5 Google Ads Functions to Help Your Business Thrive
Google Ads is one of the most important platforms for you to use. Think about it: when you want to learn more about something, where do you go? Google. And you’re not alone. Millions of people use Google everyday to look things up and it’s a great way to highlight your business or organization as the one they should use.
There are certain things that can help people tremendously in Google Ads and in this article, we’ll go over just a few.
Performance Planner
This predictive program will estimate how your campaigns will perform based on the budget, copy, and images in the ads. It’s a perfect tool for optimizing your campaigns to best match your goals and to make the most of your budget.
Be aware, it may take some time for Performance Planner to start working for your campaign. For your campaign to qualify, it needs to be up for at least 72 hours, have three clicks in the last seven days, and one conversion (if the campaign is focused on conversions). Once this tool is up and running, it’s a fantastic addition to your advertising arsenal.
Remarketing
Remarketing is basically advertising your product or organization to those that have already expressed interest. This could be from someone that has added something to their cart without purchasing, a previous customer/client, someone that has signed up for an email list, etc. This is vital for ensuring garnering repeat business, interest, and brand loyalty.
Google Ads lets you upload your own email lists to the platform to market them directly or you can remarket to people that interacted with your site previously. This is such a fantastic option to make sure you not only continue someone’s interest, but to encourage them to take the next step.
Audience Types
Something that makes Google special as an advertising platform is the access to so many different audience types. Depending on which type of campaign you run, you could have access to up to eight different audience types. These include:
Affinity Audiences - These are audiences that you can reach based on their interests and search habits.
Custom Audiences - Similar to affinity audiences but more specific and can target based off their recent purchases as well.
Detailed Demographics - Audiences that are established through personal demographic data.
Life Events - When an audience reaches a certain milestone or point win life, they can be targeted based off of this.
In-Market - Reach is based off of recent purchase activity.
Remarketing - Users that have previously interacted with your organization or business like someone who signed up on an email list.
Customer Match - This is an audience that is based off of existing customers through your CRM data.
Similar Audiences - This audience is made based off of criteria established by previous customers and website visitors.
It’s important to note that your options are limited based off your campaign type. If you run a display ads campaign you can use all eight. If you run a search campaign, you can use affinity, detailed demographics, in-market, remarketing, customer match, and similar audiences. Video ads can use all but life events and if you create an ad campaign for a hotel, you can only use remarking.
Dynamic Ads
Google has a really great feature where they will create the ads specific to the person based off their history. All you have to upload is several different variations of your description. From this and their analysis of your selected site pages, Google will create a dynamic ad to fit the target more accurately.
In the end, people are different and they’re going to react differently to things so wouldn’t it be best if Google made your ads fit what they think would best work for that individual?
Just make sure every description you upload is for the same thing (product, event, sale, etc.) and Google will do the rest for you for no extra charge.
Recommendations
The “Recommendations” tab on Google Ads provides you with specific and researched options to optimize your ad campaigns. There are six types of recommendations that you can get: Ads and Extensions, Bidding and Budget, Automated Campaigns, Keyword and Targeting, Repairs, and Ad Suggestions.
Each of these recommendations will be specific and will explain how they would potentially benefit your ad campaigns. It’s a great tool that is often overlooked. When Google is recommending something to do on their platform, it’s best that you do it if you want to achieve the goals you’ve set.