

Update 1: Responsive Search Ads (RSAs) Becoming the Default Ad Format

Google has made Responsive Search Ads the default ad format for Search campaigns, which means advertisers need to adapt to this format to get the most out of their advertising efforts.

RSAs offer increased flexibility and automation, allowing for more dynamic ad copy that can be tailored to different user queries.

Update 2: Expanded Phrase Match and Broad Match Modifier (BMM) Changes

Google has expanded the Phrase Match to include the traffic previously covered by Broad Match Modifier keywords.

This change simplifies the keyword targeting process, but may also require adjustments to your keyword strategy to ensure optimal performance for your home services business.

Update 3: Sunset of Average Position Metric

Google has retired the Average Position metric and replaced it with metrics like "Impression Share" and "Top Impression Share."

This change highlights the importance of understanding your ad placements in the search results and adjusting your bids to achieve better visibility.

Adapting Your Home Services Advertising Strategy to Recent Changes

Tip 1: Embrace Responsive Search Ads

To capitalize on the benefits of RSAs, ensure your home services business incorporates this ad format into your campaigns.

Focus on creating compelling, relevant headlines and descriptions that resonate with your target audience.

Tip 2: Reevaluate Your Keyword Strategy

With the changes to Phrase Match and BMM, it's essential to review your keyword strategy and make any necessary adjustments to improve your campaign performance.

Regularly analyze your search terms report and optimize your keyword targeting based on performance data.

Tip 3: Monitor Your Impression Share Metrics

Keep a close eye on your Impression Share and Top Impression Share metrics to understand your ad placements and make data-driven bidding adjustments.

This will help you achieve better visibility and improve the overall performance of your home services advertising campaigns.

Staying Informed About Future Google Ads Changes

To stay ahead of the competition, subscribe to Google Ads' official blog, follow industry experts on social media, and join online forums where digital marketers discuss the latest updates and best practices.

Regularly updating your knowledge will ensure your home services business continues to thrive in the ever-evolving world of digital advertising.

Conclusion

Understanding recent Google Ads changes and adapting your home services business's advertising strategy is essential to maintain a competitive edge in the digital marketing landscape.

To learn more about how different field service management software can impact your business, check out our comparison of ServiceTitan vs Housecall Pro.

If you're looking for expert guidance and support in navigating the complexities of Google Ads, Hapvider can help.

Book an appointment with us using the widget calendar below to see how we can assist your business in achieving better results with your advertising campaigns.

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