Google Ads is a powerful tool for businesses of all sizes.
Google Ads is an online advertising platform that allows advertisers to target specific audiences based on keywords, location, demographics, and other criteria. It also provides analytics tools to measure campaign performance and optimise ad campaigns.
Read our top 10 tips to learn more about its features and benefits.
Huge consideration needs to be given to your budget. This can make or break the success of a campaign. Your budget should be about what you are comfortable spending and enough to get you the conversions you need.
Your daily budget is usually set at the campaign level and Google will spend no more than 30.4 times the daily budget. So for example, if you have a budget of £20 per day, over a month period you will spend a max of roughly £600.
2. Search Keywords
Choose keywords that will help you target your audience. If you’re new to advertising, you might not know what keywords to use.
This is where choosing the right keywords comes in handy.
Choosing keywords that are relevant to your business helps you reach people who are interested in your products or services.
It also makes it easier for search engines to find your ads when users type in those terms.
There are three main types of keywords you should note:
– Broad Match: A broad term will attract lots of irrelevant results and grabs the most amount of traffic. This can eat a lot of your budget so only recommended when your campaign is performing really well and you want to increase your impressions and build on that performance. Your word could show up for any meaning of the word.
– “Phrase Match”: Phrase Match keywords may show on searches that include the meaning of your word. Other words are allowed to come before or after the phrase. To include an exact match keyword you put quotation marks around your keyword.
– [Exact Match]: This is good if you want highly targeted traffic. Your ad will only show if the search means the same thing as your keyword.
3. Negative Keywords
Ensure you are updating your negative keywords list regularly with any search terms that are either draining your budget or have the potential to, as they are irrelevant.
You can easily add keywords to your negative keyword list in bulk either directly in your shared library or from your search terms.
4. Ad Copy
Good ad copy is an essential element of a good search ad.
Your headline must include a strong call to action and highlight what you offer.
You can have up to 15 headlines that Google will select from.
The headline is the most important part of your ad copy as most people click within seconds of seeing an ad and the headlines are usually the first thing that someone will see.
Saying that, your description should also be compelling and include more about what you do or problem you can solve.
You must have a clear goal in mind when writing your copy.
5. Monitor performance and adjust bids as needed
To monitor your ad performance, use the inbuilt reporting.
This free Google Ads tool allows you to see how well your ads perform.
It also lets you compare your ad performance with competitors. What search terms do users use to find your ads and where you rank in the auction against your competitors.
6. Test and optimise campaigns
Optimising is the process of analysing your account performance and then making changes based on this.
The goal is to be improving your Return On Ad Spend (ROAS) and Cost Per Acquisition (CPA). These metrics will help you determine whether your ads are performing as expected. Once you find out what works and what doesn’t, you can make adjustments to improve your campaign.
Testing is a key part of your optimisation strategy, just make sure you are leaving time between each change so you can see whether it has been successful or not.
7. Make sure your landing page is relevant
Once a user has clicked on your ad, where do they go? Is it where the user was expecting? Make sure that the landing page is relevant and entices the user to take further action, whether that’s to purchase a product or be able to get in contact with you.
You want this to be where the conversion happens so the landing page plays a huge part in the success of a good Google Ads campaign.
8. Set up all relevant ad extensions (now Assets)
You should always seek to maximise the value of your campaign and take advantage of all the extra functionality that you can use to enhance your ad.
There are many features you can add namely; your telephone number, prices, promotions, lead forms, images, callouts and structured snippets.
9. Call To Action (CTA)
Ensure you have a strong call to action and offer in your ad copy.
This will help your ad stand out from other ads.
10. Conversion Tracking
We’ve saved the most important to last. If you have poor or no conversion tracking setup then you can’t monitor what value your ad has had or measure the success of your ad campaign.
Typical conversions you may want to track if you are a lead generation business are phone calls or form fills. For e-comm businesses, you will want to know how many purchases have been made as a result of someone clicking on your ad.