Google Ads is changing. For better, and for worse.
While Google makes it incredibly easy to get started, there is no doubt that the world’s largest advertising platform is getting more competitive. You can open a new account in minutes, but no successfully campaign can be built that quickly.
In fact, it’s very easy to lose money with Google Ads if you’re not careful. As the game changes, what worked yesterday may not work tomorrow.
As Google Ads continues to evolve, you need to know the pillars of success to ensure you aren’t throwing money away and compromising your AdWords ROI.
As more advertisers jump on board, Google Ads gets more competitive. With that, come inevitable changes.
Over the past year, Google rolled out more than 1,000 changes, averaging twenty updates per week in an effort to improve the efficiency and accuracy of the platform.
This moving target makes it hard to succeed with if you don’t have a solid AdWords ROI optimization strategy. Learning about paid advertising is tricky enough, and then you must consider e-commerce challenges like poor profit margins and dipping conversion rates.
It’s little surprise that most people are losing money on Google Ads.
But it doesn’t have to be that way.
You may think it’s as easy as setting up a campaign, then optimizing it once and letting it go do its thing. Soon enough, the conversions will roll in and you can sit back and count the profits.
Unfortunately, that’s a fantasy. Here are four cornerstones that you cannot forgo if you want to build a successful campaign in Google Ads.
Start out by using industry-standard tools like SEMrush and KWFinder to discover high-value keywords for your business. That’s just the beginning.
You must then develop the optimum balance of match types to ensure you are attracting quality traffic and also maintaining a scope for low-cost keyword discovery.
By using a mix of broad matches and phrase matches, you can find new search terms your audience are using, and also add negative keywords to filter out unqualified traffic. Intelligently using the modified broad match type would increase the relevance of your ad and would ultimately boost your AdWords ROI.
The world is obsessed with mobile now, and so it’s crucial that your business keeps that in mind. Your ads, website, and landing pages must all be mobile-responsive.
It’s easy to target by device with Google Ads, and you may discover that your audience has a preference for mobile above desktop. When your budget is limited, it’s important to allocate it where it is most likely to reap rewards.
By investing more of your keyword bids for mobile device targeting, you can drive more clicks and conversions, earning a higher AdWords ROI from your budget.
Paid advertising is never a set-and-forget task. Even after you optimize your campaign for launch, you need to monitor it closely to make sure it garners results.
Your competitors will continue to respond and experiment with different techniques, and so you must be ready to adapt to these changes, and to changes in customer interests. As keywords get more competitive, it’s becoming tougher to get the edge on the competition. Sometimes, just the slightest advantage is all you need to make a profit.
The most effective way of monitoring your ad campaign is through the use of data analytics. With in-depth analysis of the key metrics, marketers can use data to get valuable information about their audience.
You can then use that information to improve your knowledge of how best to serve your customers, making smarter decisions that improve the performance of your ads.
If you’re short on time, you can outsource campaign monitoring to an agency. Just ensure to avoid a PPC agency that wastes your budget.
There are lots of metrics in Google Ads, and so it’s easy to be overwhelmed. If you want one to focus on above else, then make it your quality score.
This value determines where your ads appear in search results; with a higher quality score helping you attain a higher ad rank. When you have this, Google views your ad as a relevant, helpful one that is aligned with user intent. This, in turn, will generate a lower cost per click (CPC), which means you will earn cheaper conversions.
Clearly, a focus on quality score has a plenty of benefits. Here’s what should do to build your score:
With paid advertising, you simply cannot get complacent. It’s easy to set up a campaign and then get fixated on vanity metrics, but that’s detrimental to your efforts, and your budget.
If it’s not done right, your business can quickly lose AdWords ROI, as you’ll find yourself paying a fortune for clicks without conversions.
Don’t underestimate the importance of user intent in Google Ads. By focusing on continually refining a high-value keywords list that is aligned with user intent, and then optimizing your campaign by consistently monitoring every stage, you can ensure your ads rank high and attract qualified traffic that converts.
Just remember, it’s a journey, not a destination.
Measure how you are spending your budget to get maximum AdWords ROI out of it.
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