One of the most valuable inbound marketing tactics has got to be search engine marketing, also known as SEM. Using “Google”, afterall, has become a vernacular verb on the Sunshine Coast and around the world for a reason.
Having a strong SEO strategy when it comes to search engine marketing is crucial because there’s a lot that can be done organically. However, much attention needs to be placed on creating relevant content, especially as we become more savvy in how we consume this content, as it plays an imperative role in how we approach Google ads to SEM.
Plugging Into Google Ads for SEM
The digital landscape has allowed marketers and businesses to use a variety of tools for launching pay-per-click (PPC) campaigns, with Google Ads being the best option. Google Ads is a method of surfacing ads as soon as anyone searches certain keywords online. There are two primary ways that ads can appear, one is along organic search results and the other being through third-party websites owned by Google or Google partners like YouTube. The maximum amount you pay for a click, even though the cost is often less per click, is how ad placements are determined. The quality score of your ad’s, which is calculated based on things like how much click-through rate is expected and the relevance also plays a huge role.
Breaking down your strategy and execution is often how you’re able to run a successful ads campaign.
Here are the four top tips of developing the perfect ad strategy:
Stay Current With Google’s Program Updates
The digital industry is ever changing, and rapidly at that. This is no different with Google Ads. Google’s programs are regularly updated in efforts to remain current and innovative, so it is vital that you stay informed with those updates so that you can adjust your strategy whenever appropriate. As a business owner on the Sunshine Coast, you may not have the time to keep up with these updates, so having a professional team of Google Ads specialists on the Sunshine Coast is beneficial. There’s a time when expanded text ads were in full swing and it made it essential for SEM marketers to know that they could say more in PPC ads than ever before. By doing so, you had the advantage of more real estate on search engine results pages (SERP).
Learn About Bidding Strategies
The maximum amount you’re spending for each keyword clicked, also known as your bid, is what determines your Ad Rank, which is how Google regulates which ads appear where and their order. With is in mind, it is important to know that there are several strategies that can be worked out in your bid to maximise value without bankrupting yourself. Having a Google Ads specialist on the Sunshine Coast who knows bidding processes, with the knowledge to formulate an appropriate bid based on things like campaign goals, your competition, and priority among other factors, is a worthwhile investment.
Understand What Goes into your Quality Score
Your quality score also determines your Ad Rank, so, much like your bidding process, it’s essential to have an understanding on how Google calculates this score. Google looks at these three factors to calculate this score are the relevance of the ad to the target keywords, the expected click-through rate and the landing page experience. Once these are calculated, Google will provide a diagnosis which can be used to help you to better and boost the results of your Google Ads.
Monitor Your Metrics
All campaign performances have a report provided for all Google Ads, and it is critical that you take a close look at the insights for future campaigns. In conjunction with Google Analytics, you can also look at Ads Reporting to get a clearer picture of what you’re doing well and what needs improvements in areas like your bidding and messaging. Make sure that all your metrics are defined especially when it comes to reporting, so that you can analyse them based on context and those insights cab spur action.
There are ways that can help in executing your Google Ads strategy such as defining your audience by targeting your ads, setting your topics based on your keywords, developing creative ads, and knowing where and how people are searching, such as device types.
For you to make the most of your Google Ads endeavours, you need to have solid research and you need to start on your campaigns. It is no use starting a campaign with limited expertise, so hiring an expert team is the best route to take. At Bird Dog, we specialize in a range of digital marketing services and Google Ads on Sunshine Coast is no exception. We’re ready to help your business get in front of your ideal customers. Get in touch with today.