6 Google Ads tools and features you might not know about that can benefit your PPC strategy 

For small businesses and start-ups, taking your first steps into digital marketing - especially advertising - can be a little daunting. Before joining CampaignHero we see a lot of smaller businesses chuck a bunch of money at advertising, close eyes and cross their fingers hoping that it will give some sort of result. Which is why a lot of businesses decide to stop advertising altogether, not necessarily because of the budget but because of the lack of resources, planning and knowledge going into it.

That’s why we are going to take a look into some of Google’s tools and explore what they can offer you when moving forward with strategizing across PPC channels.


1. Google Ads Auto-Recommendations

Google Ads Auto-Recommendations

Google Ads Auto-Recommendations are designed to help improve your campaigns’ performance. Each recommendation is customised to your account which helps you get the most out of your budget by suggesting and improving keywords, bidding, and ads to improve the overall efficiency of Google Ads campaigns.

This tool enables you to

  • View performance estimates based on your historical campaign data.
  • Suggest and implement improvements across your active campaigns.
  • Keep your Google campaigns updated in terms of keywords, bidding and ad copy.

Key benefits

  • Save precious advertising budget and time.
  • Optimise your campaigns to stay ahead of competitors.

How does it work?

The recommendations page in your Google Ads account looks at your performance history, campaign settings and different trends across Google’s platform to auto generate recommendations to improve your campaign performance. Previously this used to be a separate page where you had to go and view to implement, but with a new update, Google has this feature turned on as a default campaign setting (this can be switched off if you prefer to review first).


2. Google Ads Performance Planner

Google Ads Performance Planner

The Google Ads Performance Planner is a tool that enables you to create plans and generate predictions for your advertising spend across the Google Ads platform. It helps you visualise how changes to campaigns might have an affect on your metrics and overall ad performance. 


This tool enables you to

  • Create a plan to visualise forecasts for your Google Ads campaign. 
  • Explore your forecast by adjusting various campaign settings. 
  • Using your plan, quickly implement the changes to your campaign.

Key benefits

  • See your campaign’s projected monthly and quarterly performance. 
  • Gain optimization suggestions that can help improve your campaigns performance for the same budget. 
  • Find out how your spend and performance goals are affected if you change campaign settings.‍

How does it work?

Google’s Performance Planner takes into account billions of search queries through its search engine (this is updated every 24 hours). The Performance Planner then simulates relevant ad auctions variables including seasonality, competitors activity, your landing page etc. After running simulations and collecting data, it then uses machine learning to fine-tune your Google Ads campaigns and their predicted forecasts. 


3. Google Ads Audience Insights

Google Ads Audience Insights


‍‍The Google Ads Audience Insights tool is designed to help you find new audiences by showing valuable information on the people who’ve previously interacted with your website or are within your remarketing lists.

For example, if you’re using Google Ads conversion tracking, audience insights can help you find audiences related to your 'all converters' remarketing list to expand your targeting and enable you to adjust your bids to better reach these high-performing audiences.

This tool enables you to

  • Find new and relevant audiences to expand your targeting.
  • Discover the demographics, locations, devices and interests that make-up your remarketing audience. 
  • Drive sales with new customers who are most likely to convert.

Key benefits

  • Find new audiences and drive campaign growth. 
  • Save budget on wasted audiences not taking actions with your ads. 
  • Explore new audiences that are more likely to convert and drive revenue to your business.

How does it work?

Let’s look at an example: A bike shop checks the Google Ads Audience Insights report for their 'all converters' list. They discover that the people who typically convert on their website are: men, ages 35 to 54, health & fitness buffs, they mostly use mobile devices and currently are in the market for bicycles & accessories. They could decide to use this information to create a campaign with ads that target this audience profile specifically, further increasing their chance of a conversion and driving ROI.


4. Google Ads Reach Planner

Google Ads Reach Planner

For many people, visual mediums can be a powerful asset for their marketing endeavours. YouTube in itself has become a massive search engine platform, with over 1.9 billion monthly users it makes a very attractive place to advertise for businesses. If you're new to video advertising on YouTube and aren't sure on ad formats, or how much budget you should be applying then Google Ads Reach Planner is the tool to try.

