In the perfect world, you would be able to advertise to your potential clients at the exact moment they manifest purchase intent. But your business doesn’t operate in a perfect world, and you need help to reach your public. Google Ads can do it for you; it can help you display your services and products to Internet users searching for the products you offer.
Google provides the service, so there is no surprise; it makes significant changes to its function over time. Last year, it upgraded the services more than once, and while some were minor updates, but there have also been some major ones that change the way PPC is managed. Even if you are running a multifaceted Google Ads account, you need to clean it periodically and adapt to the latest trends. The following guidelines, we will walk you through the features and processes that require some spice up to ensure you’re running a successful account.
If you don’t have a list of KPIs, create one
The key performance indicators, also known as the KPIs, are metrics you select to evaluate the Google Ads’ success. Each company has different KPIs, depending on their goals. Most businesses want to increase their website traffic, so their KPIs include click-through-rate and clicks.
Determine what your goals for the Google Ads campaign you run in 2020 to come up with KPIs.
Create a saved set of columns that reveal the metrics you consider the most important. When you analyse data, you can visualise the columns button at the top left of the chart and modify it. This way, you make sure you always select the KPIs and the meters that impact your campaign. After you configure and save the columns, name them to find them when you modify the campaign’s goals easily.
Check the bidding strategy
Google Ads provides two main categories of bid strategies, automated bidding and manual bidding. You can control the bid strategies on the campaign level, and when you want to modify them, access the Settings menu and click on change bid strategy.
Both strategies have pros and cons, and it’s best to try them both to understand which one works better for your account. Also, you don’t have to use the same strategy for all campaigns, for some automated bidding works best, while for others, manual bidding is more beneficial.
Automated bidding is less time-consuming, but you need to inform Google what aspects are vital for you (impression share, conversion value, conversions or clicks). When you pick an option, Google Ads asks you to fill out data about your goal and target. Then you trust the Google algorithm to adjust the bids to reach your goals.
With manual bidding, you pick the keywords and ad groups and adjust the bids according to your preference and performance analysis’ results. This option offers more control over the campaign, but it requires more time and effort.
Use negative keywords
To remove wasted spend within your account, add negative keywords to your campaign. As you already noticed, the search terms in the result are different every time you run a new search, so check the results and add the irrelevant ones to a list of negative keywords.
Make a list of negative keywords for each campaign and a list for your entire account to adjust the strategy to your purpose.
When one topic is repeatedly showing up in the search result, but it has no connection to your business, create a particular group for the matter.
Take advantage of promotion extension
Promotion extension drives extra visibility and attention because it enables Internet users to understand what you’re offering. It’s an effective strategy that captures the attention of a website visitor, especially when they’re looking for deals. You can find the promotion extension under the ad.
How can you use this feature? A great strategy is to add keywords for special events like Black Friday, Easter, Christmas, and New Year. These times of the year allow you to get the maximum benefit from the technique. Don’t change the text for the occasion; modify only the name.
Google states that ad extensions can boost the CTR with 15%, so take advantage of it in 2020. If you don’t know how to use promotion extension, hire google ad specialists to run your account and create campaigns.
Focus your efforts on mobile-specific PPC ads
In 2020, mobile-specific PPC ads receive all Internet users’ attention. Over 60% of companies are spending resources on creating mobile-specific ads, and they are getting conversions from these ads.
But don’t waste your money on mobile-specific ads if your website lacks mobile optimisation. When the page takes too long to load on a mobile device or the content doesn’t show properly, it’s best first to fix the issue and then invest in mobile-specific PPC ads.
How to get the most out of mobile-based PPC ads?
– Ensure your web pages delivers a top-notch mobile experience to your public
– Use ad extensions in ads
– Use enticing keywords to encourage the buyer to decide quickly
– Add incentives and offers to ads
– Include emojis in the content of the ad to boost message delivery
Without mobile-based PPC ads, you miss 45% of clicks and 27% of visitors.
Use target outranking share
This technique can help you outrank your competitors on the Google search engine results. When using it, the bid of your Google Ads account adjusts automatically to outrank your competitors’ ads. For the method to be effective, evaluate your competitors’ strengths. Check the Detail tab to identify the brands that outrank you, and the number of times your ad goes up in comparison to theirs.
After you have a clear picture of the domains that outrank you, click on Target Outrank Share under Bid Strategy and insert the name of the brand you want to outrank. It would help if you used automated bids to allow Google to make the adjustments for you.
When you create Google Ads campaigns remember that people who are searching Google have already decided they need products similar to yours, now you only have to convince them you are their best choice.