If you’ve recently established your online business, you’re probably looking for ways to increase online sales and conversions.
Created in the United States in 2000, Google Ads is Google’s advertising system that helps merchants achieve quasi-immediate results in terms of their return on investment (ROI).
In this piece, we’ll go over Google Ads best practices in 2022, so you can get the most out of your paid advertising plan.
How Do Google Ads Work?
Businesses can target customers on either a search network or a display network. The search network requires advertisers to bid on the most relevant keywords. Then, whenever a user enters that particular keyword in a search box, they see their business ad as a recommendation on search results.
The display network allows businesses to showcase banners on sites already part of Google’s network. Two factors impact your ad positioning – your maximum bid and quality score. Here, maximum bid refers to the amount you’re willing to pay in exchange for the clicks you get on your ads. On the other hand, the quality score reflects how well you have optimized your ads for the users.
Read on to discover our 14 Google Ads best practices to help you scale your online marketing campaign.
1. Begin by establishing your goals
Decide which product categories and offerings you wish to emphasize and invest in them. The key is to think carefully and select the most likely areas to provide a good ROI. For example, do you want to introduce a new product, sell unsold inventory, or increase the sale of high-margin items?
Try listing all or selecting your inventory on Google Shopping to uncover your most successful products. The outcomes will almost certainly surprise you! A product category that isn’t performing well organically could profit significantly from Search Engine Advertising.
2. Choose the most successful keywords for your advertising
Even if you pay for a higher position on Google Ads, you must still appear for relevant and focused queries. This entails careful keyword selection – you may want to seek advice from an SEO specialist– in conjunction with relevant page content. To get first-page rankings in search results, you must master a fundamental skill: the intelligent selection of killer keywords.
But how exactly?
- Consider yourself a user.
- Make a list of keywords associated with your product offer.
- Find out what keywords your competitors use and select particular terms to reach a specific audience.
- Select broad keywords to reach a larger audience.
- Ad groups should be created for similar words.
- Create ad groups out of tiny groups of comparable keywords.
3. Up Your Negative Keyword Game
Negative keywords are one of the most effective components of your Google Ads campaigns. Negative keywords, which inexperienced Google Ads advertisers commonly overlook, ensure that you eliminate searchers who aren’t relevant to your products and niche. The three main advantages of employing negative keywords are as follows:
- Maintain accurate ROIs because they protect you from wasting money on keywords that will not yield a favorable return.
- Ensure that searchers only see adverts relevant to what they are looking for.
- Increase the possibility of receiving more focused traffic, which enhances conversion potential.
One of the first optimization actions you should take to increase the effectiveness of your campaigns or ad groups is to use negative keywords. To enhance sales from Google Ads, try adding negative keywords to campaigns or ad groups with low metrics. This comprises advertising with poor CTRs or high-cost ads that produce few or no conversions.
4. Stretch Your Budget With Long Tail Keywords
Testing and adding long-tail keywords is another approach to enhance your campaigns and guarantee you are getting more targeted traffic that converts. Long-tail keywords have less competition and a greater conversion rate, and despite their perceived ‘unpopularity,’ they can cut CPCs while increasing sales. According to one ahrefs research of 1.9 billion keywords, 29 percent of keywords with 10k searchers per month have three words or more.
Long-tail keywords can be found using Google’s autocomplete, ahrefs, or other keyword research tools. However, you should also look at your current organic traffic data to see if there are any long tails that customers are taking to get to your products that you haven’t considered.
5. Post your adverts at the appropriate time and location
With Google Ads, you leverage data about users’ behaviors, profiles, and intentions to establish your keywords, which serve as the centerpiece of your marketing plan.
Extend this approach to the location by scheduling advertising to appear in specific geographic areas and at particular times. For example, assume you specialize in the distribution of auto components and that most of your orders come in on Monday evenings. On a Monday night, do you want to target New Yorkers? Distribute your adverts to the places you serve to reach those most likely interested in what you have to offer.
6. Breathe Life into Limp Ads with RLSAs
What about efforts that were a roaring success at first but have since dwindled? By pausing such advertising, you may be passing up potential sales. Instead, merge these groups and test them with RLSAs (Remarketing Lists for Search Ads). Some previous advertising may have gotten stale or inefficient at drawing new traffic, but that doesn’t mean they can’t be successful as remarketing campaigns. And we all know how crucial remarketing lists for search advertisements are to your sales funnel, bringing back traffic already familiar with your brand and raising conversion chances.
