Maximize Pay-Per-Click Programs With 3 New AdWords Features

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Maximize Pay-Per-Click Programs With 3 New AdWords Features

by
Jacqueline (Gill) Lavana

Google AdWords is always coming out with new features to help AdWord's managers improve their pay-per-click performance. However, with so many new features added regularly, it can be overwhelming to determine which ones to test...and which ones will work for your business.

Here are 3 of the latest features that can drive improvements for search and display campaigns across a wide range of businesses.

  1. Expanded Text Ads

Released this summer, Expanded Text Ads (ETAs) have had a huge impact on ad performance. Previously, ad text included one, 25-character headline and two lines of 35-character descriptions. Not only was this incredibly short, but having to split ad copy between 2 short lines could present a challenge. Expanded Text Ads now offer the ability to use 2 headlines (30 characters each) and a longer description (80 characters). Advertisers who have implemented ETAs have seen a significant increase in click-through rate which contributes to Quality Score (Google looks at the relevance of your ad and your site alongside competition to determine your cost-per-click).

example of a expanded adwords campagin

To make the most of this extra space consider the following:

  • Include a call-to-action as one of your headlines (Download Now, Shop today, etc.). Take advantage of the bolded headline which will catch a searcher's eye to really push your goal.
  • Make use of the description as much as you can! If you already have a call-to-action in the headline that's great, but perhaps take advantage of this extra space to highlight key benefits or a secondary call-to-action (Learn More, Free Shiping, etc.)
  1. Responsive Ads

When running a remarketing or display advertising campaign, oftentimes it required graphic design resources to build multiple ad sizes plus a text ad. While this is still a best practice, responsive ads allow you to provide a logo, image, and text which will be designed according to the specs of various sites. To make this even easier, you can select from screenshots Google has pulled from your site to design the ad. This can be very beneficial to advertisers who may not have the resources to build image ads. Even for advertisers who are running with both text and image banner ads, responsive ads can give you a third format to test for sites that may offer a more "enhanced" text ad with logo. Either way, they are a great option to test to see if they expand your exposure on the Google Display Network.

  1. Device Bidding

Google allows you to modify bids (increase or decrease) for different devices. This can be very helpful if you find that your site performs well on desktop but not on mobile (in which case you can add a "bid modifier" to say you will spend less for clicks on mobile devices). Until recently Desktop/Tablets were lumped into one category meaning you may see that your site did not perform well on tablets (if you were for example, an e-commerce site), but there was nothing you could do. Now, you can change bids by EACH device type which is a huge win if you found desktop or tablets were not performing the same for your business.

These are just a few of the recent changes that have been beneficial to AdWords advertisers and there's sure to be even more in the months to come.

Feeling overwhelmed? Google does update their Inside AdWords regularly with tips and tricks on new features.

Are you looking for support with your AdWords management? Then take a look at our Pay Per Click services today.

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About the author

Jackie is a data-driven marketer with over 10 years experience in digital strategy, Pay Per Click, digital display (programmatic & direct media buys), content marketing, and lead nurture and generation for both B to C and B to B companies.
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