This tool enables you to

  • Forecast the reach and frequency achievable on YouTube and across Google’s video partners. 
  • Forecast predicted results based on campaign changes.

Key benefits

  • Save time and money by visualizing impact with predicted performance. 
  • Unlocks more campaign types/formats to choose from.

How does it work?

The tool allows advertisers to forecast the reach and frequency achievable on YouTube and across Google’s video partners, similar to the Google Ads Performance planner you are also able to simulate expected results based on changes you can make. You can customize audiences to give yourself a better understanding of how, where and to whom to push your businesses products and/or services to.


5. Google Ads Keyword Planner

Google Ads Keyword Planner

The Google Ads Keyword Planner is probably one of the most practical tools on this list if you’re planning on running Google Ads Search campaigns. This tool really harnesses the vast amounts of search data that Google collects on all of its searchers, driving power behind your ads.

This tool enables you to

  • Assists with researching keywords for your Google Ads campaign to find relevant and popular search terms similar to your products or services. 

Key benefits

  • Helps not only with your PPC strategy, but can also help in your SEO strategy for keyword planning within your target audience.
  • Find exactly the right audience looking for your products and/or services. 
  • Helps you determine budgets and bids as well as giving you direction to stay ahead of your competitors in the auction space.

How does it work?

The first, and simplest method when using Google’s Keyword Planner, is to simply allow the tool to scan your website to pull relevant keywords based on your content. You can review these keywords by average monthly searches, the competition in the ads auction and the price/bid you should expect to pay on that keyword.

Alternatively, you can enter specific keywords for the products or services you offer. For example, if we go back to our bike shop example and they enter “bike accessories” into the tool they’ll be shown statistics on keywords relating to bike accessories (like below).

Google Ads Keyword Planner Dashboard Bike Accessories Results


Once you've identified appropriate keywords you can use the keyword planner’s “get search volume and forecasts” section to take your forecasting a step further by using historical statistics and traffic forecasts.

Forecasts predict clicks and estimated conversions and can give you an idea of how a list of keywords might perform for a given bid and budget. These forecasts can also help guide your decision on which bids and budgets to set.

Below are some of our bike accessories keywords we found from the research tool.

Google Ads Keyword Planner Forecasts Dashboard Showing Bike Accessories

6. Google Ads Editor

Google Ads Editor

This tool isn’t for everyone, maybe not if you’re a small business with only a few campaigns active within your account. If you have a lot of campaigns and wanted to make bulk edits and changes e.g. changing the ad copy text or updating the landing page URL across multiple ads, instead of going into Google Ads and amending one-by-one you can use the Google Ads editor tool to manage these changes in bulk.

This tool enables you to

  • Use bulk editing to make multiple changes quickly.
  • Export and import files to share proposals or make changes to an account.
  • View statistics for all campaigns or a subset of campaigns.
  • Manage, edit and view multiple accounts at the same time.
  • Search and replace text across ad groups or campaigns.
  • Copy or move items between ad groups and campaigns.
  • Undo and redo multiple changes while editing your campaigns.
  • Make changes in draft before uploading them to your account.
  • Keep working even when you're offline.

Key benefits

  • Save time with bigger accounts
  • Multi-user access 

How does it work?

Unlike the other features within Google Ads, the Google Ads editor is a separate tool that is downloaded onto your desktop (don’t worry, it’s free!). Any changes you make within your Google Ads account will appear in the editor platform and vice versa. ‍‍


So there you have it, six great Google advertising tools to help you create an optimised PPC strategy on Google Ads. 

If you’re on the hunt for more helpful tools that can benefit your Google Ads strategy, you can check out our CampaignHero Ad Spend Calculator and Management Fee Calculator.

These days digital marketing is not an option, even for small businesses, and choosing not to commit can leave you behind your competitors. Understanding how to use your marketing budget on PPC advertising can seem difficult, but we hope these tools will help refine your strategy. Here at CampaignHero we aim to provide small businesses the best support with their advertising whether across Google, Microsoft and Facebook. 

Click here to start your 30 Day Free trial on the CampaignHero app.

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