What Lesser-known Features Of AdWords Can Benefit Small Businesses?

Exploring the hidden gems within Google AdWords can be a game-changer for small businesses looking to enhance their online presence and boost their marketing efforts. While many are familiar with the basic functionalities of AdWords, there are several lesser-known features that can significantly impact a company’s success. From targeting specific audiences with Custom Intent Audiences to optimizing ad performance with Draft Campaigns, these features offer unique opportunities for small businesses to stand out in the competitive digital landscape. Let’s probe into the exciting world of AdWords and uncover how these hidden features can benefit your business.

Ad Scheduling

Off-Peak Hours

There’s untapped potential for small businesses to optimize their AdWords campaigns by taking advantage of off-peak hours. During these times, competition is lower, and cost per click can be significantly reduced. By adjusting your bids and ad scheduling to target these periods, you can maximize your ROI and reach a more cost-effective audience.

Custom Schedules

Scheduling your ads to run at specific times can be a game-changer for small businesses looking to target their ideal audience. With custom schedules, you can choose the days and times when your ads are most likely to convert. This feature allows you to tailor your campaigns to reach your target market when they are most active or likely to engage with your ads, increasing the chances of driving conversions.

With AdWords’ custom schedules, you can fine-tune your ad delivery to coincide with peak buying times or when your target audience is most engaged. This level of precision in your ad scheduling can lead to higher click-through rates, conversion rates, and ultimately, a better return on your advertising investment. By analyzing your customer data and leveraging custom schedules, small businesses can strategically reach their audience at the right time, leading to improved campaign performance.


Some Google AdWords experts consider geotargeting as one of the most powerful yet underutilized features for small businesses. Geotargeting allows advertisers to show their ads to a specific audience based on their location, helping businesses target potential customers in their desired geographical areas effectively.

Localized Ads

To maximize the impact of your advertising efforts, consider creating localized ads that speak directly to the audience in a specific region. By tailoring your ad copy, images, and offers to reflect the local culture and preferences, you can significantly increase engagement and conversions.

Radius Targeting

There’s a lesser-known feature within geotargeting called radius targeting, which allows businesses to target users within a specific distance from their location. With radius targeting, businesses can focus their advertising efforts on potential customers within a designated radius, ensuring that their ads reach the right audience.

Radius targeting is particularly useful for brick-and-mortar businesses that rely on local foot traffic or service-based businesses that operate within a specific area. By setting a radius around your business location, you can ensure that your ads are seen by potential customers who are geographically close and more likely to convert.

Negative Keywords

Assuming you’re familiar with the basics of Google AdWords, you may not have explored some of its lesser-known features that can immensely benefit small businesses. One such feature is the use of negative keywords. When used strategically, negative keywords can play a crucial role in refining your ad targeting and improving your campaign performance.

Reduce Irrelevant Clicks

Some of the most powerful benefits of negative keywords lie in their ability to reduce irrelevant clicks on your ads. By specifying negative keywords that are unrelated to your products or services, you can prevent your ads from showing to users who are unlikely to convert. This not only saves you money on wasted clicks but also helps improve your overall ad relevance and quality score.

Improve Ad Relevance

Clicks on your ads are not valuable if they don’t lead to conversions. By using negative keywords to filter out irrelevant search terms, you can improve the relevance of your ads to the target audience. This, in turn, can lead to higher click-through rates, lower cost per click, and ultimately, more qualified leads for your small business.

Relevance: By proactively managing your negative keyword list and continually refining it based on your campaign performance, you can ensure that your ad budget is being spent effectively on reaching the right audience. Note, the goal is not just to attract clicks but to attract the right kind of clicks that are likely to convert into customers.

Ad Extensions


On top of your regular ad copy, Sitelink extensions allow you to include additional links to specific pages on your website. This can help users navigate to the most relevant sections of your site directly from the search results, increasing the chances of them converting on your desired action.

Call Extensions

An necessary element for small businesses, Call Extensions enable you to display your phone number in the ad, making it easy for potential customers to contact you directly from the search results. This feature is crucial for driving phone calls and leads, especially for service-based businesses.

You can track the performance of your Call Extensions by monitoring the number of calls generated directly from the ad. This can provide valuable insights into the effectiveness of your ad campaign and help you make informed decisions to optimize your strategy for increased conversions.

Auction Insights

Many small businesses overlook the powerful tool of Auction Insights in Google AdWords. This feature provides valuable data on how your ads are performing compared to your competitors, allowing you to make informed decisions to stay ahead in the competitive landscape. By analyzing metrics such as impression share, average position, and overlap rate, you can gain valuable insights into your competitors’ strategies and adjust your own campaigns accordingly.

Competitor Comparison

There’s a plethora of information you can gather from Auction Insights to improve your ad campaigns. By comparing your performance with that of your competitors, you can identify areas where you may be falling behind and take steps to rectify them. Here’s a breakdown of some key metrics you can analyze:

Metric Description
Impression Share Percentage of times your ad was shown out of the total available impressions
Average Position Your ad’s average position compared to competitors
Overlap Rate How often another advertiser’s ad received an impression while your ad was also shown

Performance Strategy

With Auction Insights, you can develop a robust performance strategy to outshine your competitors and maximize your ad performance. By analyzing the data provided, you can identify opportunities to increase your impression share, improve your ad positioning, and reduce the overlap with competitors. This can lead to a higher click-through rate, lower cost per click, and ultimately, better return on investment for your ad campaigns.

For instance, if you notice that a competitor consistently outranks you in ad positioning, you can adjust your bidding strategy or ad copy to improve your position and attract more clicks. This proactive approach can give you a competitive edge and help you achieve your business goals.

Final Words

Now that you are aware of the lesser-known features of AdWords that can benefit small businesses, it is crucial to implement them strategically to maximize your online advertising efforts. By utilizing features like callout extensions, remarketing lists for search ads, and in-market audiences, you can target specific segments of your audience, drive more relevant traffic to your website, and ultimately increase your ROI. Experiment with these features, track your results, and continuously optimize your campaigns to stay ahead of the competition and achieve your business goals.


Q: What lesser-known features of AdWords can benefit small businesses?

A: Small businesses can benefit from lesser-known features of AdWords such as ad extensions, remarketing lists for search ads, location targeting, call tracking, and ad scheduling.

Q: How can ad extensions help small businesses in AdWords?

A: Ad extensions provide additional information in your ads, such as phone numbers, site links, and location information, making your ads more useful and prominent in search results, which can increase click-through rates.

Q: What is remarketing lists for search ads and how can small businesses use it?

A: Remarketing lists for search ads allow you to target previous website visitors with search ads when they search for related terms again. Small businesses can use this feature to re-engage with potential customers who have already shown interest in their products or services.

Q: How does location targeting benefit small businesses in AdWords?

A: Location targeting allows small businesses to show ads to potential customers based on their geographical location. This feature is beneficial for businesses that serve customers in specific regions, helping them reach their target audience more effectively.

Q: What is ad scheduling and how can it help small businesses optimize their AdWords campaigns?

A: Ad scheduling allows businesses to specify the days and times when their ads are shown. Small businesses can use ad scheduling to target their ads during peak hours or days when their target audience is most likely to be active, maximizing the effectiveness of their campaigns.

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