Did you know that in 2022 alone, companies spent about $400 billion on internet advertising? Such huge spending denotes that Google ads are an effective digital marketing tool that companies can and should utilise.
Google has a 28% market share in the online advertising industry with the majority of the market demographic being small to medium sized enterprises.
You can also use Google ads to advertise your business to millions of people using the internet daily. Keep reading to learn how to create effective Google ads.
What Is Google Ads
Google Ads was formerly known as Google Adwords and it is a platform that allows you to write and display ads across the internet. Businesses are at liberty to create these ads in different formats display them across different locations. Initially, you could only display ads on the search engine but over time, Google has allowed advertisers to display these ads on all platforms owned by Alphabet – Google’s mother company. These platforms include Youtube style=”font-weight: 400;”> and Google Maps.
How Do Google Ads Work?
Here are some factors that Google uses to determine when and how your ads are displayed
- Quality Score
Your ad needs to be relevant to the user intent and it should also direct the user to a relevant landing page. Google will also evaluate the expected click through rate which is the ratio of clicks versus views.
- Advert Bid
The advert bid is the amount you’re willing to pay everytime a user interacts with your ads. Depending on your ad type, you need to have a well-thought-out bidding strategy.
You can choose a clicks bidding model where you will utilise pay-per-clicks (PPC) or cost-per-click (CPC) model. You can also decide to focus on impressions, conversions, or views.
- Ad Rank
Google will calculate your ad rank by combining the maximum amount you’re willing to bid with your quality score. The ad rank is entered into an auction with other competing campaigns. Depending on how high you rank, Google will determine whether to display your ads on the search engine or on other platforms.
Tips to Create Effective Google Ads
Have clear Objectives
You need to have a clear picture of your business goals and advertising goals before you start an ads campaign. Once you have a clear picture of what you want to achieve, you can now create a specific ad that captures your goals.
For instance, if your goal is to sell 1,000 products in a specific month, your ad could promote these products by offering a discount or a buy one get one free promotion.
With clearly set out goals, you will run effective ads without exceeding your ad budget.
Build a strategy
You want to get your ad campaigns right from the word go. This means taking time to understand your ad campaigns, what keywords to use, what ad groups to target, and your target location.
Improve your quality scores
Google analyses all ads and gives each a score of 1-10 depending on relevancy. You want to ensure that your ads are clear and they meet user intent. This means that you carefully select keywords and you direct users to relevant landing pages. By doing so, your ads will convert on a minimum budget.
Long tail keywords convert better
One word keywords are generic and will not capture the attention of your target audience. You want to make sure that you target long tail keywords that specify your offerings and location. For instance, an ad with keywords such as ‘digital marketing agency Gold Coast’ would convert better than just ‘digital marketing agency’.
Optimise the landing page
It is not enough to optimise your ads, you need to go a little further to optimise even the landing pages. You want to ensure that when people click through your ads, they find the information they are looking for on that page. Otherwise, they will bounce which will affect your sales and your ad quality scores negatively.
Consider Mobile users
When writing ads, you also want to capture mobile users by creating CTAs that are mobile friendly. Your landing pages should also be optimised for mobile so that you can increase your conversions.
Monitor and tweak your campaigns
You need to monitor your keywords and how they are performing. How many sales are you making from your ads? Do you have increased conversions?
Analyse the results of your ad campaigns regularly and eliminate keywords that are ineffective. By doing so, you minimise your ad spend on unnecessary keywords.
While you monitor your campaigns, it’s also crucial to evaluate what your direct competitors are doing. What keywords are they using and that are converting? How about using similar keywords to your campaigns.
Start Planning Your Next Google Ads
Google ads platform can be a potent tool for promoting your business. However, you must clearly understand your ad campaigns and target audience to create high-converting campaigns.
Start following those tips today! They are definitely helpful for your ads planning and performance.
If you prefer to have specialists to launch and manage your Google Ads campaign, contact Buzzword team today and see how we can help you!