5 Key Elements to Optimising a Google Ads Campaign

February 8, 2019
Will Kaye
Managing Director

Google Ads, which was previously known as AdWords until a recent rebrand, commands the largest share of digital ad spend in the US..

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Google Ads, which was previously known as AdWords until a recent rebrand, commands the largest share of digital ad spend in the US. According to data from market research company eMarketer, this share amounts to 37.2%, with the closest rival being Facebook at 19.6%. This data won’t surprise the many businesses who rely on the platform to drive huge amounts of targeted traffic.

However, with general concerns about the costs and complexity involved on this platform, there are still plenty of businesses that have never attempted to buy advertising. While advertising does require consistent monitoring and optimisation, the positive results speak for themselves.

The following techniques should help anyone looking to learn the fundamentals of Google Ads and get started on the platform.

Build a Keyword List

Building a keyword list is the vital first step to creating your SEO strategy. You can use the Google Keyword Planner to find a list of keywords. Next, it is important to remove the keywords that have no relevance to your business. Most niches have a number of focus areas, and Google Ads allows you to separate small groups of keywords into targeted ad groups. These initial keywords won’t all be profitable, but you can gradually amend the list as you start to collect some data.

Analyse Your Budget

Budgeting is a vital factor in paid advertising. You need to know how much you will earn for a sale and ensure each conversion costs less than the sales figure. Not every click will result in a sale, so it’s essential to know your conversion rate. If you don’t have any data, focus on your main keywords, and adjust your campaign as you collect data over time. Google Ads gives you the option to set up conversion tracking, making it possible to monitor the results for each keyword

Create Ad Copy

Ad copy is another factor that can usually be improved with testing. A good way to start is by creating a controlled ad that you think will appeal to customers. Once you have some data, create an alternative ad and test which of the two ads generate the most clicks and sales. Ads usually perform best when they include specific information, particularly when it is locally relevant to searchers.

Build Landing Pages

A consistent problem occurs when advertisers create copy that entices searchers to click, only to have the link direct to a landing page that doesn’t live up to expectations. An effective landing page will fit with the original ad, moving people through a funnel towards action, such as buying a product, calling a number, joining a mailing list, or even following social media accounts. Essential features to include in your landing page include an eye-catching headline, social proof, trust factors, a list of benefits, and a call to action.

Keep on Optimising

Optimising an ad campaign isn’t something you should do just once. It’s important to consistently track data, remove underperforming keywords, adjust bids and test new copy. Google Ads lets you set specific goals, which enables you to connect these goals to data, and derive an accurate picture of exactly what is working. Data reports can be used to study ROI, but you can also go deeper by exploring such factors as location and device data to analyse effectiveness and potential opportunities.  

Google Ads, when used correctly, is a powerful platform that can help businesses reach their exact target audience. Through a combination of search engine traffic, display ads, video ads, and app ads, you have the ability to position your business wherever your audience is. Additional factors like location filtering and testing make it possible to build campaigns that make the most of a tight budget. Above all, the key to a successful campaign is ongoing optimisation, which will help you stay ahead of the competition. Using a service to manage Google Ads ensures you stay within budget and gain the best ROI for your ad spend.