You can gain a decent amount of market share by just doing what you’re supposed to do when it comes to running Google Ads management and PPC ads in general. But if you know a few more advanced tips, the sky is the limit.
Lately, I have been amazed by the new targeting abilities. But today, I’m not going to cover the most advanced new strategies. I’m going to cover some middle of the road tactics that have a big ROI.
Here are a few ways to get the most out of Google Ads;
- Save Big Bucks by Running Display Network Ads on LinkedIn
Are you running a B2B service? If so, then LinkedIn is one of your very best friends. Fortunately, you can run Google Display Network ads on LinkedIn. Many digital marketers don’t know that. Even better, though, is that you can actually save money by running those ads with Google instead of LinkedIn.
Targeting LinkedIn with Google Display ads is easy. Just create a Placement Targeted Ad Group. Within that group, specify LinkedIn as your target.
- Don’t Use Your Home Page As Your Landing Page
Some marketers think they can put together a great ad campaign and just point it to their home page. That’s not always a good idea. Why? Because your home page probably isn’t targeted to a specific market segment.
Google Ads often use keywords and ad copy that appeal to a subset of people within a target market. That’s why the landing page should resonate with those same people. A home page isn’t likely to do that.
Also, keep in mind that your Quality Score is likely to take a hit if your landing page isn’t relevant to your ad. When your Quality Score dips, then your ad will appear lower in the search engine results pages (SERPs). Quality score is an important part of Google Ads management, make sure your team is focusing on improving your quality score. it helps with costs and Ad Rank.
- Use Geotargeting
You might be in a niche that doesn’t appeal to people all across the country. If that’s the case, you use geotargeting to better refine your pay per click ads. This will ensure that you attract more quality leads.
How do you do that? With a clever hack.
Just bid negative amounts for specific regions. That way, you won’t have to worry about your ad appearing to people who live in those regions.
- Run Mobile-Optimized Campaigns
It’s the Mobile Era. If you don’t appeal to a mobile audience, you’re going to lose significant market share to competitors who do. When it comes to Google Ads management, you need mobile ads, a mobile landing page and a mobile-optimized checkout process.
Remember, 80% of Internet users own a smartphone. Those people are using their smartphones to surf the web and look for things to buy.
That’s why you need to ensure that your Ad is optimized for mobile users.
You do that by bidding negative amounts for desktop platforms. That way, your ad only appears to people on a mobile device. Keep in mind that you might want to take things a step further by separating tablet and smartphone campaigns. Those two platforms have significantly different screen sizes and might require specific optimization efforts.
- Put Your Keyword in the Display URL
Is your keyword in the display URL? If not, why not?
When you include the keyword in the URL, you’re making the ad more relevant to the keyword. Fortunately, modern technology makes it easy to create whatever URL you want for your landing page. Take advantage of that and improve your ad’s performance.
- Increase/Optimize/Reduce
Your Ad Rank determines where your ad appears in the SERPs. It’s derived, in part, by your bid. However, it’s also derived from other factors, such as the quality of the ad and the relevance of the landing page to the ad. That’s why it’s a great idea to use the following process for your ad campaigns:
Start by bidding high to get to the top.
Then, continue to optimize the ads to make them more relevant to the keyword and get more clicks. Next, continue to optimize your landing page to improve its relevance to the ad. Make sure you are running a split test or two. Finally, reduce your bid a little bit at a time so you’re not wasting money. That’s a pattern that will help you maximize your ROI.
There is a lot to know about Google Ads management and pay per click in general. But these tips are sure to help.
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