Developing a successful Google Ads strategy is essential for any business looking to achieve success with its online advertising efforts – and a winning strategy can be measured in many ways.
Building Brand Awareness
ROAS (Return On Ad Spend)
Boosting Website Traffic
Driving Conversions
Read our full guide below to follow the next steps in achieving your goals.
#1 Set clear goals for your campaign and track your progress
Before you start your campaign, it’s important to have a clear idea of what you want to achieve. Do you want to increase website traffic, generate leads, or make sales? Once you have set your goals, you can track your progress and make adjustments to your campaign as needed.
#2 Research and use relevant keywords in your ad campaigns
Keywords are the terms and phrases that people use when searching on Google. By using relevant keywords in your ad campaigns, you can increase the chances that your ads will be shown to people who are searching for the products or services you offer.
#3 Use negative keywords to exclude irrelevant searches
Negative keywords allow you to exclude certain terms from your campaigns, so that your ads won’t be shown to people who are searching for those terms. This can help you narrow your target audience and increase the relevance of your ads.
#4 Utilise ad extensions to increase visibility and engagement
Ad extensions are additional pieces of information that you can apply to your ads, such as a phone number, address, or link to a specific page on your website. These extensions can help increase the visibility and relevance of your ads, and may also improve your ad’s performance.
#5 Use A/B testing to optimise your ad copy and landing pages
A/B testing is a method of comparing two versions of an ad or landing page to determine which one performs better. By running A/B tests, you can optimise your ad copy and landing pages to improve their effectiveness.
#6 Check your breakdowns in regards to audience, location, and device
It’s important your campaigns are being seen by your top converting consumers, you can make bid adjustments & exclusions to specific audiences, locations, and devices. This allows you to customise your ad campaigns to reach and engage your target audience better.
#7 Use targeted ad groups to improve the relevance of your ads
Ad groups allow you to group together related keywords and ads. By creating targeted ad groups, you can ensure that your ads are shown to people who are searching for the specific products or services you offer.
#8 Create unique and compelling ad copy
Ad copy is the text in your ads that explains what you’re offering and why people should click on your ad. By writing unique and compelling ad copy, you can hook the user’s attention and convince them to click on your ad.
#9 Use compelling and relevant images in your ads
Images can be a powerful tool in advertising, as they help to grab people’s attention and convey your message quickly. By using compelling and relevant images in your ads, you can increase the chances that people will notice and engage with your ads.
#10 Use appropriate and effective call-to-action language
A call-to-action is a phrase that encourages people to take a specific action, such as “click here” or “buy now.” Using appropriate and effective call-to-action language in your Google ads can increase the chances that people will follow the action you want them to take. (TIP: test pinning your call to actions in the third headline. This ensures the last headline a user reads is prompting them to take action).
#11 Use retargeting to bring back website visitors who didn't convert
Retargeting is a type of advertising that allows you to show ads to people who have previously visited your website but did not make a purchase or take a desired action. By using retargeting, you can bring these visitors back to your website and potentially convert them into customers.
#12 Use Google Analytics to track the effectiveness of your campaigns
Google Analytics is a free tool that allows you to track the performance of your website and ad campaigns. By using Google Analytics you can see how your campaigns are performing in more detail, align your products and services with what’s performing best, ensuring your ads are going to top-converting landing pages, and much more!
#13 Keep your ad groups small and well-organised
By keeping your ad groups small and well-organised, you can ensure that your ads are highly relevant to the keywords and themes within each ad group. This can help improve the performance of your ads and increase the chances of conversion.
#14 Use long-tail keywords to target specific niches
Long-tail keywords are more specific and less commonly searched phrases that may be more relevant to your business. By using long-tail keywords, you can target specific niches and reach a more relevant audience.
#15 Use the "if this, then that" rule when setting up ad groups
The “if this, then that” rule is a method of organising your ad groups by creating a hierarchy of themes. For example, “if the theme is shoes, then the sub-theme is running shoes.” This can help ensure that your ad groups are well-organised and your ads are highly relevant to the keywords and themes within each ad group.
#16 Optimise your landing pages for conversions
A landing page is the page on your website that people are taken to after clicking on your ad. By optimising your landing pages for conversions, you can increase the chances that people will take a desired action, such as making a purchase or filling out a form.
#17 Test ad scheduling to reach your audience at the most opportune times
Ad scheduling allows you to specify the times and days that your ads will be shown. By using ad scheduling, you can reach your audience at the most opportune times, when they are more likely to be interested in your products or services.
#18 Use location and language targeting to reach the right audience
Location and language targeting allows you to specify the locations and languages that your ads will be shown in. By using this feature, you can ensure that your ads are being shown to the right audience.
#19 Use bid adjustments to fine-tune your bids by location, time of day, and other factors
Bid adjustments allow you to increase or decrease your bids for specific locations, devices, and other factors. By using bid adjustments, you can fine-tune your bids and get the most out of your ad budget.
#20 Monitor your campaigns regularly and make adjustments as needed
It’s important to regularly monitor your campaigns and make adjustments as needed. By doing so, you can ensure that your campaigns are performing at their best and meeting your goals.
In summary, a well-planned and executed Google Ads campaign can be a powerful tool for driving traffic, leads, and sales to your business. By following the tips and techniques outlined in this article, you can optimise your ad campaigns and get the most out of your ad budget.
Don’t be afraid to experiment and try out different strategies to see what works best for your business. And if you need a little extra help with your Google Ads, don’t hesitate to get in touch with us.
We’d be happy to provide you with a Free Google Ads Audit and offer guidance and support to help you achieve your marketing goals.
Patch Agency is a design & digital marketing agency in Brisbane that is dedicated to patching the gaps in fellow businesses. Driven by a team of creative young minds, we understand the ins and outs of the forever-changing digital world ready to transform the way businesses market their products and services.
