Google Ads 2020 Product & Feature Announcements

Mar 22, 2023

Welcome to Rossi Marketing, your trusted partner in Business and Consumer Services - Digital Marketing. As industry leaders, we understand the importance of staying updated with the latest advancements in digital advertising. In this article, we highlight the key product and feature announcements made by Google Ads in 2020, ensuring you have the knowledge to stay ahead of the competition.

Enhancements for personalized targeting

In 2020, Google Ads introduced several innovative features to enhance personalized targeting for businesses. These advancements allow you to reach your target audience more effectively and drive higher engagement.

1. Smart Bidding Strategies

Smart Bidding Strategies is a powerful tool that utilizes machine learning to optimize your bidding process. By analyzing various signals, including device, location, and time of day, Google Ads automatically adjusts your bids to maximize conversions or achieve a specific return on ad spend (ROAS). With Smart Bidding Strategies, you can achieve better campaign performance with less manual effort.

2. Custom Intent Audiences

Custom Intent Audiences enable you to target users based on their demonstrated intent, even if they haven't visited your website. By analyzing search queries, app downloads, and in-app purchases, Google Ads helps you reach potential customers who are actively looking for products or services similar to what your business offers. This feature ensures you connect with users who are more likely to convert.

Improved ad formats and ad extensions

Google Ads also introduced several improvements in ad formats and ad extensions, giving you more opportunities to capture attention and drive conversions through visually appealing and interactive experiences.

1. Responsive Search Ads (RSA)

Responsive Search Ads (RSA) revolutionized how you create and display ads. With RSA, you can provide multiple headlines and descriptions, and Google Ads uses machine learning to test different combinations to deliver the most relevant and effective ad to each user. This feature enables you to expand your ad coverage and increase the chance of driving conversions.

2. Lead Form Extensions

Lead Form Extensions provide a seamless way for users to submit their information while they are browsing on Google platforms. By adding lead forms to your ads, you can generate high-quality leads directly from search results or YouTube ads without requiring users to visit your website. This streamlined process improves user experience and increases the likelihood of capturing valuable leads.

Effective campaign management and reporting

Google Ads aims to simplify campaign management and reporting, giving you greater control and insights to optimize your digital marketing strategies effectively.

1. Performance Planner

The Performance Planner feature simulates the anticipated impact of campaign changes before you implement them. By analyzing historical data, Google Ads provides forecasts on expected conversions, clicks, and costs if you make adjustments to your bidding or budget. This tool enables you to make data-driven decisions and optimize your advertising budget effectively.

2. Extensions Reporting

Google Ads introduced Extensions Reporting, which allows you to analyze the performance of your ad extensions in detail. By understanding which extensions drive better engagement and conversions, you can optimize your ad extensions to achieve higher click-through rates and improve overall campaign performance.


In summary, Google Ads' 2020 product and feature announcements have paved the way for businesses to flourish in the digital marketing landscape. With advancements in personalized targeting, improved ad formats and extensions, and effective campaign management and reporting, Google Ads continues to provide marketers with the tools they need for success.

As your digital marketing partner, Rossi Marketing ensures you stay at the forefront of these developments. By leveraging the power of Google Ads' latest features and enhancements, we help businesses like yours achieve remarkable results. Contact us today to discuss how we can elevate your digital marketing strategies and drive exceptional ROI.