If you’re an experienced Google Ads advertiser who has been around for a while, it’s safe to say you’ve learned a thing or two about how to create performant campaigns. But as the landscape changes, your strategy has to change too.
What once worked today may not work tomorrow. Google is changing so quickly I think it would be safe to say that Google Ads in 2023 will look very different than it does today.
Source: Digital Ad Spend
With the introduction of Google Ads, search engine marketing has evolved into a fully-fledged branch of online marketing. It’s always better to take the assistance of an SEM agency to get the most out of your marketing and advertising efforts.
Google Ads in 2023- Tips and Tricks for Success
Google Ads has undergone a lot of changes over the past few years. Remember when ads were just on the right-hand side of the search results page? Google’s subsequent updates have made it clear that they’re not resting on their laurels. They’re constantly looking for ways to improve their product and offer more value to advertisers.
The days of static text ads in Google search results are long gone – and we don’t miss them. With the introduction of AdWords Display Network, Shopping, Remarketing, YouTube and other ad formats, we now have access to a broader range of opportunities to reach customers with relevant messages.
Reflected here are some of the most recent changes made to ads by Google, along with tips and tricks for optimizing your online presence.
Optimize your ads for Natural Language Search (NLS)
Google Adwords announced that they would start using natural language search, making advertising more challenging. You have to be very careful in writing your ad copy so that it’s as relevant as possible. You do this by using the keyword phrase in your ad title, your ad body, and your display URL.
This will help it show up higher for natural language searches.
NLS-enabled ads allow users to interact with your business using natural language in their searches. In turn, it helps increase ad relevance, which can reduce your cost per click and increase your click-through rate.
Manage your Bidding Campaign
Google Ads is the only advertising platform that allows you to see how your ads perform in real-time as you’re creating them. You can also decide if you want to adjust your bid for each keyword or whether you want Google to manage your bids for you.
Type in the title of a book or an author of a book into Google. You’ll then be redirected to a page where different books by similar authors will show up. Google knows what’s relevant because they have analyzed data from millions of searches performed by people worldwide. They know that most people search for books of similar authors and decide on the best match by comparing their algorithms with user behavior.
Optimize your ads for Native and Mobile Settings
Native Ads look like part of the user’s screen – in mobile applications, web pages, or desktop applications. They are designed to blend into their surroundings to be valuable and exciting to users while also serving an advertiser’s promotional needs.
Mobile ad units can be optimized by ensuring they fit correctly within their designated space, not hurt the user experience, and drive relevant clicks. Several different types of mobile ad formats can be used to advertise on mobile devices, including display ads in search results, text ads in search results, Google search app install banners, buttons, or coupons, voice search ads, video discovery ads, App Promotion ads, and Universal App Campaigns (UAC).
Avoid Negative Connotation in your ads
If you plan to run your ads on Google, you need to be careful with the words and phrases you choose. These ads have to be in your best interest so that they won’t get disapproved by the search engine.
Source: Campaign choice
Keywords are one of the essential parts of any Google Ads campaign. They help determine your audience and play a prominent role in whether or not a consumer will click on your ad. However, keywords can also have a negative connotation that may result in fewer clicks and cost you money overall – especially if you’re using broad match keywords.
Generate an emotional response through your advertising campaign
Many people don’t trust advertising, and sometimes, they don’t click on it even when they do trust it. Your job is to make sure that your copy, imagery and video are all focused on creating an emotional response and motivation for them to take action.
The first thing to realize is that Google Ads isn’t just about getting clicks; it’s about getting conversions. This means you have to understand your audience and what motivates them to take action.
One of the best ways to create an emotional response is to focus on storytelling. Enable users to connect with you through understanding what drives your business and why you’re different from your competitors. This will also help you strengthen your brand because people like brands that are relatable and human.
Build a representative landing page
Landing pages are web pages that are created specifically to generate a conversion. An ad that links directly to a landing page will generate more leads, sales and conversions than an ad that goes to your homepage.
Having a well-designed landing page that represents your product is one of the most critical aspects of your campaign. If people are not interested in your product, they will bounce off your page and never revisit it. This is why an effective landing page is so essential.
Structure the campaign appropriately
When creating your campaigns, make sure you have a clear idea of what you want to accomplish by running ads. It’s best to focus on one goal at a time so that your campaigns are as effective as possible.
If you’re trying to drive sales, exclude people already purchased from your audiences. If you’re trying to generate leads or get sign-ups for a free trial, exclude people who’ve already taken those actions.
The first step of optimizing your account is to set it up correctly from the start. This is important because if you don’t set up your account correctly, you won’t optimize it effectively. So, in addition to learning about effective Google Ads optimization, you’ll need to know how to set up your campaign structure and settings for success.
Monitor the performance of your campaign
Monitoring and analyzing the performance of your Google Ads campaign is vital to its success. Without it, you may run a costly and inefficient advertising campaign that doesn’t meet your goals or drive prospects to your website. You won’t improve your ad campaign if you don’t know what’s working and what isn’t.
Google AdWords provides a variety of reports that allow you to monitor the performance of your campaigns. You can view these reports in your account’s “Report” tab. The first thing you should do is set up some goals for your account. Goals are specific performance indicators (such as several clicks or conversions) that you’re trying to achieve with your ads.
The key takeaway here is to continue learning and adapting. The digital marketing world changes rapidly, so it’s crucial to keep tabs on what Google does with their AdWords platform. If you do that—if you actively learn about and adapt to new developments in the industry—then 2023 could be an excellent year for your company.
Hello, My name is Shari & I am a writer for the ‘Outlook AppIns’ blog. I’m a CSIT graduate & I’ve been working in the IT industry for 3 years.