Are you planning to leverage Google ads for your business growth? Knowing the benefits of SEO and PPC? This would be a smart move. If you are wondering why Google ads are so popular, here are some stats to consider.
At the end of 2023, with 9.01 billion unique monthly visitors, Google remains to be the most visited domain in the world. Not just that, it also enjoys more than 92% of the search engine market share.
Image via Statcounter.
Google ads can help you advertise and promote your products or services when a user conducts a search with relevant keywords. When planned well, Google ads can generate plenty of qualified leads and ultimately boost your sales.
Google ads auctions an ad space either on Google or its partner websites and the highest bidder wins it. But apart from the maximum bids, factors like the quality and relevance of the ad matter a lot to the search giant.
Feeling overwhelmed? Relax, I’ve got you covered. To help you get started in the right direction, I am sharing 10 practical Google ads tips and suggestions to help you make the most out of your ads and skyrocket your sales in 2024. Are you ready? Let’s get started.
Top 10 Google Ads Tips for Your Business
Creating quality Google ads is an integral part of any PPC strategy that can drive results. Take note of these ten trusted and actionable Google ads tips to build a successful strategy for your business in 2024.
1. Conduct In-Depth Keyword Research
As we get started with Google ads tips, let me begin with the obvious one. If you think that thorough keyword research is significant only for SEO, think again. The success of your PPC ads greatly depends on how wisely you choose the keywords.
Today, you have the best SEO tools like Ahrefs, Semrush, Google Keyword Planner, Moz Keyword Planner, and plenty more to help you conduct in-depth keyword research. Here’s a review of Semrush to help you understand how you can use it to conduct keyword research.
Image via Semrush.
When you choose keywords for Google ads, ensure that they match the search intent of the page you’re going to promote as Google’s algorithm chooses to display ads by matching them with search intent.
2. Optimize Your Product Page
The end goal of running Google ads is to drive your revenue through conversions. And to achieve that, it is not enough to optimize your PPC ads but it is quintessential to work on your product pages too.
Let’s say you are creating Google ads for your range of vegan protein bars and the ad may appear something like this on Google.
Image via Google.
Now when a prospect clicks on your ad link, the product page should display exclusive vegan products. Instead, if the prospects find the regular protein bars, they’ll bounce right off your page, which can negatively affect your sales and Google Ads Quality Score.
Thus, one of my must-follow Google ads tips is to work extra hard to optimize your product page to convert more leads. You can improve page speed, add how-to explainer videos, optimize product descriptions, and incorporate FAQs to drive your sales.
3. Mobile Optimization
According to Statista, the number of mobile phone users worldwide is more than 7.3 billion.
Image via Statista.
And here’s the thing — people are increasingly using their smartphones to search for information on Google. If you want to reach these users, you need to optimize your ads for mobile devices.
That is, the page that opens when the user clicks on the ad must be mobile-friendly. It should have a responsive design and must load quickly.
4. Optimize for Voice Search
When talking about Google ads tips, you can’t overlook voice search. Statista estimates that by 2024, there will be 8.4 billion units of digital voice assistants in use globally — a number higher than our population.
Internet users are using Alexa, Siri, and Google Assistant to search for information rather than typing it in. So, it’s important that you optimize your ads for long-tail keywords that people would speak.
As voice searches will be structured as people speak, here are certain things you should consider while crafting your ads.
- Focus on ‘question-based’ keywords.
- Target long-tail keywords.
- Use a conversational tone.
- Think local.
This way, all those who search on Google with voice will be able to see your ad and may click on it.
5. Take Care of Negative Keywords
Negative keywords are those keywords that you don’t want to rank for, and they’re extremely important.
Let’s say your main keyword is “trekking backpack.” Terms like “backpack for cycling” or “school backpack” will be considered negative keywords for you although they are similar to your keyword.
That’s because such keywords are misleading and cater to different search intent. So, anyone using them won’t be looking to buy your product, and that’s why you should avoid them to protect your ad budget.
Here’s another example provided by Google. The keywords marked with a green tick mark are considered negative matches.
Image via Google.
