Given the trajectory of the world wide web over the last decade, we will never see a day where online platforms aren’t being changed, optimized, enhanced, or upgraded. The same is true of strong Google ads campaigns.
Being the number one search engine online and with over 75% of the market share in the US and over 93% in India,[1] it’s no wonder it seems they can make their own rules. So what are marketers and small businesses to do? If you’re looking for PPC management, Rochester brands should plan their campaigns strategically.
At Full Circle SEM, here’s what we recommend local and global brands do in order to stay ahead of the PPC curve.
Digital Marketing Strategy For Google Ads Campaigns
Every set of ads for Google ad campaigns is based on keywords. There are several ways to structure your keywords within the campaign. One is with Exact keyword matches, Phrase matches, and Broad matches.
While Exact matches are being phased out due to poor management and years of keyword stuffing, this implies the closest word and spelling match to the target keyword. Phrase matching is less restrictive than Exact and will encompass larger search terms. Broad match casts the widest net in terms of reach, but this also means it catches less targeted results, ultimately costing more in PPC ad spend.
Goals First, Match Second
Establish the goal of your campaign to determine which of these tactics will be most effective. If you’re looking for targeted lead generation, Exact or Phrase matching would be the most suitable. If you’re looking for more brand awareness and increased traffic, a broad match may work.
Why Updating Google Ads Campaigns Is Important
In order to keep up with new features and keep your competitors on their toes, it’s essential to regularly update Google ads campaigns. This also helps you manage and track any excess clicks and keep a close watch on ad spending. Not to mention, Google likes to see advertisers engaged in the process and constantly making enhancements to provide the best user experience.
Update Owned Media To Match
When running a paid media digital marketing campaign or Google ads campaigns, it’s important to also build up your owned media as well. Assets such as website content, lead magnets, and social media content are earned media. This ensures that when the paid traffic comes, they find exactly the right assets they need in order to convert.
Full Circle SEM Recommendation
While the draw of Broad match searches is appealing, we see the potential for several negative effects, such as lower quality leads, wasted ad spend, and higher cost per acquisition costs. We recommend clients use Phrase and Exact matches as a rule of thumb.
Effective Bidding Strategies
According to Google, there are four primary Smart Bidding methods they recommend depending on the Google ad campaign goal.[2] Google’s Smart Bidding allows the algorithm to determine the auction prices that suit your budget and your campaign.
- Target ROAS
- Target CPA (Cost Per Action)
- Maximum Clicks
- Target Impression Share
Target ROAS is the best bidding method if the goal is to increase sales or generate qualified leads. Target CPA is a good fit for increasing leads or other specific actions. The other two are geared more toward campaign goals of increased visibility and traffic.
Other bidding strategies include:
- Manual CPC
- Maximize Conversions
- Maximize Conversion Value
- ECPC (Enhanced Cost-Per-Click)
- tCPM (Target Cost Per Thousand Impressions)
- vCPM (Viewable Cost Per Thousand Impressions)
- CPV (Cost Per View)
Manual bidding strategies require constant testing, optimization, and targeting and should be handled by professionals at PPC Management. Rochester teams at Full Circle SEM can help!
Running Multiple Google Ad Campaigns
Running simultaneous Google ad campaigns at once has a strong strategy for increasing conversions and getting the most out of your husband. However, planning is essential to ensure the success of each campaign. Multiple campaigns can give you more freedom over ad groups and keywords. This allows you to run different campaign types with more focus in each one.
Search Campaigns
Search campaigns are highly effective tools that allow you to advertise right on the Google Search Network. These are the ads that show up towards the top of search results with the “Ad” designation as well as at the bottom of search results before page navigation.
While it’s one of the most popular advertising channels, it’s also one of the more expensive. It’s critical to choose the right keywords for this campaign, as well as ensure the landing page is optimized for the highest conversion rate possible.
Responsive Search Ads
Since the expiration of expanded text ads, responsive search ads was Google’s next evolution. RSAs Pair with the algorithm to present the most relevant ad copy in creative to the searcher automatically. Advertisers will create multiple headlines as well as descriptions, and as the algorithm displays each set, it will learn which are most effective.
There are several benefits to using responsive search ads, including more flexibility to adapt to device updates, the opportunity to target different geographic locations, and to target different pain points or desires in headlines.
Optimized Landing Pages
Landing pages where the searcher will end up after clicking on the ad. This is where eyeballs turn into clicks. The goal is to turn those clicks into the next stage of the sales funnel, whether that’s website browsing, conversion, or sales.
Google ads campaigns have spent hard-earned money to get to this very stage of the process. It’s essential that landing pages are optimized to do exactly what they’re intended to do in order to make every dollar spent worth it.
Ensure the call to action is clear and designed to move the viewer along toward campaign objectives. Check messaging for clarity and ensure what they see matches what was in the ad they clicked. Don’t ask for the whole farm right away; just get the basics like email and or phone number.
It’s Time To Update Google Ads Campaigns
Stay ahead of the curve and ahead of the competition by ensuring Google ad campaigns are regularly and handstand updated. For experienced and effective PPC management, Rochester and surrounding area brands should reach to Full Circle SEM out for expert help!
Sources:
[1] https://www.statista.com/statistics/220534/googles-share-of-search-market-in-selected-countries/
[2] https://developers.google.com/google-ads/api/docs/campaigns/bidding/strategy-types
