Google Ads let you display your products and services in the moments that matter. The precision is what sets it apart from other marketing channels.
Proper budget allocation, keyword research and bidding strategy help to keep your ROI on track.
Google ads can be search, display, shopping, app, or performance max.
1. Keyword Research
A winning Google Ads campaign starts with thorough keyword research. Your keywords are the words or phrases people enter into the search engine when looking for a product or service, and they help your ads appear when they match those searches. By conducting proper keyword research, you can ensure your ad is shown to the right audience and optimise your bids to reach your goals, says one top SEO company.
The keywords you select determine what search queries your ad is eligible to show up for, and the match type (broad, modified broad, phrase, or exact) you choose affects how often your ad appears. You also need to create a negative keyword list to prevent your ad from showing for search terms that aren’t relevant to your business.
You can use Google’s free Keyword Planner tool to conduct keyword research. Start by entering search terms that relate to your products or services, and then filter by location and device to get a more accurate picture of the search intent for those terms. Identify keywords with high search volume and a strong commercial intent, and then prioritize those that align with your goals.
Using the Keyword Planner’s “Suggested bid” column can help you gauge the purchasing intent for keywords, with higher numbers indicating stronger intent. You can also group keywords by their ad relevance to see which ones perform best for your business.
Once you’ve finalized your list of keywords, organize them into ad groups that align with themes or products to make it easier to craft ads and track performance. You can also segment your keywords by customer intent to help you refine your advertising campaigns for maximum effectiveness.
A comprehensive Google Ads strategy requires expertise and ongoing management to deliver the results you want. Contact us at Mayple, and we’ll connect you with vetted Google Ads agencies that can help you build a winning campaign. We’re committed to helping your business grow, so let’s get started!
2. Bid Management
There’s a lot to consider when you’re launching a new Google Ads campaign. From choosing your keywords to establishing your budget, there are many options and nuances that will make or break your campaign’s success. One of the biggest considerations is how you conduct bid management to ensure your ad shows up when users search for specific terms, and that your ads are shown alongside high-performing competitors’.
To do this, Google relies on an auction system to determine where your ad will be displayed on SERPs based on the value of each keyword and the corresponding quality score. The highest-quality keywords get the top positions, while low-quality keywords are pushed down in order to make room for better ads. This process, called Ad Rank, is continually recalculated in real time to ensure that your ad always shows up at the most optimal location.
When you choose a bidding strategy, it will impact how much you spend, your target metrics and overall profitability. However, it’s crucial to understand which bidding strategies are best suited for different types of campaigns and when it makes sense to use them.
For example, you might want to prioritize clicks that will have an average return on ad spend (ROAS) of 2x your goal, which can be accomplished by setting this as your manual CPC bid strategy. This bid strategy gives Google free reign to find placements that fit within this budget goal, so it’s a great option for campaigns converting below your ideal CPA and if you have a large enough daily budget.
Another great option is maximize clicks, which will help you achieve the maximum number of clicks possible on your ads while staying within your budget. This is a good option when your conversion performance is strong, but you’re looking to increase your volume in general.
You can also optimize your ad visibility through dayparting, which is the adjustment of your bids by device type, location and time of the week, based on the specific times that your customers are most likely to convert. This is a powerful and effective way to increase your ad visibility without increasing your cost per click, but it does take some time to gather the data necessary to optimize your account.
3. Ad Copy
Your ad copy is the thing that will hook your audience and make them click. It’s important to include keywords and powerful words in your ad copy that will drive your audience to take the action you want them to take, whether that be making a purchase or signing up for a newsletter.
When writing your ad copy, try to address the pain points and needs of your target audience. This will help you stand out among the competition and encourage your audience to choose your product or service.
It’s also important to have a strong call to action (CTA). The CTA is the most important element of your ad copy. It is what drives your audience to take action and ultimately leads to your conversion goals. Without a clear CTA, your ad will likely be ignored and you won’t reach your campaign goals.
When it comes to writing your ad copy, less is more. You have a limited amount of characters on the Google search results page, so you need to make every word count. Try to keep it short, simple, and to the point. Your audience isn’t going to have the time or patience for a long, drawn-out ad.
Keywords should be included in your ad copy to increase ad relevance and improve your quality score. However, it is important to be careful not to overdo it with keywords, as this can cause your ad to look spammy and unnatural. Keywords should be incorporated naturally into your ad copy and should always align with the theme of your campaign.
Another effective tactic when writing your ad copy is to incorporate social proof. This will increase your ad’s credibility and boost your CTR. Social proof is a form of social influence that has been proven to work by psychology studies. It works by triggering the fear of missing out (FOMO), which is a human emotion that drives people to act.
Finally, be sure to test your ad copy and make necessary changes. This will ensure that you are optimizing your campaigns for the best possible performance. A great way to monitor your ad copy performance is by using a Google Ads dashboard, such as ours, which will allow you to see how your ads are performing and quickly identify areas that need improvement.
4. Landing Page
Creating an effective landing page that meets the needs of your Google Ads campaign is essential. A poor-quality page can ruin your ad’s quality score, lead to low conversion rates, and cause users to click back to the SERP and choose another ad or organic search result. To improve your ad’s Quality Score, ensure that the message in your Google Ads matches the content on the landing page. You can do this by following landing page optimization best practices and using a clean, attractive page design.
The most important aspect of a winning landing page is that it clearly states the value proposition of your product or service. Use a strong headline to grab the user’s attention, and keep the copy short and sweet. Avoid using jargon or industry-specific terms unless you know that your target audience is familiar with them. Additionally, use images and videos that showcase your products or services in action to help build trust. Finally, make sure to include customer reviews and testimonials.
A high-quality landing page should be designed in a way that is easy to navigate and mobile-friendly. Don’t overload the page with information or add too many links, as these can distract and confuse users. Also, be sure to include a clear CTA button that tells the visitor what to do next (request a quote, sign up for a free trial, get a discount, etc.).
Lastly, don’t forget to optimize your landing pages by testing different headlines, layouts, forms, and calls-to-action. This will allow you to find the combination that maximizes your conversion rate. Additionally, be sure to set up conversion tracking so that you can see exactly where your sales and leads are coming from.
Google Ads can be a powerful tool when used correctly. By implementing the tips above, you can create a successful Google Ads strategy that will generate more leads and increase sales for your business. If you’re ready to get started, contact us today for a free consultation. We’d love to hear more about your business and how we can help you reach your marketing goals.
