The five latest Google Ads features and how to get the most from them


30 second summary:

  • Make no mistake, Google Shopping is still mostly a paid PPC channel, but you can enjoy the free traffic too
  • Video and ad formats aren’t the type of ad you think of when capturing online
  • They are more popular for brand awareness and influence goals
  • With acquisition channels in particular, not all conversions are created equal – a purchase on your website from a new customer is worth more than one from a returning customer
  • It’s easy to forget that most of the business is still offline and that Zoom calling and online shopping isn’t all there is in life
  • However, offline conversion tracking is not always taken into account
  • With gallery ads, Google is offering a new ad format that is integrated into the search advertising network
  • Because these ad formats are only intended for mobile ads, their dimensions allow advertisers to have more impact than a text ad

Google has released new smart features and ways to buy ads on its various channels. They allow marketers to expand their reach and try new approaches. As always with novelty, there will be a learning curve.

At SEISO, the reference PPC Insight platform, we analyzed the impact of these updates on more than 13,000 accounts. Here’s how you can make them work for you.

Content created in collaboration with SEISO.

1. Get listed on Google Shopping for free

Make no mistake, Google Shopping is still mostly a paid PPC channel, but you can enjoy the free traffic too. Why is there a free option? After the introduction of the shopping channel, Google pushed most of the other price comparison websites out of its SERP (, Shopzilla, BizRate and others). The move was so aggressive that in 2017 the European Commission fined Google € 2.42 billion (~ $ 3 billion) for violating EU antitrust rules by using “another Google product, its comparison shopping service “gives an illegal advantage”. While it’s still catching on, Google has made changes to ensure that its services and SERP have different options than their own. When it comes to optimizing organic search, you need to make sure that your products come first.

How it works for you

First of all, you need to optimize your Shopping Ads and understand which products are the most clicked and converted. For example, you can use SEISO Google Shopping Analyzer (Free to try) to get purchase reports. From there, you can customize your product feed and product pages to make sure you focus on products that have positive margins.

Source: SEISO report for non-performing products in your shopping feed

After you’ve shortened the feed and pages, you can go to the growth menu and go to your Google Merchant Center account. There you will find a channel called “Surfaces via Google”. You want to set it to “ACTIVE”. This feature was originally only available in the US and India, but is rolling out worldwide.

Using the New Features of Google Ads - Polish Your Google Shopping Ads

2. Get impressions on display and YouTube ads, but only pay for sales

Video and ad formats aren’t the type of ad you think of when capturing online. They are more popular for brand awareness and influence goals.

But now Google wants to convince you differently. Why? Google has so much data on user profiles and their intentions that they can predict what they will buy. Facebook built its platform on what they know about users browsing and sharing. Google knows users very well: from the search queries, from the media they consume on their interfaces (videos and AMP pages), and from previous purchases thanks to the receipts received in Gmail.

Thanks to this treasure trove of data points, the algorithm identifies which new video game console the user wants. And it only shows them the relevant ads when they’re ready to buy. The ad is more likely to convert, and Google gets more revenue per page by only showing the conversion of ads to users: win / win.

Now you can perform performance-based targeting for YouTube ads and the Display Network. This usually means less reach than a CPM or Trueview campaign. However, you will get incremental conversions while in control of your budget.

Google Ads

But remember, this is a black box. The algorithm decides whether or not your ad will show based on how much money it is generating for Google. If your products are getting an audience, it is a virtuous cycle and you will get a lot of volume. If not, your campaign may not start at all.

How it works for you

  • Use Smart Display with a tCPA or tROAS bid strategy. This way, you can keep the benefits of the smart display framework without losing control.
  • Based on 13,000+ Google Ads accounts reviewed by SEISO, The best targeting are: “Similar Converters” and “Custom Intent For Your Competitors”.

You can use the … Audience analysis section from SEISO to find out which audience is most relevant to you. And you can try it for free.

