If you’ve been dabbling in the digital marketing world, chances are you are intimately familiar with the world of Google Ads, which was formerly known as Google Adwords.
If you’ve run successful pay per click ads along with Google’s search and display networks in the past, you may think that you know all that there is to know about how to get the most out of your Google Ads experience.
Alternatively, if you’ve tried and failed at increasing your conversion rate through Google Ads in the past, you may think that there’s nothing new you can try that will make this a profitable venture for your company.
Think again, again!
Google is constantly evolving the Ads experience, and as such, new tools and features are constantly popping up, giving you brand new opportunities for increased levels of success.
So what are the top new features of Google Ads that are increasing conversion rates for businesses around the world?
Read on to find out!
New Google Ads feature #1
Target Those Special Moments
Some products or services center around special events and aren’t relevant to your everyday Joe or Jane. A good example of this would be a wedding photography company or a furniture retailer.
Whereas once, these companies had to rely on static advertising efforts in the hopes that they would reach someone, today it’s a whole different story.
Google Ads now allows you to target users around their huge life events. It is a process called Life Events Targeting.
This service is currently available for both YouTube and Gmail ads and will help you reach people who are looking for services outside of everyday purchases.
This is ideal for services having to do with weddings, moving, and college graduations, with more specific targeting on the way.
How does Google do this? It actually isolates behaviors that are associated with these major events. If the system identifies a user searching for wedding dresses and table centerpieces, Google understands that this customer has a wedding coming up and will show them ads accordingly.
Adding Life Events Targeting options to your campaign gives you more flexibility and allows you to be specific. For example, targeting women in their mid-20s would be entirely too broad of a demographic for wedding dress makers or honeymoon specializing travel agents. But narrowing down results based on bridal behaviors can push that campaign to the next level.
This tactic was used by the smart-speaker company, Sonos.
They saw massive results with a 50% lift in ad recall and a 35% lift in purchase intent.
Another prime example comes from Purple, a mattress company. They wanted to drive purchase considerations to coincide with life events, specifically someone moving to a new home.
By targeting the behaviors associated with the home buying or moving process, Purple saw a 21.8% lift in purchases from people who were moving, a 23.1% lift in purchase intent from engaged or newlywed couples, a 34.6% Consideration lift in people who were moving, a 153% increase in brand interest among people who were moving, and a 175.2% increase in brand interests among newlyweds and engaged couples.
New Google Ads feature #2
Google Assistant to the Rescue
Is your business listed on the Google Assistant?
Google Assistant is another recent advancement to come out of the world’s most powerful search engine platform, and it has revolutionized the way customers shop.
Google Assistant Provides users who click on your ads the ability to use its services to buy products using voice commands.
Voice search and voice command actions are becoming more common with modern internet users. Providing them with a means to use voice services in association with your product is a form of giving the audience what they want and meeting them on platforms that they frequent.
You can also upload your local inventory using Google Assistant so that users can see how much of a certain item you have in stock.
Google Assistant has the ability to provide real-time results to customers, which is a valued commodity.
Assistant also allows for faster mobile checkout, which only serves to improve the user experience. That, in turn, drives brand loyalty and retention rates across the board.
New Google Ads Features #3
Extend Your Locations for YouTube Ads
YouTube ads have always been appealing because they are visual and targeted. Bot now, Google Ads is allowing you to extend your locations for YouTube ads, meaning viewers will be able to see more hyper-local advertising.
This could be used to bring prospects into a physical location or just create awareness about your company in the local market.
This new feature allows you to list your physical location beneath the video in an extension box. This lets you target more specifically while tailoring your advertising for different locations and different prospects
The main benefit of this new service is that it brings hyper-advanced targeting into the video marketing world. That’s important when you look at how much more effective video marketing is at drawing the attention of prospects.
Let’s say that you’re a bank looking to bring in new accounts. You could start a Google Ads video campaign with commercial spots specifically targeted to local members of your audience who have shown an interest in finance.
These ads would then play on YouTube with location identifiers highlighting what the closest branch location would be to the viewer. The new prospect takes note of this location and is saved the process of having to perform a Google location search to find out where you are.
With nothing in their way, the prospect heads into the bank and opens a new account.
New Google Ads Features #4
In-Market Audiences Arrive for Search Campaigns
Google Ads now uses machine learning to identify in-market audiences throughout the search network. While this is not a new concept, it was formerly only available on the Google Display Network.
Using In-Market Audiences, Google can identify buyers with purchase intent. It does this by collecting search query data and analyzing the prospect’s online activities.
The metrics that it gauges include the content of recent sites that they’ve visited, what related ads they’ve clicked on, and where they’ve converted for other companies.
