Google is the world’s most used search engine, so it comes as no surprise that Google Ads have become an essential part of digital advertising. With optimized ads, your business can greatly improve ROI. In this article, we’ll be going into the specifics of Google Ads to help you improve your ad performance.
Searchers are expressing a particular intent when they search for something. The goal for Google is to present the searcher with a good experience, therefore ads need to be relevant, provide value, and be unobtrusive. Advertisers value this since it resonates better with consumers and allows them to appear at the top of search engine results. This also means you won’t need to reply on broader organic search results since the first page is where the search begins and ends for most.
We all know the essentials of a Google Ad: up to 3 headlines, a display IRL, and 2 descriptions. Keywords are essential for paid search ads since these are what the audience searches for - it is what expresses their intent. Advertisers can use either exact matches, phrases, or broad keywords. Having a great ad in line with best practices puts you in a better position when it comes to rank.
These will affect the ad’s potential and bidding position, so advertisers need to focus on optimizing their ads to the greatest possible degree.
Google provides users with an optimization score that predicts how well your ads are primed to perform. These scores include a range of data, from stats to simulations for personalized and real-time info. Google Optimisation Score’s are displayed as a percentage between ) and 100% alongside recommendations on how to optimize each ad campaign.
By optimizing your ads, you can increase conversions according to objective estimates and well-informed feedback from the source. The recommendations touch on bids & budget, ads & extensions, keywords & targeting, and repairs. In other words, it is well-rounded information relating to the creatures, potential returns, and technical aspects of the ads.
Ad extensions are interactive additions applied to ads that Google may display with the ad. These can improve their performance, though users need to qualify for these by meeting certain ranks and positions - in other words, they need to be high quality. When creating these ads, they need to include updated information without repetition to avoid confusion and provide value to the viewer.
Ad extensions allow you to take up more space with your ads, which provides the advertiser - and the viewer - with more information. You can enrich the ads with specific site links and call-outs. They have a positive effect on ad performance and with so many options, advertisers are encouraged to use as many as possible to create the most prominent ads. Google will show up to 4 per ad.
There are several ways to report on Google Ads. These include:
Attribution reporting is an important element to consider. This is all about determining which aspects lead to conversion. This could be:
Advertisers can perform experiments to improve ad performance. The first example of this is A/B or split testing. With this method, you run two identical adverts with one differential element. By isolating one feature, you can measure the direct effect of it, such as trying out different CTAs to see which is more successful.
Programmatic advertising uses AI and machine learning to buy ads in real-time. These ads are nearly instantaneous, relying on algorithms across board scopes of information to reach relevant audiences. These ads are affordable, data-based, automated, and known to drive revenue. Bids for programmatic paid advertising can either be real-time (live), private market places (private demand-based lists), or preferred deals (with pre-negotiated deals).
That wraps up our guide on how to optimize and enhance your Google Ads. With so many features, options, and tools available, you’ve got to ensure you’re utilizing them all to create the best possible ads. This will result in improved performance.
From improving your Google ranking to driving fresh campaigns, we've got you covered. Book a call with us to discuss how we can transform your paid advertising strategy.