While creating your Google ads, you will find a section called “Exclusions” where you can select the display or video keywords, topics, and placements you want to exclude for your ads.
This is where you can add your negative keywords. However, make sure you don’t add too many of them as that may shrink your target audience size and your ad will reach fewer prospects.
6. Focus on RSAs
Since July 2022, Google has decided not to allow advertisers to create new Expandable Text Ads (ETA). Instead, the search giant strongly recommends Responsive Search Ads (RSA).
There are plenty of reasons why you should focus on RSAs. For starters, they’re less time-consuming and the cost per impression is lower too. Responsive search ads have better impressions and thus can boost your conversion rate considerably.
When creating RSAs, Google allows you to provide up to 15 headlines and 4 different description lines for every ad. Then, Google ML will automatically select the best combination according to the search query, as well as browsing history and device.
You can design your ads by keeping in mind the psychographic segmentation. It helps increase the responsiveness of ads.
Thus, with RSAs, you can accurately target more segments of your audience base.
7. Utilize Ad Extensions
One of the best Google ads tips I want to share with you is to make the best use of ad extensions. Plenty of ad extensions are available today to make your ads more informative and relevant to your potential customers.
It is the right action to boost the customer experience using Google ads and utilizing ad extensions can boost your ROI by improving your ad visibility, click-through rate, and quality of leads.
You can select extensions based on your ad format and objective. Here are some important extensions you should consider.
- Call extensions.
- Sitelink extensions.
- Callout extensions.
- Structured snippet extensions.
- Location extensions.
- Image extensions.
- Product extensions.
8. Invest in Geotargeted Bids
If you want to make money and grow your business in 2024, one of the top Google Ads tips is to invest in geotargeted bids.
Geotargeting, as you would have guessed, involves segregating your audience based on locations and languages. As you can see in this Google search, the keywords are specific to a geographic location and thus cater to location-specific search queries.
Image via Google.
While geotargeted bids are generally used by local businesses, any kind of business can invest in geotargeted keywords to target smaller segments of their audience to improve the chances of conversion.
9. Closely Monitor Your Competitors
Monitoring your competitors’ ads and studying their PPC ad strategies is one of the best Google ads tips you can work on.
As your competitors are targeting the same audience base, the moves, and techniques they adopt can teach you a lot of things. Looking at their successful ad campaigns, you too can target the same set of keywords, adopt the same ad formats, and develop similar strategies to gain an upper hand.
10. Improve Your Ad Quality Score
One of the best Google ads tips to make the most out of a small advertising budget is to strive for a high-quality score to improve ad performance.
What is a quality score?
When you create a Google ad, the search giant assesses the quality of the keywords, bid amount, content, and landing page to score it on a scale of 1-10. The higher the quality score, the lower you might have to pay per click. Similarly, the ad performance might be better too.
To rack up top-notch quality scores for your ads, you should diligently work to make your keywords and landing page experience more relevant to search intent.
Use These Google Ads Tips to Create High-Converting Ads
“Optimizing your Google ads is like a game of chess – strategic moves lead to checkmate in the competition for clicks and conversions.”
Justin Baker, the digital marketing expert and the founder of AdsByJustin.com.
Google ads can be overwhelming initially. But by putting the best Google ads tips into practice, you can master the art of ad creation not only for Google but for Facebook and other platforms too. And by using the right marketing tools, you can further improve the quality of your ads and ensure that they hit the mark.
So, go ahead and work on the Google ads tips I have discussed above and embark on a journey to create high-quality ads to attract more leads and grow your business.
Author Bio – Reena Aggarwal
Reena is the Director of Operations and Sales at Attrock, a result-driven digital marketing company. With 10+ years of sales and operations experience in e-commerce and digital marketing, she is quite an industry expert. She is a people person and considers human resources as the most valuable asset of a company. In her free time, you would find her spending quality time with her brilliant, almost teenage daughter and watching her grow in this digital, fast-paced era. You can follow her on LinkedIn and Twitter.
Web Developer & SEO Specialist with 15+ years of experience in Open Source Web Development specialized in Joomla & WordPress development. He is also the moderator of this blog "RS Web Solutions".