I’ve been working on Google Ads for over a year now and in that time, I’ve come across plenty of accounts which aren’t utilising some of the useful tools that Google Ads provides. Here I’ve created a list of my favourite features that people should be making the most out of and why.
1. Responsive Ads
Last year Google introduced responsive search ads into its platform, these ads allow you to write numerous different headlines and descriptions. When a search is made that triggers a corresponding keyword Google then determines the best combination of headlines and descriptions to use based on the search term that was used. The process is dynamic, with Google’s algorithms deciding the best combination rather than the ad manager themselves.
The goal of this is to help generate additional clicks by having more relevant ads that appeal to whoever is searching, hopefully bringing more people to your website!
2. Ad Variations
Many of you will be used to performing experiments on your campaigns, however you can now also use the ad variation tool to test changes to your ads. Different to experiments, ad variations focus solely on, you guessed it, ads.
It’s a tool designed to help you A/B test different ads to determine the best performer without changing the rest of your campaigns. Variations can be created using a find and replace function, swapping your headlines around, destination URLs or simply creating entirely new ads from scratch to offer a balance of simplicity and personalisation.
3. Extra Headlines
One essential thing you have to make sure you’re using is the extra headline and description now available for your ads. Google now offers space for 3 headlines and 2 descriptions. It’s absolutely essential to ensure you’re utilising this for a myriad of reasons.
Most importantly, they make your ads much bigger and take up much more space in the search engine results page (SERP) meaning a user is much more likely to pay attention to your ad. This extra space also gives you an opportunity to get across more information which could mean you receive more traffic in your website’s direction.
4. Location & Time Bid Adjustments
If you want to make your budget go further it would be a great idea to look into bid adjustments. This is ideal if you have a specific location or timeframe that either performs really well for you or needs targeting to improve its performance.
Bid adjustments allow you to raise the maximum bids for specific circumstances, meaning you can push your ads more or less to meet your goals. This feature enables you to increase or decrease your max bids either at certain times or when the user is based in a certain location. This allows you to conserve your budget and focus on a certain metric that is more likely to benefit your business.
So, there you have it – my top 4 tips to ensure you’re using in Google Ads, hopefully someone somewhere has taken something away from this. Think I missed something? Let me know below!
