Google AdWords Express is aiming to make it easier for SMEs to optimise their advertising and marketing campaigns with several new features. The tech giant claims that the latest update will be particularly beneficial for enterprises that don’t have their own websites to manage and monitor automated ad campaigns.
The first new feature promises to offer detailed call tracking, which enables advertisers to get the exact details of customers who have tapped on the “call now” button on their smartphones. Users will be able to see a visual representation of the number of calls and information such as area code, date and time and duration.
The second addition brings more in-depth ad scheduling controls for businesses. This will allow advertisers to select ‘anytime,’ ‘business hours’ or ‘custom hours’ from a drop-down box so that they have full control on how their ads run each day. For example, SMEs will be able to switch off advertising outside of business hours or when they are unable to answer phones calls.
The third and final new feature is a slight overhaul to map actions in AdWords Express. Users will now be able to access details about people who have viewed their ads and clicked through for a closer look at exactly where their premises are located on Google Maps. This should be useful for brands with physical stores that want to convert their online traffic into in-store sales.
Campaign drafts for display ads
Along with its expanded AdWords Express features, Google has also confirmed that it is now launching campaign drafts and experiments for display ads. Google rolled out the new feature for AdWords campaigns earlier this year as a means to allowing marketers to propose tests and changes. The functionality will now be available for Display Network campaigns too.
Google added that SMEs will be able to experiment with changes to their AdWords campaigns through Campaign tests and drafts, allowing them to choose the alterations that work best for their business.