Every digital marketer – from novice to pro – recognises that Google Advertising is an industry power player and one of the most effective ways to reach potential customers. Regardless of your industry influence – a small business owner, a digital marketer, or part of a larger enterprise – running a successful Google Ads campaign can drive significant traffic, leads and conversions. 

However, navigating the ins and outs of Google Ads can be complex without expert guidance and an informed strategy.

Perry Marshall, the author of Ultimate Guide to Google Ads, weighs in on the invaluable asset that Google Ads prove to be: “In our business, we preach “Aducation.” The idea is simple but powerful: Create ads that are, in and of themselves, helpful and useful, so that even if viewers don’t follow you any further online, at least they’ve had a positive, valuable experience with your brand. This strategy helps build rapport and foster a good relationship between the brand and the viewer, and it means you don’t bombard (or worse, annoy) your viewers with a pushy sales message.” 

Here’s (almost) everything you need to know about advertising on Google, including 10 top tips from industry experts and the 10 must-do steps for launching a winning Google Ads campaign.

What is Google Advertising?

In case you’re a new kid on the block, here’s a basic industry definition: Google Advertising – commonly known as Google Ads – is Google’s online advertising platform where businesses bid on keywords for their ads to appear on search engine results pages (SERPs) and across the Google Display Network. 

With Google Ads, you can promote your business on Google Search, YouTube, Google Maps, and various partner websites.

Why Advertise on Google?

Google Ads is one of the best tools for lead generation. Here’s the potential: 

Massive audience reach:

Google processes over 8.5 billion searches daily, offering an unparalleled opportunity to reach a vast global audience. This immense search volume means that a large and diverse group of potential customers can see your ads, making Google Ads one of the most effective platforms for promoting products and services. With such a wide reach, businesses can target specific keywords and have their ads shown to users actively searching for solutions, products, or services they offer.

Targeted ads: 

Google Ads offers advanced targeting options, allowing businesses to tailor their ads to reach specific audiences. You can target users based on location, ensuring your ads are only shown in areas relevant to your business. Ads can also be personalised by demographics such as age, gender, income level, and device type, making sure your ad is optimised for mobile, desktop, or tablet. Additionally, you can target by interests and browsing behaviour, allowing you to show ads to people who have demonstrated interest in similar products or services, increasing the likelihood of engagement.

Flexible budget: 

Google Ads allows businesses to control their ad spend with a highly flexible budget system. You can set daily spending limits, ensuring you never exceed your desired budget. Whether you’re a small business or a large corporation, Google Ads lets you allocate your advertising dollars efficiently, adjusting your spending based on performance. This means you can maximise return on investment (ROI) by only paying for ads that lead to meaningful interactions, such as clicks or conversions, allowing you to scale up or down based on results.

Measurable results: 

One of the biggest advantages of Google Ads is the ability to track and measure performance through real-time metrics. You can monitor impressions (how many people saw your ad), clicks (how many people engaged with your ad), and conversions (how many people took a desired action, like making a purchase or signing up). These insights allow you to evaluate the effectiveness of your campaigns and make data-driven decisions, ensuring continuous improvement of your advertising strategy. With such detailed analytics, you can refine your ads to achieve better results over time.

10 Top Tips for Successful Google Advertising

#1 Start with clear goals

Before you launch your campaign, define your objectives. Are you looking to increase website traffic, drive sales, generate leads, or promote brand awareness? Clearly defining your goals will help you structure your campaign, choose the right keywords, and effectively measure success.

#2 Perform thorough keyword research

Choosing the right keywords is key to successful Google advertising. Use tools like Google Keyword Planner, Ubersuggest, or SEMrush to identify relevant keywords. Look for a balance between high search volume and low competition. Also, incorporate long-tail keywords that are more specific and often less competitive, which can lead to higher-quality traffic.

#3 Create compelling ad copy

Your ad copy should be attention-grabbing, relevant and provide a clear call-to-action (CTA). Highlight your product or service’s unique value proposition (UVP) and use action-oriented language such as “buy now,” “get started,” or “learn more.” 

Tim Ash, Author of ‘Unleash Your Primal Brain’ and Marketing Consultant says: “In the world of Google Ads, every click is a conversation starter. Make sure your message connects and compels.”

