How to advertise on google ads? At first glance, it may seem simple. Setting up sponsored link campaigns with the aim of making your site appear in the first Google search results is within everyone’s reach.
Do you want to quickly increase visibility and turnover on your website? The Google Ads platform (formerly called Google Adwords) for creating advertising campaigns can perfectly meet your requirements.
But optimizing your budget to improve your return on investment can quickly become complicated if you do not respect certain basic points.
Here are some tips to follow if you are new to internet advertising and want a little help on how to optimizing your first Google Ads campaigns :
1. Clearly define the objectives of your Google Ads campaign
This is the first thing you need to think about when creating paid SEO campaigns .
We can identify four main objectives:
- Improve the notoriety of your website : this will be possible thanks to a Display campaign used to distribute banner ads and videos on Google partner sites and on Youtube. In addition to Display, “Search Network” campaigns will show your ads on the results pages of the Google search engine (SERP) when a relevant request from an Internet user is received. Choose this goal if you want to promote your site, your brand, or your products.
- Get traffic to your site : Generate more qualified traffic by targeting only visitors who are likely to be interested in your products and / or services. For this, you will need to choose the right keywords and the right ads to maximize the chances of visitor engagement on your website.
- Attract new prospects : drive conversions by encouraging customers to take action. This could for example correspond to a request for an estimate, a phone call, etc.
- Increase sales on your website : in the event that you have an e-commerce site, Google Ads will allow you to bring visitors to your website until the conversion, that is to say the purchase.
2. Establish personas to define the targeting criteria of your campaign
When developing a new product, service, you need to imagine a persona that will best represent the target group or segment you want to reach.
With Google Ads it’s the same thing, you must ask yourself the following question
“who are my products and services for?” . By segmenting your prospects, you will identify the types of the ideal customers.
Take the example of a beautician in Paris, the target will therefore be mainly women living within a radius of about 20 kilometers from your store.
Other socio-demographic characteristics can obviously enhance your personas in order to have the clearest possible vision of who your target is.
3. Study the Google Ads campaigns of competitors
To know if the market you are in is growing, it is imperative to analyze the campaigns SEA of your competitors. This will allow you initially to give you an idea of the market competition, and thus to know if it will be more or less difficult for you to position yourself.
You can then manage the optimization of your campaigns by adjusting your monthly budget, then by studying the ads, ad extensions, and keywords used by your competitors.
4. Choose the right Google Ads keywords
The choice of keywords is an essential step not to be neglected when creating your campaigns since it is on these keywords that you will spend your Google Ads budget .
To show your ads to a relevant audience, you will be required to select the right keywords for your business. These keywords should therefore correspond to the terms that your potential customers could use to find your products or services.
To establish this list of keywords, we recommend that you put yourself in the user’s shoes. Identify the different categories of your activity and enter all the terms and expressions likely to belong to each of them. Also add any terms that your potential customers would use to describe your products or services.
Feel free to add Google Ads keywords with an intention, that is to say which meet an immediate need, such as “hairdresser open now”, “hairdresser near me”, “buy shoes”, since they generate very qualified traffic.
If you need help building your keyword list, you can use the Keyword Planner available on Google Ads , which will help you find the most relevant keywords for you. your activity.
It is also recommended to insert at least five keywords in an ad group.
5. Don’t forget to use negative keywords
Negative keywords (negative keywords) allow you to exclude certain search terms in order to focus on keywords that are really relevant to users. Thus, your ads will be displayed during requests that best match your products and services, which will make your investments profitable (ROI).
For example, if your site only sells new shoes, then it would be highly advisable to exclude terms like “used” so you don’t spend unnecessary money. Indeed, if you have chosen to bid on the word “shoes” in large and the customer types the keyword “used shoes” then clicks on your ad, you are bidding on a keyword of little relevance to your activity. However, if the term “opportunity” is added to your negative keywords, you will not spend your budget unnecessarily on this query.