In-Market Audiences can be invaluable for a company because they help you find buyers who are nearing the end of their buyer’s cycle. The process only gets more effective with time as the system continues to figure out what works and doesn’t work through machine learning.
Google Recommends mixing your In-Market Audiences campaign with existing remarketing campaigns in order to achieve the best results on conversions. This boosts your reach without sacrificing relevance.
New Google Ads Features #5
All New User Interface
In order to further improve the user experience, Google has created an all-new main interface that makes for a more user-friendly experience with better analytic reporting.
With this new and improved interface, it is easier for advertisers to cycle through their campaigns and ad groups.
It also includes enhanced insights and an overview page which pops up when you sign in.
Google uses this interface to give you insights on every level of your account. Everything from overall campaigns to specific ad groups is covered. Users can also access their performance reports in the upper right corner and choose whether they want to look at reports or dashboards.
This advancement came at a good time. Users complained about the old system, citing that it was clunky and hard to use.
The new interface directly addressed these concerns, offering users an experience that is 20% faster than its former incarnation.
New Google Ads features #6
Ask the Audience with Google Surveys 360
Running surveys on your site can be a great way to gauge user reactions to your advertising and your site in general. Now, you can run surveys easier than ever right through Google, taking the temperature of your audience with a service called Surveys 360.
This is a fantastic way to determine what is and is not working with your ad campaigns, allowing you an opportunity to more effectively spend your marketing budget and make changes where needed.
You can target your surveys to prospects and customers via zip code. The results are typically generated fast.
Google can also target your surveys to specific people based on criteria like gender, age, and location. Screening questions can be issued first in order to weed out any irrelevant targets.
Surveys 360 makes A/B testing far easier because you’re getting feedback directly from the customers. You can also ask them why they clicked your ad in order to better gauge the wants and likes of your audience.
New Google Ads features #7
Better Speeds with AMP Ads
Google’s AMP landing pages are meant to improve page speed, which is one of the most common complaints among people who abandon websites.
AMP stands for Accelerated Mobile Pages, and it is specifically designed with optimum speed in mind. It is far easier for browsers to interpret AMP HTML, making the entire process faster and more streamlined.
AMP pages are designed specifically to help developers avoid coding issues. They are simple and effective.
You want speed in your landing pages and website because faster sites get more engagement. Speed is a factor which has a direct impact on conversions and brand loyalty.
Most customers expect their websites to load within three seconds. For every second of additional load time, the conversion rate drops by 20%, according to Google. On top of that, every extra second in loading time results in a 16% decrease in customer satisfaction.
This is a huge problem that companies want to get out in front of. According to Google, most mobile sites miss the three-second load mark by up to 19 seconds.
Let’s say you impress a prospective customer with your ad. The user clicks on the ad and waits…and waits…and then waits some more.
When the page takes forever to load, it makes a poor first impression on behalf of your company. Slow load times make you look bad and the functionality of your website is akin to in-store customer service.
If the customer’s impression of your company’s effectiveness is instantly skewed, you will have a much harder time converting them.
New Google Ads features #8
All New Reports
Another fantastic new feature that will help you increase your conversion rate is Google’s advanced reporting.
Google Attribution is a new reporting project which helps businesses determine where their conversions are coming from. It shows the impact of your ad campaigns at no additional cost, making a difficult process far easier.
Advanced machine learning can determine where your ad clicks came from, giving you an opportunity to track conversions more accurately. This allows you to funnel more of your marketing budget into avenues that are paying off.
Google also offers a mobile landing page report which provides suggestions on how to best optimize your landing page.
Using this service you can ensure that your landing pages are fast enough while also reviewing site-wide usability.
It even gives you the option of conversing with experts who will answer your questions through Google’s discussion group.
Reporting is incredibly important to any effective marketing campaign.
Adding analytics to any area of a marketing plan gives an average 0.39% increase in profits. Just three units of analytics applied to a plan can boost profits by more than 1%.
If you’re spending equal amounts on search and display advertising campaigns, it’s important to determine which one (if any) is paying off. If you see through analytic reporting that display ads are paying out way more than your search campaign, it means that you will have to figure out what issues are plaguing your search ads.
It also means that more money should be funneled into display advertising because it is clearly resonating with your target audience.
The end result is a company which wastes less and has a higher margin for profit.
As you can see, Google Ads continues to evolve and adapt as the days, weeks, months, and years fly by.
These new innovations, coupled with tried and true methods of Google advertising can serve your company well.
Utilize these recent Google Ads features and create more effective marketing campaigns to boost your business to the next level.