5 Ways to Get the Most Out of Your Google Ads Account

by Bianca |
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5 Ways to Get the Most Out of Your Google Ads Account

Here is the existential question.


How can Google Ads work if it works for everyone?


I know, you’re definitely up late pondering this as you toss and turn in your bed, trying to figure out how to nail those conversions. Or even just get some.


It’s a fair question. The ads displayed by Google depend partly on the size of the bid for the space. Big business has more money and more clout; can’t they just bid more every time? How can a small business get ahead?


Thankfully, Google levels the playing field with other aspects that are taken into consideration. We’re talking about location and smart key words. 


You don’t have to have a massive budget or establishment to benefit from the fact that everyone uses Google. Including your prospective customers. 

Search > Display


One of the choices you have to make when setting up your ads is which network they should have visibility on. The display network, or the search network. 


Display network = websites, videos or apps. YouTube is one such example.  


Search network = search-related websites or apps. Like Google. 


For either of these, you can use automated optimization, which targets online users who display compatible behavior or are from a desired demographic. You can also target previous customers, or similar audiences.


When you’re deciding where to target your ad, it can be tempting to cast a wider net. Display networks conventionally achieve more impressions. However, when it comes to click throughs and real conversions, search networks are higher performing than display. Perhaps it’s because users of these search engines are already looking for something, and it just might be you! 


So, when you’re getting started, make sure to leverage the visibility of search networks.


Leverage your Keyword Matching Options


What is keyword matching? It involves the conditional rules you apply to refine which audiences you target with your ads. The wizard looks a little unfriendly, but don’t shy away. It’s there to help you! With a little bit of time and practice, you’ll get the hang of it in no time. 


How can you work with it? With broad matches, you can encompass misspelled search terms, or words that are similar to your keywords, so that you’re not missing anyone who actually meant to find you. 


Negative matches are particularly useful. Any search terms that could be associated with your keywords, but that are irrelevant to your brand, can be excluded from ad charges here. 


With intentionality, you can make choices that mitigate cost and specify your outreach. This already differentiates your business from those that feel deterred because it seems complex.   


Early bird or night owl? 


This should seem apparent, but implementing time parameters for your campaign can reduce costs and increase efficacy. After you’ve set up your campaign, you can access this tool under settings. 


Set your campaign schedule to correlate with your hours of business, or at the very least, the hours of the day your ideal clients might be active online. 


Spot the Difference!


There should be a correlation between the key words you’re using to target your campaigns, and the copy on your landing page. Continuity means happier prospects and happier Google. The search engine likes it when your copy is useful, clear and representative. Brainstorming to strengthen your SEO will feed into targeted keywords, too. Win, win. 


Don’t Underestimate the Power of Your Situationship


The biggest boon for SMEs can be location-focused campaigns. 


When you think about your own personal experience, how many times did you look for new cafés or suppliers in your area? It’s convenient, and it’s fun to discover places you haven’t visited before. 


Locals can be your greatest source of repeat business, word of mouth and community. Casting the net wide is not always the best idea. It’s more important to have five people click on your ad and come in than it is to have one hundred people see it. Not only does Google recognize the importance of proximity, your most important target does, too. Your prospects.