Google is the preferred search engine for most internet users. This automatically makes Google Ads indispensable for any business that wants to gain more leads and customers through pay-per-click (PPC) advertising.
But, for a newbie, Google Ads is not the most straightforward platform to use. You’ll need an expert to guide you along and reduce the number of mistakes you could make. While your business has the potential to reach more customers through Google Ads, the overall success of your campaign will depend on how well your Google Ads management practices are.
Below are five of the best Google Ads management practices to take note of:
1. Make Use Of The Right Keywords
Search engines, like Google, are heavily reliant on keywords. Naturally, their PPC ads are also reliant on the keywords you use. But how do you know which keywords are the best ones to be used? When it comes to PPC ads, below are a few rules to remember:
a.) Think About What Your Customers Are Going To Search For
Ask yourself what kinds of keywords will they possibly use. You can use Google’s Keyword Planner tool to help you find related keywords and estimate monthly searches. Alternatively, a Google Ads partner agency can perform keyword research on your behalf.
b.) Avoid Broad Keywords
Using generic or broad keywords can expose your ad to a wide audience, but there’s a high chance that the majority of them are not really interested in purchasing anything and are just looking for general information.
If you want to maximize your return on investment (ROI), you have to make sure that your keywords will attract the market you’re targeting.
2. Research Your Competitors’ PPC Strategies
When it comes to Google Ads, it’s important to remember that you aren’t the only one playing the game. In order to stay ahead of the curve, you need to be constantly researching your competitors’ PPC strategies.
What are they doing that’s working? What keywords are they using? What can you learn from them? How can you put your own spin on their strategies and make them even better? By doing competitive research, you’ll be in a much better position to succeed in your campaign.
3. Optimize Your Landing Pages For Conversion
Using the right keywords will entice users to click on your ad and go to your landing page. However, that’s just the first step toward success. For your ad to convert, the user has to take action once they arrive at your landing page.
‘Taking action’ means they have to make a purchase or fill up a subscription form that will benefit your business in other ways. For that to happen, you have to create a landing page that converts. Make sure your call-to-action (CTA) is clear and prominently displayed on the page.
Additionally, you have to make the process easy for your users. If you want them to purchase something, make sure it is easy for them to check out products and pay for the transaction. Freebies and discounts can also encourage visitors to take action right after clicking your ad.
4. Measure Success With The Right Metrics
The last thing you want to do is throw your money away on something that isn’t working. That’s why measuring success using the right metrics is so important. For PPC campaigns, below are a few metrics that you must keep an eye on:
a.) Click-Through Rate (CTR)
This measures how often people who see your ad end up clicking it. A high CTR means your ad is relevant and effective, and the keywords you use have piqued the interest of most users.
b.) Conversion Rate
This refers to the sales or results you get from the overall clicks you get. A low conversion rate means that you’re spending money on Google ads campaigns without much return.
On the other hand, high conversion rates means that users have brought you more sales than the amount you spent on the ads.
5. Be Mindful Of Your Bid Strategy
You’re not done with your ad campaign once it’s up and running. In order to stay ahead of the competition, you need to continuously optimize your bids on certain keywords.
The goal is to find the ‘sweet spot’ where you spend enough to get in front of your target audience but not so much that you are wasting money. The best way to find your sweet spot is to start with a lower bid and then increase it incrementally until you see a significant decrease in conversions.
Once you have found your sweet spot, you can adjust your bids based on other factors such as time of day, day of the week, and location. By doing this, you can further optimize your ad campaigns and ensure that you get the most bang for your buck.
Hopefully, the best practices discussed above have given you some insights into how to succeed at managing your Google Ads account. Just remember that every account is different, so you might have to develop unique strategies that would benefit your business. The key is constantly testing and optimizing your campaigns to find what works best for you.