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Navigate the Changing Landscape of Google Ads
Feb 27
In order to maintain oneself ahead in the digital marketing world, companies must adapt. Furthermore, Google is frequently updating and improving its interface, this brings unique changes for businesses to better target and address their clients, but at the same time, it also means that what worked yesterday might not work tomorrow. Some strategies that can be followed to move across these changes are:
1- Understand Algorithm Updates
In order to better understand user experience and provide more relevant search results, Google is continuously updating its algorithms. To keep up with these changes one can either research in forums, read industry news, or review Google’s official channel.
By keeping up with these changes, marketers can ensure their ads will remain effective.
2- Leveraging Automatisation and AI
Make use of the automatisation tools available to you. Google has now Smart Bidding Strategies, examples of these are: Target ROAS (Return on Ad Spend) and Target CPA (Cost per Acquisition). Throughout automatisation, campaigns can be easily scaled without the constant need for manual adjustments, they can also achieve better results by leveraging data-driven insights, and they can save you time.
To implement it, test different smart bidding strategies as well as adjust and monitor as needed to optimise results.
3- Enhancing Ad Relevance with Keywords and Match Types
Keyword and Match types software has improved to give users a more effective and relevant content. Some of the used practices are implementing negative keywords, to prevent your ads to be showed for irrelevant searches, other strategy is to to combine automated bidding with broad match, in order to optimise relevance and search. Lastly another strategy is to regularly analyse the used keywords and identify new ones.
4- Optimising Ad Creatives and Extensions
Using ad extensions can increase its performance, some of these extensions include callouts (highlighting key selling points) or sitselinks (where you can direct users to key selling points).
Some tips to create effective ad campaigns can be A/B Testing (continuously testing different ads campaigns to determine what resonates best with your audience) and Personalisation.
5- Focusing on User Experience and Landing Pages Speed and Mobile Optimisation
Google places significant emphasis on user experience, by making your landing page fast and mobile friendly, and by making sure that users have a seamless journey, you will ensure more conversions. Another way to ensure more conversions can be done throughout maintaining an aligned content in your landing page and your ads.
Analytic tools can also help you understand user behaviour and identify areas of improvement.
6- Analysing and Adapting to Performance Data-Driven Decisions.
Focus on analysing key metrics such as conversion rate, CTR (click-through-rate) and cost per conversion to better understand which campaigns are working and which one are not.
Be open minded about making changes, and conduct regular analysis to identify opportunities for improvement.
By REGALOOK, your trusted partner in digital marketing.