Conquering the digital advertising landscape requires building and preparing Google Ads campaigns that resonate with your audience and drive clicks and conversions. You always want to put your best foot forward with Google Ads and hit the ground running with well-planned and strategised campaigns.
In this blog, we will explore the components you need to craft high-quality and result-driven Google Ads campaigns.
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. There are many ways of doing it, but the main goal is to able to grow and scale as required.
Then under each campaign, we need Ad Groups. These act like building blocks for your ads, allowing you to grow and enhance your campaigns over time. These ad groups must 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. It’s a work of trial and error: writing, deleting, rewriting, reviewing, and then finally approving them. This process also includes finding 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. Writing a few variations of ad copy will help you test and refine what works best for your campaign.
Your landing pages are where conversions happen. As such, it’s crucial to have well-optimised landing pages that align with your ads. These pages must engage visitors, convey your value, and facilitate a smooth user experience.
Once your landing page is built and live it requires regular reviews to ensure it’s converting effectively. Over time, we can also start doing split testing to help determine which landing pages are most effective and how you can improve the ones that aren’t converting.
Regular Tracking & Reporting
One of the most important steps in this whole Google Ads process is to ensure that we can track and report on everything. This requires looking at three levels of tracking reporting:
- Google Ads: The Google Ads platform itself provides valuable data information.
- Google Analytics: Monitoring user behaviour on your website is essential for evaluating site engagement and conversions. Assess bounce rates and conversion information to identify which ads and landing pages are converting and which ones need work.
- Business Outcomes: The most important metric is the 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.
Launching a campaign involves several auxiliary tasks, such as:
- Handling billing,
- Uploading the campaign,
- Linking Google Ads with Google Analytics.
These tasks may require time and attention, but they are crucial to getting your campaign off the ground running.