Mary | 19 May 2022
Why use Google Ads
Google Ads is an essential tool for advertising online, allowing businesses to create ads that show up in Google’s search results at the exact point users are searching for related products or services or whilst users are visiting other websites. By using Google Ads, it becomes much easier to target the right audiences at the right time, therefore leading to effective advertising. With Google being the most used search engine and receiving billions of search queries daily, it can be a great way to reach your audience and reach the people who are searching for your products or services.
One of the main benefits of using Google Ads to advertise is that you pay per click, helping you to focus on getting more results from your ads. Flexibility and control are part of Google Ads’ main goals and in achieving this, they give you control of how much you invest into your campaign, allowing you to remain in control of how much you want to spend each month. It is important to remember, even campaigns with small budgets have the potential to perform well if they are fully optimised to get the most out of your spend budget.
The majority of campaign types in Google Ads serve on keywords and therefore, it is important to do appropriate keyword research as this is how you will reach your audiences when using Search campaigns. One tip that Google suggests is to create your list of keywords with your customers in mind, which will help you to capture the right audience, targeting those who are more likely to convert.
Choosing the right keyword match type is essential to helping you target the right audience, with Google Ads, it is possible to create experiment campaigns to see which keyword match types bring in the most relevant traffic for you. For example, if you were advertising a specific and niche product and were getting irrelevant traffic, related to another product, or a large number of impressions with no clicks, it would probably be a good idea to look into your keyword match type and narrow your keywords. The three main types of keyword match types are:
Broad match – default setting for keywords and use any word within your keyword phrase in any order. For example the keyword Children’s Socks would get results for ‘white ankle socks for children’ or ‘kids socks’.
Phrase match – these keywords have quotation marks around them and match to queries that include your keyword phrase in its exact order but also include additional terms before and after it. Keywords with this match type have quotes around them. For example, the keyword “children’s socks” would get results for ‘socks for children’ and ‘children’s socks in red’.
Exact match – these keywords are in square brackets and match the exact keyword phrase with no additional terms. For example, [children’s socks] would get results for ‘children’s socks’ and ‘socks for children’.
Keyword quality score
The ranking of your ads is based on your bid, multiplied by your keyword quality score, so it is essential to have high quality scores for your keywords for your ads to perform well.
The keyword quality score is rated out of 10 and combines your Expected Click Through Rate, Ad Relevance and Landing Page Experience. To maintain a good quality score, it is important to only include relevant keywords in your ad groups that relate to both your ads and landing pages.
Prevents ads showing to people who are searching for certain terms, particularly useful for when a common search term is showing your ads but not relevant to your business, this can be added to your negative keyword list to help to prevent you getting future, irrelevant traffic from your Google ads. Something to note when creating negative keyword lists is to ensure that they don’t overlap with the keywords in your account as it will prevent you from getting results from these keywords, potentially reducing the amount of impressions your ads get.
Interested in reaching new audiences with paid advertising? Contact us today to see how we can help you reach your goals.