How to be Successful Using Google Ads This Year and Beyond
Google Ads is much smarter than it was a few years ago. In addition to new analytics, Google has enhanced its internet marketing platform to involve automation and machine learning. These sophisticated tools are helping marketers discover exactly what is, and is not, influencing people to click on their ad.
Like it or not, Google Ads is an ever-evolving platform. While this can be frustrating at times, it’s necessary to stay up to date with the latest technology. Regardless, once you have the basics down, you can implement creative strategies that will have your campaigns producing positive results year after year.
Use These Tips to Become a Marketing Powerhouse!
Run an honest campaign by synchronizing everything. Nobody likes to be misled. You can avoid creating deceptive campaigns by making sure your keywords, ad copy, and landing pages are in harmony with each other. This is accomplished by ensuring that your ad copy delivers exactly what your keywords are promising, and your landing pages agree with your ad copy. If these elements aren’t synchronized, users will think you’re trying to deceive them.
Increase your conversion rate by focusing on your bounce rate. Discover which of your campaigns is attracting serious users by activating UTM codes in Google Analytics. Urchin Tracking Modules is a powerful tool because it reveals which of your campaigns is enticing the users that are staying on your page the longest. You can then use this information to cancel campaigns that aren’t delivering quality traffic.
Negative keywords can deliver positive results. Eliminate irrelevant searches by adding negative keywords. You can even include the names of your competitors, so you won’t be paying for the clicks of those who only stayed on your page for a few seconds because they realized they’re not where they want to be.
Optimize by reviewing all campaigns by device. Google allows marketers to adjust their bids by device. When data shows that mobile visitors are converting more than desktop visitors, or vice versa, marketers can increase or decrease their bids according to the device that’s proving to be the conversion gateway. Nevertheless, each campaign is unique, so it’s necessary to review this data every time you run a new campaign, then adjust your bids accordingly.
Never stop polishing your ad campaign. Eliminating keywords that aren’t producing results is a constant battle, but the “search terms” feature can simplify this process. When a user clicks on an ad, this action registers as part of the total percentage of all searches that triggered the campaign. This valuable information can be found under the “search terms” field of your Google Ads account. Armed with this knowledge, sellers can easily determine which search terms are activating the campaign, so they can discontinue the use of keywords and phrases that aren’t as fruitful. However, the most successful marketers are the ones who review this data a few times per week, if not on the daily.
Logical campaign strategies will never be obsolete.
Marketers who apply the above tips on a regular basis are banking more bucks because their dollars are directed at converting users instead of futile clicks. While it’s still important to stay abreast of Google Ads’ updates and advancements, if you fall behind, your campaigns will continue to deliver high conversion rates.
If you’re ready to utilize proven ad campaign strategies that will withstand the test of time, Higgins Marketing Group can help. Contact us for a pressure-free chat about the marketing strategies that will keep your business thriving for years to come. Not sure yet? Check out our work and let us know when you’re ready.