8 New Google Ads Features That You Need to Know About

We all know that running a successful online marketing campaign means keeping up with all the changes rolled out by Google. Google makes changes and updates on a monthly basis, but which new features are the most important for window dealers and installers? Read on to learn more about new features on Google Ads that debuted in 2019 that are relevant to the window professionals industry.

1. Keywords - Phrase Match & Broad Match Modifiers

Back in July, Google released the phrase match and broad match modifiers update. Using phrase match and broad match modifiers will get your ads in front of more users searching for window professionals by including variants of your keywords with the same meaning.

Phrase Match

Phrase match modifiers now include close variants of the exact phrase of keywords with other words before or after the exact phrase. These close variants have the same meaning as the keyword.

Phrase Match Example from Google:

Photo Source: https://support.google.com/google-ads/answer/9426627

Broad match

Previously, broad match modifiers did not include close variants; they included variants like misspellings. They now include the same words in any order, close variants, and words with the same meaning.

Broad Match Example from Google:

Photo Source: https://support.google.com/google-ads/answer/9426627

An exciting aspect of this update is that you won’t have to create lengthy lists of keywords and their close variants anymore. Be sure to add negative keywords to your campaign while using these modifiers.

2. In-market Audiences

An update for in-market audiences and affinity audiences came out in October. Affinity audiences are made up of users who have shown an interest in a specific product or service. Google identifies these groups via their search history and the websites they view. Layer the affinity audiences who are interested in home improvement and home windows with keywords to increase relevant traffic to your webpage.

In-market audiences are users who are already researching a purchase and viewing specific products and services. In-market audiences can help you find potential customers who are already comparing window professionals for window installation jobs. Additionally, marketers can now target users shopping for seasonal events like Black Friday and Christmas.

Find audiences to target with the audience search and audience ideas features in Google Ads. Audience ideas produces suggestions using aggregated advertising data. By targeting specific audiences, you can direct relevant traffic to your window professional website while conserving your budget.

3. Lead Form Ad Extensions (Beta)

Lead form ad extensions were introduced by Google in October. The lead form ad extensions allow for lead generation forms in search for mobile devices. This eliminates the need for users to click to your mobile website and wait for a lead generation form to load. As you’ve probably experienced on your smartphone or tablet, waiting for a mobile website to load can take awhile. Avoiding lengthy loading times can lead to a higher conversion rate.

The mobile lead form shows up on search for users who are signed into Google on their mobile device. A CTA (call-to-action) button appears directly below the ad in search. When selected, a form will pop up from Google with the user’s contact information automatically filled out. See examples of the CTA button in a search ad and an example of the lead generation form that pops up on mobile in the images below.

Photo Source: https://support.google.com/google-ads/answer/9594220

Photo Source: https://support.google.com/google-ads/answer/9594220

4. User Generated Images for Google Product Reviews

Google announced in October that it will allow user-generated images to appear in Google Shopping reviews, and this new feature is now available on mobile in the U.S. To imagine what these user-generated images will look like on Google Shopping, think of the user-generated images in Amazon reviews that appear side-by-side with written reviews (see the image below for an example).

According to Google, images have a large impact on users shopping for products. Reading a review with an image of a completed window installation project has more of an impact on potential customers looking for new home windows than reviews that only contain plain text.

To enable this new feature, use Google’s updated schema on their website and sign up for their product ratings program.

Photo Source: https://www.searchenginejournal.com/google-begins-showing-user-generated-images-in-product-reviews/329589/#close

5. Gallery Ads (beta)

News on Google’s new gallery ads hit the scene in August. Google’s gallery ads are similar to carousel ads on Facebook. These image-based ads appear on the search page and feature swipeable photos alongside a headline, URL, and caption.

6. Changes to Keyword Planner

Google has been evolving and improving its keyword planner over the past year to make it more effective and easier to navigate. The keyword planner allows you to view historic metrics for keywords and to find new keywords.

The new updates to the keyword planner allow you to enter a seed keyword and get suggestions for relevant keywords. Filtering by your website will get you even more specific recommendations for keywords that are relevant to audiences seeking window dealers and window installers.

A second new feature is the ability to create, save, and share new keyword plans with other users, saving you time and effort by effectively communicating with your team. Other new additions to the keyword planner include getting bid estimates, the ability to download trend data for keywords, and daily budget suggestions.

Making the most of the keyword planner tool will help you avoid overly competitive keywords in the window professionals industry.

7. New Smart Bidding Strategy to Maximize Conversion Value

Last August, smart bidding was launched for Google Ads. With smart bidding, you can use Maximize Conversion Value on any of your Search Campaigns. This bidding option automatically sets bids for your campaign to get the most conversion value with your budget.

To use the Maximize Conversion Value, make sure conversion tracking is set up. You will need to track specific values for the conversions or use transaction-specific values. Be aware that Maximize Conversion Value will spend your entire daily budget.

8. Explanations for Performance Changes (beta)

Attempting to figure out why metrics are fluctuating in a campaign can be frustrating and time-consuming. We learned in December that Google is rolling out Explanations for Performance Changes. Clicking on “See Explanations” directly on your campaign/ad group tables will show you the most likely reasons for changes with impressions, clicks, and cost changes.

Keep in mind that you have to be in time comparison mode, and you have to be comparing two time periods of the same length over the past three months to use this new feature. See the image below for an example of the Explanations for Performance Changes beta.

Photo Source: https://support.google.com/google-ads/answer/9569021

Photo Source: https://support.google.com/google-ads/answer/9569021


As you try these new Google Ad features, make sure that you’re comparing results and testing features. Is maxing out your budget successful? Are you able to make the best of these tools, get results, and grow your business? With proper testing and implementation, these new features have the potential to get your window ads in front of more prospective customers, drive relevant traffic to your website, increase ROI, and close more sales for your windows business.


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