The thing with search engine marketing is that it is a high-risk but high-reward process by itself. If you ask me, organic is still the way to go in terms of marketing since it is perpetual. The foundation of search ads is also built on keyword research and it is vital that you choose money-making keywords for your investment to bear fruit. But what are you going to do if the keywords that you really want are low in volume? Or are you confused why your ads are not showing on the search results page? It’s probably because you haven’t optimized enough.
It’s important that you act and bid smart so you can get your ads in front of the search results where your clients can see it instantly. Here are some of the tips that you can keep in mind in order to win at Google Ads:
Make use of the custom intent audiences
Google Ads has updated and upgraded the Audience Keywords to what they call Custom Intent Audiences. This can help you see your reach using your Display or Video campaigns so you can optimize your ads accordingly. It can prove to be beneficial especially if you’re in the dark about your market reach. Using this feature of Google Ads, you can see custom audiences based on their demographics and relevance to your target.
Optimize your budget
There will be instances when you are puzzled why your ads are not displaying on Google. If you’re still scratching your head, why not look at your current ads and see if they are stealing bids from each other. Having too many ads from your campaign without the proper budget for it can cause an imbalance, especially if some of the keywords you are using are high volume keywords. If you are using low volume but specific keywords, in order to make your them shine, focus your bids on this ad group. If you want this to be highlighted for your Google Ads, you might as well train the focus to this group of these low volume keywords.
Don’t be afraid to pause ads especially if it’s not serving you much purpose in terms of clicks and conversions. Also, it would help if you get the feel of your market to see which one of your products or services can be most beneficial especially during this time of the pandemic.
Adjust ad schedule
Partnering with Google for ads can be tricky since your bid or your copy cannot be the means to an end. There are a lot of factors in order to receive the clicks and impressions that you are gunning for. Check and see if your ad schedule is up to par for the audience that you are targeting. There are certain days and time slots when you have to give your ads a rest. Optimizing your ad schedule will also ensure that you only get quality leads because you are aligning your schedule with their buying habits.
Take advantage of search terms
Search terms can help you get to the pulse of users quickly so aside from building your keyword list, you should also take a look at the search terms that are relevant to your ads. This is a nifty tool in the Google Ads dashboard that can help you make the most out of your search ads. You can find this on the leftmost part of your Ad Group dashboard and here you can see relevant terms that you may use to help you improve your ads.
This is a simple tip and one that has been done before but it can help you go a long way with your ads.
Research on long-tail and semantic keywords
Make use of long-tail and semantic keywords for your ads if your current keyword list is not converting. Semantic keywords can help improve the reach of your keywords, especially if your specific keyword list is composed of low volume keywords. Long-tail has proven to cater to high conversion goals so this is also an area that you should look into. Take advantage of search queries that are relevant to your goal and always make sure that you have created a list for the negative keywords.
Being visible online can go a long way for your business. Setting up ads and waiting for it to achieve results will only waste your time. Make smart and informed choices when setting up your ads and you will be rewarded with high quality leads. Search Engine Marketing is a great tool for businesses especially those who would want to be further empowered to reach their goals. What are the other things that you keep in mind when running Ads on Google? Comment down below!