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6 tips for running a successful Google Ads campaign

Posted on 12th September, 2018 by Michael Banks

Google Ads

Google Ads is one of the most comprehensive marketing channels available to advertisers. It lets businesses reach new customers, drive traffic to their website and helps them reach business goals. In this blog, we’ll take a look at 6 ways that you can make sure your Google Ads campaign is set up for success.

Create clear goals for your campaigns

One of the biggest reasons we see for the failure of Google Ads campaigns is failing to set clear goals that are tied in with real-world business objectives. To start off with we’d always recommend structuring your campaign goals around that of your business. These goals need to be achievable, measurable and specific. So an example of a business goal that would work well with Google Ads is to increase the number of online sales on your website.

Taking the time to work out what you’d like to achieve with your marketing will help you focus your campaign on what matters most to your business. Whether this is increasing your brand awareness, driving traffic to your website or generating sales, starting with a clear goal is an absolute must.

Think of your audience

Do you know what your perfect customer looks like and what they are looking for? If not then it’s time to create a marketing persona to help you understand your customers. In short, a marketing persona helps you identify with your audience and understand their needs. When creating a marketing persona think of your customers and what traits they have in common. What motivates them to buy your product or service, what are their needs, what demographic do they fit into? Answering these questions can help you build up an understanding of your target audience and help you create adverts that are relevant to them.

Work out your budget

If you’re new to advertising it can be hard to decide on how much budget you’ll need to run your advertising campaign. Once you’ve done your keyword research you should have a rough idea of the cost of your clicks and you should be able to work out a suitable monthly budget based on your business goals. So if you wanted to get 200 new website visitors to your site each month and the keyword click costs were approximately £2 per click then it would cost you £400.

Negative keywords will save you money

There’s no point paying for clicks on keywords that are not relevant to your business. Using negative keywords offers a way for you to ensure that your adverts are only shown for the search terms that matter to your business. By using negative keywords you can help drive better quality traffic to your website with the goal of reducing money spent on search terms that are not a good match for your business.

Write benefit led adverts

Your adverts are your only chance to capture the attention of your audience so make sure they are as effective as possible. Top tips when writing adverts include: using relevant keywords in the advert copy, include benefits of your product or service, add a call to action, mirror the language used by your customers.

We’d recommend that you create 3 adverts for each ad group that you are running as this will help Google to optimise for performance and choose the best performing advert automatically. Don’t be afraid to create 3 very different adverts as Google will optimise how these are shown based on their performance.

Monitor performance

Our final tip when it comes to running a successful Google Ads campaign is to monitor the performance and track results. Setting up tools such as conversion tracking can help you measure which of your keywords and adverts are performing the best and helping you reach your business goals. Over time you’ll want to adjust your campaigns based on performance and monitoring performance is the only way that allows you to get the data you need to properly optimise your campaigns.

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