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5 Super simple and actionable Ads tips

Posted on 20th June, 2018 by Richard Hassall

Google Ads

Are you stuck in a rut and find it hard to improve the performance of your Ads accounts? Perhaps you’ve tried a few different things with varying results and want to know some failsafe techniques that you can rely on. If that sounds like you then these are the tips for you. In this article, we’ll take you through 5 simple and actionable tips to help you get the most out of your Ads campaigns.

Add branded terms to your search keywords

This first tip is a great way to amplify the quality score and CTR benefits of branded search terms and utilise them to help your other keywords. But, how is this possible, we hear you asking. Well, the trick to getting this to work involves adding broad match branded keywords to your existing keywords and changing these to modified broad match. How does it work?

Let’s look at an example of this. Say your branded term is adidas and your keyword is running shoes, you would want to set up your keyword like so: adidas +running +shoes, this means this advert would show for a search for running shoes without searching for the more specific adidas running shoes.


Because your search term includes your branded keyword you are likely to get a high-quality score for your keyword helped by mentions of your brand on your landing page. This, in turn, helps to improve your ad rank and get you lower CPC prices.

Use Gmail ads for retargeting

Retargeting is a great way to re-engage with website visitors and is a necessity for businesses that rely on multiple touchpoints to get sales or enquiries. And while retargeting options have been limited in the past advertisers can now add Gmail to the ever-growing list of placements that allow retargeting and dynamic retargeting.

Located at the top of the Gmail inbox, these adverts are attractive and engaging and when combined with remarketing offer a way for you to continually engage with prospective clients. Like all retargeting, your audiences can be customised to help you reach the most relevant visitors with advertising that is perfectly tailored to them.

Target additional languages

Have you ever considered running a multi-lingual campaign to target non-native English speakers? Perhaps you have been put off by the need to translate your website and also advertising campaign. Well for those that don’t have the resources to support multi-lingual campaigns, there is an easy way to reach these potential customers with no additional work required.

By adding additional language targeting choices in your campaign you can reach bi-lingual customers who have set their primary language as something other than English in Google. And since the majority of these people speak English you’ll be able to serve them English adverts without needing to go through the expense of having your ad creative translated. This is also a great option for companies that don’t have the ability to support enquiries from multiple languages as the language of choice is English.

Make use of ad variations

We’ve all been there, you’ve written some amazing advert copy that you are convinced will convert customers so why should you bother taking extra time to create different variations. Your ad content could be based on tried and tested formula but this doesn’t mean that it will always perform as you’d expect. And while it can seem like a daunting task to update hundreds or thousands of adverts to test variations this is an important step that can help you get better results.

Luckily Google now offers a feature called ad variations that let you test changes to text adverts at scale. From headlines and description changes to display paths, Google lets you develop a strategy for regularly testing different ad variants to see which ones perform best for you. The main benefit of using the ad variations feature is the speed at which it lets you setup variations and the ability for it to measure performance changes when they become statistically significant.

Use loss aversion to boost clicks

Fear of missing out or FOMO as it is more commonly known as a powerful emotion that can help boost clicks, enquiries and sales. Thanks to Google it is now extremely easy to create a sense of urgency and a fear of loss in your online advertising using the countdown customiser function. This lets you easily create a countdown until a sale ends or starts with the timer counting down in real time the time in days, hours and minutes until the end date that you set.

This can be a powerful way to motivate people using a fear of loss to get them to take action. Seasonal sales, special promotions and other time-sensitive events are the perfect opportunities to use this feature to get the best results possible.

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