What Are 7 Latest Google Ad’s Features & How To Use Them?

Lead Content Writer, Arslok
Aug 20, 2020
3 min read

Search engine marketing (SEM) is a marquee skill set that is ever evolving and inevitable for an enterprise to grow their business online. A website is always looking to scale up its web traffic, host queries from leads while the businesses that are selling via their social media profiles are looking for higher engagement and local SMEs are aiming for more conversions to boost their business. Google Ads recently announced new features and upgrades for its users. In this blog piece, we at Arslok India are going to help you understand these features and how you can use them more effectively in your campaigns ahead. For any other requirement in digital marketing, Arslok has got your back.

1. Google Image Extensions

Currently in beta phase, using these one can specify a photo or graphic next to their search ad. Else, one could permit Google to select a picture using its machine learning capabilities. But we recommend you to go with a custom created picture that closely reflects your business. It can improve your marketing campaigns’ CTR, and the image extension option would be auto enabled by google when the account becomes eligible for it.

2. Responsive Display Ad Layouts

Google has drastically improved the look and feel for responsive ads via latest creative layouts, revised dynamic ads and auto-generated video ads. These dynamic ads can highlight the following:

Business name with your logo
Specific product page or service highlighting
Latest promotional video
Appealing CTA like free shipping or discount to trigger conversions

Application of these ads: Retargeting to people who had shown interest to your intended CTA (Call-To-Action), building lookalike audiences for precision targeting for a much higher conversion.

3. Smart Shopping Enhancements for e-Tailers

Promos which greatly interest the browsing shopper and enhance the conversions into customer orders are now offered by Google ads. The next-level feature into shoppable posts or ads is the dynamic gallery of images showing best or top selling products in carousel format as a display ad. Imagine yourself on the homepage of Netflix and everytime you open it, the thumbnail for your favourite show or movie is a different scene. If that happens with shopping ads, the bounce rates fall to ideal levels and conversions can be quite high.

4. Visual Upgrades & Appealing CTAs

Due to Covid-19, e-commerce adoption has been accelerated like never before. Google is leaving no stones unturned to make their display, search and video ads experience more shopping friendly with great creatives, powerful ad copy and appealing drivers to lure the viewers into incentives like discounts, cashbacks or loyalty points in exchange for valuable personal data.

5. Smart Bidding To Maximize Conversion Value

Google has automated their algorithms to smarter levels so as to decide for your campaign, drive low-value (monetary) but higher conversion rates from the display or discovery ads. For PPC campaigns, you’d want to deploy this option so as to have your budget used in the most optimum manner for the best possible outcomes.

6. More Liberal Keywords – Phrase Match & Broad Match Type

It is a tricky update in our opinion as a limited set of keywords can be used in your ad campaign. The updated liberty in terms of these match types can be easier to get clicks from the random user search query but it may give rise to your cost per acquisition (CPA). As broad match type keywords often triggers your display ads to wrong audience types.

7. Increased Targeting Tools for Precision

Google has made facebook like audience definitions such as affinity audience and in-market audiences that give rise to quality leads to your sales funnel. It could multifold your reach and conversion by defining areas of interest and helps in discovering bottom-of-the-funnel customers who are more likely to make a purchase. Precision targeting leads to a higher ROI for smaller budgets.