A lot of new features were introduced by Google Ads over the last 12 months. And there will be many more by the time we get to the end of 2018.
However, for now, let’s talk about 5 Google Ad features you must try in 2018.
- Custom Intent Audiences:
Gone are the days of content or placement targeted GDN campaigns. We are in the age of audience targeting. Affinity, Custom Affinity, In-market, Life events and more. These audience targeting features by Google help you reach your audience directly instead of wasting your money on placements that many thinks are relevant to their business. Placements are not obsolete yet, but audiences are more powerful in terms of reaching a potential customer.
Custom Intent Audiences is Google feature that allows you to target user specifically looking for your product or service. One important differentiating factor of Custom Intent Audiences compared to other audiences is that you can customize a set of an audience as per your requirement and not rely on a pre-set audience which might or might not serve your purpose.
Think of it as a Google search replica for GDN. We always say Search is intent-oriented and more relevant and GDN is mostly brand awareness and rarely performance. Users hardly spend time on Searching stuff compared to reading content that they searched for. And the same intent of search passes to the content the user is consuming after the search for it. So try custom intent for sure.
- Responsive Display ads:
Responsive Display ads feature was released in July 2018. This feature came as a relief for most of the advertisers. Advertisers using GDN extensively had to firstly rely on designers for creating image ads and then resizing those ads to multiple image sizes specified by Google. Resizing image ads is not an easy task & not all ad concepts can be adapted to various sizes, also it takes a lot of time. There are 20 image sizes available as per GDN specs. And we all mostly use few of these sizes for ads just to save time as these 4 to 5 image sizes get most of the inventory. In doing so we lose on the inventory from other image sizes which we think is not that important.
As the name suggests these ads are really responsive just like a responsive mobile website. They are a mix of a better-looking text and image ad. Their fluidic nature makes them adapt to any image size available on the publisher site, thus giving you more exposure to inventory that was out of reach earlier. Just upload an image and logo, both in landscape and square format, short headline, long headline, description and you are good to go.
You will still require a designer to design the main image for this ad but it will save a lot of resizing time. We have seen good results by pairing Responsive Display ads with Custom Intent Audiences. These are very beneficial for small business as there is no maximum conversion requirement for starting these ads compared to Smart Display ads. We have totally stopped using Regular GDN ads for all our clients and our designer is happy 🙂
Hey, Responsive Search ads Beta is available, try it.
- Smart Display Campaigns:
Again, as the name suggests these are really smart campaign relying heavily on AI. Basically Google’s answer to Facebook. Not everyone can opt for the same as your account needs to have at least 50 conversions on GDN or at least 100 conversions on Search network.
Max of 5 headlines, 5 descriptions, 15 images & 5 logos can be uploaded as your ad assets. These assets will be used by Google to serve as a sort of mash-up ad combining all the assets with real-time A/B testing, which is simply not possible with manual intervention. The most simplistic campaign creation we have ever see, just upload and forget. These campaigns take a week or two to optimize. After that, you will be able to see the performance of your ad assets and replace non-performing assets. The performance here is not mentioned in terms of numbers but just “best”, “good” & “low”. We have noticed fabulous results from these campaigns. But remember that these are fully automated campaigns and they are not very stable, so be careful.
- Dynamic Remarketing:
Yes, these are the same haunting ads that follow you everywhere and remind you that you cannot afford a product that you like, at least for a month or two. But over years, this image of Dynamic Remarketing was created due to lazy advertisers. It’s a very good feature but not used properly by most of the advertisers.
This feature is a notch higher than your regular remarketing. Dynamic remarketing uses your PLA ads and serves them to users who were specifically interested in certain products on your site. The key here is that you need to analyze the product purchase journey for each of your product category and set the campaign duration to target users accordingly. You can’t keep showing the same product to your users for months. Show it for a specific limited duration, then show a similar product, related product and so on.
- Promotion Extensions:
Last but not the least, promotion extensions are a very important asset of your text ads. They help you pass the offer message to your users efficiently without the hassle of creating/editing multiple text ads for the same purpose. Be it a site-wide sale or category/product/service specific sale, it can be done in a minute. It can be scheduled as well.
The other use of Promotion extensions is in improving the CTR of your ads. Promotion extensions are much attractive compared to other extensions.
Always keep the duration of 3 to 4 days, even if your offer is for 10 to 15 days. This helps in maintaining recency or a push for the users to purchase as the offer ends in two days, where it actually doesn’t.
The five Google features mentioned above are important for all brands to test and execute for all their campaigns. Some of them will be more effective in certain categories compared to others. We would like to know your own experience with these Google Features in the comments section below.