How AI-Powered Tools Revolutionize PPC Bid Strategies
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5 New Google Ads Features
- by Webdesk
- Mar 30, 2021
Here you will find a detailed explanation of the Google Ads new features and how to make the most out of them.
Google has released new features and ways to buy ads on its different channels. Apart from gaining experience, there will be a lot to learn from these features. After analyzing the impact of these updates on 13000+ accounts here we are sharing the ways through which you can make these features work for you.
1. Get listed on Google Shopping for free
Google Shopping is a paid PPC channel, but you can enjoy its free traffic. But why is there a free option? After launching its shopping channel, Google ousted most of the other price comparison websites from its SERP due to which they were fined by the European Commission for breaching antitrust rules by giving an illegal advantage to other Goggle products. After this Google has made changes to ensure that other options are also present on its services and SERP than its own.
How to make it for you:
In the beginning, you need to optimize your Shopping Ads and understand which of your products click and convert the most. With the help of Google Shopping Analyzer, you can get shopping reports. From those reports, you can adapt product feed and pages for focusing on products that are margin positive.
Once you are done trimming the pages, go to your Google Merchant Center account in the Growth Menu and set “Surfaces across Google” to “ACTIVE”. This feature was initially available in the USA and India but is being rolled out worldwide.
2. Get Impressions on Display Ads and YouTube Ads
The video and Display formats of a product fascinate users the most. They are most popular for brand awareness and influence targets.
But now Google will try to convince you by predicting what you will buy next. Google has so much data on users' profiles that it's easy for them to predict what they need or should buy. Google knows its users from their search queries, from the media they consume, and from their past purchases.
The algorithm identifies which new product the user wants. And it only shows them the relevant ads. The ad will be more likely to convert and Google will get a higher revenue per page only by showing converting ads to users.
You can now run performance-based targeting for YouTube Ads and display networks. It means a lower reach but you will get incremental conversions while controlling your budget.
If your products find an audience you will get a lot of volume. If not, the campaign might not pick up at all.
How to make it work for you:
- Use Smart Display with a tCPA and tROAS bidding strategy. This allows retaining the benefits of the Display framework without losing control.
- After analyzing 13000+ Google accounts, it has been discovered that the best targets are "Similar converters" and "Custom Intent on competitors".
3. New Customer Acquisition is better!
When it comes to acquisition channels, a purchase from a new customer has more value than one from a returning one. One should understand that loyalty is the key and it's important to take care of the existing customers. The mutual relationship between acquisition and loyalty is the best way to maximize customers’ lifetime value.
Once you have an idea about the money you can expect in the future from your customers, you can adapt the amount you are willing to pay for a new customer to an old one.
Use the New Customer Acquisition option in the Settings of Shopping Campaign. Indicate the price you pay per conversion for this type of customer versus returning customer.
How to make it work for you:
It's necessary to track your new customers, there are two ways to do so:
- Make sure your Google Ads account and Google Analytics account are connected. This way, the algorithm will be aware of all sales made on the website even if they are from another channel.
- Set differentiated tags for new and old customers. This will help to track the status and estimate the customer activities.
4. Keep Track of Offline Conversions
Although advertisement in the present era for many people means zoom calls and online shopping, offline conversion tracking is not always taken into account. According to Google, 30% of mobile queries are local searches and 75 % of users making a local search will go to a store within 24 hours. This is a conversion lost to online tracking.
The new version of Google Ads’ local campaigns is here just for that. These campaigns use GPS and Wi-Fi to identify the location of the user. Google will display ads related to business advertising around the user’s location.
​How to make it work for you:
You will need to set up omnichannel tracking that integrates offline elements. From there it will be easy for you to measure different types of conversions. Create a set of conversions for each campaign:
- In-store Visit: Google tracks walk-in traffic from customers' locations captured from Apps or OS. Make sure you register all your points of sales addresses or GPS coordinates.
- Online purchase through the regular tracking pixel.
5. Push Gallery Ads over all Networks
Google Ads and Showcase Ads on Search are suggested if you want to reach a large audience. 85% of respondents put more importance on visual information than textual.
With Gallery Ads, Google offers a new ad format that is integrated into the search network. These ads are for mobile display only, this makes a stronger impact than a text ad. Google will continue to serve the same user with your creative or new placements such as:
- YouTube: On the "Home" screen where more than 90% of users say they discover new brands and new products.
- Discovery: Google Discovery App while scrolling and searching the news feed.
- Gmail: Discovery ads allow you to expand from Gmail to other Google-owned surfaces!
Google is bringing many new features day by day and it's suggested to test early. Once these features reach mass adoption you are already fully optimized and have secured the best positions.
For more updates like this stay connected with SIB Infotech, an SEO Company in Mumbai.
You may also read: Pickup And Delivery Attributes, Indoor Live View, Updated Directions Interface And More Features Are Coming To Google Maps And GMB
