Did you know that 93% of online experiences begin with a search? More specifically, with a Google search, since 90.1% of these searches are done through Google, with YouTube (also owned by Google)_ taking second spot. So it’s no surprise really that while other search engines do exist, and are used loyally by some, Google remains the top dog. This means if you want to get your brand in front of the most potential customers, you need to make it known to the almighty Google gods. That means using Google Ads.
Google Ads is one of the best things you can do to improve your presence online, and promote your business to new customers at the same time. If you’re considering incorporating Google Ads into your digital marketing strategy, then we have some top tips to help you track, implement and run a successful campaign, time and time again.
Optimise For Negative Keywords
We’ve talked about negative keywords before, but this one always bears repeating. Negative keywords are the words that you do not want your ad to appear for in searches. By optimising for negative keywords, you can eliminate any potential searches that would waste your ad spend – saving you a lot of time and money on useless leads. It also makes your keyword lists more efficient, keeping your ads focussed on prospects more likely to engage with your brand, and using your budget in the best possible way.
Watch The Size Of Your Ad Groups
When you’re building your ad groups, it can be all too easy to let them get bloated. Once an ad group starts to get bigger than around two or three dozen words, you can start to see a dip in your performance, and bigger still will often lead to the ad groups failing in the long term. You want to make sure your ad text and landing pages are highly relevant to the user, so if you start to see your ad groups getting too big, consider splitting them into smaller groups. This will help you create more personalised copy and content, which in turn will boost your quality score and create a more engaging (and successful) experience for users.
Bid On Competitor Names
Have you ever noticed that when you type a big brands name into Google, a bunch of ads for their competitors will show up at the top? Bidding on competitor names is a common practice in Google Ads, and it’s something you might want to consider too. Doing this allows you to reach out and remind potential customers that the bigger companies aren’t the only ones out there – and that you might have something better to offer before they make a purchase. It’s also positive because you know people searching for these terms are already interested in your industry – which means your ads can instead focus on showcasing why they should consider you over the competition.
Monitor What People Type When They Convert
This is possibly the most valuable piece of information you could have at your disposal – what it is that led the right people to your business and got them to hit the ‘buy’ button. So as well as tracking your keyword performance, make sure you’re looking at ad performance from the other end – and see what people are typing into Google when they end up on your landing page and converting into customers. By doing this you’ll likely find some new, high-performing keywords to use, helping you refine your ads and encouraging more people to click and engage with your ads.
Of course, there are lots of different ways you can tweak, change and generally improve your Google Ads campaigns. It’s a complex system, and takes a lot of time and knowledge to understand how everything interacts. If you don’t want to invest the time in understanding it all, that’s where we can help. With years of experience and knowledge, our teams can set up, run and manage your Google Ads campaigns in the most efficient and cost-effective way, delivering the results you want with no real effort from you. If you would like to know more, just get in touch with us today.