5 Features to Enable Now in Google Ads
If 2020 taught the world anything, it’s that we have become increasingly reliant on the internet, for both business and pleasure. With the influx of users spending more and more time on the web, merely having a website is no longer enough. Online advertising has become a must for any business to be successful. With businesses of all sizes adding Pay-per-click ads (PPC) to their strategy, the online marketplace has become exponentially more competitive. Your business’s ads must always be compelling, relevant and utilize the most up-to-date techniques to have a chance at capturing the attention of your target audience. In response, Google has been evolving the ads and features they offer as a way to better serve their users and help businesses like yours better target potential customers. Below we will explain five of the most beneficial features to enable in your Google Ads to improve your campaign performance.
Feature 1: Smart Bidding
Google has been investing a lot of time and resources in developing artificial intelligence features for the Google Ads platform. As a result, Smart Bidding was launched. Smart Bidding is a subset of the automated bidding options previously provided. Using machine learning, Google Ads will optimize your ad bid to fluctuate in auctions based on how likely a conversion is to occur. This feature helps remove the guesswork of bidding by allowing you to tell Google Ads the goal of your campaign and your budget and it will figure out to make it perform the best. Smart bidding is a great option for businesses that do not have a lot of experience or time to devote to managing online advertising campaigns.
Smart Bidding best for the following PPC goals:
- Maximize Conversions: Improve the conversion rate of your campaign
- Target Cost-per-Acquisition (CPA): Receive qualified leads and customers based on how much you would like to pay for each new acquisition.
- Target Return-on-Ad-Spend (ROAS): Get the best return on investment (ROI) for your business’s campaigns.
Smart Bidding also allows you to optimize your bidding based on specific parameters. Some of these parameters include:
- Location Intent: Relevant for travel, this shows where a user intends to visit in comparison to their physical location.
- Day and Time: This allows businesses to display ads and target users during a specific time of day or day of the week.
- Language: Bids can be adjusted based on the language a user is searching with.
- Ad Properties: For ads with multiple versions, Google will choose the version that is most likely to convert.
- Remarketing: Ads can target users based on the last time they interacted with your website.
Once you have set all these parameters, machine learning allows Smart Bidding to take multiple into account when choosing which search auctions to bid on therefore increasing your ad’s overall conversion rate.
Feature 2: Google Gallery Ads
Similar to Facebook Carousel ads, Google Gallery Ads displays multiple pictures that a user can scroll through to get a better feel for your brand and products. Each image has its own unique text as well as a static headline and URL. Anytime a user clicks or scrolls through is when advertisers are charged. Businesses that utilize compelling images to capture the attention of their target audience would find more benefit in Google Gallery Ads compared to businesses that provide services or who work on a B2B business model.
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Feature 3: Expanded Audience Segments
Along with spending a lot of time on artificial intelligence, Google has also been expending a lot of resources on developing detailed audience segmentation. Being able to target audiences in multiple ways is beneficial for both businesses and users, not to mention it is also beneficial for Google. The two expanded audience segments Google has created are:
- In-Market Audiences – In-market audiences are comprised of users who are already researching and comparing products and services. With this audience segment, Google has also enabled a seasonal event segment so businesses can target users with timely offers. It has been found that businesses who utilize in-market audience targeting have been able to increase their rate while decreasing their cost per conversion.
- Affinity Audiences – Affinity audiences are created around interests and browsing history.
When setting up new campaigns, combining these expanded audiences with other specific parameters can help increase the effectiveness of your PPC efforts.
Feature 4: Google Discovery Ads
Google launched Discover, its personalized, mobile news feed with the goal of bringing users relevant content when they were not actively searching. Users can choose the content they would like to interact with on Discover. Content is displayed as cards and usually contain videos, images, and graphics. Google recently incorporated ads into this platform. Google Discovery Ads must be visually appealing and mobile-friendly to make them feel native to the platform and machine learning will also be used to optimize ad placement.
Feature 5: Google Ads and Voice Search
Users are increasingly incorporating voice-activated devices into their search habits, traditional text search ads will no longer be effective. Currently, ads will be displayed for voice searches on desktops and phones, but smart speakers cannot currently display ads like the devices mentioned above. Fear not, Google is currently testing ads on their smart speaker.
Google is always evolving to better serve the needs of users. As users find new and different ways to interact with the web, new types of ads will be developed to reach them. Keep your business relevant by incorporating these features into your PPC campaigns and by staying up-to-date on the latest trends.