Just like everything within marketing there is a science to creating high converting and low cost per click Google Ad campaigns. It is vital to know some basic practices to avoid wasting money and time.
At Ground Up Digital we are here to help you with some insight on how to get the most out of your Google Ad campaigns. The right approach can help you target your ideal customers and generate some great returns on your advertising spend. Not only increasing your brand awareness and website traffic, but also your sales profit and market share within your industry.
Search Network Only
The best place to explore first is a Search Network Only campaign. This is so your ad can appear at the top of Google or its affiliated search partners for relevant keywords to your ad.
Display Network Ads
You can also use more visual ads on the Display Network which has a much wider reach and can help your ad get more impressions. You can even target sites where you want your ads to be shown such as YouTube.
Our advice would be if you are just starting out do not over complicate things. Start with Search Only, especially if you’re on a tight budget or just getting started with Google Ads. Once you can see what is working and what isn’t, you can always expand into using the Display Network further down the road to help further increase your exposure.
Before you start creating ads for your Google Ads Campaign you must make sure to bid on relevant keywords. Even though this seems like the most obvious advice and very simple, sometimes it isn’t as straight forward as you might think. For example, which has the higher search volume, and less competition “Leeds Social agency” or “Leeds SEO agency”?
The Google Ads Keyword Planner, is a great tool to help you find related terms to your ad. Here you will find out the average monthly search volume of a keyword, the estimated bidding range and also the difficulty of the keyword.
Also keep in mind the language people use to search is similar to how they talk, especially when you consider voice search is becoming increasingly popular across most demographics.
Another thing to consider are keyword matching options, which show you the negative and positive keyword lists. Positive keywords are the words and phrases that you want your ads to appear for, whereas negative keywords are ones you’ve chosen to block from your ads because you don’t want to be charged if people click. For example, a sports shop might sell a range of equipment, but they might not stock golf items. In this case they may choose to advertise on a range of keywords relating to balls (positive keywords), but they would also add in negative keywords around terms such as ‘golf ball’. This would avoid them wasting money attracting site visits from people looking for golfing gear.
Should I run my Ads all the Time?
It is beneficial to schedule your ads at appropriate timings. For example, if you run a service based business, such as a plumbing company or a locksmith that only works between 9-5 it is best to avoid running your ads outside your operating hours, as people who need help and find you online will have a bad experience.
Of course, if you are an ecommerce client selling products over the internet, you are able to sell products 24/7… the question is, should you? Let your data inform you of the optimum times for both traffic and conversions. You can even use this feature to bid up at key times when people convert the most.
Google Ads Extensions
Extensions help increase your chances of customers seeing and clicking your ads. This is because they make your advert bigger in the search results, giving you more lines to work with, pushing down the other results, and allow you really focus on and highlight your businesses main features and benefits.
Google displays up to 10 ads per page of search results. Depending on the industry, the keywords and search phrases you want to target, and the level of competition, it can become more costly, so being strategic with your placements can make a huge difference.
The goal is to ensure your ads are appearing on page one (ideally at the top). This makes all the difference and massively increases the likelihood of people who searched for your keyword actually clicking on your ad. The bigger the ad, the more real-estate you’re taking up (and the less your competitors are). This is where extensions can really help you stand out from the crowd and climb up the rankings.
I hope you have enjoyed my guide. If you need any help setting up, running or optimising your Google Ads campaign get in touch with us today. We offer a complete service to help you get the best results from your advertising budget.