Using Google’s campaign drafts and experiments is the best way to accomplish this.
7. Ensure that the structure of your Ads account corresponds to the design of your website
Prospects must be able to obtain your products quickly and easily if you want to keep them. Check that your destination pages match the ad content and keywords. Keep this formula in mind: 1 request = 1 advertisement = 1 landing page (URL)
8. Create effective advertisements
The advertisement is the first point of contact between you and potential customers. It must be specific, relevant, and appealing, for example, new items, special deals, exceptional discounts, etc. Here are the top Google ads agency experts’ five golden rules for creating an excellent advertisement:
- Include keywords in your advertisement’s headline. Make the most of the 30 characters available since the latest Google Ads release, “Expanded Text Ads.”
- Include a call to action, such as “enjoy,” “explore,” “save,” or something like that. Ads with verbs get considerably more clicks.
- Capitalize your keywords.
- Experiment with different variations of your advertisements.
- Use ad extensions to provide additional information about your company and its offerings. Highlight your unique selling characteristics and include contact information where available.
9. Fine Tune Your Google Ads with Location Bid Modifiers
Location bidding and geo-targeting aren’t just for brick-and-mortar stores. Tweaking your campaigns based on location can significantly impact your results.
Location, for example, will assist you in offering seasonal products or things that are best suited to particular climates. You can identify which locations produce more incredible ad performance by reviewing your Google Ads metrics. You may then develop new advertisements targeting searchers in those areas, or you can halt spots that aren’t converting. This data may be rapidly evaluated by generating geography and user location reports.
By incorporating location bid changes into your campaigns, you will be able to automatically adjust the frequency of advertisements based on geographic areas, cities, and nations. In contrast, location extension targeting allows you to create different bids for potential shoppers in your essential areas.
10. Calculate your return on investment (ROI)
Google Ads allows you to assess the return on investment for each pound spent on a campaign. A positive ROI will enable you to manage your budget with an entirely new approach. The question is no longer how much money you have but how much you want to spend!
By analyzing the results of your campaigns, you will be able to determine where your margins are being maximized and which optimizations to implement for enhanced results. Your ROI will be affected by click rate, conversion rate, average basket size, cost per click, and quality score.
11. Use Google Shopping
Google Shopping is a fantastic tool for increasing online sales.
Simply connect your product feed to your Google Ads campaign to display your whole range on the search engine, including images, descriptions, and more.
The final result your consumers will view in search results will comprise every detail your prospects may be interested in knowing about before buying. Yes, connecting these media will result in a higher ROI.
12. Optimize your site
Google Ads campaigns assist you in fine-tuning your website for the best results. The secret to success is to observe client behavior. You’ll know what customers want if you know how to understand Google Ads and Google Analytics data. The data is available to help you react quickly: update your photographs, test a new product page call to action, and highlight reassuring elements. But, of course, everything should be tested, and only what works should be retained.
Customers connect with websites via various devices; if you do not activate the mobile version of your site, you will miss out.
13. Use remarketing to consolidate your presence and generate customer loyalty
You’ve probably observed and seen advertising banners displaying offers on other sites. This is known as remarketing, and it is a method that Google has been perfecting over the last few years. You can automatically broadcast tailored adverts to recent visitors using Google Dynamic Ads linked to your Google Shopping stream.
Assume your prospect added “KYB shocks” to their basket but did not complete the purchase. Then, when they visit a partner site, “KYB shocks” or similar recommended items will be presented automatically.
14. Track Conversions
You’ll never know which ads perform well if you don’t measure conversions. You don’t even need to invest in a costly conversion tracking service because Google Ads has a built-in feature that does an excellent job.
Are you ready to increase your sales with Google Ads Best Practices?
When effectively handled, Google Ads is an excellent tool to attract traffic to your website and ensure that it is the right traffic. The Google Ads best practices outlined above will assist you in increasing sales and improving your performance. You are wasting money if you do not optimize.
Furthermore, as your business grows and you gain experience, you will want to add more campaigns with smaller segments and targeting. This will finally make optimization more relevant and assist you in developing a more extensive and better revenue stream.