Google dominates just about every aspect of the online world. Even offline in daily life, it’s almost impossible to go a single day without saying
(or hearing someone say) “just Google it.”
According to Net MarketShare, Google dominates the search engine market with over 72% of users worldwide:
It’s by far the most widely used search engine on the market, dominating rivals like Bing and Yahoo.
And when it comes to advertising, unless you are a major corporation selling products that appeal to anyone, you need a platform that reaches even the most segmented and specific audiences.
Nothing compares to Google when it comes to doing just that.
What about ROI during Google Ads Campaigns?
Not only is Google great for reaching your target audience and broad spectrums of demographics, but it’s also great at producing a high return on your investment.
Google Ads (formerly known as Google AdWords) is the world’s largest and most popular PPC advertising platform. Google Ads is so widely used, it has become synonymous with the term “paid search”.
Paid search focuses on the targeting of keywords and the use of text-based advertisements. Advertisers using Google Ads bid on keywords – specific words and phrases included in search queries entered by Google users – in the hopes that their ads will be displayed alongside search results for these queries.
Each time a user clicks on an ad, the advertiser is charged a certain amount of money, hence the name “pay-per-click advertising.” PPC bidding and bid optimisation is a complex topic, but essentially, users are paying for the potential to find new customers based on the keywords and search terms they enter into Google.
One of the great perks of working with Google Ads is the fact that you only pay for the success of your campaign. In other words, due to the nature of the way PPC (Pay per Click) advertising works, you will only pay for the number of times your ad or link has been clicked. This means that you shouldn’t worry about wasting money should the campaign turn out to be less successful than expected as little or no clicks means paying Google little or no money!
Tips and Tricks for Google Advertising
1. Ensure Your Landing Page Is Relevant
The end goal of PPC marketing is, of course, to make a sale, not just to get a click and bring traffic to your website. A successful Google PPC ad plays a crucial role in driving qualified leads to a landing page. It is then down to the quality of that landing page to convert the prospect into an actual paying customer. An important piece of advice is making sure that the message of your ads align with your landing page message.
Maintaining consistency between your keywords, ad copy, and landing pages should significantly improve your click-through and conversion rates whilst simultaneously lowering your CPC. In turn, this should result in you making more money while also saving on your budget.
2. Use the Right Keywords
Google Ads primarily relies on user intent through keywords. Whenever someone enters a search query into Google, Google Ads will show advertisements based on how relevant the auction system considers the search term, before displaying the ad accordingly.
The most important piece of a Pay per Click campaign is the keywords you decide to use and the type of modifiers you use for those words.
The most important part of a Google Ads campaign is the keywords you employ and the type of modifiers you use for those said words. There are actually four types of keyword matches, including: Broad, Broad Match Modified, Phrase Match & Exact Match.
If you want get as many impressions as possible, then you should choose Broad Match although this isn't recommended as your results will be severely lacking in relevancy. On the contrary, Exact Match will have the lowest impressions but should have the highest relevancy and click-through rate, although these will be a bit harder to come by and could take more time.
3. Create Compelling Ad Copy
High quality ad copy is already an initial indication of a reliable and trustworthy account. Make sure that your Google Ad copy is device-specific and ensure you have a minimum of three ad variations for every ad group that you are working on.
In order to maximise the performance of your text ads, Google Ads selects which extensions to show in response to each individual search on Google. Therefore, it is important that you try enabling ad extensions on as many ads as possible.
4. Consider Mobile-Optimised Campaigns
Nowadays many consumers around the world use their mobile device when wanting to look something up on Google. Therefore it is important that you consider the importance of launching campaigns that are optimised for mobile users. Mobile-optimised campaigns give you the best opportunity to engage your mobile customers in the right format on their preferred device.
Simply look at the conversion rate that your campaign has registered and determine whether or not this campaign is worth creating separate campaigns for or a mobile-only component. From there on you'll be able to make an educated decision on the next step of your campaign creating process.
5. Optimise for Negative Keywords
Finally, one of the most powerful features that you can use during your Google Ads campaign creating process is optimising for negative keywords. Basically, this means that Google Ads will enable you to specify which keywords are not a good fit for your product, service or brand.
By informing Google what your product is not or doesn't represent, you can prevent your ads from showing on keyword searches that don’t coincide with the intent of your customers.