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Tips & Tricks

10 Google Ads features that will grow your business

January 1, 2023 Article
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Every business is unique. That’s why Google Ads has a wealth of features to help you meet your specific needs — and those of your customers. Here are 10 key tools to consider to boost your campaign performance.

Make the most of your data with Customer Match

Loyal customers are the backbone of business growth, and with Customer Match you can maintain those first-party relationships and find similar users online.

Customer Match lets you use your first-party data to connect with your customers across Google channels. It allows you to reach those customers, or people with related interests, with more relevant ads — all in a privacy-safe way.

If you want to reach new audiences that resemble your most valuable customers, consider using Customer Match for your campaigns.

Cast your net wider with broad match

Use broad match keywords with Smart Bidding to reach more people on Search — without having to build an extensive keyword list.

Broad match uses Google AI to understand complex intent signals online. This means your ad can show for searches related to the meaning of a keyword, whether that keyword features in the query or not.

For example, if you have the broad match keyword “dark chocolate”, broad match will use a range of signals — from location to search activity — to show up on queries relevant to your business, like “artisan cocoa” and “low price sweet treats”.

Succeed on Search with Keyword Planner

With Keyword Planner, you can find the more relevant terms for your business, laying the groundwork for a successful Search campaign.

This easy-to-use tool enables you to research and explore different keywords alongside insights on search volume and bid estimates. The result: getting your ads in front of the people most likely to buy your product or services.

Keep your Search ads relevant with keyword insertion

Keyword insertion responds to people’s search queries, automatically adding your keywords into headlines and descriptions to make your ads more relevant.

For example, if you’re advertising a sportswear shop, your ad headline “Buy running shoes” can change to other keywords in the same ad group, such as “Buy tennis shoes” or ”Buy climbing boots”, depending on the query.

Make your Search ads stand out with assets like images and sitelinks

When implementing Search ads, it’s important to make them as helpful as possible for potential customers. With assets like images and sitelinks, you can draw people in with more details about your business directly in your ad.

There are plenty of assets you can use at no extra cost, from snippets about your business to price and sale callouts. Once you’ve enabled your chosen assets, machine learning will decide which ones to show to which customers based on predicted ad performance.

Receive actionable tips with the Insights page

If you’re seeking a deeper understanding of your campaign’s performance, look to the Insights page.

It helps you identify trends in your market, tailored to your products and services. It also surfaces important information about your performance, creative, and customers, while providing recommendations on how you can improve your campaign.

Test and learn with the Experiments page

The Experiments page allows you to test changes in your campaign or bid strategy to ensure your ads are always performing as well as they possibly can.

Use the Insights page to develop a hypothesis, then head to the Experiments page to schedule up to five experiments to run on any given campaign. You can then compare results and see which tactics lead to a better return on investment.

Run one campaign across Google touchpoints with Performance Max

If you want to convert more customers across all Google advertising channels and inventory, Performance Max is here to help. Designed to work together with your keyword-based Search campaigns as the “ads power pairing”, it allows you to run a single AI-powered campaign optimised to your marketing goals across Search, YouTube, Display, Gmail, Maps, and more.

Once you’ve set up your campaign, Google AI optimises bidding, budget, ad placements, and creative to help drive results that deliver the most value to your business.

Reach consumers near you with Local Services Ads

Demand for services and products nearby is on the up. For example, searches for “shopping near me” have grown 3x in the past two years.

With Local Services Ads, you can define a specific geographical area to target your ads and help generate leads. It’s a great way to connect with customers nearby looking for services like yours — and you pay only if a customer contacts you directly through the ad.

Expand your measurement capabilities in a privacy-safe way with consent mode

Use consent mode to reach more users while respecting their consent choices and getting insights into how your ads are performing.

Consent mode works by sending Google a signal indicating whether a user has consented to data collection. This allows you to show your ads to users who have opted into cookies or tags that are used for advertising and analytics purposes while respecting the choices of users who have not consented.

Even when users opt out of data collection, consent mode can still model conversions using machine learning. This means that you can get a more complete view of how your ads are performing, even if you are not able to observe all your conversions directly.

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