Those that have been around the Internet are very aware of Google and know that they are constantly innovating their products. This equates to new releases on existing platforms and introductions to new products. AdWords, being one of their keystone products, has released hundreds of new features just over the last year alone. Many of these features were not even announced publicly, but rolled into the framework regardless. Some of these updates may not affect the masses of AdWords users, but some may and should be put in order of importance.
Top 5 Google AdWords Features
We've compiled a list below of the top 5 Google AdWords features that you should be using. For sake of transparency, it is possible for anyone using Google AdWords to use their online website to perform most functions required to have successful online campaigns, but these tools below can make more efficient use of your time when setting up or updating your online campaigns. These are in order of importance (in case you wanted to start with #1).
- Google AdWords Editor
We like to use the AdWords Editor as a training tool. New AdWords workers that we train have to do things "the hard way" first all online, and then we show them the Google AdWords Editor program. This way, they can draw parallels to what they are doing offline with the online version. The Google AdWords Editor allows offline edits to Campaigns, AdGroups, Ads, Keywords, Locations and all things in between. One of the biggest bonuses from using the offline editor is the ability to copy-and-paste data. You cannot do this online. Say you have eight campaigns, and you decide to add a new location. Online, you would have to go to each of the eight campaigns and add the location. With the Google AdWords Editor, you still have to go to each campaign, but because it's offline, you don't have to go "page-to-page" for the updates. You can copy-and-paste the value for each campaign. This literally shaves off minutes of work per each action. When your done with all your "offline edits", you simply upload/publish your changes back to Google AdWords. Speed wins in this equation.
- Call Tracking Features
Mobile is now dominating online searches. If your website is not mobile friendly, stop reading this blog and contact us immediately to help you out. If your website is mobile-friendly, then you can rest assured that your site, if the same (and similar metrics) as a competitor site that is not mobile friendly, yours should always outrank it. Click-to-call is the name of the game ladies and gentleman. Google acquired Grand Central Station many years ago and it is now known as Google Voice. With this technology, Google now uses a virtual number for "click-to-call" buttons that show with your Ads opposed to just using your number (although that is still an option). Using their proprietary system, now website calls from the ads shown have deeper analytics other than "yep, they called", or just bypassing the button altogether to call the business directly.
- Targeting Ads using Demographics
Social Media platforms like Facebook and Twitter do a great job of targeting demographics. Did you know you can do the same thing with Google AdWords? This idea stared a couple years ago with Google to have keyword searches and display ads using targeted demographics. This setup gives you insight into who was clicking on or viewing your campaign ads. The information you can gather here is good, but don't expect to get things like their blood type or other really-specific information. You will be able to see data like age, gender and if they are parents or not.
- HTML5 Ads
One of the more recently added tools added to the Google AdWords arsenal is the updated Web Designer. This allows you to create nice, great-looking, interactive and/or animated ads in HTML5. If you remember the days that Adobe Flash was all over the Internet with interactive banners, now this can be done with the click of a mouse on Google. HTML5 does not require an extension like the predecessor of animation "Flash" did. These ads exist on the Google Display Network, so you may want to consider this style of ads if you are already using this form of advertising within Google.
- Ad Callout Extensions
Ever wish that you could have 5 links instead of just the primary link you are pushing in your ad? Callout extensions exists for this reason. Underneath your primary ad's text, you can have things like "Get your special price here" or "Schedule a call 24/7 here", etc. These callout extensions are used to highlight parts of the business. These are different from the traditional sitelinks as sitelinks are design to send customers to specific pages of a site and/or give them a quick preview of a designated page. Callouts are good to use to give the ad an extra push for what you are selling.
These are a Top 5 Google AdWords features, but there are plenty that we use on a daily basis that did not make the list. Some may be more complex in nature and not designed for our audience. The features we listed above can be used by businesses that thrive on "weekend warrior" style work or full-blown businesses that have many employees. Google has done a good job trying to have tools to cater to almost every business.