If you’re like most people toying with the idea of running ads on Google, you’re probably feeling equal parts intrigued and terrified. The prospect of getting it wrong could be a big put off, but what could happen if you get it right?

What is Google Ads?

Google Ads is a pay-per-click advertising platform that serves search ads, google display advertising and video marketing ads to a highly targeted and relevant audience with the purpose of achieving specific conversion goals. This may be anything from boosting website traffic to receiving more phone calls to increasing in-store visits and everything in between.

Advertisers bid on keywords to rank in search results or to have their ads served on the display network, depending in the type of ad campaign.

Using Google Ads you can reach people on desktop and mobile devices where a total 5.6 billion Google searches are done each and every day.

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Six secrets to make Google Ads work for you

For the most part, Google Ads is an effective advertising platform for all kinds of businesses provided they select the right keywords and follow Google Ads best practices. Here are a few things to consider before you embark on creating your Google Ads account and campaigns.

  1. Optimise your account structure
    Setting up your Google Ads account correctly is a crucial step in the process. Without the right foundations your campaigns may be destined for underperformance. An ideal Google Ads account is structured into individual campaigns each with its own ad groups. In turn, ad groups have their own keywords, unique ad text and landing pages. A well-structured account will improve your quality score and drive more relevant traffic and clicks.
  2. Know your keywords
    With the huge volume of searches conducted every day, it’s important to get your keywords and search terms right so that your ads are served to a qualified audience. With pay-per-click advertising you only pay for the keywords that you strategically bid on when someone clicks on your ad. If you can nail your search terms and use negative keywords effectively you have untapped potential to drive high quality traffic to your website—and get them to convert.
  3. Create compelling ads
    Whether you’re running search ads or display ads the content needs to be concise and convincing with a clear call to action. Persuasive and relevant content will be served to the right audience and naturally draw in qualified leads, reduce wastage on ineffective campaigns and keywords. Well-written content will also improve your quality score, which in turn will give your ads better ranking and decrease your cost-per-click.
  4. Get familiar with bidding strategies
    Part of your ability to rank in Google Ads depends on your keyword bidding strategy. Though your bid amount will depend on budget and goals, there are two ways you can approach it:
  5. Optimise your landing pages
    Google Ads knows that it’s success lies largely in the hands of user experience—which relies on good quality ads and advertisers. The user experience extends beyond just your ad copy and into the rest of the buyer journey. There are plenty of simple things you can do to improve your landing page experience once your ads have captured attention to ensure that users stay and convert rather than bounce away.
  6. Get a PPC audit
    Google Ads is a constantly evolving platform. Even for the savviest marketers there are a lot of changes to keep up with that can impact the effectiveness of your Google Ads campaigns. From time to time, it’s beneficial to have independent eyes carry out a health check on your Google Ads account and campaigns to ensure that everything is in good working order and that you are maximising the return on your investment.

The power to boost your business

When implemented strategically, Google ads can be a goldmine for your business. It is a proven way of driving relevant, qualified traffic to your website exactly when people are searching for the types of products or services that your business offers. The beauty of Google Ads is that ads can be set up in less than hour and make a significant difference to your business. With an array of options, Google Ads can understandably be overwhelming at the best of times so if you need a helping hand our team of digital strategists are here to lean on. Contact us now for an obligation free chat.

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