Inbal Lavi, CEO, Webpals Group, considers how marketers can make the most of Google Ads’ new features.

The launch of the new, significantly improved Google Ads comes as welcome news for marketers who stand to reap substantial benefits from the service’s convenient features and seamless functionality.

Equipped with a user-friendly interface and a suite of tools designed to improve audience analytics and optimize campaign effectiveness, Google Ads matches the company’s unparalleled technological sophistication with the needs of today’s marketers. Here’s a look at how professionals in the industry can capitalize on its new features.

Navigating the interface
Among the biggest improvements in the new service is the functionality of Google Ads’ interface, in which navigation is much clearer and more intuitive. The new “Go To” button enables users to find any feature within the platform, with a smart search box that guides users directly to their desired destination.

Additionally, the service features new visualizations that facilitate more efficient analytics, including graphs like Auction Insights, Devices Split, Network Traffic Split, day and hour. Notably, these graphs can be tracked against KPIs like impressions, clicks, conversions, average position, impression share, and more.

Using Google Ads’ features
A sleek interface is an excellent start, but the real value-add for marketers lies within the launch of a variety of new tools, which provide unprecedented visibility into audience analytics, bid strategies, script management, landing page optimization, and more.

Audience Manager, which offers a one-stop shop for tracking and analyzing audiences, now includes a wider targeting option – a boon to marketers looking to reach the audiences most relevant to them. For instance, household income targeting is now available for search campaigns, which is especially helpful for performance marketing companies.

Additionally, Shortcuts can be enabled for easy navigation via the keyboard (for example, jumping to Adgroup level by pressing ‘G+’). Meanwhile, bidding options have been considerably enhanced, with more options to change bid strategies. Higher bids for “click to call” can be implemented for mobile devices, for instance.

Scripts management is far superior than its predecessor, allowing users to view up to 500 scripts and letting them know exactly when scripts will run, who uploaded a particular script, and more.

Landing page optimization will be a breeze, thanks to the integration of a new KPI called mobile-friendly click rate. This feature provides marketers with precisely the kind of mobile-specific insights they need to maximize the effectiveness of their campaigns and tailor their strategies for different platforms.

Supporting marketing success
These new features undoubtedly reflect the input and insights of users of the earlier Google AdWords, and as Google Ads matures, we can expect additional adjustments to meet the needs and specifications of users in the marketing industry.

The latest changes, however, reflect Google’s commitment to delivering marketers the capacities they need to implement campaigns that yield real results – and the industry would be remiss not to take full advantage.

Inbal Lavi is CEO of Webpals Group