Google Ads is a powerful platform for reaching your target audience. With over 259 million unique visitors and 3.5 billion daily interactions, it’s no wonder that businesses of all sizes are using Google Ads to grow their reach and generate leads. If you’re already leveraging these impressive numbers and running your pay-per-click (PPC) ads, it’s important to ensure your campaigns reach their maximum potential.
The landscape of Google Ads is constantly evolving, with updates and competitors emerging regularly. Here are seven tips to help you expand your Google Ads campaign and reach your potential customers:
- Focus on targeting your competition.
Over the past two years, Google has imposed restrictions on using branded keywords in ad copy. Consequently, the opportunities to display ads specifically aimed at your competitors have significantly diminished.
However, there’s still room for improvement. Google Ads still permits the targeting of keywords related to your competitor’s offerings. While you cannot directly mention their trademark in your ad copy, you are allowed to bid on their name.
For instance, if you find yourself in direct competition with Company X, it’s worth considering targeting customers who have expressed dissatisfaction with their experience with X. In this case, you can place bids on long-tail keywords like “how to cancel X service” or “X customer service.” You don’t have to mention X’s name in your ad copy, as long as it is compelling enough to entice customers toward a superior service—yours.
- Don’t worry about exact match keywords.
Exact match keywords are a powerful tool that can help you target your Google Ads campaigns very precisely. But before 2018, they only allowed advertisers to target a specific keyword and its common misspellings. This has changed, however, and now, exact keyword targeting also includes synonyms, omitted functional words, and paraphrases.
This means that if you’re using exact match keywords in your Google Ads campaigns, your ads are likely to show up for a wider range of searches than you might expect. This can be a good thing, as it can help you reach more potential customers. However, it can also be a bad thing, as it can lead to your ads showing up for irrelevant searches.
If you see any search terms that are not relevant, you can add them as negative keywords. Negative keywords will prevent your ads from showing up for those searches. You can also use negative keyword lists to manage your negative keywords more easily. A negative keyword list is a group of negative keywords you can apply to multiple keywords simultaneously.
- Create compelling and relevant ad copy.
Google Ads has made several changes over the years to allow advertisers to create more comprehensive ad copy. As of recently, ads can now include a third headline and a second description that goes up to 90 characters. While using expanded ads is not mandatory, it is a great way to use the extra space to create more compelling and informative ad copy.
If you’re struggling to find the perfect combination of headlines and content, consider experimenting with Responsive Search Ads. These ads enable you to mix and match multiple headlines and descriptions to determine the most effective combination.
Relevance is another critical aspect to consider. When you’re writing your ad copy, you need to make sure that it’s relevant to the keywords that you’re targeting. If your ad copy is not relevant, it’s not going to be very effective.
- Use Dynamic Search Ads
An effective method to expand your Google Ads campaign is through the implementation of Dynamic Search Ads. This type of ad campaign leverages the content of your website to effectively target your ads towards the most relevant audiences.
Dynamic Search Ads generate headlines and landing pages by extracting information and images directly from your website. This approach is particularly beneficial for advertisers with a well-established website or online inventory.
Even if you already have multiple PPC campaigns running, Dynamic Search Ads offer significant benefits by filling in the gaps left by your keyword-based campaigns. They complement your existing efforts and enhance your overall advertising strategy.
- Leverage remarketing campaigns.
High click-through rates (CTRs) don’t always lead to high conversion rates. In fact, only 2% of leads convert on their first visit to a website. That means that 98% of potential customers are leaving your website without taking any action.
Remarketing campaigns are a great way to reach those lost leads and encourage them to convert. Remarketing campaigns use a tracking pixel to identify visitors who have already been to your website. Once you have identified these users, you can show them targeted ads on other websites or in search results.
The more exposure users have to your ads, the more familiar they become with your brand and offerings. This increased familiarity, in turn, boosts conversion rates and improves your overall campaign performance.
- Improve your quality score
The quality score of your Google Ads campaigns is a measure of how relevant and effective your ads are. It is a number between 1 and 10, with 10 being the best. Your quality score affects your cost-per-click (CPC) and the position of your ads in the search results. There are three main factors that determine your quality score: ad relevance, landing page experience, and expected click-through rate.
When strategising your PPC campaigns, it’s crucial to prioritise these factors. While achieving a perfect score of 10 for every ad may not always be feasible, continuous improvement is essential. The quality of your ads directly impacts your cost-per-click and the position they secure in the auction process. By consistently enhancing your ads’ quality, you can optimise your campaign performance and achieve better results.
- Conduct A/B testing and optimise
Google Ads is a dynamic platform where bids fluctuate, campaigns evolve, and customer preferences shift. To ensure a consistently high click-through rate (CTR), it’s important to invest in your Google Ads and keep them relevant. Optimise each ad by incorporating new headlines and descriptions that align with the most important searches you want to target.
A key strategy for improvement is conducting A/B testing. You can easily perform A/B tests within Google Ads, allowing the platform to learn which combinations of headlines and descriptions yield the best response from customers and display the most relevant content. Additionally, leveraging a mix of ad types, such as search ads and responsive ads, enables continuous market learning and ongoing campaign optimisation.
Bottom Line
Whether you’re looking to launch a new campaign or boost conversions for your existing one, following these best practices will enhance your Google Ads performance and yield a greater return on investment. If you’re not seeing the results you want or don’t have the time or expertise to manage them yourself, consider reaching out to an experienced digital marketing agency to align your growth strategy.
At Creativ Digital, our team of experts prioritises click-through rates (CTRs) as a key metric. Contact us today to learn more.
The post 7 Tips to Improve Your Google Ads Campaign in 2023 appeared first on Creativ Digital.
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