Google Ads Best Practices – Take Your Campaigns to the Next Level
Words are powerful! Google Ads, formerly called Google Adwords, used the same to become a potent tool in the marketing world. Using Google Ads assures immediate traffic to websites. It also ensures the highest conversion rates as the traffic consists of primarily qualified visitors.
However, a successful campaign can only be achieved by applying the right tactics and optimisations. Familiarising with the basic concepts like keywords, AdRank, quality score, and more are essential to know how to use Google Ads. Here are some tried and tested tips for creating an effective Google Ads campaign compiled by our SEO geeks from Perth to take your campaigns to the next level.
Tips for creating an effective Google Ads campaign
- Avoid broad keywords: Keeping keywords to the point and crisp is crucial in getting the ads to the right kind of audience. Keeping your keywords too broad means your ads may reach the wrong audience, resulting in a loss for your campaign.
- Keyword research: Finding the right terms associated with your website or product gives you a better shot at redirecting traffic. This is applicable for both paid ads as well as organic results.
- Match Types: This feature in Google Ads allows the degree to which search queries match your keywords. Depending on the degree of matching, there are four types.
- Broad match that matches any word in the keyword phrase in any order to the query.
- Modified broad match allows locking in certain words in the keyword phrase, giving you a match for the locked words. Example: “web development” can yield results of “web development introduction”, “web development courses” and “web development company”.
- Phrase match in keywords can yield results that exactly match the keyword phrase in the order but with additional terms before or after it. Example: “web development company” can match with “best web development company” and “web development company in Perth”.
- Exact match types of keywords can result in traffic with query that matches exactly with your keyphrase. Keep a keen eye on what kind of keywords work for you and change them accordingly over time.
Here are some pointers you need to note while creating your Ads.
- Ad relevance
The relevance of your ad decides the click-through rates and the conversion rates. If the ad does not match the search intent, there won’t be enough clicks or conversions to justify your ad spend. Employ multiple ads per campaign, all featuring a different aspect. This can give you a better idea of what works best. Google’s Responsive Search Ads feature is also an excellent tool to help figure this out.
- Headline and description
The ad copy, the searcher’s intent, the target keywords, and the pain points have all got to align in that perfect way to maximise the results with any ad campaign. A search result that has the target keyword in the headline and an all-encompassing brief in the description covering all major keywords is the ideal kind of search result that can guarantee a click. This will get you to the landing page of your website.
3. AdRank and Quality Score
AdRank refers to the position in which your page is placed in the SERP. AdRank is determined by your Quality Score or QS, which is Google’s rating of your content based on the quality and relevance of your keywords and PPC ads. The click-through rates (CTR) is how Google measures the quality score. Hence it all comes down to improving the click-through rates to getting a head start in all the other aspects. It can be done by improving the following aspects:
- keyword relevance
- meeting ad copy and CTA to the searcher’s intent
- Landing page UX
Focusing on all these aspects can give your Quality Score a boost, giving you better AdRanks.
4. Landing page optimisation
While Google covers the ads for you, there is a lot of work to be done on the website. The landing page, or the page the user sees when they click your ad is crucial. Following some essential tips to optimise the landing page can result in good conversion rates. Some of them are:
- Matching ads and messages in the landing page
- Using directional cues for CTA
- Showing your product or service in action
- Including social proof and testimonials
Pain Point – refers to specific recurring problems that your potential customers experience, and for which are looking for a solution.
CTR – Click-through rates – the ratio between the number of users who click on a particular link to the total users who view an advertisement or page.
CTA – Call to Action – refers to a prompt on a website that urges a user to make an immediate response or encourage an instant purchase.
UX – User Experience – refers to how a user interacts with and experiences a service, product or system.