If you’re a digital marketer today, using Google Ads is a great way to boost the performance of nearly any marketing campaign. It’s almost always a part of our digital strategy, and you can use Google Ads for your business no matter what your industry or specialty.
Recently, Google added some awesome new ad features to try, and we’re busy testing them all for our clients. Here are a few of our favorite Google Ads features to try in 2023.
Global Site Tag
Just a few months ago, Google announced that the global site tag would now be the Google tag. This is great news for both your Google Ads and Google Analytics accounts, making for simpler reporting and conversion–all without the need for additional code. Plus, you can actually manage the tag settings from the new tag screen. You can also combine your Ads and Analytics tags or keep them separate.
YouTube Shorts
While not entirely new, YouTube Shorts are short format videos–one minute or less–that aim to compete with Instagram Reels and Tik Tok. This is a great way to repurpose your social ad creative such as popular videos on Facebook or Instagram that are already performing well.
For e-commerce clients, YouTube Shorts can connect your product feed to create shoppable video ads, which we love. For lead generation clients, you can include site link extensions and lead generation forms to grab the lead right at the moment vs a redirect to a landing page.
Performance Max
Performance Max is a recent addition to Google Ads that enables advertisers to access all their Google Ads inventory within a single campaign. Geared to help you reach more potential customers, Performance Max serves ads on YouTube, Gmail, and Discovery in both search and display capacities. Drive more conversions with real-time optimization of bids across channels!
Even better? Google expects its customers will receive a 13% increase in conversions at the same CPA with this master campaign-style feature.
Connected TV
Another cool feature Google has introduced is Connected TV, which connects apps within your own streaming devices (Apple TV, Roku), smart TVs, gaming consoles (Playstation, Xbox) or set-top boxes (traditional cable, video on demand). This improves the current complicated, time-consuming ad buying process. With Connected TV, you can purchase specific placements while focusing more on the users you want to reach most.
By using interest-based buyers, you can hit not only your target audience but others who may be interested in your product. For example, maybe you want to advertise a vacation rental service, so you decide to advertise on the Travel Channel via Hulu. That’s an example of using Connected TV to hit your core target market plus other very likely potential customers.
Text-to-Speech VOs
Earlier this year, Google added a text-to-speech voiceover feature in the asset library that utilizes AI technology to translate a video script into speech. This creates a voice overlay on top of your video ad. With seven new voice options, you can test and match which speech style feels most like your brand voice. We like this as it’s very much on trend with what users are seeing in their social feeds.
Lead Form Extensions
Lead Form Extensions has been around for approximately a year, but it’s been slow to gain steam. We love this feature! Lead Form Extensions help you generate qualified leads by enabling people to submit their personal information into a form located within your ad. This provides the ability to convert without users having to navigate away to your website or a campaign landing page.
Consider using Lead Form Extensions with a high-performing campaign, such as one that is a popular white paper or ebook download. Pro Tip: Be sure to set the lead form type to “more qualified” vs “more leads” to get the most qualified leads. You can even create an integration with your CRM, making this one of our favorite new Google Ad features to try in 2023.
Conversion Lift
Conversion Lift is a feature that helps you measure the number of site visits, conversions, and other actions that are driven by the audience viewing your ad. You can get an early sneak peek at the impact of video views and discovery ads on your conversions. This helps you ensure your ads are having the desired impact.
After your ads begin running, Google splits your target audience into two groups: those who have viewed your ad and those who should have, but Google served them the next ad in the auction instead. Google then compares the conversions for both groups and measures what percent was a direct result of seeing your ad. Genius!
Google is always tweaking and improving its methodology for Google Ads, so it’s important to stay on top of its new ad features. Get prepared by partnering with us at Highforge. Which of these top seven Google ads features do you want to get started with in 2023?