Google Ads can be overwhelming in its scope.
It’s a versatile and competitive medium, and the wealth of tools can create two situations:
- It feels like too much to learn, so new things are avoided.
- The tools aren’t easy to spot.
As the platform continues to evolve, so do the tools Google provides!
Some save time, some give you insights faster, and others can help expand your Google Ads efforts in ways that are automated or backed by data.
Here are five tools in the Google Ads platform to at least give a shot if you haven’t.
Some are newer, some are oldies but goodies, and all are worth giving a shot.
1. Ad Variations
As most PPCers will tell you, ad testing is one of the core best practices to get the best performance possible.
Ad testing was a more frustrating experience once upon a time. While you could create multiple versions of a text ad, many buyers felt like Google would pick a winner too fast.
It was also labor-intense to create several versions, pull reporting at scale, and generally get insights fast.
The ad creative types in search have Pakistan Mobile Number evolved since that time, and so have the tools for making them.
The original text ad format changed to expanded text ads, providing more space to test copy.
Google also launched RSAs (responsive search ads) to quickly test combinations of copy automatically, and new tools devoted to ad testing started to appear.
One of these tools is the Ad Variations tool. Located in the Drafts and Experiments area, this feature allows brands to create variations on their ads faster.
Brands can choose to run ad variations for the whole account, specific campaigns, or even a custom scope. Then they specify the part of the ad they want to run the variant for:
Users can then specify the type of variation they want to run, including finding and replacing text, swapping headline order, or updating text altogether.
Once the experiment launches, results are shown and monitored in the Ad Variations area.
2. Audience Observation
For a long time, Google usually lost out to Facebook when advertisers would think of reaching users based on their demographic.
Need to reach female runners in their 40s? While they are certainly searching on Google, there wasn’t an easy way to segment them or see if their searches were more valuable.
This made it difficult for advertisers to understand whether certain audience types performed better, even when searching the same terms as another demographic.
It also limited what advertisers could learn about other possible audiences they could be targeting.
The option to observe Audiences helps close these gaps!
Advertisers can add a host of Google-defined audiences to their efforts to observe their performance relative to one another:
Based on that data, bids can specifically for the demographic.