The pandemic has presented an opportunity to rethink readiness. For businesses, that means investing in digital tools that enable recovery and growth. For Google, that means adjusting their product roadmap to focus on what’s important to advertisers. At DMEXCO and Advertising Week, Google unveiled innovations in Google Ads that will help advertisers reach their customers and grow your businesses online, even in times of uncertainty. Here are the newly released Google Ads features!

1. Service attributes:

   New attributes like “Dine-in” for Local campaign ad formats and “Pickup later” for local inventory ads help you connect with nearby customers.

2. Smart Bidding for store sales (beta)

   Retail and restaurant advertisers will soon be able to use Smart Bidding for store sales to optimize for in-store transactions.

   Smart Bidding is a subset of automated bid strategies that use machine learning to optimize for conversions or conversion value in each and every auction—a feature known as “auction-time bidding”. Target CPA, Target ROAS, Maximize conversions, Maximize conversion value, and Enhanced CPC (ECPC) are all Smart Bidding strategies.

3. Insights page (beta)

   In the coming months, Google Ads will be rolling out a beta to give us custom insights specific to our businesses. The insights will include search trends to show us product or service categories where our consumer interests are growing the most.

4. Performance Max campaigns (alpha)

   This new campaign type will become the most complete way to buy Google ads across all our inventory. It will provide greater customer reach, a goals-first approach to campaign automation, new reporting insights, and new ways to guide how automation works for your business. Google Ads is currently in the early stages of testing and will invite more advertisers to join the beta next year.