If you are trying to reach your target audience using ads, try to consider spending your money in the right place. Somewhere with over 246 million unique visitors, 3.5 billion daily interactions and an estimated 700% return on investment. Google has an expansive reach and the chances to be seen by your target customer is higher.
How Google Ads Works
Google Ads is an online advertising service that allows advertisers to display brief advertisements, product listings, service offerings, and video content within the Google ad network.
In fact, Google is the most used search engine, receiving 3.5 billion search queries a day. The Google Ads platform has been around for nearly two decades, giving it some seniority in the area of paid advertising.
Moreover, it is a keyword-focused platform. You can choose a list of keywords to target and these keywords must be relevant to what you offer in your ads. The keywords must also include terms that most people likely to use when searching for products or services.
After choosing your keywords, you have to bid and set an amount you want to pay for every click on your ads. The likelihood that your ad will appear on the search engine results page (SERP) for keywords you’ve targeted is determined by the bid amount and combined with a Quality Score assigned by Google on your ads. Every time your ads appear on the SERP, you only need to pay Google a certain cost when a user clicks your ads, making Google Ads a cost-efficient digital advertising tool.
To make sure your campaign is not a waste of money, here is some guidance for you to nail your Google ads campaign.
Create an Excellent Account Structure
To turn your advertising expense into a business profit, make sure you have a well-structured Google Ads account. The thing you have to always keep in mind about structuring your account is relevancy. You must assure that your keywords, ad groups, ads, and landing pages for one campaign are tightly related. Or else, you’ll get a poor-Quality Score and it will also affect your chances of showing up on the SERPs for your targeted keywords.
Having a well-organized account structure will remark you with a Quality Score. Once you’ve successfully organized your account structure, your Quality Score should improve, as well. Another benefit of organizing your structure is that Google rewards well-structured Google Ads accounts with lower advertising costs.
Set Up a Campaign by Device Type
As mobile usage rises more and more each day, there is a higher chance a large percentage of your traffic is coming from mobile devices. We should not assume that desktop and mobile traffic produce the same result. I suggest categorizing campaigns by device type. Creating a campaign structure by device type allows you to handle desktop traffic independent from mobile traffic. You can also set bids separately, create different funnels and easily track the results by device, ensuring you’re in total control of your ROI regardless of device type. Using this strategy, you’ll know how much of your ad budget you should allot to a mobile-focused campaign to reach your targeted mobile users.
Take Advantage of Conversion Tracking
In terms of tracking your result, you must set up conversion tracking for Google Ads and Google Analytics. Many businesses fail to take advantage of conversion tracking because they are too focused on lead generation. Most often businesses that run their Google Ads campaign focus on tracking results on how many new customers contact them and they don’t see that conversion rate has the same importance.
Conversion tracking helps you to monitor your campaign’s performance, specifically your conversions. This tool enables you to keep a close eye on which conversion type runs smoothly and which needs further optimization. In other words, you were able to monitor the performance of your keywords. This will show which keyword converts well and what keyword should be lessened or get eliminated.
Set Up Negative Keywords on a Regular Basis
Adding negative keywords is a good idea to make sure you’re not receiving clicks from unrelated search queries in your campaigns. Google Ads allows you to set up a negative keywords list at an ad group or campaign level. Just simply click on the “keywords” tab inside a specific campaign, click on the “negative keywords” tab, and then add your negative keywords in this tab. This is a great tool to wipe out these unwanted keywords from your campaigns. The negative keywords can also use match types. Just make sure to pick the right match options for these keywords to control the traffic that triggers your ads.
Use All Relevant Ad Extensions
Google Ads lets you expand your ad with additional information and giving users more reasons to choose your business. The Ad extension formats include additional texts, call buttons, location information, links to specific parts of your website, and more. Google won’t display all the extensions and they would just choose extensions to show in response to each search query. Much better if you would use all the extensions relevant to your business goals.
There is no extra cost to you if you add extensions to your ads. It’s another good reason to use ad extension.
Create Eye-Catching Ad Copy and Test It
You can still end up with a low number of clicks if you have a badly written or uninteresting ad copy. We have a lot of approaches in drafting ad copy. Try to do a split-test of your two biggest ad content ideas. Make a careful study on the conversion results of each idea and see how your target audience responds to each ad.
After tracking the conversion rate of these two ad content ideas, use the winning advertisement throughout your marketing funnel. Then, match your winning copy with equally strong images if you want to run this ad on the display network. You need to create ad copy that makes your users want to click your ad.
Set Low Daily Budgets and Cost-Per-Clicks (CPCs)
When launching Google Ads campaigns, it’s hard to determine how much traffic your ads will get and how fast you’ll spend your budget. The last thing you want to do is blow a few thousand dollars in the first few hours or days without many conversions to reveal for your ad spend. You must take this into consideration especially if you are new to the game and I suggest setting your daily budget to half or even a quarter of the actual daily budget. This will allow you to ease into your campaign while monitoring the performance of your keywords, keyword match options, conversion types, and other crucial campaign elements.
In campaigns that you select manual CPC bidding, I would also recommend starting with lower CPCs and increase your bids as needed based on the results the keywords or the entire campaign.
Attaining a high success rate on Google Ads Campaigns also depends on a lot of industry-related factors, including the competition for your target keywords and the average CPC costs on your industry. But incorporating the guide list above will give your campaign the best chance of success.
If you want to learn more about what makes for a winning Google Ads campaign, contact us. We’ll be happier to help you create and monitor winning ads that beat all your competition online.