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5 Adwords Features You Should Be Using

August 7, 2015

Richard Halling
Rich manages the paid search advertising department at Candidsky, with over 7 years of hands on industry experience, managing campaigns for established household brands.

Dimensions tab – time

One of my favourite places to slice and dice data in Google Adwords is in the Dimensions Tab where you can view data across a specific ad group, campaign or, the entire account! The Dimensions Tab has many features you can delve into but I’d like to show you the ‘Time’ feature, specifically ‘Hour of Day’.

time screen 1

The benefit of using this feature is that you can see at which times your customers are most likely to convert. If you sort the data by clicking on ‘converted clicks’ you can arrange the data to show the time periods with the highest number of conversions.

time screen 2

As you can see in the above example, customers are much more likely to convert between 9am – 4pm. This allows you to develop a strategy, optimizing bids at peak times where conversion is most likely.

Budget sharing

Running multiple campaigns? Shared budgets are a great way to consolidate all your campaigns into one daily budget. This option is available through the ‘Shared Library’ in Google Adwords.

shared library

If you apply caps to individual campaigns, you may find you’re limiting your spending, whilst other campaigns might not hit the daily cap you have attributed. This way, the budget can be spread over campaigns that provide more volume, eliminating any spend limitations.

shared library budget

Bear in mind, there are pros and cons of using shared budgets. If one campaign dominates with spending (maybe a broad matched campaign) this could take away spend from other campaigns such as longer tail campaigns with lower volume. It is possible to have multiple shared budgets, so this choice might be suitable if running a large PPC campaigns.

Segment – devices

The Segment function offers a few different options, although I find  mainly use it for splitting device performance. There are alternative ways to view device data but I personally find this way the quickest.

segment device

The Segment tab is available at campaign, ad group and keyword level, giving you easy insight into device performance. This helps me check performance and decide if my campaigns, ad groups or keywords are worth bidding for on mobile. If the data on mobile is having a negative effect on my overall CPA, it might be that I decide to reduce my mobile bids by 100% so that I’m not visible at all.

segment device keyword

Be cautious when making a decision to completely remove mobile from your campaign strategy based on 0 conversion data. With multi devices playing a bigger part in the conversion process, always check if the device is attributing to a conversion on desktop or tablet.

Callout extensions

These have been around for a while now and people still don’t know they exist. Introduced back in 2014, they provide additional text to your ad, allowing you to show valuable information to customers before they click. Great for showing off your USP’s, not to mention freeing up more space in the 70 character description we have to squeeze the life out of!


Your ad must appear in the top 3 positions for them to show, just like site-link extensions. Unlike site-links though, Callout extensions are not clickable, its only text. Use this space to sell yourself or, callout to your potential customers. The maximum number you can show is 3.

Callout create

You will find Callout extensions available in your Ad Extensions section of Google Adwords.

Callout create 2

Callout extensions can be added at account, campaign and ad group level, which is handy if you have different products in a campaign separated out in ad groups, giving you more control over the messaging. Another benefit is the device preference, meaning you can change the message to reflect that, or opt out if you wish. Text characters are limited to 25, but we’re use to that, right?! Also here’s a tip, don’t try and add a phone number or email address, they will be disapproved!

Ad rotation – rotate ads equally

When creating a new campaign, you will probably want to test a few different versions of your text ads and try out various messaging and call to action. I usually have 3 or 4 different ad copy versions that I run alongside each other. The default setting when you create the campaign is ‘Optimise for clicks: Show ads expected to provide more clicks’. That’s fine, we all want more clicks but this isn’t the best option if you want to rotate and test your ads equally.

ad rotation

If you go to your campaign settings, you can change the ad delivery method to the selection highlighted above. This option rotates ads for 90 days where they will be equally served and then the ads with a higher CTR will show more frequently after 90 days. If you only want to rotate ads for a shorter period, just make a note to change the settings back after you’ve reviewed performance.

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