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3 New Features to Deliver Conversions with Google Display Ads

Google has introduced today three new features to help advertisers setup successful display campaigns and maximize return-on-investment (ROI) for seasonal shopping this year.

The new features launching today aimed at delivering more conversions.

Improved Audience Expansion

The audience expansion tool which is available under campaign settings can be used to increase audience reach to “drive more conversions at the same average cost-per-acquisition (CPA).”

Now, Google Ads’ has added a new slider that can be used to increase or decrease reach.

The new tool shows more granular weekly impression estimates based on the settings.

Advertisers would need to move the slider to know the number of impressions that could get at a comparable performance, then click on “Save.”

Here is a screenshot of new audience expansion settings for Display campaigns:

New audience expansion settings for Google Ads Display campaigns

Google Ads’ notes, up to 50 percent more conversions for same investment through the new tool.

Dynamic Prospecting

This recently announced feature uses a product feed to show relevant products based on visitors’ past interactions on Google and publishers sites in Google ads network.

As opposed to dynamic remarketing that shows products based on visitors’ past interactions with a website.

Google Ads’ says, dynamic prospecting uses machine learning (ML) to evaluate products’ performance in a visitors feed and match the most relevant to a customer’s interests and that most likely to generate conversions.

Advertisers can enable “dynamic prospecting” by simply linking a product feed to a Display campaign.

Advertisers are reporting 20 percent increase in ROI on an average after connecting feed to display campaign.

Custom Intent Segments

Custom intent audiences aimed at saving time while helping in reaching out to most specific audiences by simply adding keywords, URLs or apps.

And, Google by using machine learning analyzes existing campaigns and automatically creates custom intent audience recommendations.

These auto-generated suggestions are based on the most common keywords and URLs in content that users explore while browsing into a product or service.

Now, Google Ads’ has added a new ability for advertisers to select from thousands of newly generated segments which are created automatically based on their account.

With these new auto-generated segments advertisers are not required to manage a long list of keywords to reach right customers says Google.

Here is a screenshot of new automatically created segments with custom intent audiences:

Google Ads auto-generated segments with custom intent audiences

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