Google AdWords (now called Google Ads) is Google's advertising platform which allows advertisers to create online ads and bid on certain keywords in order for their clickable ads to appear in Google's search results. Google is the number one search engine in the world and using their marketing platform, you can unlock your business's potential to reach millions of people within your target market anywhere in the world. Depending on your business goals and objectives you can have one or many campaigns running and Google Ads makes it easy for beginners and professional marketers alike to run and assess their advertising goals. Whether you are new to the platform or have been using it for years, these Google AdWords tips can help you run successful and profitable ad campaigns.
6 Google AdWords Tips
1. Automate Your Bidding
Managing your Google Ads account can be time-consuming unless you have a team to monitor its performance. Automation saves you time and improves performance and Google Ads has long provided marketing automation to help businesses that don't have dedicated time managing their campaigns, and their automated bidding algorithms have improved over the years.
Automated Bidding Strategies
There are 6 automated bidding strategies that you can utilize, but we'll be highlighting only two strategies in this article. The most commonly used automated bid strategy is Maximize clicks. With this strategy, Google Ads automatically sets your bids to help you get as many clicks as possible within your budget. This strategy is recommended for newer campaigns. If you have existing campaigns with 30-90 days of conversion data, the recommended automated strategy is Target CPA as this will help get as many conversions as possible at or below the target cost-per-action (CPA) you set. These two are the most common strategies used by individual and professional marketers, but all the automated bid strategies have their individual advertising focus and strength.
All of these automated bid strategies make use of Google's learning and machine algorithms to provide you with approving results. It is important to note that all these strategies may take at least 5 days to get the lead out so you need to test them first and assess whether they are the most suitable strategy for your advertising goal and business objective.
2. Optimize Message Match
Your post-click landing page and the Google Ads campaign connected to it should be optimized and relevant to each other to keep visitors on your page for them to convert.
Take these top two search results for "social media calendar" for example. Comparing the two landing pages, Milanote's post-click landing page is better than Google G-Suite's.
Both Milanote and Google G-Suite optimized their landing pages to complement their ads, however, looking at Google G-Suite's landing page, you will see navigation links at the top of their page, and these are considered exit routes because they give page visitors additional options to click and leave your post-click landing page. You won't see navigation links on Milanote's landing page, instead, they displayed the same headline matching the one on their ad, as well as the advertised template making it a great post-click landing page.
3. Device Targeting
The vast majority of Americans – 96% – now own a cellphone of some kind. The share of Americans that own smartphones is now 81%, up from just 35% in Pew Research Center’s first survey of smartphone ownership conducted in 2011. Along with mobile phones, Americans own a range of other information devices. Nearly three-quarters of U.S. adults now own desktop or laptop computers, while roughly half now own tablet computers and roughly half own e-reader devices. (https://www.pewresearch.org/)
People use their devices in different ways with different purposes in mind. For that reason, mobile and desktop campaigns do not perform the same and splitting campaigns into mobile- and desktop-specific campaigns is necessary to increase the possibility of achieving your advertising goal.
The mobile share of organic search engine visits in the United States from 3rd quarter 2013 to 3rd quarter 2019 has significantly increased. More than half of your audience uses their smartphones to browse websites so you should make sure to create mobile-preferred ads within your enhanced campaigns that speak directly to mobile users for substantial outcome.
4. Stop Pushing Sales and Start Pushing Value
Customers wanting to buy is more powerful than asking for the sale. Strengthen and deliver value to customers through relevant content, and slowly raise brand awareness to sale.
Trust will prompt prospective customers to put their faith in your brand and choose you over your competition. Create content that speaks to your target market. Share resources that will allow your audience to be independent. Communicate your own point of view on topics of value to your niche and set yourself apart from your competition. Understand what your customers consider valuable, and present it to them. Pushing value will not only help acquire and retain customers, but also increase brand awareness and differentiate your business's place in the marketplace.
Consider running ads that will not ask for a sale, but rather promote value to your target market.
Take Erin Condren's Inspiration Center with various resources available to their customers, as well as website visitors. Those who find value in these resources are likely to convert over time because these resources are tailored to inspire those into planning, in short, their target market.
5. Don’t use only broad match keywords
Broad match is the default match type that all your keywords are assigned if you don't specify another match type (exact match, phrase match, or negative match).
Google Ads is indeed a powerful tool, but allowing Google to interpret your keywords in different search queries may not be favorable. Google’s interpretations may end up showing your ad in searches that are not all that relevant. For instance, if you are selling swimwear for women and you add "swimwear" as a broad match keyword, you are telling Google Ads to try to show your ad for searches containing that keyword or a similar or relevant one. Here are the searches Google Ads found to be relevant to the "swimwear" keyword you added:
Similarly, someone looking for winter clothes would be happy to check out other clothing lines, however, if they are looking for something specific that you do not have, and Google identifies their search as something related to your keyword, then you’ve wasted ad spend on a useless click.
It is recommended to not use only broad match keywords as this may result in your ads appearing on pretty much anything. Try different match types for your keywords.
6. Add negative keywords
The main advantage of using Google Ads is Google will reach your target audience through keywords. Even though you have selected keywords to target, there may still be instances where your chosen keyword is searched together with another word making the entire search irrelevant to your business. This is exactly why negative keywords are important. If you are selling a productivity software for businesses and you and you'd want your visitors to buy your software, it's logical that you'd want to exclude the word "free", as well as other keywords that will invalidate the search or click.
Types of Negative Keywords
It is important to note the different types of negative keywords as they may also impact your campaign. The default type is the negative broad match keyword wherein Google won't show your ad if the search contains all your negative keyword terms.
Another type of negative keyword is the negative phrase match keyword wherein Google won't show your ad if the search contains the exact keyword terms in the same order.
The last type of negative keyword is the negative exact match keywords wherein Google won't show your ad if the search contains the exact keyword terms, in the same order, without extra words.
You can save on a lot of ad spend by using negative keywords properly. Negative keywords are essential to help you get the right type of traffic based on the goals of your Google AdWords campaign. Negative keywords let you exclude search terms from your campaigns and help you focus on only the keywords that matter to your customers. Building a list of targeted keywords can be easy, but building a list of negative keywords can be challenging. Negative keywords can greatly affect how well your ad will perform.
Google AdWords is a powerful digital marketing tool to help you create profitable ads and grow your business. Keeping your target audience in mind when creating your ad is very important. An effective ad will not only help you reach your target audience, but can also help you develop brand awareness, and showcase your industry expertise. So before creating your first or your next campaign, consider the tips in this article and let Google AdWords work its magic!
Allaine, the author of this blog is a digital creator, adventurer and a dreamer who believes in turning ideas into reality. She loves all things digital and is a content specialist for Delesign.