Google Ads Features

7 New Google Ads Features you should Use to Improve your Paid Advertising

Savan Francis
Savan Francis/December 11, 2019

Every year Google reveals a series of massive announcements. This year was no exception either as Google gradually rolled out some powerful features to the Google Ads platform.

The new updates to the advertising platform are aimed at improving the functionality of the Google Ads system and helping marketers attain their desired goals.

These seven new features promise to optimise the performance and give never-before control over the paid search campaigns. This post will take you through all the seven features and offer essential tips to make the best out of them in your next Google Ads campaign.

We will breakdown everything bit by bit, from the marketing terminology to the design changes to the Google Ads interface and functionalities.

So, let’s get things rolling….

More layered advertising with new extensions for YouTube ads 

More layered advertising with new extensions for YouTube adsIn December 2018, Google announced the arrival of call-to-action (CTA) extensions, marking in the process the era of call-to-action overlays. The call-to-action extension was introduced to specifically offer more conversion optimised actionable insights for customers. For marketers running YouTube Ads using the basic interactive elements of call-to-action overlays, the new update is a phenomenal upgrade.  The overlays allowed marketers to drive users to their websites.

The new extension for Youtube Ads delivers more user interaction and greater incentives for customers to take a profitable action. The brand new extension will offer users valuable details such as store location and various other calls to action. Users can now find all the key details placed alongside YouTube video ad.

As of now, the extensions support Trueview in-stream and non-skippable video ads.

At some point later this year, the new extensions are expected to be incorporated into 6-second bumper ads. Irrespective of your marketing goals, the new extension will prompt users to take a conversion-specific action upon seeing your ad; be it visiting your website or landing page. In the Beta test conducted by Google earlier this year, video ads containing sitelinks lead to 23% growth in conversion rates and up to 50% more clicks.

Convert better with the new lead form extensions

Convert better with the new lead form extensionsTo most marketers, mobile advertising remains a mystery that is under-explored in every respect. With mobile advertising, marketers have to deal with problems like small screen size, slow internet connection and limited attention span of customers. In order for mobile advertising to work, a host of factors need to work in perfect harmony.

Most customers wish to hear directly from the company before making a decision to buy its products or services. However, users are often turned off by the task of filling up forms. This is where lead form extension can help you generate high-quality leads.

The lead form extension is Google’s latest advertising feature displayed under search ads on mobile devices. The feature streamlines the lead generation process by letting users submit contact details on the search engine results page where your ad is displayed.

The lead form extension eliminates the need for users to visit your site to convert. The user simply needs to be signed into their Google account to get a pre-populated for carrying their contact details. Users can submit their details with a single click without even having to visit the landing page.  Start using this powerful feature to offer a mobile optimised experience for users and skyrocket your conversion rate.

Real-time conversion insights with Google Ads new columns 

With an eye on improving conversion tracking, Google has introduced a number of features over the years. Google’s latest feature, real-time conversion insights, help you track conversion metrics with the help of new columns reports. Getting real-time access to conversion data helps marketers to optimise their advertising campaigns accordingly.

Before, Google Ads reported conversion based on the day of the ad click. Of course, this led to a great deal of confusion and inconvenience among marketers because every time somebody clicked on the ad copy and ended up on the landing page, Google reported the event as a conversion irrespective of whether or not the user actually took a profitable action on the page.

With the introduction of real-time conversion insights, advertisers will finally get the much-needed granularity in the data. Here’s an example of real-time conversion insights in action:

If your ad was clicked on Wednesday morning but the conversion did not take place until Friday evening, the conversions column will show a conversion for Friday.

Google has officially introduced six reporting columns to date:

  • Conversions (by conv. time)
  • Conv. value (by conv. time)
  • Value / Conv. (by conv. time)
  • All conv. (by conv. time)
  • All conv. value (by conv. time)
  • Value / all conv. (by conv. time)

The idea is to help businesses make better sense of conversion data and account for the discrepancies found in the gathered data.

Improved call quality with the updated call-only ads  

Marketers everywhere have cried out for the redesign of call-only ads. Well, Google has taken serious steps towards improving the call-quality with the advanced call-only ads. The updated call-only ads are specifically designed to improve conversion rate and generate more relevant leads.

