Google Ads is the right place to spend your money to reach your target audience through ads. It is a paid advertising platform that was launched as Google Adwords in October 2000 that is two years after Google.com came on the scene. It was renamed as Google Ads after some rebranding. It falls under a marketing channel – pay-per-click. The advertisers are supposed to pay per click (PPC) or per impression (CPM) on an ad.
- 49% of people said they click on text ads; 31% on Shopping ads; and 16% on video ads. (Search Engine Land, 2019)
- 63% of people said they’d click on a Google ad. (Search Engine Land, 2019)
- Local Services ads by Google receive 13.8% of local SERP clicks. (BrightLocal, 2019)
- 75% of people that click on ads say said search ads make it easier to find the information they’re looking for. (Search Engine Land, 2019)
You can create an optimized ad campaign through Google Ads. If your campaign is up to the mark, it will generate more clicks which will automatically provide you more chances to get a new lead or customer.
Your potential customers will certainly click on a Google ad because Google has vast reach as its ads span various channels including Google, YouTube, Blogger, and lots of other websites known as the Google Display Network. You can create effective advertisements on Google Ads by learning PPC terms, bidding strategies and best practices.
Optimize your paid campaigns to get the best results with your ads. Google is the most widely used resource used by people worldwide and Google Ads is a platform that is used by people for around two decades which gives it seniority in the field of paid advertising and which give you a reason why Google Ads must be a part of your paid strategy.
Companies all over the world use Google Ads to promote their businesses and if you don’t get desired results by using Google Ads, there are reasons why your Google Ad is not performing well.
1. Broad Keyword Terms
Pay special attention to your keywords and make testing and tweaking a part of your strategy. Google will present your ad to the wrong audience if your keywords are too broad and it will lead to more spending and lesser clicks.
Analyze which keywords are generating clicks and regulate them to match your ads with your target audience. Keep adding, removing, and tweaking keywords until you get the mix right.
2. Irrelevant Ads
Your ad should be relevant enough to match what the searcher is looking for. Match the keywords you are bidding on with your headline and ad copy. Your ad should be able to deliver what it promises.
You can also create multiple ads per campaign or use Google’s Responsive Search Ads feature. Just some tweaks and you will get your desired results.
3. Low-Quality Score
Google determines how your ad should rank and it is known as your Quality Score (QS). You will get fewer clicks on your ad if your quality score is low. Your Quality Score will be provided by Google but you have to put an effort to improve it.
4. Poor Landing Page
Just because you put out an ad doesn’t mean you can now stop your efforts. Keeping the user experience in consideration is essential. What user sees after clicking on your ad, whether your landing page is optimized for conversions and provide solutions to the user’s issues – all are important matters that deserve attention.
Lots of changes and improvements were made last year and the same is expected this year. And there are ways how advertisers make use of the changes for their benefit.
15 seconds non-skippable video ads
Advertisers via YouTube reservation can now take advantage of 15-second non-skippable video ads. It was initially available to advertisers via YouTube reservation but now it is available to advertisers that run auction campaigns in Google Ads.
Paying for conversions
In 2019, advertisers can pay for conversions for display ads. You have to pay only when visitors convert on your website which means you are not paying just for clicks. Use a Target Cost Per Acquisition (CPA) bid strategy in a Display campaign to be able to use this option. Unlike PPC campaigns, you are not charged for clicks or impressions.
Responsive search ads
The most recent update to text ads is responsive search ads. They are more prominent as they are huge text ads. They take up more space in the auction search results and can be considered to be the future of search ads.
The headlines and description in your ads are rotated by the Google Ads system. It shows the most relevant things which help you to improve performance.
Lots of businesses are advertising their products and services on the Google Ads platform making the status quo competitive. Click costs have increased as well and it will continue to increase if new advertisers keep joining Google Ads every year.
You have to update ads and make them highly targeted. Instead of increasing your bids, focus on improving quality scores to achieve high ad positions.
One of the most successful stories in tech history is Google AdWords. It is one of the most economical advertising methods notwithstanding the size of the company. Follow these key steps, do your homework, use the tools provided by this platform and you can run an effective AdWords campaign.