#4 Use ad extensions

Ad extensions provide additional information and increase the visibility of your ads. These include call buttons, location information, additional site links, or promotions. Using extensions makes your ads more interactive and can increase your click-through rate (CTR).

#5 Optimise landing pages

The success of your Google Ads campaign also depends on what happens after the click. Ensure your landing pages are fast, mobile-friendly and aligned with your ad copy. Your landing page should deliver on the promise made in the ad, providing relevant content and a clear path to conversion (e.g. signing up, buying, or downloading).

#6 Leverage negative keywords

While focusing on the right keywords is important, excluding irrelevant ones is equally crucial. Negative keywords help prevent your ads from appearing in searches that aren’t relevant to your offering. This improves the efficiency of your ad spend and ensures higher-quality clicks.

#7 A/B test your ads

Testing multiple variations of your ad copy can help you determine what resonates most with your audience. Conduct A/B testing by creating different versions of your ad with slight modifications, such as different headlines, CTAs, or descriptions, and track which versions perform best.

#8 Monitor and adjust bids

Bid management is an essential part of optimising your Google Ads campaign. If certain keywords are driving a high volume of traffic or conversions, consider increasing your bid for those keywords. Alternatively, reduce bids on underperforming keywords to maximise your budget.

#9 Set up conversion tracking

To measure the success of your Google advertising, you need to track conversions. Google Ads allows you to track form submissions, phone calls, purchases, and other valuable actions on your website. Conversion tracking provides insights into which ads are driving the most value for your business.

#10 Analyse performance

Regularly reviewing the performance of your Google Ads campaign ensures that you’re maximising your budget. Check key metrics such as click-through rate (CTR), conversion rate, cost per click (CPC), and return on ad spend (ROAS). Adjust your strategy based on what’s working.

10 Google Ads must-dos

Now that you’re equipped with expert tips, it’s time to get down to the actual implementation. Here are 10 must-do steps for creating a successful Google Ads campaign:

 #1 Choose the right campaign type

Google Ads offers several campaign types including Search, Display, Video, Shopping, and App campaigns. Choose the one that aligns with your business goals.

#2 Focus on high-intent keywords

Target keywords that indicate a strong intent to purchase or take action. High-intent keywords often lead to better conversions and a more efficient use of your budget.

#3 Write eye-catching headlines

Your ad headline is often the first thing a user notices. Make sure it’s clear, engaging and incorporates your primary keyword.

#4 Use geotargeting

If your business serves a specific geographic area, make use of geotargeting to show your ads to users in relevant locations. This ensures your ads reach the right audience and reduce wasted spend.

#5 Implement remarketing

Remarketing allows you to target users who have already interacted with your website or ad. These users are often more likely to convert, making a remarketing campaign a powerful tool to boost your ROI.

#6 Set a realistic budget

While Google Ads is flexible with budgets, it’s crucial to set a budget that allows you to gather enough data to boost your campaign. Too low a budget may limit your ad’s visibility.

#7 Keep mobile users in mind

More than half of Google searches come from mobile devices, so ensure your ads and landing pages are optimised for mobile. Create mobile-friendly content that loads quickly and is easy to navigate.

#8 Make use of automated bidding

Automated bidding strategies use machine learning to adjust your bids based on the likelihood of a conversion. Consider using Smart Bidding options like Target CPA (cost per acquisition) or Maximise Conversions Bidding to enhance performance.

#9 Create ad variations

Always have multiple ad variations running in a campaign. Google Ads allows you to test different ads and automatically shows the best-performing ones more often. “Google Ads is a game of inches. The slightest change in your targeting or ad copy can produce a huge shift in results.” –Larry Kim, Founder of WordStream and MobileMonkey. 

#10 Regularly review search term reports

Google Ads provides reports on the actual search terms that trigger your ads. Review these reports to identify irrelevant keywords, add them as negative keywords, and refine your keyword targeting strategy.

Google Advertising offers a powerful way to reach new customers, connect with existing customers, and grow your business with the potential to achieve impressive results.

You don’t have to do this alone.

If you are looking for an agency to come alongside you in the implementation of your Google Advertising campaigns, help you craft tailored strategies, conduct in-depth keyword research and create compelling science-backed ad copy for maximum visibility and engagement, then a Google premier partner – who is up-to-date on all the latest changes and trends – is best positioned to help their clients stay current with changes, drive qualified traffic and achieve measurable results.