What's new in Google Ads for 2021

There are many new features that Google has been announcing since the end of 2020. From changes in ads, to new elements that will facilitate the management of campaigns, let's see the most interesting ones!

Phrase and broad concordance modified, they are now a single phrase

At the beginning of the year, Google announced changes in keyword matching that will lead to the disappearance of the modified broad matches as of July of this year.

The phrase match will now activate search terms that until now were attributed to modified broad matches. So it can be said that one will absorb the other.

Change in Google Ads matches. Source: Google


How can this change affect you?

Google clarifies that word order will be respected only when it is relevant to the meaning.

As a general ruleads will be shown in searches that include terms with the same meaning or whose semantic variation is significantto display the result.

Although as of July it will not be possible to create new ones, it is important to know that the modified extensions that you already have enabled will continue activating ads only with the new behavior of the phrase matching. Although from July it will not be possible to create new ones.

Therefore, it is recommended to review the campaign structure and analyze the possible changes that may result in visibility and traffic as well as in return and performance.


Form for potential customers

While customer forms within Google Ads may not be new, the upcoming changes are.

As announced by Google, it will no longer be necessary for users to access the website from the ad to submit the form. Now, it will be displayed natively in the SERP and the user will have the possibility to submit the information when interacting with the ad.

Search Trend Statistics Report

Within the Google Ads menu, you can already see a new feature called "Statistics".

Google launches this new report due to changes in consumer behavior in the "new normal". From it, we will be able to analyze the performance of our campaigns in terms of clicks, impressions and cost, and make an inter-weekly, inter-monthly or inter-annual comparison.

Statistics section from the Google Ads Menu. Own source

With the new Beta we will have information on search trends for our Google Ads campaign structure. Since, it offers us optimization suggestions and new strategies.

Trend graphs in the Google Ads Statistics section. Own source


Beta ► Amazon Feeds on Merchant.

Google's first beta for this 2021 is the ability to have Amazon feeds in Merchant Center.

Although, for the moment, it is only available in the United States, we can already see how the possibility of importing product data from Amazon's inventory file is being tested.

Uploaded a feed from Amazon inventory. Source:

In view of this, we must keep in mind that:

  • Products uploaded via an Amazon formatted feed will remain active until explicitly deleted or updated by uploading another feed.
  • To add or remove products from Amazon formatted feed files, Amazon feed attributes must be used.
  • Change the product data specification, Merchant Center will assign them a Google equivalent whenever possible.

With all this, it can be understood that it is intended as a way to facilitate the access of advertisers from this platform to Google Ads.


Shopping Pricing Policy Update

As of April 6, Google will require the landing page price to match not only the price of the product, but also the price of the product itself. final amount of the same in the cart itself.

This ensures consistency and greater security for the user throughout the purchasing process. In fact, Google itself has issued a series of requirements and best practices for the processing of purchases.

What happens if there is a violation?

As we see in other cases with Google's policies, failure to comply with the requirements of this update will result in a 28-day warning to resolve all existing pricing discrepancies. If not resolved, the Merchant Center account will be suspended.


Farewell to Catalog Ads in Shopping... And to Gmail as we know it.

As of April 1, catalog ads will no longer be available in Shopping.

In response to this, catalog ad groups will be removed and ads will no longer be published. However, the performance data of the removed ad groups and ads will still be available in the account reports.

Regarding Gmail ads, what we know is that, as of July 1, they will no longer be available as we know them. These campaigns will become read-only, so they cannot be edited. In addition, it will not be possible to create Gmail campaigns in a standard way, but it will be possible to create them through the Discovery campaigns.

YouTube in Attribution Reporting

Google has announced the inclusion of the Youtube ads and Display to Google Ads Attribution Reports.

Although still a Beta release, eligible advertisers will be able to view this report in the Measurement > Attribution in the Google Ads dashboard to see YouTube ads in the Top Paths, Assisted Conversions and Path Metrics reports, along with Search and Shopping ads.

This development will give us the ability to better observe and understand the role video plays in the customer's path to purchase.

Attribution report with Youtube . Source: Google

Data exclusion in Smart Bidding

As you may already know, Smart Bidding uses conversion rates to help calculate bids at auction time. However, these conversion rates are not always accurate, as any errors in measurement, tagging or web errors can affect them.

For this reason, Google is now providing the possibility of Exclude data for search, shopping and display campaigns. So you can omit all data for dates where there are problems with conversion tracking.

From where can we perform the data exclusion?

In the Tools and Settings section of the Google Ads panel

Shared Library > Bidding strategies

Advanced controls > Data exclusions


How to exclude data in Smart Bidding. Own source

Digital Services Tax

Last October 16, 2020, Google announced the Tax on Certain Digital Services (LIDSD) - Law 04/2020. With this, it proposes a 3% tribute for online advertising, intermediary services and data transmission.

Although the implementation of this tax is not a novelty, the change derives from the implementation of this tax in Spain as of May 1. At this entry you can read more information.

How does it affect eCommerce?

  • Google impacts a 2% on the investment made.
  • Since November it has been applied in Turkey, Austria and the United Kingdom.
  • The May 1 will begin to be implemented in Spain and France.
  • The responsibility for geographic targeting rests with the customer. No costs or fees will be reimbursed by Google.
Rates per country in the Digital Services Tax. Source: Google

Google has published an article in which it will be possible to see the country-specific surchargesas shown in the image above.


In short, although not all of them are listed here, we can see that there are many changes that Google has in store for this new year. In addition, we are sure that they will not be the only ones and that the coming months will be full of new features. Tell us what you think of Google's new features, do you find them interesting?


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