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Google Ads is a potent advertising tool for many businesses up to this day. Since its inception back in 2000, AdWords (as it is formally called) has been a mainstay of pay-per-click (PPC) campaigns. Through PPC marketing, advertisers can display their product listings, service offerings, and brief advertisements in the Google ad network. While they only get paid when their ads are clicked, this ad display can translate into many opportunities for their businesses. 

As Google advertising has changed over the last 19 years, it’s best to incorporate new trend features to ensure that your Google Ads will continue to work wonders for your business. Here are four features to incorporate for your Google Ad marketing.

1. Personalization

Personalization in Google ads is key to a successful advertising campaign. This entails gaining insights from your visitors and using this information to refine your ads toward your target market. First, make sure to match your ads back to your landing pages. This allows your visitors to see the relevance of your pages to the ads they’ve just clicked. Secondly, make use of tools such as geo customizers as a way to determine the visitor’s location. These are just a few examples of how you can personalize your ad campaign.

2. Voice search optimization

When designing your ads for campaigns, consider the integration of voice search. This is because statistics show 55 percent of households are expected to own speech-enabled devices. The use of voice search has gradually become a trend these days and is expected to become prevalent in the years to come. Notice that these commands tend to speak in more natural patterns, not the standard keyword patterns. In today’s ever-growing business landscape, it’s best to integrate natural terminologies instead of keywords into your ad copy.

3. Audience-targetted (not keywords)

Writing for your audience, instead of focusing more on keywords, is now key to effective ad content. This is because the Google ads interface now allows advertisers to target audiences based on demographics. This means that you have to consider fewer keywords now and create ad elements that appeal to your target market. There’s a wide array of tools that you can use to analyze your visitors’ interests and desires. You can also create ad content that is aligned with what your prospective customers or clients want.


4. Smart campaigns

The Google ads interface allows users to create “Smart Campaigns,” which enable users to create ads that can be targetted to specific audiences. Through this ad creation, you can include the address of your business, images, and other information into Google ads templates. Google will then automatically account for your click-through rate (CTR) and conversion rate (CVR). Its algorithms will then locate audiences that fit the information you provide. 

// Final words

Do not wait any longer to spruce up your marketing gameplan. As outlined above, you have to personalize your ads to appeal to specific audiences, account for voice search when designing ads, think beyond keywords when creating ads, and take advantage of the benefits of Google Ads Smart Campaigns. 

By incorporating these new trend features in your Google ads, you will surely achieve overall business success through your Google ads display. If you’re looking for a digital marketing agency to assist you with this, get in touch with us today to see how we can help.

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