Google Adwords is an effective marketing channel that allows brands to connect with their customers. The whole advertising industry is revolutionized with the concept of pay per click (PPC) model. But behind this input-output relationship, there lies an intensively sophisticated technology, Google Adwords. It has undergone several changes over the last 12 months. Adwords is bestowed with machine learning technology.
It provides a huge array of features that can have a good impact on your campaign performance. You can thus opt for effective pay per click services to enhance your PPC campaign with the advanced features of Google Adwords. So, check out the following 5 advanced features of Google Adwords that can offer you an important competitive advantage.
Click to call
Paid searches attributed to the number of calls have been very advantageous for the increase in mobile searches. It plays an essential role in the brand-consumer relationship. So businesses show keen understandability to ensure that they are ready to capitalize on heightened demands. The click to call feature is often overlooked as it needs some setup. If advertisers wish to add extensions, they should be reported and scheduled when they appear. This feature now becomes an automated process where Google finds the landing pages having phone numbers and generates call extensions.
Demographic Targeting
Being a part of Google’s continuous shifting from a keyword focus to customer-centric tactics, demographic targeting has developed widely. This feature offers advertisers to target customers depending on their income, parents, gender, and age. But targeting by income is only allowed for video advertising. Right now, it is open for some countries like the USA, Japan, Australia, etc. if this feature is combined with an improved user interface, it can give you highlighted reports with more details about your customers. In this feature, the creation of audiences is also laborious when using different filters.
Optimized ad rotation
Google has added some changes in the ad rotation settings. Ad rotation continuously examines ad variations to obtain the optimal version for customers and campaign KPIs. Google machine learning technology is the apt thing for these kinds of tasks. So Google is likely to grasp the ad rotation feature and transform it into an automated feature. The machine learning side may make advertisers believe that this feature does not need any input from them.
Audiences of custom intention
With the help of Google Display Network, Google has launched finer custom intent audiences. It is part of a wider strategy to take on the ratings by offering bigger controls over targeted audiences. For display campaigns, you can build a custom intent audience using in-market keywords. Google uses machine learning tech to analyze the on-going campaigns and create custom intent audiences automatically. The audiences so created are based on the common keywords and URLs of content that people often use. The automated audience lists are created based on the activity across all your Google marketing channels.Â
Smart Bidding
Smart Bidding uses machine learning to inspect the relationships between the numbers of variables and escalates the performance through Adwords auction. This feature can optimize bids to ensure a suitable return on investment for the advertiser’s targeted KPIs. Smart Bidding looks at the context of bids and makes the unnecessary factors aloof to give specific outcomes. It can also automatically bid at the specified level to hit the advertiser’s targeted campaigns. Smart Bidding is a powerful Adwords feature and can create multiple account performance efficiencies.
Conclusion
The above mentioned five advanced features of Google Adwords can offer you a wide range of opportunities to enhance your PPC. You can follow them and develop your business or brand. This article will be very much advantageous for you, and you will learn a lot of things about Adwords. So, reading the features, applying the ideas, and making profits in your business.