In the world of pay per click advertising, who knows where we would be without Google Adwords. Google is the number one search engine and paid ads on their platform outperform others. It’s estimated that Google ads reach 90% of the people who are on the internet and that 77.8% of US search ad revenue was generated directly from the Google platform.
These are powerful numbers that say a great deal about the importance of Google ads in your digital strategy. While we don’t know everything that’s behind Google’s strategy, we do know that the quality of their user’s experience is essential to them and that they’re continually working to improve it.
For those of us on the business side of marketing, this means learning to expect plenty of updates and changes from Google throughout the year. It also means adapting and learning how to use new tools and features to improve results.
Three Critical Google Adwords Tools
If you’ve been using Google Adwords or thinking about making it a focus in the coming year, here are three of Google’s best ad features that you should be using in 2019.
Custom Intent Audiences
Creating a paid ad always feels like a bit of a gamble. Yes, Google supplies excellent tools and resources for producing an ad that has a great deal of appeal to your target audience, but still, it can feel like a stab in the dark. Google ads are designed for a highly targeted audience, so what happens if you miss the mark?
The answer is in Google’s custom intent audiences feature, which uses machine learning technology to more deeply analyze your pay per click campaigns and create custom audiences for your campaign. This is done by looking at keywords and URLs that are most frequently found in content that users’ access in response to a query for a product or service. This feature produces more of the uber-targeted audience that typically comes from other paid platforms, such as social media.
Drafts and Experiments
Sometimes, there’s a lot of trial and error that go in to creating a winning Google ad. The problem is that you’re losing revenue during the process while you’re tweaking your ad for performance. Google’s drafts and experiments feature lets you test out ads based on certain variables, without impacting the results of your current ad campaign.
With drafts and experiments, you can test out ads on a small section of your audience using different variables such as landing pages, keywords, and different bid strategies.
Search Ad Position Metrics
Some argue that it’s possible to have too much information when assessing your ad performance. It can quickly become overwhelming, and you can lose sight of the most important numbers. Google has helped to streamline the process and provide businesses with the most valuable information by improving their ad position metrics feature.
Google recently introduced four new position metrics that provide businesses and marketers with highly usable insights to help them better understand where their ad placed and why.
2019 is a going to be a great year for optimizing your brand’s digital presence with Google ads. We can help you do this with a strategic approach to PPC management. Contact Double Up Digital and let’s plan your success for the coming year together.