5 Result-driven Google Ads Tips from Google Ads Agency.
Google ads tips are essential because AdWords continues to be unbeatable in search network advertising. However, as results-driven as the Google AdWords platform may be, it is also highly complex and complicated for both the uninitiated and experienced users alike. Google is constantly refining its search algorithms and the platform itself consists of practically hundreds of different tabs and sections and a seemingly unending list of metrics to steal sleep from the eyes of the most seasoned marketers.
No wonder most tend to spend hours poring over the optimization of settings and bidding. The level of automation and complexity in Google Ads often comes at the cost of readability and control in your campaigns. Also, Google does not know (or even try) to understand the context of your particular brand, so their optimizations may not always play in your favor. All in all, without the help of a dedicated Google ads agency, it can often end up making you feel like you are barely making a dent despite all the efforts spent in setting up your campaigns.
If you are looking for a fresh start with your AdWords spends in 2021, we are here to help you with a simple list of 5 things you can do to refine your optimizations and spends to drive better results. The core intent here is to incorporate more data, try and maintain control over Google’s optimizations and how it affects your campaigns and brand and of course, try and stay ahead of the keyword prize-fight – without looking as if you are trying too hard.
While your customers may hate ads on principle, fact remains that Google Ads simply work. According to studies, more than half of all users still can’t tell the difference between a paid ad and an organic listing. Nearly 49% of people have used text ads and 43% of users made purchases based on online ads. Moreover, user irritation has got nothing to do with the value driven by relevant ads. 33% users click on ads simply due to the relevance of the ad to their search queries.
The business use case is undeniable. The search network continues to have very high intent in influencing purchase decisions and remains one of the fastest ways to deliver traffic and sales for websites. According to Google’s own data, it delivers an 8:1 return on investment (ROI) for every dollar spent. For small and midsized businesses, the average ad spend tends to hover around USD 9000-10,000 with Google recommending a daily budget of USD 10-50. Imagine the ROI on that, if you could only optimize your results. But the complexity of optimization continues to drive some marketers to shy away leaving savvy competitors to make a killing. We recommend implementing the expertise of a well-known Google ads agency if you are new to AdWords. To help you further, here are our top 5 ways of driving better optimization and lead generation on AdWords.
Google Ads Tips to Boost Lead Generation
- Use UTM tracking for better data – UTM codes can track hits on a specific URL (say, a landing page), so it doesn’t simply count as paid search in Analytics and you can effectively track keywords, campaigns and more. This is a way to better quantify and analyze your campaign spends and analyze traffic behavior on site. This can help you find a better content-campaign match and understand audience segmentation better. Not to mention that you can also keep an eye out for whether keywords are only drawing clicks, bouncing immediately or, actually resulting in higher conversions.
- Spend smarter, not more – Google is slowly getting into the Facebook avatar of user-centricity and urging more spends. But more isn’t always better. More can be better only when the extra funds are channeled right, just like when your Facebook ads are optimized through a Facebook advertising agency. So don’t make the mistake of concentrating your spends only on keywords and placement. Instead, go deeper into the user profiles. Your audience profiling needs to be as nuanced as possible, so use data globally from declarative information, Google Analytics shared data as well as inferred data from previous searches. Then make bid adjustments to cater to your most valuable audiences and criteria.
- Set up custom audiences for remarketing – When targeting diverse audiences, don’t make the mistake of thinking that your options are limited to Facebook. AdWords allows for great remarketing with diverse audience-based campaigns. You can do this through the ‘Shared Library’ in your dashboard. You can build in diversity through hyper-specific data such as time, date, specific page visits, and much more. If the audience shows high-interest, you know that they are the most likely segment to convert. Remarketing is not used as much as it should in PPC and advertisers are missing out on the potential. Keep building custom audiences in AdWords to drive more conversions and sales at much lower costs than using search networks.
- De-clutter your campaign, and do a ‘fat trimming’ of your ad spend – We know how running multiple campaigns with so much ad copy and thousands of keywords can get overwhelming for anyone. But maintaining the balance between volume and keeping a close eye on optimization are critical in ensuring your overall success. You need to keep careful track of underperforming spends which can get challenging as keywords and ad copies only accumulate over time. This can be done through building a ‘Quality Score’ report and a separate Search Query report to audit your ad spends on a monthly basis.
- Look for Opportunities to Drive Budget to Mobile – We are all tired of hearing this, but the future is mobile. That means your conversions too will be driven by mobile. It only makes sense to start focusing on mobile-focused campaigns now to grab your customers’ attention in the way they prefer – on mobile devices. Easiest way to drive more qualified clicks would be through separating campaigns on web and mobile. Which campaign should be targeted at each? That’s easy. Take a look at your conversions by device number and that should be easy to gauge. Your local Google ads agency will only too glad to help you drive mobile conversions.
About Andrew Viera:
Andrew Viera is the Managing Director & Founder of Viera Media – a full-service digital media agency for sustainable & ethical brand growth.
In 2013 he made the big decision to drop out of his neuroscience degree and pursue entrepreneurship full-time. He hit the ground running and hasn’t looked back since. Andrew recognized that ethical brands need to gain real momentum to shift industries and drive positive change in our economy. To know more about Viera Media, visit https://viera.media/.