Google Ads is one of the most powerful marketing platforms and one that is jam-packed full of features to help you get the most from your advertising budget. In this blog, we’ll take a look at some of the most underused features and how you can use them to improve the performance of your ad campaigns and make your money go further.

Custom intent audiences

In an aim to help give advertisers more control over target audiences and take on platforms such as Facebook, Google has created custom intent audiences. Advertisers can now use in-market keywords and relevant URLs to help create a custom intent audience. Where advertisers want to further expand on their custom audiences there is an option for custom intent audiences to be automatically created using Google’s machine learning technology.

Custom intent audiences are created based on activity across your entire Google marketing channels including search, the display network, YouTube and app campaigns. These changes offer a more customer-focused targeting approach that should help advertiser’s better target their ideal audiences.

Optimised ad rotation

Advert rotation is one of the most effective ways to improve the performance of your advertising campaigns. Using Google’s advanced machine learning technology means that adverts can be rotated based on performance and Google can show the best adverts to searchers based on their intent. In order to take full advantage of this, you should ensure that you have a minimum of 3 adverts in each ad group and that new variations are tested and added on a regular basis.

A lot of advertisers wrongly assume that they can let Google take care of everything for them, and while their machine learning system is very effective it can’t make up for a lack of regular management and maintenance.

Smart bidding

In case you hadn’t noticed the features listed so far in the list focus heavily on machine learning and our third entry is no different. Google has invested heavily in this area and the result is some amazing features that can help advertisers get more from their campaigns. Smart bidding takes information from a range of variables and uses a data-based approach to tailor the bids for each auction based on the advertiser’s campaign targets.

Whether your goals are based on cost per acquisition (CPA) or return on ad spend (ROAS), smart bidding will help you meet your targets. As with the other features on this list smart bidding works best for advertisers that have a medium to high level of traffic as the machine learning needs a lot of data to be able to work effectively and help businesses to reach their target audience at the right price.


We hope these features will help you get even better performance from your campaigns and use the power of machine learning to help you grow your audience as well as boost your revenue.