Is it any wonder that Google dominates the digital marketing space? More people than ever use Google to find what they’re looking for online. And so companies and advertisers flock to Google Ads for the opportunity to show up at the top of search results pages for people looking for products and services.
But as more and more advertisers take part in Google’s auctions, achieving success becomes harder. As competition for prime advertising space heats up, how can you make sure that your paid search efforts are adding value to your company?
Here are six things you can start doing today to get more out of your Google ads:
Understand which keywords are driving results. Search marketers need to dig deeper than they used to in order to effectively manage bids and optimize their campaigns. This means knowing at the keyword level how performance looks. Where keywords exist that are not driving conversions, you are wasting money that should be spent elsewhere.
Let Google’s algorithms identify new opportunities. AI and machine learning are taking over the search industry. Google already offers tools that will help you leverage the technology in order to find new audiences you may not have been able to find on your own.
Nail the user experience. The most ignored aspect of search marketing campaigns is what happens after a prospective customer clicks on the ad. The landing page and shopping experience need to be perfected, and search marketers need to push hard internally to make sure the right level of attention is being paid to user experience on the website.
Leverage audiences. The future of search marketing is shifting away from keywords and towards audiences. You want to deliver the right ad to the right person at the right time. It used to be that the best way to do that was with keywords. But Google’s algorithms are now smart enough to identify intent in different user groups. So instead of focusing solely on keywords, you can manage your bids based on who is using those keywords.
Stay ahead of new features. Google has been busy making it easier for advertisers to grab attention and get more clicks, releasing new features like expanded text ads and site links. From adding star ratings to ads, to phone numbers and offers, successful advertisers take advantage of these new features to stay ahead of the competition.
Work with a specialist. Either aim to hire someone with deep industry experience or work with an outside team that knows search better than you do. Companies like PPC PRO bring their expertise with them and make sure that you are taking full advantage of every best practice there is.
Bottom line, your search campaigns can be doing more for you. Search is still one of the most effective digital advertising channels around. And those marketers who dedicate the time and resources required to succeed in this space will continue to outperform the competition.
This post was sponsored by PPC PRO, a transparent and refreshingly different Google AdWords management service.