Google AdWords features are loaded with potential — and if you haven’t explored the platform’s latest features, then you’re probably missing out on opportunities to improve your advertising performance. Hundreds of new features launched over the past couple years, and there’s a good chance you missed a few of them.

In this article, we’ll review seven AdWords features you should consider testing in your ad campaigns.

1. Google AdWords Editor

First things first — learn about the Google AdWords editor. Thanks to this tool, you can download all of your campaign data to your desktop hard drive and make all kinds of adjustments without the lag from page loads or slow connection speeds. It’s especially handy if you’re dealing with several campaigns or accounts at once.

When finished, just upload your data back into AdWords. It’s as if you were working online the entire time. This tool won’t single-handedly improve the performance of your campaigns, but it can certainly boost your productivity.

2. Ad Customizers

Including details about sales and limited-time offers is a great way to drive interest in your AdWords ads. Few things are more motivating than the thought of missing out. However, including this information in your ad copy used to be a tedious (and sometimes monumental) chore. Counting down with a limited-time offer meant manually updating your ads on a daily basis; large store-wide sales meant writing unique ad copy to match every discounted product.

Fortunately, Google unleashed its Ad Customizers. These tools allow advertisers to dynamically change ad copy according to certain conditions. If your ad mentions a limited-time sale, simply list an end date in the Ad Customizer tool and the countdown will be automated.

The Ad Customizers tool saves a ton of time while helping your ad stand out from the competition.

3. Callout Extensions

Experienced marketers are familiar with sitelink extensions, but many people aren’t yet familiar with callout extensions. A callout extension is an extra line of text that appears beneath ad copy and above sitelink extensions. Unlike sitelinks, callout extensions are not hyperlinked; it’s simply a chance to double-down on product benefits and customer incentives.

For maximum impact, try using callout extensions along with sitelink extensions. Your ad will be 20 percent taller if both extensions appear, and that can attract eyeballs and boost click-through rates.

4. Website Call Conversions

Want to learn how many phone calls you get as a result of your Google ads? Until recently, that wasn’t possible from within AdWords — you could only track calls when visitors clicked on the click-to-call extension button. If the extension didn’t show, or if visitors clicked through to your website before calling, then their phone calls wouldn’t be tracked as AdWords conversions.

That has changed, thanks to Website Call Conversions. With this feature, you can dynamically place a Google forwarding number on your website that will keep track of phone calls from your ads. Setting up this feature is fairly simple, although you’ll need to place a piece of JavaScript code on webpages where you want your forwarding number to appear. Anyone with web development experience can handle this easily.

5. App Promotion Ads

Does your business have an app? Did you know that since 2014, people spend more time using apps than they do using desktop computers? Apps are incredibly valuable. They’re direct, persistent links between businesses and their customers.

It’s no wonder then why AdWords launched app promotion campaigns. These campaigns cause your apps to be shown along with a button for downloading. Not only do app promotion campaigns show on the Search Network, but they also show across Google’s massive Display Network. It’s a great tool for business owners to build audiences for their apps.

6. Demographic Ad Targeting

Google AdWords is still miles behind Facebook with its limited abilities to target users based on demographic data. However, Google is improving its targeting capabilities. Now advertisers can set their campaigns to target Web users based on age, gender, parental status, and income level.

One benefit is that, over time, you will see which demographics are more likely to click on your ads. Then you can increase or decrease your bids for the appropriate demographics to hit your goals. Keep an eye on this feature, because I predict AdWords will be expanding its demographic targeting capabilities over time.

7. Display Ads Builder

Want something more than a standard text ad when targeting Google’s Display Network? With Google’s new Display Ads Builder, you can build dynamic, visual ads that are bound to attract more attention. Image ads are proven to be more engaging than text ads, boosting CTRs and improving your quality scores, resulting in cheaper costs per click.

The Display Ads Builder can upload ads you’ve created from other programs. If you’re starting from scratch, you can use the built-in editor to build new ads with text, images, and even animations. You can even pull content straight from your landing page to further simplify the ad-building process. This new feature of AdWords makes it easy for anyone to create compelling display ads.


Google AdWords was already a powerful tool. These recent improvements give business owners even more ways to connect with customers and build their brands. Plus, these enhancements show that Google is committed to improving their ad network to help businesses get better results.  As the way people interact with the Internet evolves, the AdWords platform will grow accordingly.

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