Google Ads is Google's advertising platform and its main source of income. Its first version was launched in 2000 under the name AdWords and its profits have been and continue to grow enormously.
what is so special about Google Ads?
With Google Ads, businesses have the possibility to pay Google to highlight them on the internet. But not only that, but the biggest advantage of AdWords is that ads can be highlighted to a super-targeted audience. It is not simply paying to appear more times. It is investing in a qualified audience that is related to your business. Also, based on cookies and keywords, advertisers can determine when their ads will be displayed.
5 key tips for optimising your Google Ads campaigns
Here are five key points to keep in mind if you want to optimise and get the most out of your Google Ads campaigns:
- Organise your campaigns and ad groups well. Google Ads campaigns are the basic pillars around which our entire strategy will revolve, so it is very important to structure them correctly. For search campaigns, what you should do is create as many ad groups as semantically related keywords you have.
- Use at least 4 ads per ad group in Google Ads. It is important to have a good number of ads that highlight what makes the product or service you offer valuable to the audience, emphasising what differentiates you from the competition.
- Use Google extensions in your ads. Google extensions are good additions to your text ads. Our advice is to always use them in your campaigns. The most commonly used extensions allow you to add additional text, include a physical address, a clickable phone number and additional links to different sections of your website.
- Check the quality score of the words. To do this you should look at a score that Google Ads gives out of ten to our set of ads, groups and campaigns according to 3 variables: landing page experience, ad relevance and expected CTR.
- Get relevant keywords: Your main goal is to use keywords that bring traffic to your ad's landing page and generate conversions. To achieve this, there are 3 main points to carry out when optimising our campaigns:
-Clean keywords from time to time: The aim is to limit the searches that activate our ads to those that can give us clicks and conversions.
-Locate the keywords with a high % of lost searches (more than 50%): In general, those ads that appear in first position tend to have a higher number of clicks, so it is in our interest that all our keywords have a high percentage of impressions at the top of search (ranking) .
-Add new keywords: It is essential to check if there are new keywords that we can add to our ad group.
what should you not do in your ad?
- Make the Adwords campaign link to your home page: One of the biggest mistakes made when launching an Adwords campaign is to make the ad link directly to the home page of your website. This is not the most advisable thing to do, because people are looking for specific products or services, and we must redirect them directly to the page where the product or service is offered, or we run the risk of them leaving because they do not find what they were looking for.
- Trying to reach too wide an audience. Another of the big mistakes is trying to reach too wide an audience. We must determine the geographical limits of our Adwords advertising campaign.
- Abusing repetition. Repetition must not be used as an advertising item or for promotional purposes. Likewise, the same word cannot be repeated three times or more in one line. For example, an ad with the title "Business, business, business here" would not be allowed.
- Use improper language. Advertisements, including the display URL, may not contain language that is considered inappropriate or offensive to some users. This also applies to misspellings, auto-censoring or other types of improper language.
- Abuse of superlatives. Superlatives are words that emphasise superiority. In order for users to feel that they are being treated honestly and reliably, ad copy may not contain comparative or subjective phrases, such as "The best" or "Number 1" without any verifiable criteria.
In conclusion, Google Ads is a very powerful online advertising platform that allows us to reach users easily and quickly. Therefore, optimising Google Ads campaigns by following these tips that we have given you can be very useful to improve the quality of your ads and, therefore, achieve a higher positioning.
