Let’s be honest!
You cannot get a perfect, optimised AdWords PPC campaign after running it for only 1 – 2 days. Google Ads is becoming increasingly competitive. However, it still offers huge potential for reaching the right people with the right message at the right time.
Can I Get Instant Results with AdWords?
Your AdWords effectiveness depends on several variables, including the kind of company, objective, location, search traffic, and niche competition. All of these factors have an impact on the length of the result.
However, we can state that every Google ad campaign must run at least three months to be effective. As a result, you’ll need to be patient for at least 4 to 12 months to build a successful marketing campaign.
What Can You Do To Boost Your AdWords PPC Performance?
You may improve the success of your PPC campaign in a variety of ways. Here, we show you some AdWords Golden Rules, so you get the result faster!
Google Ads Rule #1: The basis for your success is the account structure
The structure of a Google Ads campaign is like the foundation of a house. If this is well thought out and optimally constructed, then the house will be stable.
The same goes for the account structure. If a good foundation has been created, adjustments and further developments can easily be done!
The most important pillars of the account structure:
- Clarity: The account should be structured so that it is immediately clear which keywords have been grouped. This is the only way to ensure ongoing optimisation.
- Separation of search and display ad: The user behaviour, reaching the right people, and critical figures for control differ fundamentally in search and display campaigns. Therefore, these must always be separated.
- Flexibility: A good structure makes it possible to add new ad groups quickly and easily, set up directly in the right campaign.
- Granularity: A good Google Ads account is built with small ad groups so that the ad texts match the search queries.
If you follow these rules, you can control the budgets and ensure continuous further development with your promotion. This is the only way to identify which campaigns, ad groups quickly, and ads recognise good and weak points.
A Google Ads account is divided into the following levels:
- Ad groups
So that you can use a good structure as a basis, it is essential to structure the structure according to the logic of the content.
The graphic shows the example structure of an account for a furniture shop. A separate campaign is created for all critical categories, including small-scale ad groups into which the appropriate keywords are sorted.
Other ways to set up the account structure include:
- Specify the regional reach
- Separate campaigns by brand in the shop
- Target group-specific campaigns
- Budget-related structures
The sorting of the keywords in the ad groups is also essential in the structure. Here, you have to make sure that within a group, there are only homogeneous keywords for which the search intentions of the users who entered them are likely to be the same.
This is the only way to be able to write the optimal ad text for the search query.
Google Ads Rule #2: Don't blindly trust Google when it comes to campaign settings
At the campaign level, some necessary settings can also determine whether a campaign is going exceptionally well or not.
The settings include
- In which networks the advertisement is delivered
- Regional control of the advertisements
- Budgeting and bid strategy
- Time management of the campaigns
Google also provides recommendations for some of the setting options. It would be best if you don’t blindly trust these recommendations because Google’s goal in some cases is that you primarily spend more budget on Google Ads.
These items also include the following three options:
- Bid strategy
As a standard, Google has set the option “Maximise conversions” here when a new campaign is created. That sounds tempting at first glance.
However, it should be noted that there is no data available on the potential of the booked keywords for a new campaign. For this reason, no optimisation can take place from the outset.
So, in the first step, Google will maximise traffic – the number of clicks – to find out which keywords are doing well. However, this means high expenses at the start.
It is always better to manually adjust the bids at the beginning so that you can quickly learn what works well.
- Ad rotation
If you test two or more ad texts within an ad group against each other, Google recommends that you give preference to the “better performing” ad. As a result, the ad with a better click rate is shown more often. However, the goal of most campaigns is not to maximise the number of clicks but rather to maximise conversions.
For this reason, it is recommended that you select the “do not optimise” option so that your ads are displayed more consistently. But then you have to regularly evaluate the performance of the ads and optimise the ads accordingly.
- Location options
When you create the campaign, you also specify the region in which it will be promoted. That could be the whole “Australia.”
With the location options, you can also define whether the ads will only run in Australia or for users interested in content from Australia.
That can be Australians who are abroad. If you want to ensure that the ads can only be seen in Australia, you have to select the option “Users in my target region” instead of the recommendation from Google.
Google Ads Rule #3: Use the Right Keywords
To reach the right users at the right time, choosing the right keywords is crucial. Often the first step is to use the Google Keyword Planner or another keyword tool.
