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August 7, 2017

5 New AdWords Features to Use in 2017

In order to maximize the benefits that Google AdWords can bring, you have to stay on top of all of its features. This has been a very busy year for Google so far. Below are just a sample of the changes it has made in 2017.

AdWords Editor 12

If you haven’t logged into your AdWords Editor within the last few weeks, it’s time to take a fresh gander at AdWords Editor 12. It comes with several new features. One feature that’s getting notice is the custom rules feature. Now you can set up rules to make sure that all your campaigns are following best practices. You can use Google’s ruleset, or set up your own.

AdWords Editor 12 also has improved UI and faster download speeds. Check out the new Quality Score columns.

Maximize Conversion Option

All PPC agencies and website owners want to get the most conversions for their ad spend, right? If you’re using Smart Bidding to bid on your ads, there’s a new option you’ll want to check out that maximizes conversion amounts for your daily budget.

The Maximize Conversions option uses Google’s machine learning technology to hyperfocus who sees your ads by taking in factors like remarketing, time of day, and device among others. You can also use a campaign draft to experiment with the feature before you use it.

Ad Changes

Google has also rolled out several new changes for their ads. Ads can now come with dynamic sitelinks which lead users to deeper parts of your site (there is an opt-out option if you’re using manual sitelinks.) If you have a physical business, location extensions can add distance, location, or map information automatically. Price extensions allow you to put up a small list of services and their prices so viewers can get a sense of what you offer. And if you have a bit of programming skill, you can create ads with custom words depending on who is viewing them.

Close Variants

Your keyword research lists might be getting much shorter with this new feature Google is rolling out over the next few months. Google is experimenting with using close variants of exact match keywords in search campaigns. People who have gotten into the test have reported a three percent increase in clickthroughs. But the real benefit is that common function words and reordering the same search terms may be a thing of the past. Read Google’s blog post for more information on this exciting feature.

Smart Display Campaigns

Finally, if you’ve been itching to start advertising on the Google Display Network, now is your chance. Smart Display Campaigns have been opened up to all advertisers. The GDN allows you to reach the other part of Google’s user-base that isn’t searching, such as when they’re using Android apps and games, browsing websites, watching YouTube, or using non-search Google products. Display ads let you reach buyers earlier in the buying cycle. If you haven’t jumped onto this bandwagon yet, now is the time. The reported conversion rates are pretty astounding.

And we’re only halfway through the year? Incredible! What else does Google have up its sleeve? You can check out every change Google makes on the AdWords platform by visiting the changelog page at this address. And this is exactly why it’s important to do quarterly PPC audits, it just makes sure you are using all the suited opportunities provided by Google AdWords


Chris Hickman is the founder and CEO at Adficient with 15 years of experience in search marketing and conversion optimization. Since 2006, helping businesses and websites suspended in Adwords to Get Back on Google.