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3 Ways to Make the Most Out of Google Ads Latest Features

By Team #ARM Worldwide
May 22, 2023

The advent of technology has had a profound impact on trade, and one of the most pervasive trends to emerge from this shift is PPC marketing. PPC marketing, also known as Pay-Per-Click marketing, is an approach of paid advertising which allows businesses to bid on keywords that target specific audiences or platforms, yielding significant responses. For all search and shopping engines, PPC marketing is a primary advertising model which enables a website to rank higher on the search engine. This indispensable service has seen a significant surge in demand as the pandemic forced businesses to pivot online. Amidst this transformation, the Google AdWords platform stepped up to the plate, introducing an array of cutting-edge features & functionalities that make it even easier for PPC marketers to optimise their campaigns. As Google’s native advertising system, AdWords empowers businesses to maximise their online reach & connect with their target audience. With its unrivalled versatility & effectiveness, this advanced marketing tool has been the driving force behind the growth of PPC marketing over the years.

How marketers can benefit from the changes in Google Ads 2023?

Google recently released the most anticipated changes in Google ads in 2023. These smart features will bring novelty, along with a learning curve, creating a huge impact in the PPC advertising industry. In this blog, we have listed 3 ways in which PPC marketers can augment these changes and capitalise on them:

1. Utilising Google Ads local campaigns to track conversions

In the current era of digital marketing, marketers & business owners are under the common misconception that consumers have entirely moved to online shopping & make most transactions exclusively online. However, consumers still conduct a significant portion of their shopping in brick-and-mortar stores. According to Safari Digital, 97% of users searched online to find a local business. These substantial amounts of leads could have been used by local brick-and-mortar businesses as leads for more effective conversion of clients. With Google Ads local campaigns feature, local businesses can leverage this opportunity just by using their GPS or WiFi. Based on the user’s real-time location, businesses can provide personalised advertising experiences to attract sales more effectively. By creating distinct conversion actions for each campaign, businesses can evaluate conversions in different ways & create more optimised PPC marketing campaigns that meet their goals and justify their expenses.

2. Optimising Gallery & Showcase Shopping Ads to their Full Potential

It is worth noting that businesses can now test both gallery ads & showcase shopping ads on Google search. Google Ads has recently introduced new ad formats designed specifically for mobile display on the Google Search Network, which enable businesses to create more creative & personalised ads. In addition, these ads can be displayed on prominent platforms such as Gmail & YouTube. One practical approach to leveraging this feature is unleashing creativity to make visually appealing product displays.

3. Maximising Google Shopping’s Free Traffic

It is essential to recognise that Google Shopping remains a popular PPC platform, and businesses can still benefit from the free traffic it offers. This was made possible following the launch of Google Shopping features, which excluded other comparison shopping sites from the SERP. To achieve the most out of this feature, businesses can optimise Shopping ads individually & rank products based on CTR and conversion rates.

Conclusion

In the ever-evolving digital landscape, it’s evident that PPC strategies will also continue to evolve. While businesses will have to anticipate what Google has in store in the coming year, one thing is certain – change is on the horizon. By staying attuned to these changes & implementing well-thought of marketing strategies, businesses will be able to capitalise on the ample opportunities to thrive in 2023 & beyond.