Every year, remote digital agencies have to adapt to the tighter competition. Google Ads, in particular, are becoming a very competitive platform, especially now that more and more businesses are relying on online advertising for brand promotions.
Whether you are a business owner or a digital marketer, you might be worried that even now, the competition is already too steep for you to be able to catch up to those who have already been in the game for a while. The truth is that with the right strategies, there’s no reason why you shouldn’t be successful with your Google Ads.
To help you out, here are some fundamental strategies that have been tried and tested to be effective:
Make Sure You Understand Keyword Match Types
Keywords are the foundation on which Google Ads are built. There are now three keyword match types used for Google Ads and as you can expect each one comes with its own set of advantages and drawbacks. Here’s a brief overview of those keyword match types:
These are keywords that match the search of users perfectly. When someone searches for “purchase cat kibbles” and you have bid and won that exact keyword, your ad will show.
If the keyword matches phrases or words used but there are other elements in the search, it’s a phrase match. For the keyword “purchase cat kibbles” your ad will still show for searches matching “purchase cat kibbles online”.
Google can also match you for searches that it deems similar to your keyword. So, if someone searches for “dry food for cats”, google could show your Google Ads.
Each of these three keyword match types has its own place in Google Ads campaigns. It is important to understand when to use them to get the results you want.
Set Up the Right Conversion Tracking
You need to set up the correct conversion tracking if you want your campaign to be successful. Knowing what conversions are in Google Ads won’t help if you don’t take measures to optimise them and help them contribute to your business’ success.
Of course, the closer you get to your Google Ads conversion goals, the closer you get to meet your business’ KPIs, too. This also makes campaign management much easier as you’ll be able to identify which of your campaigns are successful and which keywords or campaigns need tweaking or scrapping.
Review Your Search Terms Regularly
Google will show you useful data like for which searches did users choose to click on your ad. You can find it in your account as the “search terms”. Make sure you keep track of this as it can be the very thing that will help you achieve success with your ad campaigns.
When you review your search terms, determine which searches you don’t want to match for and block those using the ‘negative keywords’ feature which will stop your ads from showing on certain searches.
Make Sure You Have the Right Bidding Strategies
As you know, you bid on every keyword in your account for Google Ads. This, together with your quality score will be the deciding factor in the order your ad will show up. You can choose between two bidding methods: manually and letting Google automate your bidding based on their algorithms.
Both can deliver great success but both have their drawbacks, too. You need to determine which of these strategies will work better for you.
Unless you are a cloud digital agency that is knowledgeable in PPC, you might find it difficult to run a Google Ads campaign and keep track of its progress, especially when you’re preoccupied with other equally important matters. That’s where you’ll benefit from working with a digital marketing and advertising agency.
Routes 4 Media is a reputable digital PR agency in London that can help you nail your Google Ads and ensure that your pay-per-click marketing strategies really pay off. Contact our team today and let’s discuss how we can help you!