Getting the most out of every advertising penny spent is an important part of using Google Ads for most advertisers. Here are some tips for effective advertising with Google Ads from Google Ads Community Experts.
Focus on your advertising goals
Before building your Ads campaign, decide what your marketing objectives are. Deciding what you want before you create your campaign rather than after it’s already built will ensure that your targeting, budget and formats are optimally effective and will help you set realistic goals for what you get out of each of these campaign settings.
Allocate budget based on performance
If you’re managing several campaigns, make sure that you assign more budget to campaigns that perform better and are helping you reach your business goals and less budget to those that you’re using to experiment or that generate lower ROI.
Understand your audience
Creating effective ads can often demand your time to really consider the people who you hope will see and respond to your ads. Think about their specific needs and the questions that they might have, and address their questions and needs with your product information, ad text and other assets. Here are ad creation best practices for App campaigns, Display campaigns, Search campaigns, Smart Shopping campaigns, Video campaigns.
Use location targeting when applicable
Use the advanced location options during and after campaign creation for optimal location targeting and improved campaign performance.
Prevent overexposure to your ads
Use frequency capping (available for Display and Video campaigns) to limit the number of times that your ads appear to the same users. This helps ensure that your customers and potential customers aren’t overexposed to your ad.
Target for relevance
Content targeting, such as use of keyword, placement and/or topic targeting, allows you to show ads alongside relevant content that your customers and potential customers are viewing. For greater scale, consider using audience targeting such as demographic targeting, remarketing, custom audiences and affinity audiences, which targets the customer as opposed to the page content.
Observe to optimise
Take advantage of the observation setting, where applicable. The observation setting won’t affect who can see your ads or where they appear, but it does allow you to monitor how ads are performing for your selected placements, topics or audiences while your campaign is running. You can use the data in these reports to optimise your ad performance.
Try to consolidate campaigns of the same campaign type, when possible, so that you have fewer campaigns to manage and monitor and organise your campaigns for optimal budget allocation.
Use campaign types strategically
But consider using different campaign types if showing a variety of ad types in various places can help you meet your business goal(s). Learn about all of the different campaign types that are available so you can choose the one(s) that best line up with your marketing goals.
Bid with purpose
Use Smart Bidding when useful and applicable. For Search Campaigns, Smart bids are set in real time at the search term level, and for other campaign types, dozens of signals are used to set the optimal bid.
Track conversions for quality
Use conversion tracking and offline conversion tracking to help optimise the quality of your conversions. Offline conversion tracking helps you track conversions when leads make it further down the sales funnel. You can also leverage Google Analytics with Google Ads to advance your insights.
Test, test, test
Test, test and test to learn and then optimise. For example, you can run ads with different text for the same product so that you can see which text and/or images are most effective. You can also test different types of targeting. Then based on the outcome of that testing, you can optimise your ads to include the highest performing assets.