If you truly want to conquer the digital advertising landscape, you’ll first need to build Google Ad campaigns that are designed to resonate with your audience and encourage them to convert. The best way to do this is to put your best foot forward and hit the ground running with well-planned and strategised campaigns.
There are a few components that you’ll need to master in order to do this, but don’t worry, today we’ll give you everything you need to craft high-quality and result-driven Google Ads campaigns.
Effective Structure
By developing an effective structure you can manage the campaign as it progresses. A good structure makes sense, provides foundations of a good quality score and tightly groups/themes relevant keywords together.
When structuring keywords the main priority is how we can shift the budget from one campaign that’s converting to one that’s even better again. You can break keywords down into groups that align with product/service structures or description structures. You can do this in many ways, but the main goal is to be able to grow and scale your campaign over time as required.
Then under each campaign, we need Ad Groups that can act as the building blocks for your ads. You can build on these groups over time to enhance your campaigns, but to do this, these groups need to be tightly themed and include only keywords that directly relate to the group’s content.
Captivating Ad Copy
The key to a Google Ads strategy that converts is to write great, engaging ads that take into account your:
- target audience,
- your value proposition,
- your calls to action,
- and your core messaging.
This is a very fine art with the limited characters you’re allowed, and it’s really just a game of trial and error. You’ll likely find that you spend more time deleting and reviewing than you actually do writing, but it’s all part of the process. You will eventually find a strategic way to fit all the links, callouts, extensions, etc. within the limited space.
So, it’s not always a quick and easy endeavour. It’s all about testing and trialling what’s going to work and what’s not going to work. Once you have a few different variations of your ad copy you’ll be able to test and refine it over time to figure out what works best for your campaign.
Optimised Landing Pages
The next most important part of your Google Ads campaigns is your landing pages as this is where the conversions actually happen. As such, they need to be well-optimised and align perfectly with your ad copy. Their whole purpose is to engage the users who click on your ads and encourage them to stay on your site and make a conversion.Â
Once your landing page is built and live it requires regular reviews to ensure it’s converting effectively. You can also conduct split testing over time to test out different landing page designs or copy and determine which is the most effective and make any adjustments to the ones that don’t convert as highly.
Regular Tracking & Reporting
Finally, arguably the most important step in any Google Ad campaign is tracking and reporting. Without regular tracking and reporting you’ll just be putting out campaigns that you don’t know the effectiveness of and potentially wasting your budget.Â
Effective tracking and reporting requires looking at three levels:
- Google Ads: The Google Ads platform itself provides valuable data information on the progress of your campaigns.
- Google Analytics: Monitoring user behaviour on your website allows you to assess bounce rates and conversion information to identify which ads and landing pages are converting and which ones need work.
- Business Outcomes: Then, the most important metric is the actual outcomes for your business. Measure leads and sales generated by your campaign.
It’s essential to get this tracking reporting set up ASAP to ensure your campaigns convert consistently. Also, note that it’s important to implement inbound phone tracking so you can pinpoint which keywords generate phone inquiries.
Auxiliary Tasks
Launching a campaign involves several auxiliary tasks, such as:
- Handling billing,
- Uploading the campaign,
- Linking Google Ads with Google Analytics.
While these tasks can take time and require a detailed eye, they are crucial for ensuring the success of your campaign and getting it of the ground running early without any false starts.
Build a Captivating Google Ads Campaign and Enjoy Results
Building a successful Google Ads campaign requires careful planning, attention to detail, and a commitment to ongoing optimisation. By paying close attention to each of these steps, you’ll be well on your way to creating a high-performing Google Ads campaign that helps you achieve your digital marketing and advertising goals and drive meaningful results.
