Maximising Your Budget: Unexpected Google Ads Features

As a seasoned Google Ads specialist, I've realised that Google Ads is a bit like an iceberg – what's visible on the surface is only a fraction of its colossal capabilities.

Many businesses, no matter their size, tend to scratch the surface of what Google Ads can offer. But today, I want to take you through the depths of this iceberg, uncovering the powerful yet often unexplored Google Ads features that could redefine your ad campaigns. From ad extensions (now assets) to smart bidding, let's dive in and explore how to maximise your budget and campaigns.

The Power of Ad Extensions (now called Assets)

Ad extensions or assets are game changers, yet they're still surprisingly underused.

They can dramatically improve the performance of your ads by providing additional information and ways for potential customers to interact with your ad.

There are several types of ad extensions, including call extensions that allow users to click and call your business directly, location extensions that show your business address, and sitelink extensions that link to specific additional pages of your website.

Because these additions can make ads more informative and engaging, I've seen an increase in click-through rates by up to around 15% - it's like giving your ads a free upgrade – why wouldn't you?

Audience Targeting Precision

Knowing your target audience is the foundation of any successful ad campaign.

Google Ads offers a smorgasbord of targeting options that enable you to pinpoint your audience with surprising precision. You can create custom audiences based on interests and habits or target in-market audiences who are actively researching products or services like yours.

And let's not forget remarketing lists (while we can use them) for targeting previous website visitors.

By carefully selecting your audience, you can ensure that your ads are seen by those who are most likely to engage and convert, maximising your ad spend in the process.

Diverse Ad Formats at Your Disposal

The digital advertising landscape is vast, and Google Ads reflects this with various ad formats.

There's more to the platform than just text-based search ads.

For example, if you’re looking to increase brand awareness, display ads could be a great option. They work by appearing on websites your target audience visits.

Video ads can engage users in a dynamic way, especially with the rise of platforms like YouTube. You can read more about video ads here.

Choosing the right ad format is crucial – it's about matching your campaign goals with the format that will best resonate with your target audience.

Automation and Smart Bidding

Automation is here to stay, and Google Ads' smart bidding strategies utilise machine learning to optimise conversions. Whether you're looking to maximise clicks, conversion value or target cost-per-acquisition, there's a smart bidding strategy for you.

While automation is powerful, it's not a set-and-forget solution. The most successful campaigns blend smart bidding with strategic oversight and decent conversion tracking in place, ensuring that automation works in tandem with human expertise.

Take a look in your campaign settings to see which bidding strategy you are currently running – is it time to switch?

Advanced Reporting and Analytics Tools

In the world of Google Ads, data is king. The platform's advanced reporting features, such as the search terms report and auction insights, offer a treasure trove of data.

Interpreting this data can provide you with actionable insights, allowing you to refine your targeting, adjust your bids, and enhance your overall campaign strategy. Integrating Google Analytics adds another layer of depth to your data analysis, giving you a better view of how your ads are performing.

Exploring these less-heralded features of Google Ads can lead to significant improvements in your campaigns. They offer new ways to connect with your audience, make your ads more compelling, and give you the data-driven insights needed to refine your strategies. As someone who has navigated these waters for over a decade, I can attest to the power of leveraging every tool in the Google Ads arsenal.

It's not just about spending more; it's about spending smart.

I'd love to hear how you've used these features to your advantage. Why not share your experiences or success stories, and let's learn from each other?

If you want to delve deeper into Google Ads and truly maximise your budget, I'm here to help. Let's unlock the full potential of your campaigns together.

Visit my PPC blog for more insights and expert guidance on making the most of your Google Ads campaigns.