AdWords was Google's native advertising system designed to help businesses maximize their potential to reach their target markets online. However, to adapt to the new trends in online marketing and the industry's cut-throat nature, AdWords was changed to Google Ads, introducing new features and products that Google wanted to present to the public, such as DoubleClick and AdSense. In this article, we will discuss the five latest features of Google Ads and show you how to make the most of them.

Google Ads' newest features include the use of Artificial Intelligence (AI) to create personalized ads for users, making them more relevant. Another feature is Google Ads Local Campaigns, which enables companies to use their WiFi or GPS to present personalized advertising choices based on users' real-time location. Approximately 75% of all mobile queries made online correspond to local searches, and of this number, about 30% will pay a visit to the store within the next day. With Google Ads Local Campaigns, you can capitalize on this opportunity to convert clients. By integrating offline components into a tracking setup that's omnichannel and creating different conversion actions for each campaign you launch, you can measure your conversion in a variety of ways and develop a more optimized PPC marketing campaign.

Google Smart Shopping is another new feature that allows businesses to acquire new customers effectively. All types of conversions are considered beneficial for a business, whether a customer is new or not. However, new conversions are usually considered more important as they're more likely to lead to future purchases. With Google Smart Shopping, you can easily calculate each customer's total lifetime value and optimize the way you acquire new customers. By using the "New Customer Acquisition" option in the settings of the Smart Shopping campaign and setting an incremental price you're willing to pay for each new customer that converts compared to a returning buyer, you can bid more for new customers than for current ones to get more value from your PPC campaign.

Finally, Google Ads' newest feature is that businesses can now get listed on Google Shopping for free. Google Shopping is still a generally paid PPC avenue. However, businesses can now get listed on Google Shopping for free, and this new feature could make a significant difference for small businesses. The process is straightforward, as businesses need to create a free Google Merchant Center account and upload a product data feed to the account. Once the account is verified, Google will review the products and make them visible to the public.

In conclusion, Google Ads' newest features offer significant benefits for businesses looking to maximize their PPC marketing campaigns' potential. By using these features to their advantage, businesses can increase their conversions and improve their online visibility.