Google Ads are a great way of generating leads for your business, but they can be totally overwhelming, and if not done well, can cost you a lot of money.
Below are some ways you can improve the effectiveness of your ads, while keeping the cost low.
Do you know what the best practices are for Google Ads?
Here are the below are the best practices you should know:
Google Ads are one of the leading online Pay Per Click (PPC) platforms, with Google searches in the billions daily, allowing for a wide potential reach and results.
Audiences, in general, will allow you to try pulling up your ads to different groups of people based on tons of different criteria!
Ad extensions are additional pieces of information about your business, like a phone number or a link to a specific page on your website, that we can add to your ads . Keep in mind that ad extensions can improve the visibility of your ads, which can lead to more clicks and improve your ROI. It’ll give the ad greater visibility/prominence, so you tend to get more value from your ad. These are the possibilities:
Selecting the right keywords can be hard when you're completing your campaigns. Google have thankfully taken some of the guesswork out of the equation with the Keyword Planner tool.
The Keyword Planner allows you to get keyword ideas that can help you reach people interested in your product or service. You can also see roughly how much keywords will cost you per click, as well as the frequency each keyword is searched. Simply enter words, phrases or the URL related to your campaign and the planner will come back with additional keyword suggestions and data on each keyword.
There are several 3rd party solutions to keyword planning that should be used in addition to Google's Keyword Planner. SEMrush, Ahrefs and SERanking are some examples that have excellent keyword tools to help you identify what's best for your campaign.
Here’s a little thing to keep in mind, as Google Ads has a limitation in characters. The Ads character limits are as follows:
Your focus when bidding is dependent on your campaign goal.
Focus points to consider:
You might ask yourself – Why should I bid on my own brand name when I am already ranking number 1 organically for my brand? It might make sense to say "no" naturally (because you’re already ranking on the first page!) but the real answer might surprise you....
Google Ads can be a useful and successful marketing platform when actively monitored and optimized. The biggest key to a successful Google Ads campaign is optimization. Optimizing your campaign will allow you to reach your target audience effectively and efficiently.
This should be done daily, where possible, to ensure that ads are not running and spending money ineffectively. There are 3 important steps to do:
Before you look at negative keywords, make sure you cover the essential steps of optimising Google Adword campaigns.
Any unrelated search terms that takes people to your website costs you money. Maintaining this regularly can save you a lot of $$$ in the long run and be used on essential keywords that bring in business.
It's important to create specific negative keyword lists depending on your business. You can have different lists named “cheap" or “career" related. Or you can have a global list that would be applied to all of your campaigns (recommended)
Did you know that you can import your Google Ad campaigns directly into Microsoft Advertising?
If you already are using Google Ads to advertise on Google, you can import these campaigns into Microsoft Advertising so that you can run the same ads on Bing. This is an easy way to expand your online advertising reach. Microsoft Bing is the second most popular search engine in the world, and you could be missing out on valuable traffic by not utilising their ad platform.
After learning about the $90M fraud case settlement by Google, we put in place redirect files to keep track of the amount of clicks obtained from our Ads. Up until April 2006, we were led to believe that the amount of clicks Google were specifying was the number of clicks we were receiving. How wrong we were! After implementing the redirect files, we quickly learnt that the number of clicks of one of our campaigns was incorrect and we were being overcharged.
If you use Google Ads to advertise on Google, and you would like to expand your advertising range, you might like to split your marketing budget to include other search engines like Microsoft Advertising (also known as Bing Ads). Fortunately, you don’t need to create new campaigns, they give you the option to import all of the campaigns from Google Ads into Microsoft Advertising so that you can run the same ads on both accounts. It’s an easy solution if you are looking for a wider reach.
It's hard to keep track of your PPC spending in your head when constantly adjusting spends for multiple campaigns. For example, you might have multiple campaigns running on a weekly basis. You'll probably be adjusting campaign spending regularly to find what tactics work best - and this becomes a challenge to track.
Tracking your spending in Google Ads is essential. You can assign a daily budget to each individual campaign, or use shared budgets across multiple campaigns.
To see how to create a campaign and to use it effectively, please read all Rules to Better Google Ads.
It is recommended to use Google Ads (before known as Google Adwords), to advertise our company, products, training, and events. It is a paid advertising product that promotes your business whenever people are searching Google. You only need to pay when someone clicks on your ad, which is known as cost-per-click (CPC) advertising. It is a great tool for directing more traffic to your website and expanding your brand awareness.
Did you know that all pilots around the world must speak English? Back then the decision of what language to use was made as English, since the US invented the first plane. Like the sky, in the web world, it is better to use one version of English. Since the US invented the web, let's go with that.