Google Ads is nearly used by every business owner who wishes to promote his product or
service to the masses but not everyone is successful as most people falter in poorly arranged
ad snippets which are quite complex for a web surfer to decide whether to consider clicking
it or not.
Most of the time we see newbie business owners not having a specific goal that they’re
targeting when setting up an ad and that’s not all, the proper pre-planning for the target
audience and lacklustre landing pages on your websites make it even worse.
How do Google Ads Operate?
In this section we discuss the dynamics of how the complete Google Ads runs, which are three
major parts, namely:
• Your website:
Presentation is key here, your website and its different web pages are the cornerstones of this procedure, you will be using them in different ad groups as your chosen URL for the landing page (particular web page where you’re sending the clicking person). Inconsistent Ads and landing pages account for awful ventures, say I was booking a cruise ship for the fam in Australia and I come across a fairly decent Ad which made me click to consider it, and once on the landing page I find tons of different clickable segments, either talking about a promotion that wasn’t in the Ad or many irrelevant tours that I have to go through and that is why I would close that interaction within seconds and jump on to a competitor which makes sense. Having a Well-constructed website that is modern, user-friendly as well as snappy are must when running Google Ads as these two components go hand in hand.
• Keywords Research & Bidding:
This is one of the most important sections of Google Ads, probably a make or break one, as in our SEO (internal link to be put in here) related article we said that keywords need to be used quite wisely, the same is the case here. Keywords are of two types, long tail, and short tail ones, “ice-cream” for instance is quite short and general term, so could be anything but if it’s “chocolate ice-cream with vanilla center fill” is a long sentence structure yet very precise which brings us to the concept of buyer intent, whenever you choose certain keywords for your Google Ad campaign you should try to be specific rather than vague which is only possible when you target long tail, cutting to the chase sort of keywords, this is further segmented in the concept of the keyword intent funnel below.
After selecting buyer-centric keywords for your Ad, you need to ensure a clear bidding strategy for your keywords, these are divided into manual, semi-automated, and automated bidding strategies.
This is a fully automated one, where you set a target cost per conversion and Google focuses on getting as many as it can.
This is based on chronological data of your ads, so cannot be used right off the bat, but the goal here is to get the maximum return or your target on the money being spent on ads.
This is certainly a more awareness type of bidding strategy, where Google focuses on getting as many clicks on your ads as possible.
Here the main objective would be to receive maximum conversions on your ads from Google which will be specifically optimizing it for you.
Another quiet awareness and reach-related strategy where Google would optimize your ad such that you obtain more views.
This is the strategy where you get complete control of essentially every part of your ad and is the reason is most preferred because of how personalized to your overall budget.
This is a semi-automated version of the prior strategy, where you get an option of enhancing either your conversions or conversion value (economical type of conversion).
• The Quality Score:
There are four basic parts to quality score which is how it’s also calculated, click-through rate, this simply means how many times has your keyword or ads has haven clicked, second is keyword/ad relevancy where your ad structure or selected keywords are calculated in terms of how relatable they are, keyword/query relevance, this is where your selected keyword and written ad text are seen on how relevant they are and last but not least is the landing page relevance, where your URL is checked by Google on how match able and cohesive it is to everything behind it and to sum it up, quality score is dependent 65 percent on your CTR, 25 percent on the factor of relevancy and 10 percent on your landing page.
Where are you going wrong and what can be done?
There can be multiple reasons for you not getting your desired outcome in Google Ads, but just to list a few. Wrong type or order of keywords, having unsuitable keywords which are way too vague can hinder your chances of securing any gain from your Google Ad campaign. When constructing your ad, you’re perhaps being sutured in the sea of different search results, not addressing the demands of a user or simply not giving any reason for the searcher to click and this also includes Ad Extensions, which are little hypertext beneath the ad, highlighting the different but significant facts and figures of your ad, this not only improves your clicks but saves a user’s time.
Not understanding different bidding strategies is a death call, this also suggests you do not have a clear head or objective from the get-go as all strategies have their place and time. Not Improving other things like your quality score can also be detrimental to you and your ads, if you are showing an ad for new oxford shoes but have general shoe-related keywords which have nothing to do with your offer or a landing page to your clothing section or homepage is certainly not going to take you anywhere.
“To eventually maximize your sales and response from your potential market is only possible when you have a cost-efficient Google Ad setup that has match ability, unique, niche and best possible keywords that assist and pave the way for the rest of the process like a complimenting landing page.”