The world of Google Ads is constantly growing. While some elements may change, disappear, or get less important (much like Pluto losing its planet status), new PPC features are always emerging. The newest addition? Image extensions for search ads. This constant evolution makes it crucial for PPC experts to keep pace with the latest developments. After all, their competitors will be eager to test out any new tools available. However, what about those overlooked and hidden gems within Google Ads that you might have missed? Let’s explore ten underutilized Google Ads features and how to leverage them for better results.

1. Above-The-Fold CPM Bidding on the Display Network

Numerous studies highlight the importance of ad placement. A common conclusion? Above-the-fold positioning significantly increases the likelihood of clicks.

With various devices, screen sizes, and resolutions in play, it’s unrealistic to assume your ad will always appear above the fold. If you’re running a cost-per-thousand-impression (CPM) campaign, your focus might be on branding rather than immediate conversions. In this case, “impressions” become your crucial metric. Why pay for impressions if your ad remains unseen? *MORE:* See Our [Facebook vs. Google Infographic] You can also fine-tune your targeting by excluding specific categories. To do this, go to your Display Network campaign, navigate to the Display Network tab, and scroll down to “Exclusions.” Click on “Categories” and then “Add exclusions” on the right side.

2. Image Ad Creator

Have you explored the Image Ad Creator? It’s remarkable what it can generate. Even if the initial results aren’t perfect, they can spark inspiration. This tool is a welcome alternative to creating .swf files in Adobe Flash, especially for those unfamiliar with the program. While not a full-fledged display ad builder, the Image Ad Creator lets you quickly design rich media ads in various dimensions. Simply provide your headline, description, and a call to action, and it will present several ad variations ready for use. Here’s how it works: In any Display Network ad group, click on the green “+ New ad” button. Choose “Image ad,” and you’re all set!

Here are some examples it created for our company, KlientBoost.com:

3. +Broad +Match +Modifier

Regular broad match can be detrimental to Google Ads accounts. It’s no surprise that many newcomers to the platform experience rapid budget depletion. Don’t get me wrong, regular broad match for keywords can be effective once you’ve exhausted other match types. However, consider a flower shop owner new to Google Ads who chooses the keyword flower shop. They might expect their ad to show only for “flower shop” and not for unrelated searches like flower girl dresses. Broad match modifier lets you add a “+” sign to essential words within your keyword. This ensures that your ad will only appear if the searcher’s query includes those specific words. What makes this different from, and sometimes superior to, regular broad match? It puts you in control, not Google. Allowing Google to display your ads for synonyms or irrelevant terms can be inefficient and expensive. Here’s a breakdown of how various match types function:

The green checkmarks indicate which search terms would trigger your ad based on the keyword “werewolf novels” and the selected match type.

4. Google Ads Scripts

While this might sound technical, don’t be intimidated. Google Ads scripts are commonly used for reporting, account alerts, and bulk edits. However, their potential extends to automating your PPC tasks. One compelling application I’ve encountered recently is tracking account, campaign, and ad group quality score (QS). Currently, the Google Ads interface only reveals quality scores at the keyword level. Scripts enable you to generate daily, weekly, or monthly reports that provide an overview of your overall account QS. Find the how-to here. This benchmark helps you assess whether your changes are positively impacting your account QS. Are you making progress, or are you still struggling? More creative ideas for scripts can be found on here, here, and here. If you prefer custom scripts, consider exploring Optmyzr.

5. Auction Insights

Curious about who’s bidding on your keywords and how their performance compares to yours? The Auction Insights feature, located within the keywords tab, has the answers. Select one or multiple keywords by ticking the box next to them. Then, choose “Details” followed by “Auction insights” from the dropdown menu.

Here’s an overview of the data you’ll receive: A comparison of your ad’s performance against your competitors for the selected keyword(s).

Pay close attention to all metrics, as they provide valuable insights into your standing.

6. Search Terms Report

This report is invaluable for daily or, at the very least, weekly review. The search term report reveals the exact phrases people entered that triggered your ad. Utilize this data to identify new keywords for bidding or negative keywords to exclude from your campaigns. You’ll find the search term report in the same location as the auction insights report: the “Details” tab within the keyword view. Select “Selected” to view data for specific keywords you’ve checked off, or choose “All” to see the report for all keywords currently displayed.

7. Keyword Diagnosis

Are your keywords attracting the right search terms, or are other keywords in your account creating competition? The “Keyword diagnosis” tool provides a quick health check. It reveals whether your keywords are triggering ads and explains why they might not be. Use this tool to eliminate internal keyword competition and ensure that the appropriate search ads are displayed for the intended searches. This feature is accessible from the same dropdown menu as the auction insights and search term report.

8. The Home Tab

Admittedly, the Home tab is often overlooked, even by me. It’s located in the green horizontal navigation bar at the top of your Google Ads interface.

The Home tab offers valuable insights such as:

• Alerts and announcements (for example, missed clicks due to budget constraints)
• Keywords with bids below the first page threshold
• High-quality keywords with low traffic volume
• All disabled keywords, ad groups, and campaigns
• Recommendations for expanding reach by adding new keywords Make it your default landing page instead of the Campaigns tab by scrolling to the bottom and selecting the checkbox on the left. Keep an eye out for new modules that Google regularly introduces, which you can enable or disable as needed.

9. Google Ads Editor

Faced with numerous keywords and ads that require optimization but short on time? Google Ads Editor, though not strictly a feature within the Google Ads interface, is a powerful tool often underutilized for bulk account management. Some advertisers are even unaware of its existence! This tool allows you to make changes to your account offline and upload them later. Notable features include the search and filtering functions, advanced bid adjustments (such as percentage increases or decreases), and the ability to collaborate with colleagues by sharing changes and adding comments. With a bit of exploration, you can master the editor in no time. Download it directly from Google here.

10. Time Lag Reporting

Are you selling high-ticket products or services? Do you understand your customers’ buying cycles? The search funnel report reveals how long it typically takes for a visitor to convert on your site. If the average purchase cycle is seven days instead of one, it might indicate a need for remarketing (if you haven’t implemented it already). The time lag report is available only if you’re tracking conversions. Here’s how to access it: Go to the “Tools and Analysis” tab and click on “Conversions.” Then, select “Search Funnels” in the bottom left corner.

On the left, you’ll see various options; select “Time Lag.” You might discover that a majority of your conversions happen within the first 24 hours of a visitor’s initial interaction with your ad. However, the screenshot below reveals that over 7% of conversions occur 12 days after the first impression.

This suggests that your visitors are taking their time to research and compare before making a purchase. In such cases, remarketing can be highly effective in keeping your brand at the forefront of their minds as they browse. Do you have any other underutilized Google Ads features to share? Let us know in the comments!