Google Ads is the biggest and most popular pay per click advertising platform in the world. This is largely as it is a flexible and cost-effective advertising option for businesses. From small start-ups to top Australian companies, businesses of all shapes and sizes can be found on the platform. Why? Because it works. 90% of consumers say ads influence their purchase decisions, with 75% of Internet users saying that paid search ads make it easier to find information.

Running an effective Google Ads campaign isn’t difficult, but it does require a bit of know-how to leverage the Google Ads tools in a way that works best for your business. The following are some of the ‘Dos’ and ‘Don’ts’ that the Lead Agency team has learned through our experience with hundreds of Google Ads campaigns.


#1 Don’t rely on broad match keywords

Using broad match keywords gives advertisers the opportunity to show when people search for your given keywords in any context. Ads will be shown regardless of the order of the words in the search string and any additional words in the query. This targeting method gives businesses the potential to reach a wider audience and get their products in front of a larger group of searchers.

Negative keywords can be used to ensure your ads don’t show for completely unrelated terms. However, negative keywords typically do not combat the problem with search intent. With broad match keywords, your ads will show regardless of the intent behind the search. Even if the searcher is not ready to buy your product or service, if your keywords are in their search phrase, your ads will display. Phrase Match and Exact Match keywords are more specific keyword targeting methods, and as such, are typically more effective in driving leads to your site that are further through their buyer journey.

#2 Don’t miss out on bidding for your own brand

Bidding on your own brand name may seem like a waste of money, but it is an excellent way to add to your brand’s presence online and ensure you’re getting as many clicks as possible.

While your brand is likely to rank in the top spot organically for terms relating to your keyword, your competitors may be bidding on your brand keywords to take the ad spots at the top of the SERPs. Outranking them for these spots won’t be difficult as your quality score will be far higher than theirs. Branded ads are also good for directing traffic to specific landing pages on your site, for example, if you are running a promotion or have a new product launch.

For most businesses, 80% of revenue comes from 20% of customers. Make sure these customers can find you when they are searching by using SEO and PPC advertising together to deliver a consistently positive customer experience online.

#3 Don’t forget to add Extensions

Ad Extensions are extra pieces of information that are added to your ad to give the searcher more information about your business. They are a great way for your ads to stand out from your competitors in a crowded online marketplace, as they ensure your ad takes up more real estate on the Search Engine Results Pages.

The type of information that can be added using Ad Extensions includes telephone number, additional links to other pages on the website, and customer reviews. Ad Extensions are proven to increase the click-through rates of ads.


#1 Use cascading bids based on match types

We mentioned above that you shouldn’t rely solely on broad match keywords. One way to make the most of the different match types at your disposal is to combine all three keyword matches: broad match, phrase match, and exact match, and bid strategically on each using ‘cascading bids’.

While this may sound complicated, implementing cascading bids is actually very simple. It basically means adding 3 versions of a keyword, one with each match type. Then adjust the bid amount based on the match type, bidding the most for exact match, least for broad match and somewhere in the middle for phrase match. The reason that this works is that it captures the searchers at all stages of the buying cycle, but you are paying the most for the ones that are most relevant to your business.

#2 Do: Write compelling ad copy

Your ad copy is what makes a searcher click on your ad. Writing compelling ad copy is like writing a blog post headline in that you have to test to see what works. Writing compelling ad copy isn’t a ‘set and forget’ task. You have to know what’s effective in resonating with your audience and increasing your click-through rate.

This is not an exact science, but as a general rule, the most important thing to do is write for the reader, not the search engine. Using the keywords that you’re bidding on in your heading is important for your Quality Score. However, your competitors probably also know this and are likely to be doing the same thing. What results is a string of similar ads that don’t do much to attract the attention of the searcher. In order to stand out, your ad headline should address the end goal of the searcher. Use your copy to tell them how your business can solve their problem. Then, ensure the landing page that they click through to expands on that messaging and provides more compelling information.

#3 Know the lifetime value of your customers

Customer Lifetime Value is the average amount of money your customers will spend on your business over the entire life of your relationship.

If you don’t know the Lifetime Value of your customers, you shouldn’t be running a Google Ads campaign.

Knowing this metric can help you identify a realistic cost per acquisition, which is necessary information for running your Google Ads campaign. If you know the customer’s lifetime value, you know how much you can spend to acquire a customer while still having a profitable campaign. Customer Lifetime Value can also give an indication of the specific products that are most profitable, and as such, can have a higher Google Ads budget. Once you know all of this, you can make advertising decisions that can boost the business’ profitability.

For more information on optimising your Google Ads campaign, don’t hesitate to get in touch. The Lead Agency is a specialist B2B digital marketing agency. Get in touch with us for more information on Google Ads advertising, SEO, or your wider digital marketing strategy.

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