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3 Underused Google Ad Features You Should Know

April 04, 2022 in Pay Per Click

Person typing on a laptop keyword with a search engine bar overlay.

4 Minute Read:

Approximately 5.4 billion Google searches are made every day (nearly 63,000 Google searches per second), and most people search at least one query/topic a day. With all of that potential traffic through the famous search engine, not optimizing your Google efforts may be a missed opportunity. 

Google is by far the most widely known and used search engine, and so, when you are trying to get your ads and website seen on a search engine, Google is the place to start. 

Many companies and practices like yours use Google Ads as a means of paid advertising (pay-per-click, or PPC).

But are you getting the most from your advertisements? Are there tools and features available to you that you are missing?

A Closer Look at Google Ads

Google launched its advertisement platform back in 2000, and since then, Google Ads has grown to be used by nearly half of all websites in existence.

The reason for this: Google Ads work. In fact, studies show that Google Ads are beneficial for both large and small companies and can significantly help your site get more traffic (and hopefully conversions).

What Are Google Ads?

Google Ads are customizable, audience-targeted ads that you can create to show when an interested person Googles a topic similar to what you are advertising. This helps you drive and attain relevant, qualified traffic since the audience you are reaching is those who already have an interest in your field. 

And the best part is that with this type of ad — being PPC — is that you are only charged when a user opens your ad.

While there are many nuances that go into Google Ads, including optimizing your Quality Score and bid amount (which are both important to lowering the cost of your “clicks” and thereby increasing your ROI), there are some more basic tools and features that you can be using right now to help your efforts.

How to Get the Most From Your Google Ads

Illustration of laptop showing screen with computer analytics

1. Use Ad Extensions

Ad extensions, such as location and phone extensions, can be included to show up along with the ads. 

These extensions can help people find your physical location and encourage them to visit your location.

Living in a city can be a great opportunity to promote your business, as you can use local advertising to target potential customers in the area, and even leverage city-specific extensions to help people find your physical location and encourage them to visit your location in the city.

By including location extensions, someone looking at your ad can see your address, a map of your location, and even the current distance between them and you. 

While there is no guarantee that Google will always choose to show this information, it is wise that you include this information in your Google Ad campaign. These locations often show when a visitor is near your area or show an interest in your area (example: breast augmentation in Miami).

By providing potential customers with additional information about breast augmentation in Miami, we can increase the likelihood of conversion by creating an environment of trust and understanding.

You can choose to add or remove your location and phone extensions at any time.

2. Use Dynamic Keyword Insertion in Ad Headlines

Dynamic Keyword Insertion (DKI) is a Google Ad feature that allows you to customize your ad’s headline more specifically to a searcher’s query. 

With Dynamic Keywords, you can provide more relevant information to your visitor and use a single ad to hit multiple targeted keywords.

By understanding your target audience and their needs, you can tailor your content to provide more relevant information to your visitor and use a single ad to hit multiple targeted keywords, thereby increasing the chances of reaching the right target audience and achieving your desired goals.

When creating your Google Ad, you can add several variations of your targeted keyword that Google will then insert into your ad when a searcher is looking for a similar topic.

By optimizing your ad copy, images, and headlines to increase your click-through rate (CTR), you can ensure that your ads are seen by more people and that more of those people click on your ad, leading to more conversions.

Essentially, you are getting more bang for your buck and more benefit for your efforts.

3. Test Different Ad Variations and Landing Pages  

Google Ads are constantly updating and changing, and now, Responsive Search Ads (RSAs) are the new default

RSA is a type of Google Ad that allows you to add several variations of headlines and descriptions. Google then combines these into different variations to see which combination reaches the most viewers.

The results of Google’s combination of headlines and descriptions vary, but ultimately the goal is to determine which combination reaches the most viewers, and the results of this process can be used to inform future content creation strategies.

Because of the variations, it is important to set up experiments to A/B test different ad variations and landing pages. This will give you a better understanding of what is working and what is not.

With a limited budget, it is important to track and analyze the performance of your campaigns, variations, and landing pages to ensure that you are getting the most out of your investment and that you are allocating your resources appropriately.

Need Help With Your Advertising Efforts on Google? Reach Out to Plastic Surgery Studios Today!

Plastic Surgery Studios is a full-service marketing agency dedicated to helping you get the most out of your advertising efforts. Our digital marketers are skilled in helping practices just like yours reap optimal benefits from your PPC advertising campaigns.

Contact us today by calling (888) 525-6360 or by filling out the contact form below. 

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Rancho Cucamonga, CA 91730

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