Best Practices For a Successful Google Ads Campaign-2022
When you run a Google Ads campaign, you hope that it reaches the goals you set for it. If that doesn’t happen, there’s no need to lose hope. Sometimes, all you need are some tips that will get your ad over the hump. I’ll discuss some of the best practices to employ in your Ad campaign that are tried and true and will yield results in next to no time.
Optimisation Score
Google Ads uses machine learning to match your campaign against the numerous similarly successful campaigns in their database. This AI then uses that to score your ads as they run currently out of 100%. Having an above 90% optimisation score is the best way to improve your ad performance. It doesn’t end there either. Google will send you recommendations based on what the AI thinks should increase your ads’ performance. These recommendations range from keywords addition or removal, keyword type, ad goal changes and bid strategies. Every one of them comes with an estimated percentage improvement, so you know how much a particular recommendation will affect your Optimisation Score. For instance, Google Ads may recommend changing all your Phrase Match keywords to Broad Match because that change will increase your Optimisation Score by 7%. So always make sure to monitor the Optimisation Score and check the recommendations for ways to improve your Google ads.
Ad Extensions
Ad Extensions are important because they allow you to insert extra information you couldn’t put in the ad copy. This information should ad more compelling reasons why someone should choose your business. Different extensions serve different purposes. You can manually add extensions or allow Google to automatically generate and include extensions in your ads when shown to potential customers. Ad extensions currently in Google Ads are Sitelink extensions, Location extensions, Call extensions, Callout extensions, App extensions, etc. You don’t have to use all the extensions, just those that will fit your business goals. Use Location, Sitelink and Call extensions if you want users to easily contact or find you without scanning through your website. Callout and Structured Snippet extensions to promote your products or services. If you’re trying to drive app installs, you can use App extensions so potential customers can click and download off the bat. If you aren’t using them, try adding extensions to your ads, and it will massively improve your chances of meeting your goals.
Responsive Search Ads
Responsive Search Ads are the new ad formats as of 2022. Google has stopped support for text ads as of June 2022. RSAs allow users to create different headlines (15 different headlines) and four descriptions. The trick here is to make sure your headlines and descriptions include some of your keywords. Create at least eight unique headlines to improve your chances of your ads being shown to potential customers. Google will generate three different ads based on different combinations of your headlines and description to create an ad that is likely to convert a potential customer. The best thing about RSAs is that Google gives real-time feedback on your ad structures; Poor for bad ads and Excellent for good ads. Google will also recommend titles based on your keywords. Always strive to make your ads “Very good” to have a successful overall Ads campaign.
Here are some other tips to help you improve your Google Ads reach
- Do not use one type of keyword. You can combine Phrase, Exact and Broad Match keyword types to improve ad relevance on Google Ads
- Use single keyword-themed ad groups that will tie multiple keywords into one theme for an ad group.
- Use a Performance planner monthly to forecast how campaigns would perform in different conditions.
- Improve your landing page experience. Make sure all texts are clear, and the website is easy to navigate. A poorly structured website will deter potential customers from patronizing, and eventually, your ads will perform poorly.
- Check the performance of your keywords religiously, and remove redundant or poorly functioning keywords to help manage your budget properly in Google Ads.
These tips should greatly help you in your quest to run a successful Ads campaign. No need to panic when you realize an ad isn’t performing well. Digital Marketing takes patience and time to get right so don’t be hard on yourself. If you need a professional to run your Ads for you, click here to get started.
