So that Google searches reach your ads
So how do you advertise on Google? What are the advanced tools for Google advertising? We have prepared a list of 7 advanced tools for advanced Google advertising that we believe every advertiser must know and use regularly. All these tools will help improve the performance of your campaigns. Some of the tools will help you target more precise search terms using Google’s keyword tool, while others will improve the visibility of your ads and help you build an advanced Google campaign that delivers results.
List of Tools - Advanced Google:
Fifth match type in the Search Network – Phrase Match Modifier – PMM
Dynamic keywords in ads – Dynamic Keyword Insertion – DKI
Countdown in ads – Countdown
Dynamic ads in Search Network – DSA – Dynamic Search Ads
Search Network Remarketing – RLSA – Remarketing Lists For Search Ads
Responsive ads in Display Network – Responsive Display Ads – RDA
Responsive ads in Search Network – Responsive Search Ads – RSA
1. Fifth keyword match type - Phrase Match Modifier
It is not always possible to capture all Google searches for a specific topic using BMM or PHRASE MATCH.
This method essentially combines BROAD MATCH MODIFIER and PHRASE MATCH and lets us handpick the strings we want to target with ads.
What is the advantage of this match type?
You can connect 2 words in a string using a dot between them. The remaining words are required to be in the query, but in no fixed order.
Examples of queries that will work for the keyword: “+development.job +tel.aviv”:
development job in tel aviv
tel aviv development job
java development job tel aviv
python development job tel aviv
Examples of queries that will not work:
how to find a development job in tel aviv
development studies in tel aviv
java development job in tel aviv
development jobs in tel aviv
2. Automatically inserting search queries into the ad - Dynamic Keyword Insertion
When should you use DKI?
If I have an online store with many types of shoes, there will be many Google searches for specific shoe models, such as: “Nike AIRFORCE 1 shoes”.
Instead of building lots of ad groups for every single model on my site, I will insert a DKI for Nike shoes, and whenever someone searches for specific models of Nike shoes,
the headline of my ad will display exactly what the user typed in the search bar.
This method will not completely replace the need to target ads to keywords 100%, but it will help find relevant keywords for the product and increase click-through rates.
One method to catch the user’s eye is for the ad to contain the search term they typed
The search term will appear highlighted in the ad
Google does this in organic results
The ultimate solution is to create an ad group with a single exact match keyword and ad(s)
The practical solution is ads with DKI
Example:
For the “Netanya by the Sea” campaign, there is a landing page describing the project with a lead form.
The keywords are:
new apartment from developer in Netanya
3-room apartment in Netanya
penthouse by the sea in Netanya
In Headline 1 you write: Looking for {Keyword:New Apartment in Netanya}?
DKI step-by-step:
Create a new ad, enter curly brackets, and insert the dynamic keyword. Afterwards, a menu will open as shown in the picture:
Select the desired keyword:
Default value:
Looking for {Keyword:New Apartment in Netanya}?
Headline 1 allows 30 characters
The word {KEYWORD}, brackets, and a space after it = 7 characters
The character ? = 1 character
Meaning, 22 characters remain
If the search term is < 22 characters, the entire term will be displayed
If the search term is > 22 characters, Google will display the default value – in this example: New Apartment in Netanya
Disadvantages of working with DKI:
Recommended to work with exact match
Be very careful with trademarks, competitors’ names…
Cannot change the landing page based on the search query
3. Countdown
An advanced automated solution allowing you to show the time remaining until an offer ends.
Examples: 10 hours left for discounted registration / 5 days left for end of season sale
Building an ad with countdown:
Notes:
Type the ad end time in 24-hour format (HH:MM:SS)
If using Countdown, you must create at least one regular ad in the same ad group
The Countdown ad will appear according to the schedule you set
Displaying of Countdown ads will stop at the date and time you specified
4. Dynamic Search Ads - (DSA)
A great tool where Google partially generates dynamic ads based on website content.
How is it done? Set up a Search campaign and configure all campaign settings as usual.
To create a campaign with dynamic search ads up to creating the ad group:
Enter the domain and select a category from the list:
Add the ad details (only descriptions are added):
Notes:
No need to define keywords, Google does the work for you
You can see the search queries in the ‘Search Terms’ report – and find relevant keywords to add to your main campaign
5. Remarketing Lists for Search Ads (RLSA)
Search Remarketing is a tool that allows matching Search Network campaigns to people who have already visited your website. The tool adjusts bids and ads for those visitors so that the ads will be shown to them when they search on Google and search partner sites.
