by Luke


Google Ads, Paid Search

Google Display Ads Enhancements & Dynamic Prospecting

Google have released a few Display Ads features designed to help boost your Display campaign performance to new heights. Dynamic prospecting takes centre stage as the newest innovation utilising machine learning and automation in Google Ads.

Audience Expansion Tool

The audience expansion tool was previously available for Display campaigns (known as automatic targeting), but has been updated to be a little more user friendly. How? Well, the new design features a slider and provides an estimated amount of weekly impressions based on your chosen selection. Now you can choose whether or not to expand your audience reach, with more insight and peace of mind.

Audience Expansion Tool

Source: Google Ads Support

Custom Intent Audiences

You may be thinking custom intent audiences aren’t new and you’d also be right. However, Google have worked on their ability to create and suggest custom intent segments specific to your account. These can be suggestions based on similar advertisers, your website and account keywords.

This is designed to save you even more time searching for and setting up your own custom intent audiences to streamline your workflow. As this is a new update, I expect it to be a little hit and miss. At the very least, it’s likely to give you a couple of useful ideas for your targeting strategies.

Dynamic Prospecting

Now, dynamic prospecting is arguably the single most important release out of the three, as it could effectively boost your display campaign performance in a new and exciting way. All you need is a display campaign and product feed.

Once you link your product feed with your display campaign, machine learning is used to combine user intent and product information. The end result? Your products are shown to new customers, who are thought to be showing an active interest. Aside from user intent the pairing is also based on demographic information as well as product performance, relevance and other factors which are most likely to catch the user’s attention.

If you’re going to use this feature, I would suggest creating a new display campaign. This way you can gain specific insights into how this feature is performing at bringing in new customers. It can also be used with smart display campaigns to effectively create a full funnel display campaign. So depending on your preference, it can be used in a couple of different ways.

These features should be rolling out to accounts soon (if not already), providing advertisers with more opportunity to work towards their 2019 goals.

If you do have any questions about new Google releases or those mentioned in the article, feel free to get in touch today and we’ll be happy to help!


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