Check out our video and article below to learn about our favorite Google Ads strategies. There are hundreds of tips, tricks, hacks, and strategies when it comes to Google Ads. So how does anyone know exactly where to start or what to focus on? Our goal is to help you learn all the main Google Ads tips we use when creating search campaigns.
Google Ads Strategies
You can start by viewing our video below and then read the corresponding article below. We spend a lot of time using Google AdWords, so we listed 11 of our favorite strategies you can use for your campaigns.
11 Google Ads Strategies
We cover all 11 Google AdWords strategies and tips below so you can create search campaigns that drive you leads and sales. Our main focus is always on getting more customers out of our PPC Advertising budget.
- Use The Google Keyword Planner or UberSuggest
- Import Google Analytics Conversions for Google Ads Conversion Tracking. Optimize Your Campaigns For Conversions
- Use Target CPA or Target ROAS Automated Smart Bidding Strategies
- Create Remarketing Audiences
- Create Custom Intent Audiences
- Use Audience Targeting for your Search Campaigns
- Create 3 Ads Per Ad Group including using Google Expanded Text Ads and Google Responsive Search Ads
- Use Ad Extensions
- Use the Search Terms Report to Find Negative Keyword Ideas
- Separate Google Search Ads campaigns, Google Display Ads campaigns, and Google YouTube Video Advertising Campaigns
- Test All Campaign Types including Dynamic Search Ads, Gmail Ads, Display Ads, Search Ads
The Google Keyword Planner is my favorite keyword research tool. You can use it for Pay-Per-Click Advertising or Search Engine Optimization. In addition, UberSuggest is a popular tool that gives you plenty of keyword ideas for your business. Before you start creating ad groups and targeting keywords, you need to do keyword research to find the top keywords for your business.
You should be optimizing all of your campaigns for conversions, even if you are focused on product consideration and brand awareness. You need to ensure that customers are either completing a sale, filling out a form, or engaging with your website. You can set-up Google Analytics Goals, Link your Google Ads and Google Analytics accounts, and import your Google Analytics goals as conversions. Then, you can optimize for those conversions and have a clear picture of your campaign results.
Our Google Ads tutorial below will cover every step within the first 15 minutes of the video, if you aren’t sure how to get started.
When I first started using Google Ads, the main bidding strategy was Manual CPC. Today, you can use bidding strategies like Target Cost-Per-Action (CPA) and Target Return-On-Ad-Spend (ROAS). Automated bidding strategies and smart bidding strategies will allow you to get the most out of your budget. Once you start driving conversions for your campaign, Google Ads will be able to use your campaign data to understand what keywords are most likely to convert and what users are the most likely to convert. Rather than setting one bid for your keywords, you can give Google Ads the keys to adjust your bids in real-time to drive you more conversions and more conversion value.
Our video below covers Smart Bidding strategies so you can learn more about all the different ways you can bid for your campaigns.
Remarketing has been one of the best strategies for Google Search Ads, Display Ads, and YouTube Ads. You can use retargeting audiences to reach people who have already visited your website and visited specific pages on your website. You can create remarketing audiences through Google Ads or Google Analytics and use them for targeting in your campaigns. When people have been to your website already and haven’t converted yet, they have shown that they are interested in your products or services.
Custom Intent audiences are essentially In-Market audiences that you can create specifically for your business. You can enter search keywords that your audience is most likely to use and Google will create an audience that you can target for your Display and Video campaigns. You can watch our video below for more information about using custom intent audiences and creating them in your account.
Many people do not realize that you can actually target audiences in your search campaigns and either limit your search campaigns to specific audiences, bid higher on an audience, or bid lower on an audience. If you are targeting keywords for a specific product or service on your website, and people have already visited pages on your website for that product or service, you can use them in your targeting and bid more aggressively so they can see your advertisements. If you use audience targeting to reach the right people at the right time, and audience exclusions to exclude people who have converted already, then you will get even more revenue out of your budget.
Creating multiple ads per ad group is a best practice for PPC Advertising in general. Regardless of the PPC Advertising network you are using, you can optimize the ads that your campaign serves by simply creating 3 or more ads for each ad group. With Google Ads, they will automatically optimize the ads you serve in each ad group once you start getting conversion data. If one ad variation is performing the best, that ad variation will continue to serve.
In addition to creating multiple ads per ad group when you set up a Google Ads campaign, you want to create new ads on a monthly basis to keep your account and campaigns optimized.
You should utilize every single ad extension that works for your business. You can create sitelink extensions, callout extensions, structured snippets, call extensions, message extensions, app extensions, price extensions, review extensions, location extensions, affiliate location extensions, and promotion extensions. You should be using all of the Google Ads extensions that will add more information to your advertisements. And if an extension is not relevant for your business, you do not have to use it.
Our video below will cover all of the different ad extensions available in Google Ads at this time.
Once you start getting campaign data, you can see the actual search terms that people use when they see your advertisements. By using the search terms report, you can exclude keywords from your campaigns and add them to your negative keyword list. Using negative keywords will ensure that only people who are interested in your products or services will see your Google Ads.
Google Search ads, display ads, and video ads all perform much differently. You should never run the same campaign on the search network and the display network because the targeting is much different. When you create campaigns, make sure you separate your campaigns and target the best network for your advertisements.
There are a lot of ways you can run your Google Ads and plenty of campaign types and campaign goals. Even if you are running YouTube Advertising, there are different ad formats like YouTube Bumper Ads and Ad Sequence Ads to go along with the popular In-Stream Ad format. The only way to know what will work for your business is to test all the different campaign types, measure your results, and see what gives you the best conversion value within your budget.
Hopefully, our Google Ads strategies help you get started with your campaigns. These 11 tips and best practices are mostly focused on Google search ads, but there are some strategies below that are relevant regardless of the campaign type you are using. Please leave a comment if you have any questions about our strategies.