In digital marketing, Google Ads is still among the strongest platforms to reach potential clients. Whether you’re a small business owner, a marketer or a beginner starting with online advertising, Google Ads can aid you in reaching individuals exactly when they are looking for what you sell.

But Google Ads is not a static platform; it keeps changing. Year after year, Google introduces new tools & features to make ads more effective & help advertisers achieve better outcomes which is why it becomes necessary to keep up with these changes because leveraging the latest features can give you a big competitive advantage.

If you haven’t visited the recent updates, you might be lacking in making the most out of your campaigns, efficiently spending your budget & increasing conversions.

If you’ve not checked out the latest updates, you may be missing out on the chance to improve your campaigns, spend your budget more effectively & boost conversions. Let us check out 5 new Google Ads features you can use today to improve your results.

Performance Max Campaigns

One of the biggest Google Ads updates is Performance Max campaigns. With this feature, you can serve ads on all of Google’s platforms like Search, Display, YouTube, Gmail & even Google Maps from a single campaign.

The benefit of Performance Max is that it uses Google’s machine learning to identify your best customers, wherever they are on the web. You simply give your objectives, ad creatives (such as text, images & video) & budget & Google displays your ads where they have the best chance to succeed automatically. This could save you time & allow you to reach more people without needing to have different campaigns for different sites.

Example: If you run a travel agency selling holiday packages, Performance Max can spot people looking up “Maldives honeymoon” on Google Search, watching travel videos on YouTube, or checking out hotels on Maps — all from one campaign. 

Enhanced Conversion Tracking

It’s great to get clicks but understanding what happens after an individual clicks your ad is even better. That’s where Enhanced Conversions comes in. This feature helps you track conversions more precisely by leveraging hashed first-party customer information, like emails or phone numbers.

The biggest advantage here is improved measurement, particularly in a world where cookie restrictions & privacy laws make tracking harder. With Enhanced Conversions, you’re able to see more clearly the number of sales or leads directly resulting from your ads, which allows you to further optimize campaigns. 

Example: You own an online clothing shop. Someone clicks your ad, looks at your products, and later buys something on their phone without signing in. Enhanced Conversions can link their purchase info to the original click, giving you a  more accurate ROAS.

Video Action Campaigns on YouTube

If you’re not already using YouTube ads, now might be the perfect time. Google has introduced Video Action Campaigns to make it easier for advertisers to drive conversions directly from YouTube.

Rather than simply displaying a video ad for brand recognition, you can now add interactive features such as call-to-action buttons, product feeds & lead forms. This allows viewers to act such as signing up or making a purchase without leaving YouTube. It’s an excellent way to leverage the strength of video storytelling along with measurable results.

Example: A fitness company can make a 15-second upright video to show off a workout plan and use it as an in-feed ad in Shorts. Shorts are all-consuming and quick, making them perfect for swift product displays or flash sales.

Image Extensions for Search Ads

Search ads have always been text-based but now Google has introduced Image Extensions to make them more attractive. With this feature, you can include relevant images along with your search ad copy.

This is especially useful for products or services where visuals can help customers make a quick decision. For example, if you’re advertising a new fashion collection, showing an actual image in your ad can make it more appealing than just words alone. What this does is that it helps your ad stand out in a crowded search results page.

Customer Match with Better Audience Targeting

Customer Match gives you the ability to upload your customer lists (emails, phone numbers) to create campaigns with a high level of targeting. The latest updates now work better with Performance Max, which allows for more accurate lookalike targeting. 

Example: Let’s say you own an electronics store and you upload a list of people who bought smartphones in the last 6 months. Google can then find similar users who are looking for gadgets — this increases the likelihood of making a sale.

With this knowledge, you can swap out poor performers & keep the best ones, ensuring your ad is always optimized. It’s like a testing device that you have built right into your message so that you can improve it continuously without the hassle of time-consuming A/B tests.

Wrapping Up

Google Ads is always evolving & staying updated with its current offerings can be the difference between an average campaign & an extremely successful one. From machine-learning-enabled Performance Max campaigns that target more people, to Image Extensions that make your ads pop visually, these features are all aimed at saving time, enhancing targeting & driving conversions.

If you start using these new Google Ads features as of today, you can provide your campaigns with a newfound lift & outdo competitors who are still doing things the old way.

However, for those companies that don’t have the time or staff to handle all of this on their own, hiring a professional agency can be a smart decision. Agencies such as ours have expertise in Google Ads management & online marketing services & help brands maximize

Also Read
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