To sum up, we can derive three advantages from this method:
- Lower costs
- An increase in click-through rate (CTR)
- Better conversion rate
6. Properly segment your Google Ads ad groups
A good segmentation of your ad groups is essential so that the ads you serve are perfectly suited to the requests of Internet users. If you don’t segment your ad groups and insert many completely different keywords into them, your ads will not be relevant to certain keywords.
The best practice to follow is therefore to create ad groups that group few keywords or keywords that are very close to each other. In particular, this will allow you to first improve the quality level (QS) and the click-through rate (CTR) of your keywords, and subsequently reduce your cost per clicks (CPC).
7. Make good use of the different types of correspondence
Three types of correspondence are available to you when adding your keywords. To know which type to choose, it all depends on whether you want your targeting to be done on specific requests (restricted target) or on new, more global requests (large target). The types of correspondence will therefore allow you to better control the requests that will be likely to trigger your ads.
We can identify four types of correspondence:
- Exact keyword (in square brackets): your ad will be displayed only if the Internet user’s search corresponds exactly to the keyword or to a close variant.
- The advertisement of the keyword [women’s shoes] will for example be triggered if the Internet user types: women’s shoes, ladies’ shoes, women’s shoes
- Exact phrase (in quotes): your ad will be displayed if the Internet user’s search matches the phrase or a similar variant, with additional keywords before or after.
- The announcement of the expression “women’s shoes” will be triggered, for example, if the Internet user types: women’s shoes on sale, buy women’s shoes, women’s shoes for sale
- Broad Queries : Your ad will appear if the user’s search matches relevant variations of your keyword, including synonyms, misspelled terms, and singular and plural forms.
- For example, the ad for the keyword women’s shoes will be triggered if the Internet user types: buy ladies shoes, women’s sandals
- Broad query modifier (with a + sign): Your ad will be displayed if the user’s search includes words preceded by the + sign or variants close to these terms, regardless of the order in which they are written. Words can appear before, after, or between terms.
- The ad for the keyword + shoes + women will be triggered, for example, if the Internet user types: socks and shoes for women, summer shoes for women
8. Take care of your Google Ads ads for a better CTR
In addition to being precise and relevant to Internet users in order to properly present your products and services, your text ads must also encourage people to take action, that is to say achieve a click.
Thus, several rules must be observed to optimize the chances of seeing a user click on your ad:
- A powerful title to catch the eye of the Internet user
- Show the keyword that the user typed in the title and descriptions so that he understands that the ad responds to his request
- Encourage action with promotions, action verbs, call-outs, limited offers etc.
- Highlight your competitive advantages (24h delivery, unbeatable price, etc.)
- Use ad extensions to increase click-through rate
9. Use Google Ads ad extensions
The extensions allow to significantly increase the clickthrough rate (CTR) of your ads by providing more information to users about your products or services.
This will also allow you to encourage the Internet user to take action since you can, for example, insert in your ad: an address, a phone number, prices, opinions etc.
It will therefore be easier to get in touch with your company from this ad, without even having to go to your website.
Many extensions are available and allow you to create the most relevant ad possible, so it’s up to you to select the ones that best suit your website.
10. Use conversion tracking to optimize your budget
The conversion tracking allows you to get information about the actions performed by a user (actions on the website, phone calls, application installations …). To set it up, you can do it yourself or choose a Google Ads agency competent person who will do it for you.
Once conversion tracking is in place, you’ll be able to identify the campaigns, ad groups, ads, and keywords that get people to take action the most.
Thus, you can easily analyze whether your investments are profitable and optimize your expenses according to it.
11. Improve your landing page to optimize conversions
For your campaigns to be effective, it is imperative that you have landing pages that are relevant to Internet users.
They must be in line with the content of your Google ad to maximize your chances of achieving your goals.
Your landing page should be clear, engaging, and understandable with relevant content.
To assess the quality of your landing page, you can rely on the bounce rate, the time spent on the page, and how Google rated the quality score.
12. Use Google Ads remarketing
Remarketing gives the possibility of retargeting Internet users who have already interacted with your website or your application.
