7 Google AdWords Features You Probably Aren’t Using, But Should Be

Google AdWords is loaded with potential — and if you haven’t explored the platform’s latest features, then you’re probably missing out on opportunities to improve your advertising performance. Hundreds of new features launched over the past couple years, and there’s a good chance you missed a few of them.

5. App Promotion Ads

Does your business have an app? Did you know that since 2014, people spend more time using apps than they do using desktop computers? Apps are incredibly valuable. They’re direct, persistent links between businesses and their customers.

It’s no wonder then why AdWords launched app promotion campaigns. These campaigns cause your apps to be shown along with a button for downloading. Not only do app promotion campaigns show on the Search Network, but they also show across Google’s massive Display Network. It’s a great tool for business owners to build audiences for their apps.

6. Demographic Ad Targeting

Google AdWords is still miles behind Facebook with its limited abilities to target users based on demographic data. However, Google is improving its targeting capabilities. Now advertisers can set their campaigns to target Web users based on age, gender, parental status, and income level.

One benefit is that, over time, you will see which demographics are more likely to click on your ads. Then you can increase or decrease your bids for the appropriate demographics to hit your goals. Keep an eye on this feature, because I predict AdWords will be expanding its demographic targeting capabilities over time.

7. Display Ads Builder

Want something more than a standard text ad when targeting Google’s Display Network? With Google’s new Display Ads Builder, you can build dynamic, visual ads that are bound to attract more attention. Image ads are proven to be more engaging than text ads, boosting CTRs and improving your quality scores, resulting in cheaper costs per click.

The Display Ads Builder can upload ads you’ve created from other programs. If you’re starting from scratch, you can use the built-in editor to build new ads with text, images, and even animations. You can even pull content straight from your landing page to further simplify the ad-building process. This new feature of AdWords makes it easy for anyone to create compelling display ads.


Google AdWords was already a powerful tool. These recent improvements give business owners even more ways to connect with customers and build their brands. Plus, these enhancements show that Google is committed to improving their ad network to help businesses get better results.  As the way people interact with the Internet evolves, the AdWords platform will grow accordingly.

Want more Google AdWords tips? Get your free copy of our Ultimate Google AdWords Checklist.

Author: Phil Frost

Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.

Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.

Want more SEO tips? Get your free copy of Phil’s Ultimate SEO Checklist. Want more AdWords tips? Get your free copy of Phil’s Ultimate Google AdWords Checklist.

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