Google Ads essentially covers all of Google’s wide range of advertising platforms, and it is a service designed to help businesses connect with relevant target audiences. This connection can be established across any of Google’s partner sites: for instance, Google Ads works on Google Search where potential customers may be looking for some information, YouTube where relevant audiences may be watching videos, and on Google Play where potential customers may be looking for relevant apps.
Google Ads are specially designed as a platform by Google while keeping small businesses in mind. A small business’ typical journey on Google Ads begins by utilizing smart campaigns or default ads, which essentially is a new feature by Google that allows small business marketers to take advantage of the platform’s tailored ads and experience them before customizing their campaigns. Once a business is passed that point, they may either outsource their work to google ads specialists in Australia or power through themselves. Either way, given below are four tips that will help them create a successful Google Ads campaign:
1. Have a clear purpose and goal
Possibly the most important aspect of any marketing campaign is having a clear goal and purpose in mind. In addition to having a clear goal, it is important to have a measurable goal in mind. For instance, simply driving brand awareness isn’t enough, and wanting to grow sales qualifies for a clear and measurable goal. Similarly, wanting to get several pre-orders, having their target audience fill out a lead form, or having them contact your sales department for queries are examples of clear and measurable goals.
2. Target your ads with the utmost consideration.
You must implement all three types of keyword targeting in your campaigns which include exact match, phrase match, and broad match. Accordingly, your bidding is also likely to change with your respective bids for exact matches being the highest and those for broad matches being the lowest. For organization purposes, it is also a good idea to categorize your ads according to the type of keyword targeting used. You may also target your ads concerning web browsing behavior, and geo-targeting.
3. Track conversions and tweak campaigns
You should be able to witness which keywords are fulfilling your campaign goals. Each marketer’s campaign goals may differ in terms of wanting sales, leads, or queries, and hence their tracking shall differ accordingly. Tracking conversions is important as it assists the marketer in terms of their bidding and ultimately in increasing ROI. Depending on the ongoing optimization data, you should be able to monitor and hence tweak your campaign to keep costs at a minimum and also eliminate keywords that aren’t cutting it for you.
4. Continuously test your campaign
Once you have the basics cut out and have identified your Google Ads campaign, you should implement several tests to maximize the potential outcome of your campaign. Ideally, the testing should begin at the onset of your campaign and span through the entire marketing funnel, however, starting slow and gaining stead is a good strategy. Be sure to only run one test at a time, for instance, you shouldn’t be changing the landing page and campaign keywords at the same time as it would hinder you from understanding which change is working and which isn’t.