Google Ads Strategies: How to Set Up a Successful Campaign
A business goal or website target cannot be successfully attempted by shooting in the dark.
That is why it is important that your business has a panoramic view of the market, in order to analyse issues for your Google Ads campaign, the following questions should be brainstormed:
- What is the company’s objective on the internet?
- What is the target audience and what is it looking for?
- Who are your competitors? What do they offer? What do they leave behind?
- What paths could be taken to be better?
The strategies, however, must go beyond these reflections. Understand better with the tips we have compiled below to help any new marketer conquer Google Ads. If you didn’t read our article on the fundamentals of Google Ads, click here to read more.
1.Avoid using generic keywords
A tip to establish efficient strategies is to forget that huge list containing keywords widely used by the competition, and to make room for more specific terms, which prioritize not only converting visits into conversions, but to qualify traffic by attracting users with great conversion potential.
Let’s say you have a sporting goods store, so selling sneakers and accessories to your target audience is not the same thing as selling a casual or social line, there needs to be an approach in which consumers identify with the brand.
This causes ads like “Buy the best high-performance sneakers now and save!” are much more attractive to athletes, who are looking for high-performance running shoes than ads that simply say “Buy shoes from the best brands now with unbeatable prices!”
2. Use Google Analytics tools
Google Analytics is whole other marketing tool that exists to help marketers create smart web campaigns; so nothing more valuable than getting the most out of your reports and tools to acquire information about your audience’s behavior.
To analyse the performance of how well your ads are performing, you can see which ones are generating the most clicks, and most importantly, the highest conversion rate. If the goal is to find out where the customers are coming from or based; refer to the traffic source.
In addition to this data, you will be able to discover the average spend of customers on your site, make analyzes by time period, analysis of keywords, among others.
3. Focus marketing efforts on targeting
There is no doubt that one of the biggest advantages of digital marketing in general – and that could not be missing from Ads – is in targeting, or rather, directing your ads to a specific niche, reducing the chances of the campaign attracting the wrong traffic – consequently reducing your costs.
For the search network, the platform offers some segmentation “modalities”, being them by keywords, by location and target language, by device and by target audience. The display network, in turn, adds two more types of segmentation: per channel and per topic.
4. Invest in valuable remarketing campaigns
Who has never been interested in a certain product and, when browsing through the websites he usually accesses, that same item appears as if the universe were trying to convince him to buy?
If it was known that this is because of the remarketing campaigns, it certainly would not cause surprises. However, how can you target these ads to the right people?
As none of this is about guesswork – remember that we are talking about strategies – it is necessary to know how the user or potential client has been behaving on the internet. It is from there that the famous cookies come into play, responsible for temporarily storing what users have accessed on the Web – therefore, it is necessary to add a remarketing tag.
5. Understanding Google Ads auctions
Google doesn’t randomly define which ads to show to users, much less an impression split, obviously. To determine which ads will be shown, an auction is held, a fair way of maintaining competitiveness within ecosystem concepts.
Google Ads auctions are very similar to traditional auctions, where the highest bidder wins. However, there is a peculiarity: in addition to aspects related to values, the ads CPC (cost per click), or its “quality index” is also taken into account to measure relevance – in fact, this is usually the key element.
The auctions are used to define the ads to be displayed, the positioning of each one and, also, their values. This process happens every time a search is made or a results page is updated, which means that millions of auctions are held daily!
6. What is CPC?
These are the amounts that you will propose to pay for each click on your ad. There are three types of CPC to understand:
- Maximum CPC bid – It is the maximum amount that the advertiser is willing to pay.
- Actual CPC – This will be the actual amount to be paid for each click on the ad, and may vary from ad to ad – as, as we well know, auctions are held at all times.
- Average CPC – The value results from a sum of the average costs. For example: two ads were added, where one cost 20 cents and the other 10 cents; so the average amount paid per click would be 15 cents.
7. What is Ads Quality Score?
Also known as IQ, the quality score establishes scores from 0 to 10 for each ad involved in the auction. Annotations are distributed according to CTR (clickthrough rate), landing page and relevance.
That is, if the ad is made up of good keywords, has a good relevance according to the words used and has a page completely consistent with what is advertised, your page will have a great quality index.
We already know that the competition will always be very large and that the ad spaces on each page are very limited. Therefore, Google’s first step is to scan all ads compatible with the search term and then disqualify irregular ads and remove the less relevant ones from the dispute.
Subsequently, there will be a further reduction of ads so that only the classified ads for the first page, where they will be positioned based on the combination of bid amount and quality score , generating a result called Ad Rank.
Following the Ad Rank formula:
Ad Rank = Bid amount x Quality Score
The ads with the highest Ad Rank value will be the winners of the auction and will be positioned according to the ranking. This will define the Actual CPC for each marketer, following the formula (assuming your ad comes first):
Actual CPC = Ad Rank of runner-up / your Quality Score
It is worth remembering that no advertiser has access to the values that involve an auction on Google Ads, that is, there is no way to take advantage of the system. If you have no idea what values would be within the competitiveness, it is possible to opt for automatic bidding, where the Ads system itself according to the level of competition.
Contact us to see how we can assist you build a successful Google Ads campaign for your business today!