10 New Google Adwords Features to Use in Your Next Campaign

Image Courtesy — Google

I am amazed by the sheer value Google is creating for Google Adwords advertisers. Google Adwords remains the most user-friendly advertising platform that there is, no other platform comes even close.

Taking campaign optimization & analysis to another level are these new features that Google has rolled out over the last 10 months.

1. Performance Planner – Google Studies show that the use of performance planner increases the conversion rate of campaigns by up to 40%. The new performance planner gives you the best budget estimates for your campaigns to drive incremental conversions. — Get campaign level forecasts & adjust budgets accordingly — Add keywords to check its impact on performance
2. Mobile Speed Score – Given that 53% of all searches today happen on mobile, it has become imperative for businesses to focus on mobile-friendly landing pages. With Google’s ‘mobile speed score’ you can quickly identify landing pages that need your attention. The speed score is out of 10, 1 being the slowest & 10 being the highest.
3. Auction Insights – with ‘absolute top of the page’ & ‘outranking share’ you would not just know your ad’s performance but also the performance of your competitors’ ads.

Image courtesy — Google

4. Click Share for Search Campaigns – After being available for shopping campaigns from 2015, Google has rolled out Click Share for Search campaigns as well. A low click share means you have more opportunities to optimize your campaign for a higher share of clicks.

5. ‘By Conversion Time’ Columns – Now you can track conversion when they actually happened & not when the ad was clicked before the conversion.

6. Virtual Makeup Try-on to Youtube – This service is available as Beta globally. The feature will be delivered via Youtube’s Masthead * TrueView video discovery ads.

“Using this new AR feature, beauty brands will be able to offer realistic, virtual product samples that work on a full range of skin tones, to YouTube’s 2 billion monthly active users, delivered via the YouTube Masthead or TrueView Video Discovery video ads across IOS and Android, and measure their engagement.”

NARS AR Beauty Try-On Masthead ad

7. Bumper Machine for YouTube – Don’t have the bandwidth to create 6-second bumper ad videos? No problem; YouTube has launched ‘Bumper Machine’ which through the use of machine learning identifies interesting, well-structured moments from your long-form videos & creates several different 6 seconds videos for you to pick from.

8. Improved Keyword Planner – The new keyword planner shows you the most relevant ideas based on your seed keyword. It has two other new features —

• Website Filtering – Keyword Ideas based on your website content
• Brand exclusion – excluding keyword ideas which has brand names

9. Affinity audiences and seasonal event segments for in-market audiences – Use affinity audiences to reach people who will have a strong interest in your product. Eg – ‘Study Abroad’ to reach the audience for your Global MBA program. The ‘seasonal event segment’ for in-market audiences is great way to target people who are active during certain events. Eg – Myntra can target people looking for new clothes during Diwali.

10. Filters on Overview Page – The overview dashboard is a great way to get a quick glance of your campaign performance. Now you can create a custom view of the overview page by putting filters suitable for your business. You can filter the overview page by — device, campaign, ad group, etc.

Which are your favorite new Google AdWords features? Mention them in the comment section below.

Happy Advertising!