The 6 hidden gems of Google Ads

The seasoned SEA specialist already knows many options in Google Ads. But if you’re not an experienced Google Ads user, you might be missing some of the platform’s hidden features. Don’t worry, I’m here to help you! Here are some of the lesser-known features of Google Ads to boost your campaigns.


1. Advanced control technology

You know what they say, you often have to look for the best things in life. The same can be said of Google Ads. There are all kinds of features and capabilities that hide in plain sight. Waiting to be discovered.

One such hidden gem is its advanced control feature. To find these, navigate to Tools and Settings > Bid Strategies. Then look for the button labeled “advanced controls.”

Once you’ve found these, you can make 2 important adjustments: ‘Data exclusions’ and ‘Seasonal adjustments.


Data exclusions

Data exclusions allow you to exclude certain data points from the total data set. This can be useful if there has been a measurement problem or if you want to exclude certain outliers. The data is not visibly removed, but it does ensure that it is no longer included by the Google Ads algorithm.

Suppose there has been a measurement problem, then this can VP Quality Email Lists cause the algorithm to go wrong. If you suddenly measure twice as much turnover, that is food for your bidding strategy to start bidding on, while this is not the intention. Data exclusions will fix this.

VP Quality Email Lists

Seasonal Adjustments

This tool allows you to adjust bids during upcoming events, such as a sale or promotion. Only use seasonal adjustments if you expect significant changes in conversion rates, as Smart Bidding already manages seasonal events. (The name of the tool is a bit confusing, I know.

Seasonal adjustments are ideal for short events from 1 to 7 days. They don’t work as well if you use them for longer periods (more than 14 days at a time).

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