12 tips for a successful Google Ads campaign
It goes without saying that there is unfortunately no perfect recipe to follow to guarantee the success of a Google Ads campaign. As in cooking, this is left to the ingenious mind of the chef.
November 16, 2020
When it comes to performing with ads on Google Ads, it’s somewhat of the same thing. To make it easier for you, here are the 10 key points you need to pay attention to in your Google Ads campaigns to make them successful.
1- Is Google the right channel for you ?
Are my competitors present on Google Ads ?
No? This could be an indicator that your product has little chance on Google. Having said that, check if the keywords have enough volume. If so, go for it (go for it if you have the budget and resources).
2- Choose the right keywords
3- Write relevant ads
4- Choose the right bidding strategy
– Traffic: Maximize for the clicks
– Visibility: Target impression shares
– Value: Maximize value and target ROAS
Is your campaign a short-term test? If so, you are better off opting for an automated bidding system that favours clicks.
5- Use precise and targeted geolocation
First of all, think about where your customers come from. If you can’t collect enough information from your company’s departments to determine this, think about your actual areas in which you operate (delivery zones, areas where your products are the most sold, restrictions, etc.).
Always keep in mind the budget that will be allocated to your campaign, and therefore to your zone. The size of this budget will be a factor forcing a possible reduction in geolocation or the possibility of extending it.
6- Use ad scheduling intelligently
For example, in most cases, there is a drop in traffic during the night. There is also a drop in traffic on weekends for B2B campaigns. Make sure you analyze the data. Look at how your campaigns are performing and see if you can optimize your reach by restricting certain hours that bring little traffic or the least value.
7- Adjust your bids
These adjustments enable you to tell Google whether you want to increase the aggressiveness of your bid or, conversely, reduce it. This adjustment can be made at many levels: geographical area, day, time, device, operator and browser.
For example, in the case of a restaurant, it may be a good idea to increase bidding during meal times and decrease it on days when the restaurant is closed. Another example: if the majority of your traffic comes from mobile phones, adjust to lower bids from computers and tablets.
8- Choyez votre score de qualité
High quality score results in lower CPCs, higher positions in search results, and better visibility (more impressions).
9- Use all the extensions you can
Finally, they also increase your chances of attracting clicks by offering more entry points to your ad. All together, extensions contribute to increasing your quality scores.
Choose the right landing page
Therefore, a landing page is specific to each set of keywords or campaigns and must reflect the content related to your ad. To achieve this:
11- Adjust your budget towards performance
This way, you can allocate more budget to what brings you value, all while respecting your costs and limiting your spend on campaigns that don’t meet your expectations.
12- Improve your impressions share
If the majority of your impressions are lost to rank, you still want to analyze your quality score as well, which can also be a reason for lost bids. If you find out that all your keywords below the bid on the first page have a low quality score (less than 5), it will be more beneficial for you to raise this score before increasing your CPCs.
À PROPOS DE L'AUTEUR
Passionné de marketing numérique depuis 2012, Tai DILEUTH s’est spécialisé en marketing de référencement payant (Google Ads) afin d’aider les entreprises à développer des produits ou services à forte valeur ajoutée. Aujourd’hui c’est avec le challenge d’accompagner des clients sur Google et Facebook qu’il fait partie de l’équipe Turko Marketing.