PPC tips

Google Ads – Campaign management tips

Google Ads (formerly known as Google AdWords) is a quick way to guarantee instant web traffic. However, it shouldn’t be your only advertising strategy. When you build a website, it can take months to generate even a moderate amount of organic web traffic. Therefore, if you want to generate revenue fast, you may want to consider paid advertising.

PPC tips

  • You may be raring to go with your ads campaign, but to avoid spending money on non-converting keywords, you must first compile your keyword strategy.
  • If you are new to Google Ads, start with a budget of between £12.00 to £55.00. You can set a daily budget of £12.00, and then increase your bid on individual keywords.
  • You need to make sure that your ads are relevant and the link takes the user to the correct landing page. Ads with a poor Quality Score* can result in your ads not showing in Google’s search results.
  • Although display ads are known to generate more clicks and less conversions, running both text and display ads alongside each other is the best way to optimize your conversions.
  • If you are new to Google Ads, set a fixed daily budget and use the Maximise Conversions bid strategy. Focus on one or two locations, and one language, to save money until you become more familiar with keyword optimization.
  • Use the Keyword Search Planner, Keyword Diagnosis and the Opportunities feature to compile a list of your best keywords.
  • Select a list of negative keywords to avoid paying for clicks on products that you don’t sell.
  • Set up separate Campaigns for display and text ads.
  • Use Ad extensions.
  • Write mobile-friendly ads to target people on mobile devices.
  • Add a call-to-action.
  • Use at least one keyword search term in your text ad.
  • Use tools like AdSpike and AdStage to schedule, create and optimize your ad campaigns.
  • Monitor your ads on the go with the Google Ads app.
  • If your keyword bids aren’t high enough to get you on the first page, increase your bid.
  • To simplify tracking your conversions, link your Google Ads account to your Google Analytics account.
  • Use brand keywords for repeat customers.
  • Go for conversion relevant keywords and not popular search terms. For example, if you are selling a book about self-publishing. Avoid search terms like “kindle publishing” and “Amazon publishing”. People searching for these terms are likely to be looking for information or products on Amazon’s website.
  • Pause keywords that are not performing.

Navigate your Ads account

Where can I learn more about Google Ads?

*Ad Rank is where and when your ads will appear. This is determined by your bid amount and Quality Score. Quality Score is the expected click-through-rate (CTR), ad relevance and ad formats.

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