Best practices for your Google Ads platform

For those who want to make the most of their Google ads campaigns, it's essential to follow these best practices.

Why is it important:

For those who want to make the most of their Google ads campaigns, it’s essential to follow a set of best practices. Here are just some of the reasons why:

  • It keeps you organized – Having a set of guidelines and processes helps you stay organized with your campaigns so that you can track, measure, and optimize them more easily.
  • It ensures accurate targeting – Following best practices means that you can target the right audience for your ads, resulting in higher ROI and lower cost-per-click (CPC).
  • It helps with budget optimization – By following best practices, you’ll be able to manage your budget better so that you don’t spend too much on unnecessary clicks or impressions.
  • It improves overall performance – Properly managing your account ensures that your ad campaigns have maximum impact and reach their full potential.
  • Ultimately, following a set of best practices is essential for getting the most out of Google Ads campaigns and achieving success with your digital marketing efforts.

Things required before you start:

  • You should have an existing personal Google account with the necessary login information (email address, password).
  • You need to have an already set Google Ads account, and if you haven’t done it yet, then follow our guide to do so.
Best practices for your Google Ads platform
  1. Ensure your Google Ads account structure accurately reflects your business objectives and goals.
  2. Define clear campaign objectives: Define your campaign goals clearly before setting up your Google Ads account. For instance, if your objective is to generate leads, your campaigns should be geared toward driving traffic to your landing pages.
  3. Conduct thorough keyword research: Research and identify the most relevant and high-intent keywords for your campaigns to ensure that your ads show up for the right search queries.
  4. Segment your campaigns: Segmenting your campaigns based on products or services, geolocation, or other relevant criteria can help you improve targeting, bidding, and ad relevance.
  5. Use negative keywords: Identify and add negative keywords to your campaigns to prevent your ads from showing for irrelevant search queries.
  6. Ensure to use the correct ad type: Make sure that you analyze the campaign objective, audience type, budget, and other metrics before creating it and use the best ad type to get the optimal results from it.
  7. Set up campaigns with clear reporting to track the performance of each ad group and its individual keywords.
  8. Monitor the quality score of your campaigns regularly and make necessary adjustments to improve results.
  9. Craft compelling ad copies by highlighting unique selling points (USP) and why customers should choose your product/service over competitors’ offerings.
  10. Use relevant landing pages: Ensure that your ads are linked to relevant landing pages that are optimized for user experience and conversions.
  11. Always A/B test multiple variants of ads to identify the most effective ones for achieving maximum returns/conversions from Google Ads campaigns.
  12. Set appropriate bid levels for different campaigns, ad groups, and individual keywords based on the value they drive in terms of ROI- positive or negative- across all your ad campaigns & accounts.
  13. Utilize match types such as exact match and phrase match to direct the budget towards relevant impressions only.
  14. Ensure mobile targeting is enabled if you intend to reach out to potential customers on their smartphones and through specific mobile devices.
  15. Utilize data from the Google Analytics platform to create the perfect buyer’s persona and create different audiences based on demographic factors like location, gender, age, etc., so the targeted audience receives customized ads according to their profile.
  16. Utilize remarketing: Use remarketing campaigns to reach users who have previously interacted with your website or ads and encourage them to take action.
  17. Set automatic bid rules, including budget caps & quality score targets depending upon performance goals set at the campaign level or even lower levels like account level or ad group level.
  18. Test different bidding strategies by experimenting with manual CPC vs CPM, etc., as these influence how well campaigns perform over time.
  19. Utilize ad scheduling: Use ad scheduling to target specific days and times when your target audience is most active and engaged.
  20. Use existing creative assets (texts, images, videos, etc.) while creating new ads instead of creating everything new every time; this saves precious time!
  21. Stay up to date with Google Ads updates: Stay informed about new features and updates to Google Ads to ensure that your campaigns are optimized for the latest best practices and trends.
  22. Invest some time learning and utilizing Advanced Ad Features such as Dynamic Search Ads (DSA), Callout Extensions and Sitelink Extensions etc,. These can really make a difference when it comes down to optimizing overall performance across multiple accounts and campaigns running within them!

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