Before you use this, however, you should first think about the direction in which the journey should go. A recommendation for the keyword search and structuring process is as follows:
In the first step, start thinking about things, even with several people. Think about the questions that concern users you want to reach and what they might be looking for on Google in this context. Here, it is recommended to build the whole thing up in the form of a mind map. Only when you have created a collection of topics and ideas is it advisable to use tools.
The following tools are very suitable for this:
- The Google Keyword Planner
You can get to the Keyword Planner by clicking on the three dots in the account’s top right corner. Here you get information from Google about the search volume, the competition, and the approximate click prices. Google also provides suggestions for possible ad groups. In any case, question all suggestions very critically.
- Google Trends
On Google Trends, you can find information about the development of search queries over time. You can also compare these with other terms and derive possible seasonality from them.
- Google Suggest + Hypersuggest
When you start entering a search term on Google, Google immediately provides possible suggestions. These terms usually have a very high search volume since users can easily take an abbreviation here.
So that you can easily add these suggestions to your keyword lists, we recommend Hypersuggest.
Google Ads Rule #4: Use the Right Keyword Options
To control your Google ads’ delivery more precisely and avoid wastage, Google offers various keyword options, also known as match types.
A distinction is made between four different variants:
- Largely matching or broad match: Google delivers your ads for all queries that reasonably match the keyword.
- Modified Broad Match: Here, a + sign is added in front of the keyword. As a result, the ads are only shown if this word appears in the search query.
- Word group or phrase match: In this variant, several keywords are bracketed with quotation marks, which means that the terms within the brackets must appear in exactly this order in the search query.
- Exact Match or Exact Match: Square brackets specify that the search query must match the booked keyword precisely for the ad to be delivered. Google has softened this match type over the past few months. As a result, it is possible that similar variants of the keyword also trigger an ad. Therefore, when using this match type, a search query report should be created and evaluated regularly.
Google Ads Rule #5: Write Unique Ad Text
The ad text on Google Ads is the first thing the user sees of you and represents the connection between their search and what you can offer.
Far too often, the ad text is only geared towards prominently placing the keyword and otherwise Communicate product features. The opportunity is not used to grab the user directly emotionally.
For example, in a search query for a life insurance ad, you can use the words “Secure your loved ones” and thus serves the emotional component very well.
Tips for solid ad copy:
- Use numbers and special characters in the texts
- Serve emotions
- Swap product features for the benefits your product offers
- Ask questions
- Use seasonal hangers
- Integrate calls to action
Google Ads Rule #6: Make Everything Measurable With Conversion Tracking
You shouldn’t start a Google Ads campaign without some thoughtful tracking.
This is the only way you can check and optimise the success of your measures and thus profitability. The easiest way to track is to use Google Ads conversion tracking.
A tracking code generated in the account must be integrated on the page after the user’s action is supposed to take. But phone calls can also be measured.
We recommend linking Google Ads with Google Analytics so that you can see even more figures than just the number of conversions. This enables conversion tracking via Analytics in Google Ads and the use of re-marketing lists and additional indicators, such as the length of stay or the bounce rate. These numbers provide valuable information about user behaviour on your landing page and thus offer impulses to optimise the conversion rate and quality.
If you use Google Ads Conversion Tracking and Google Analytics simultaneously, you will probably notice that you are being shown different conversion values. The reason for this is other measurement methods.
For online shops that advertise direct sales of different products, the e-commerce tracking from Google Analytics is helpful, as the sales at keyword level can also be imported into the Google Ads account. This helps to put the value of the clicks and conversions about the costs.
If the goal of your campaign is to generate inquiries, then in most cases, it is also a good idea to record incoming calls. There are solutions from Google with the so-called click-to-call conversion of smartphone users.
It is also advisable that you use unique tracking numbers on the landing page to assign calls to the Google Ads campaign.
Is Google AdWords still effective? Yes, it has a positive impact on the visibility of your website on the internet.
However, you must exercise patience and allow time for the income to come your way. Sometimes, you must wait for Google to finish the verification process and approve your ad.
To obtain the most acceptable Google advertising for your company, you may contact our marketing experts. We have decades of expertise and a stunning portfolio, but our passion, desire, and determination to constantly be the best is what sets us apart.
That is why you should ride shotgun with us. Our fundamental beliefs and principles are based on solid, long-term plans that constantly deliver long-term results.
We’re obsessed with becoming the best and providing the best service to you year after year. Don’t hesitate to get in touch with us at 07 3186 8445 to discuss your needs.