3. Customer acquisition is good, but NEW customer acquisition is better

Not all conversions are born equal. When it comes to acquisition channels, a purchase on your website from a new customer has more value than one from a returning customer. Of course, loyalty is key and you need to take care of existing customers. However, search engine marketing is neither the main channel nor the most money-saving channel to do this. CRM, whether through email marketing or earned social media, is more efficient at getting your customers back on track. The symbiosis between acquisition and loyalty is the best way to maximize the value of your customer lifetime.

Once you know how much money to expect from a user in the long run, you can adjust the amount you are willing to pay for a new customer to match an old one.

You can now consider lifetime value in Google Shopping. Go to the conversion goals by clicking on “Settings” in the left navigation of your Smart Shopping campaign. Use the “new customer acquisition” option. Enter the additional price that you would like to pay per conversion for this type of customer compared to a returning customer. For example, if your CPA for a conversion is $ 42 and you set the New Customer Value to $ 38. This allows the campaign to pay up to $ 80 for new customers and $ 42 for existing customers.

Google Ads

How it works for you

Make sure you keep track of your new customers. There are two ways to do this, and you should use both:

  • Make sure your Google Ads account and Google Analytics account are connected. In this way, the algorithm recognizes all sales made on your website, even if they come from another channel.
  • Set differentiated tags for new and old customers and leave your ecommerce platform or tag manager. You need to display one day or the other depending on the status of the customer.

As a rule of thumb, you should align this with your advertising strategy. Focus on your product choices to improve your best recruiting products. The ones that usually drive the first sale on your website to new customers.

4. Go offline! This is how you keep track of offline conversions

These days and times, it’s easy to forget that most of the business is still offline and that zoo calls and online purchases aren’t all there is to life. However, offline conversions tracking is not always taken into account. According to Google, 30 percent of mobile queries are local searches and it’s the fastest growing segment. And 75 percent of users who do a local search go to a store within 24 hours. These are many conversions that have been lost due to online tracking.

Google Ads

This is exactly what the new version of Google Ads Local Campaigns is for. Local campaigns use GPS and Wifi to identify the user’s location. Google shows ads related to the presence of business advertisements at the user’s current location.

How it works for you

To be successful, you need to set up omnichannel tracking that integrates offline elements. From there, you can measure different types of conversion. You should create a series of conversion actions for each campaign:

  • In-store visits: Google automatically tracks in-store traffic from the user’s location captured by their apps and operating system. You need to register all of your point of sale addresses or GPS coordinates.
  • Offline purchase thanks to the offline conversion API or bulk sheet upload.
  • Buy online through your regular tracking pixel.

Once your conversions are shown in the user interface, you can optimize for each of these goals. If you go further, you can optimize the new full potential of each campaign for each goal! To do this, try the SEISO Campaign optimization tool free.

Source: SEISO PPC Campaign Optimization Tool

5. Be creative! Push gallery ads across all networks

Gallery ads and showcase shopping ads on the lookout are good to test! 85 percent of those questioned place more value on visual information than on text information. Visual information is preferred to text by at least 50% of respondents in all categories, with the exception of electronics, housewares, and wine and spirits (Intent Lab Research, February 2019).

With gallery ads, Google is offering a new ad format that is integrated into the search advertising network. Because these ad formats are only intended for mobile ads, their dimensions allow advertisers to have more impact than a text ad. Google will continue to serve the same user with your motives for new placements, e.g. B .:

  • Youtube: On the home screens where more than 90% of users say they are discovering new brands and new products.
  • Discovery: Google Discovery app when scrolling the news feed and looking for interest.
  • Gmail: By discovery, though Gmail ads are introduced. With Discovery Ads, you can extend your reach from Gmail to other Google-owned interfaces.

And of course they will be shown as on the main results pages Present shopping ads.

Google Ads

Google is always bringing in new functions for testing. The key to a state-of-the-art Google Ads account is to test early. As soon as the functions have reached mass acceptance, they are already fully optimized and have secured the best positions for themselves.

The SEISO Analysis Report has a lot more to discover, including expert tips and best practices, account activity analysis, and 75+ criteria sifted.

Are your Google Ads campaigns optimized? To attempt SEISO today for free, Click on this link:



Jeffrey Rabinowitz