Google AdWords has plenty of features, but choosing the best ones for your campaign is the difference between failure and success. There is no point choosing features that don’t suit your campaign so narrow down your search to ensure you’re utilizing the best ones.
As obvious as it may sound, don’t forget about the individuality of your ads.
For example, you may want to attract more phone calls rather than website visits, so you would use the callout extension feature. These tools allow you to create one additional line of ad text and skip a sitelink.
Make use of time sensitive features
There is a great feature for time sensitive ad campaigns. For example, you can include a countdown clock that tells the customer how long they have left to place an order before it’s too late.
It is an extremely useful feature which can significantly boost conversions as it is putting time pressure on the customer. It can also help with bulk uploads for multi-product sales and allow you to alter ad parameters. So, if your ad reach and purpose changes frequently, you’d benefit greatly from an ad customizer feature.
Don’t try to utilize too many features
Google AdWords features can be extremely useful, but they can also be detrimental to your campaign if you over-use them. Start out with a few basic features, rather than trying to incorporate as many as possible.
The only way to determine whether a feature is working for you is to track it. If you have a lot of different features running at the same time, it makes it almost impossible to keep track of them all.
So, if you want to really benefit from the excellent features on offer, you need to think about what you’re hoping to achieve. What’s your main goal and who are you targeting? The tips above can help you to determine the types of features that will prove most useful for your ads.