Updated December 11th, 2020
According to statistics, about 85% of Google’s total revenues come from Google Ads advertising (as per the year 2019). This statistic indicates how important the Google Ads platform is for businesses that want to reach wider audiences.
Google itself is the most popular search engine, and you can appear on it by optimizing your website. However, not every business has the necessary resources to compete, especially when they have fierce competition. As such, search engine optimization is not always the answer.
Instead of focusing on how difficult it is to compete on Google despite your best SEO efforts, why not look for another method? Google Ads could be the answer to the problem. If you want to find out what it takes to create an effective Google Ads campaign, read the tips below.
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Tip #1: Be Aware of the Current Situation
Before you start working on any major changes with your ad campaigns, it is highly recommended to get a better understanding of the situation you are in. Otherwise, how will you form a new strategy and decide what is worth changing if you do not know what is wrong with your ad campaigns?
The fastest and most effective way to do it and gain some useful insights at the same time is by performing a Google ads audit with such tools as Clever Ads. An audit means that you will not have to worry as much about missing out on important metrics or messing up other steps toward building a successful PPC campaign.
Tip #2: Have Proper Mobile Optimization
Even though a significant number of people are still purchasing products and services using the Desktop version of your website, the number of mobile shoppers is constantly growing. And since we live in a society that is dependent on social media platforms and smartphones, many people expect for the situation to remain the same.
There is a lot that you would lose by failing to optimize for mobile devices. You would be missing out on a large amount of quality-traffic that could easily convert, raise your Quality Score, and bring your online business bigger profits.
To run a really successful mobile PPC marketing campaign, you need to add site link extensions to your ads. This way, the people who are browsing Google Search will be able to see what they’re looking for right away, click on it, and purchase it without having to sit down and focus on the purchase for a longer time.
Tip #3: Create Ad Campaigns With Fewer Keywords
Google Ads has never been an easy tool to use. And especially now, when the competition in the eCommerce market is growing, Google has developed and updated many new features of Google Ads to a higher level. If you are completely new to Google Ads, even the whole process of setting up your account might scare you away.
More to it, when you start creating your first ad campaign on Google Ads, the platform immediately tells you to select multiple keywords for your first ad, which is pretty offsetting. It is not difficult to understand that the ad you create will be shown for every person who performs his search by using at least one of those keywords.
This makes your ad very generic and irrelevant sometimes. And if you have chosen the pay-per-click method, the choice will lead you to lose money because people will click on the ad expecting to see one thing, and when they visit your website – they will be welcomed by completely irrelevant information. Misleading website visitors will also have a negative impact on your Quality Score.
Tip #4: Track UTM Codes
Tracking UTM codes can be a lot of help for your ad campaigns and help you reach better results. In addition, it enables you to create a better understanding if you are tracking all of the most important metrics or you are missing out on something meaningful.
The smartest strategy is to track the campaign with the highest bounce rate, the campaign that creates the most traffic for your online store, and which of the campaigns has a longer average time on the website.
Usually, UTM code is used to track the number of clicks on a certain link or landing page of your online store. But if you use UTM codes for Google Ads, you will be able to track separate keywords and ad campaigns as well. This will help you determine if a certain ad campaign is effective and driving traffic to your website or not at all.
Tip #5 – Use Remarketing Feature
Remarketing, also known as retargeting, is a feature that allows you to connect with people who have interacted with your website or ad before. Remarketing provides opportunities to position advertisements in smart positions so that the audiences who have seen your content before will see it again. Remarketing benefits include raising brand awareness, making more sales, or increasing registrations on a website.
Tip #6 – Focus on Specific Demographics
Knowing your demographics is one of the keys to creating a successful Google Ads campaign. For example, if you are promoting local business, it would be better to limit ads’ reach to the area you are advertising for, especially if you are looking to be efficient.
Campaigns that are targeting more than just a local area will cost money. It is no secret that the biggest businesses hire PPC experts and let them manage the budget and be in charge of Google Ads campaigns.
The bottom line is that spending time on the audience research improves your chances of making the most out of your Google Ads. You will know which keywords to use, what to write in the ad copy, and when to run the ads.
Tip #7 – Tweak Campaigns
The feature to make changes when you want is one of the biggest advantages of Google Ads. There is no need to shut down a campaign and start from scratch if you want to make a slight adjustment.
Hitting all the right places with your first attempt can be too difficult. Even those with experience take time to test different variations. Not to mention that some businesses are running multiple campaigns simultaneously and need to make adjustments when there are changes in the market, such as shifts in customer behavior, new trends, or new competitors.
Ad copies are another element of PPC campaigns that are polished all the time. Even a single word can determine the results of your campaign. Once again, this is something that requires testing. Even an experienced copywriter who is working on the campaign will need time to figure out which combination of words is the best.
Thankfully, you have the necessary tools to keep track of how each change affects the campaign. Reverting to the previous setup is also an option if the changes make the situation worse.
To sum it all up, pay-per-click marketing is a solid advertising channel that can take your business to another level. Whether your goal is to increase sales numbers or raise brand awareness, reaching potential customers or interested people via ads on the Google platform is a good investment.