By strategically positioning your ads with these audiences, you will inspire them to take action (like a purchase) and also gain notoriety.
Since Internet users are already aware of your site or application, the conversion rate will be higher on this audience than on a classic audience that does not yet know your site. Your return on investment will therefore also be more interesting.
13. Take seasonality into account
The seasonality is to say, the success of certain products or services at a certain time of year,
is not to be overlooked when managing campaigns Google Ads.
You may create certain campaigns or ad groups for specific occasions (sales, black friday, Christmas, etc.).
This therefore means that outside of this period, campaigns or ad groups will no longer be of any use and will have to be paused so as not to waste your budget.
Note that it is strongly recommended not to delete items from your Google Ads account,
it is preferable to put them on standby in order to keep a performance history, and to be able to reactivate them in a few clicks at the desired time.
14. Test, analyze, and optimize your Google Ads campaigns continuously
Your Google Ads campaigns can and should be continuously optimized. For this, nothing better than A / B tests by creating several ads in your ad groups. For example, you can change the title or descriptions.
This is why it is recommended to create three ads per ad group in order to observe after a few days which ones work best and which ones will need to be reworked.
The more relevant an ad will be in the eyes of Internet users, the higher the CTR will be, which will improve the quality level and therefore the positioning of your ads.
What’s a benefit of having multiple ads in an ad group?
When optimizing an AdWords campaign or account, having more ad groups has several advantages.
The practice helps promote click-through rates, improve ad quality score, and drive conversion.
Improving click-through rates
The fact of multiplying the groups makes it possible to group only very similar keywords within an ad group and therefore to be able to personalize the ad according to the small scope or even the unique keyword purchased.
The ad / keyword match promotes clicks since the Internet user is then exposed to an ad responding very precisely to his request.
Promote conversion rates
The specialization of the ad group generally makes it possible to use a product or service page as a landing page that also responds precisely to the Internet user’s request.
This correspondence logically reduces the bounce rate and promotes conversion.
Drive Ad Quality Score
As AdWords Help points out, “The more relevant your ads and landing pages, the higher your Quality Scores are likely to be.”
The two elements mentioned above therefore also promote the quality level of the ads and allow “better treatment” to be obtained from AdWords.
why should you link your client’s google ads account to the search console?
Google has just announced on its blog the deployment of a new Associations page , within the settings of the Search Console .
This new version makes it easy to connect other Google services to a Search Console property, but also to obtain a global and clear view of existing or pending associations.
Supported associations are: Google Analytics, Google Ads, YouTube Channel, Play Console apps, Actions Console projects, and Chrome Web Store account.
Note: Google specifies that the associations already in place will still be valid with the new version of the Associations page .
Why connect my other Google accounts to Search Console?
Here are the benefits for each service associated with Google Search Console:
- Google Analytics property: You can view your Search Console data such as organic search queries in your Google Analytics account. You can now link your Search Console domain properties to Google Analytics to get a more comprehensive picture of natural search results.
- Google Ads account : you can view paid and organic reports in Google Ads. YouTube channel: it is possible to link your videos to your associated website.
- Play Console app : You can use app indexing.
- Project “Console actions” : it is possible to verify your brand and activate the cross-platform functionality.
- Chrome Web Store Account : You have the option to publish apps and extensions to the Chrome Web Store on behalf of your site.
How to connect your Google Analytics, Google Ads, accounts?
As Google explains: ” All association requests, except Google Analytics, must be made in the product that requests association with the Search Console property .”
For Google Analytics: You must go to your Analytics account, in Administration , then on the property with which you want to enable Search Console data sharing. You have to click on Property settings and then scroll down to click on Configure Search Console .
For more information, a help page is available.
Note: you must have modification rights on the Analytics account and “Owner” authorization for the Search Console account in order to perform the association between the 2 services.
Note: it is always possible to delete an association, by going to the Associations page in question in the Search Console settings,
by simply clicking on the icon in the form of 3 small dots, located to the far right of the line of the association concerned.