2 sample use cases for Search Remarketing RLSA:
1. Building a search campaign for a more generic keyword – for visitors who already visited the site
Example: In a naturopathy course, we will take the general term – “naturopathy” for those who have visited the site.
2. Increasing the cost-per-click bid for visitors who already visited the site
Example: If a user has already visited the site in the last two weeks, we are willing to pay more for them –
for example 40 percent more on the cost-per-click (because the user is more relevant than someone who hasn’t visited the site).
RLSA step-by-step:
1. Building a search campaign for a more generic keyword – for site visitors only
Set up a regular campaign containing the terms
Go to Audiences
Pay attention to the conversion rate and of course the cost per conversion
2. Increasing the bid for visitors who already visited the site
Set up a regular campaign with the keywords
Go to Audiences
The difference is that in option 1 we displayed ads only to those who visited the website, and in option 2 there is a 40 percent bid adjustment upwards,
meaning for a user who visited the website – we are willing to pay 40% more
To select the appropriate option – when creating the audience in the campaign, you will be asked to choose between 2 options:
Targeting: This is option 1 from the example.
Observation: This is option 2 from the example.
6. Responsive Search Ads (Beta)
Google claims that responsive ads enter more AUCTIONS in the platform, so the potential reach is larger than standard text ads.
Responsive ads allow Google to display ads on all device types without fitting issues.
How does it work?
The system allows entering up to 15 different headlines and 4 different descriptions.
Google basically tests all combinations created from the headlines and descriptions, checking which combination brings the best results.
How do you create a Responsive Search Ad?
Go to the ad group where you want to add a responsive ad, click on the + (just like creating an ad) – and the following menu will appear:
After that, the interface for building the ad will open:
** It is important to write texts that fit well with all the other texts you enter. Because Google will test all variations, the texts need to work together seamlessly.
There is an option to pin texts by clicking the pin icon to the left of the text. It is recommended to pin 2 headlines, and let the rest of the headlines work dynamically with the other texts.
7. Responsive Display Ads in Google Ads
On the Display Network, there are 3 types of ads:
1. Image / GIF / HTML ad
2. Responsive display ad
3. Text ad (you can copy text ads from the Search Network and paste them into a Display Network campaign)
What is the difference between an image ad and a responsive ad?
Responsive Display Ad:
1. No control over the ad layout
2. To create the ad you need a logo (in 2 sizes) and an image (one size is usually enough in most cases)
3. Cannot customize some ads individually
4. Relatively low cost
Image / GIF Ad for Display Network:
1. Requires professional graphics – banners in preset sizes for the ad to run on the Display Network
2. You can decide which sizes to use
3. Ads can be optimized
4. Relatively more expensive
What do you need to prepare?
Image
Logo
Multiple headlines and descriptions (like in a Responsive Search Ad), make sure the texts and descriptions work dynamically (the texts won’t necessarily appear in the order you uploaded them)
Videos can be added to ads
Uploading the responsive ad:
Go to the display campaign, then to the ad group where you want to add a responsive ad, click on the + (just like creating an ad) – and the following menu will appear:
After that, the interface for building the ad will open:
** If you have a dynamic catalog, you can run dynamic remarketing on Google using a responsive display ad
Summary
In this article, we presented 7 advanced tools in Google Ads. Most tools are suitable for the Search Network. We started with the fifth match type – PMM, which is a great method once you understand the concept; we also recommend using it for negative keywords. Next, we discussed DKI – you must be careful with this tool and check which search terms your ads run on so you don’t run an ad that doesn’t fit your business profile. In addition, we explained how to use countdowns, a great tool for promotions/open houses, etc.
Other tools mentioned in the article: DSA – an excellent tool for finding relevant long-tail keywords for your business. RLSA – a very important tool for the Search Network; it is important to use its Observation option to understand how different audiences behave in the campaign. Responsive Search and Display Ads: new ad types for Google networks; why add these ads? For the simple reason that Google will be able to display our ads in more places it couldn’t display before,
allowing us to gain more exposure and possibly more conversions.
In summary, it is recommended to try every new tool Google offers and test if it works well and improves your performance, otherwise you will fall behind with your campaigns.
A little about me
Yanir Cohen, 22 years old, specializes in digital campaign management across a variety of channels.
