7 Google Ads Features You Need to Start Using in 2020
Google Ads has been shown to be very effective at helping businesses generate sales and acquire new customers.
Businesses that advertise through Google Ads generate an average return on investment (ROI) of 200%. With consumers being 27% more likely to make in-store purchases after interacting with an ad, Google Ads also helps businesses boost brick-and-mortar sales.
Additionally, as much as 90% of consumers claim that ads have an influence on their purchasing decisions. Consumers who click on ads are also 50% more likely to buy something compared to those that land on a website through a different channel.
Finally, 43% of shoppers end up making a purchase after seeing an online ad.
As a flooring business, you should be taking advantage of Google Ads to generate more sales.
Here are six Google Ads features you need to start using this year.
1. Smart Bidding
Smart Bidding is a Google Ads feature that allows you to take advantage of Google’s AI software to automate bidding. It uses machine learning to optimize for conversions or conversion values automatically.
With Smart Bidding, all you need to do is let Google know what your goal is, and the AI will do the rest while making sure to stay within your budget.
It can be used to generate leads and customers while staying at or under a specific cost-per-acquisition (CPA), get the highest ROI on your ad spend, or maximize conversions.
You can use Smart Bidding with a wide variety of contextual signals, including device, location, language, and ad characteristics.
2. Discovery Ads
Google Discover is a personalized mobile feed that shows relevant content to users even when they’re not performing a search. It can be accessed through Google’s mobile app or by visiting the Google homepage while using a smartphone.
Depending on the user, the feed can consist of a variety of different types of content, including blog posts, articles, videos, and recipes. Users can also control what appears on their feed, which results in creating a more personalized experience.
Google allows advertisers to reach Google Discover users through Discovery Ads. These ads consist of a large image, headline, description, and a call-to-action (CTA) button.
Advertisers can add up to five different images, headlines, and descriptions to a single ad. Google then tries out different combinations of these until it finds the most optimal one.
The exact placement of the ads in the feed is determined with the help of Google’s machine learning algorithm and is optimized based on users’ feed engagement and search history.
3. Gallery Ads
Gallery Ads show up at the top of mobile search results. They consist of four to eight images, each having its own headline, description, and URL.
The images in each ad can be swiped, and a CTA button can be added at the end of each gallery.
The fact that Gallery Ads include creatives gives them an instant advantage over the regular, text-only Google Search ads. They’re likely to generate more engagement and provide a better return on your ad spend.
Early adopters will experience these benefits the most, so make sure to try out Gallery Ads for your flooring business as soon as possible.
4. Expanded Audience Segments
Advertisers that display their ads on the Google Display Network have been able to use affinity audiences for years. However, these weren’t available for Google Search campaigns.
This changed late last year when Google introduced affinity audiences and custom affinity audiences to search campaigns.
Affinity audiences are based on users’ interests and are identified through browsing behavior. They consist of people that seem to share similar interests and habits.
Google also allows advertisers to define their own custom affinity audiences by adding relevant interests, apps, URLs, and places.
By using affinity audiences, you’re able to reach people who are likely to be interested in your products and services more easily.
5. Lead Form Extensions
A lead form extension is a new type of ad extension you can take advantage of in your Google Ads campaigns. It’s designed to help advertisers have an easier time converting mobile users.
These extensions are displayed under your search ads on mobile devices. Their purpose is to eliminate the need for users to visit your page to convert.
When using a lead form extension, users who interact with your ad can provide you with their information by filling out a pop-up form, all without ever leaving the search results page.
Users who are logged into their Google account will have the form pre-populated with information from their account, making the entire process even quicker.
The lead form extension makes generating leads from your ads so much easier. If you’re looking for new ways to get more leads from your Google Ads campaigns, definitely try using this extension.
6. Call-Only Ads
Call-only ads are designed to generate calls for your business directly from the search results page. They consist of up to two headlines and a 90-character description.
Once users click on a call-only ad, they’re presented with a small window prompting them to call your business. This means that it only takes them two clicks to get on a call with you, making these types of ads a great way to generate more calls to your business.
You do need to be aware that, since their goal is to generate calls, call-only ads only appear on mobile devices.
7. Responsive Search Ads
Responsive search ads are arguably the most flexible ad format currently offered by Google. They allow you to use up to 15 headlines and four descriptions, which Google then mixes and matches until it finds the most optimal combination.
This eliminates the need for you to do your own A/B testing.
There’s also the option of pinning headline and description lines to be shown in a particular order, which is useful if you need to use disclaimers in your ads.
Responsive search ads simplify the campaign creation and management process, and enable you to generate a better return on your ad spend while also saving you time.
Start using these Google Ads Features in 2020.
If you want to generate more customers with Google Ads this year, you need to experiment with the new features and use the old features in new, creative ways.
Try using Smart Bidding to optimize your bids automatically through the power of machine learning. Experiment with Discovery and Gallery ads.
Use affinity and custom affinity audiences in your campaigns, and test lead form extensions in your ads. Take advantage of call-only ads to generate more calls to your business with ease.
Finally, use responsive search ads to save time and get a better return on your ad spend by letting Google A/B test your ads for you and automatically display the best-performing ones.