With declining organic reach on Facebook and radical changes made by Facebook, businesses are struggling to get more organic reach. Same holds true for other social media platforms and search engines. With the focus slowly shifting from free to paid advertising, digital marketers and agencies will have to change course. This has resulted in increasing reliance on Google AdWords.

If you are a digital marketing agency in Dubai or a digital marketer managing a paid marketing campaign, you might be managing multiple Google AdWords accounts for various clients. Google has been striving hard to revamp its ad platform that is its major breadwinner.

A few months back, Google announced a slew of new features and changes for Google AdWords, which included a faster, newer UI, life events targeting for Gmail and YouTube ads, a new landing page solution, AMP ads and much more. They followed it up by rebranding their complex line of ad-related products, renaming Google AdWords as “Google Ads.”

In addition to the name and logo change, does Google Ads offer anything new? Here are four new Google Ads features that every digital marketing agency should be using right now.

1. Smart Campaigns

With the Smart Campaigns feature, Google is targeting small businesses, while providing them a new and effortless way to advertise their business on Google. What makes this feature special is that it allows busy advertisers to create an ad in no time and instantly begin reaping results from it. It will help you boost the number of store visits and phone calls and take your conversion to the next level. After all, that is what a small business wants. With Google’s efficient machine learning engine powering the feature, you can expect some important things from it and efficiently manage your paid advertising budget.

2. Responsive Search Ads

The more space you have for text ads, the better because you can market your products and services in a much better way. What if you have to create ads for mobile devices with tiny screens and limited screen real estate? Thankfully, Google has solved this problem for advertisers by launching Responsive Search Ads feature. It allows you to write more than a dozen different headlines and four descriptions.

Once you have created an ad, Google will use its machine learning algorithm to try out different combinations and tell you which works best depending on the keyword, device and browsing behavior. This is a breath of fresh air for advertisers who have to create multiple versions of the same ad and implement the trial and error strategy to find out which works best. Google takes the hassle out of the entire process with responsive search ads. Although there are still some reservations on the machine learning capabilities, nonetheless, it is still a welcome addition and a step in the right direction.

3. Lead Ads on YouTube

Did you know that YouTube is the second largest social network and search engine in the world? Amazing, is it not? According to YouTube statistics, top 10 YouTube ads generated 539 million views and 3.6 million likes. What’s more, people tend to pay more attention to YouTube ads as compared to TV ads. This is the reason why YouTube now accounts for 27.1% of total digital ad spending by US marketers.

The only problem faced by most digital marketers when it comes to Lead Ads on YouTube is that downloading leads from other CRM such as HubSpot, Salesforce or Marketo can lead to some issues. Google is bound to untangle this kink and make the transition smoother for advertisers. Make sure that you know where your ads will be placed as this could affect the click-through-rate of your ads. I would suggest that you test your ad first before making it go live on YouTube.

4. Smart Shopping for E-commerce

Google created quite a stir by announcing the availability of its machine learning tech for its shopping platform. The new smart shopping feature lets businesses set store visits and new customers as goals and leave the rest to Google’s intelligent machine learning algorithm. It will take care of everything from bid adjustments to ad placements and optimization.

Businesses who have already tested the Smart Shopping feature in beta have managed to increase their conversion rate by 20%, and that too at the same cost. The “Automated Feed” option saves advertisers from the hassle of entering product details by pulling it automatically from your website and incorporating it directly into your UI. The ability to integrate with Shopify encourages E-commerce businesses to use this feature even more.

Which these host of new features on the horizon, which do you think will make the biggest impact? Feel free to share it with us in the comments section below.