These conversions optimised adds urge users to directly contact your business. The ads are available on all types of devices that can make phone calls. If a user clicks on your ad, they are immediately connected to your phone number. Now, the redesigned and updated version of call-only ads show your contact number at the top of the ad. Placed right below the phone number in a smaller text is your headline copy.

With mobile searches dominating the search engine results, call-only ads give marketers a great opportunity to target mobile users. With the phone number and business name prominently appearing close to each other, Google’s updated call-only ads unit layout will certainly attract more relevant calls for your business. All your brand elements combine interactively on the call-only ads to help users understand what you offer.

Reports from Google suggest that advertisers using call-only ads have experienced a 14% rise in phone calls and an overall 16% rise in call conversion rate. The new version of the call-out-adds really helps you stand out from other standard text ads, thus making sure that most of the calls carry a good degree of purchase intent.

Target and reach out to a relevant audience on Google 

People use the search engine for various reasons. Some use it to seek inspiration, some to explore their interests, and some to discover things they care about. As a content creator, in order to offer the right materials to your audience, you must understand what actually matters to them. Google Ads is introducing Affinity audiences and in-market audiences just to bridge the knowledge gap between search advertisers and users.

Discover and engage a relevant audience

Customers expect your ads to deliver a valuable and personalised experience. In order to give them what truly want you need to know what they care about.

Paid search ads are most effective when you target an audience that may be interested in your products or services. Affinity audience feature will help you do just that.

For instance, if you are selling protein powder, you can build an affinity audience by targeting people interested in Gym related pages. When you add this extra layer of the target audience, you get to reach not just people looking for protein powder but people who may be into content related to fitness.

There are many case studies about famous brands that attained a great deal of conversion rate by effectively adopting affinity audience into their search campaigns.

Reaching the right people at the right time 

Regardless of your marketing goals, it’s absolutely vital that you understand where your audience lies in their buyer’s journey.

In-market audiences offer advertisers a powerful way to target people who are in the process of researching specific products or services online. Google has incorporated seasonal event segments into in-market audiences to reach people with exciting offers at the right times.

Experience the power of responsive search ads and the new tools  

Google Ads has finally made responsive search ads available to its advertisers. Following the painstaking beta testing that lasted over a year, Google’s responsive search ads look all set to transform the search ads platform. The new search ads are capable of testing different variations and automatically selecting the ones that yield the best results.

Such is the tried and tested efficiency level of responsive search ads that advertisers can trust the Google Ads platform to choose what is best for the ads campaigns. Drawing on lots of legitimate search metrics, Google Ads optimises your content to match the terms customers use. Over time, Google Ads will enhance the performance of ads campaigns.

Google is also introducing responsive search ads to advertisers in various languages.

Rolling out along with responsive ads are the performance column and Ad variations.

The performance column will help advertisers to find out which of their assets are generating the best results. Replacing low-performing ads copies with better ones will help you improve the performance over time.

Now the new responsive ads are compatible with all types of ad variations. Google Ads allows users to test ad copies and see which variation of the ad copy performs better.

Benefits of implementing responsive search ads: 

  • Responsive ads offer much-needed flexibility to your ads, allowing them to automatically adjust to the screen size of devices.
  • Reach your target audience with multiple conversion optimised headlines.
  • Responsive ads allow you to take part in more number of auctions.
  • Better performing group ads ensure more clicks and conversions.

Improve conversion by placing user-generated images in your product review

For those of you who still don’t know, Google has started allowing advertisers to place user-generated images in the product review.  This tool is available for use in the Google Shopping feature.

What does this new option mean for marketers? 

Google is the place everyone goes to whenever they feel like buying something. Marketers know about the role images play in influencing the buying behaviour of customers. A recent study published by Google shows that about 50% of online shoppers attested to the impact of images on their purchase.

It’s become clear that shoppers feel confident about buying from you when they see user-generated images in the product reviews. With relevant user-generated images in product reviews, customers are able to connect with your products better. Nothing can instil more confidence in shoppers than the prospect of finding images of other shoppers raving about the products they are planning on buying.

Google decided to introduce this powerful feature upon learning about the growing influence images had on the online shopping culture.

So, how excited are you about making the most of this feature? Well, using the tool is pretty easy. All you need to do is sign up for product rating program and add the updated schema.

We know how anxious you are to put these latest Google Ads tools to the test.

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