6 Tips for Successful Google Ads Management for Small Businesses

January 11, 2024

ith digital marketing set to phase out traditional advertising, companies that embrace digital marketing like Google Ads are on the right track. Google Ads was launched two years after the search engine Google.com was created as Google Adwords. Google later changed it to Google Ads, and it has grown to become an advertising giant boasting well over 5.5 billion impressions every day. Advertising with Google for small businesses worldwide is now common and it's for the right reasons. Companies that invest heavily in Google Ads and Google Ads Management get incredible returns on their investment.In fact, Google Ads can boast an average 8:1 return; that means for every dollar companies spend on Google Ads, they get $8 back. However, this doesn’t happen automatically, you need to invest a lot of time, effort, and resources into your Google Ads strategy for it to succeed. If you want to improve your Google Ads campaign, here are a couple of things you should do.

1. Work on Your Landing Page

The landing page is where anyone who clicks your ads is redirected to. As such, you really have to optimize your landing page to be not only relevant but also enticing. The content should align with the specific ad and retain the exact message.When optimizing your landing page, keep the following in mind:

  • Repeat whatever the ad says on your landing page
  • Maintain Consistency between keywords
  • Include a call to action button, or put a CTA phrase at the end
  • Avoid overcomplicating the landing page

If you keep this in mind, then you can dramatically increase your click-through rates. Also, your landing page should be brief, simple, and well-structured.

2. Optimize Your Ads for Mobile Devices

A lot of your current or potential customers use their smartphones for shopping. This is especially true if you own a retail store. To make sure you don’t leave them out, ensure you optimize these ads for mobile devices.While most companies get the PC ads right, you can’t say the same about mobile ads. The best way to approach mobile ads is by separating it completely from desktop campaigns. That way, you can focus on your mobile user and increase your conversion from mobile ads.You should also consider mobile-only ads for a few months and see how it works for you. If you see no significant increase in the number of mobile leads, then you can drop them.

3. Completely Fill out Your Ads

Expanded Text Ads or ETAs allow businesses to fill their ads with additional content because of the extra space. In fact, there’s enough additional space for your products, a full product description, or at least a background story.It’s a good idea to fill all the information fields when creating your ads for them to perform better. Here’s how you fill them correctly:

  1. Headline 1- This should include the brand name and what exactly you’re selling or offering to the customer or client
  2. Headline 2- slowly lead the ad viewer into your offer as you build context for the description
  3. Path 1 and 2- For path 1, you can enter the location and general product information. Path 2 is more detailed, but not overly detailed
  4. Description- The description is where you give information about the product or service. The descriptions should capture the viewers’ attention and get a click out of them. A compelling CTA is the icing on the cake for your description, so ensure you include it.

4. Use Correct Keyword Match Types

A successful PPC campaign is built on choosing strong keywords and modifiers. Google shows ads based on how relevant they are to the user. As such, your keywords should revolve around your product and what a user enters on the search query.We have four categories of keyword match types, and they are:

  1. Broad- The widest keyword matching net that captures anything remotely related to the keyword, including synonyms or close variants, such as shoe and sandal.
  2. Broad match modified- Shows ads to users who use each of the words or variations of the words in your keyword phrase, such as +red +shoe.
  3. Phrase match- This is a tighter target than 1 and 2 that allows other words to be in front, inside or behind the words in your keyword phrase. Example: [red shoe] will trigger for the search red running sneakers, but not for the phrase red sandal or running sneakers.
  4. Exact Match- this is when your keywords match the exact words the user types in the search box when looking for a product or service. Example: "red shoe" will not trigger for red running shoe, pink sandal, shoe or red. All of the words and only the words in your search need to be in the search field to trigger this ad.

5. Change the Keyword Match Type With Time

It’s a good idea to start with the broader keyword match types first. That way, you can have more control over your ads and enough viewers for these ads.Later on, you want to narrow your keyword match types so that you clamp down on your target audience. It also allows you to gather enough data for your metrics, which is crucial for effective marketing.Tighter keyword targeting will also increase the quality score of your ad, which greatly impacts everything else including how effectively your budget is spent.

6. Use the Right Add Extensions

Don’t overlook the ad extensions because they sell your brand to the web user. There are a couple of ad extensions, so make sure you choose the right ones. Here are a few ad extensions and what they mean for your Google Ads Campaign:

  1. Review Extensions- They redirect the web user to product reviews on your site when they click on the ads.
  2. Callout Extensions- These build rapport or trust with the web user.
  3. Sitelinks Extensions- Redirect users to other links that relate to the product or service you’re advertising.

Remember, you can use a combination of these extensions, so choose the ones that work best for you.

The Success of Your Google Ads Management Campaign Rests on You

Google ad management can be complicated and frustrating. However, if you follow the tips highlighted above, you’re on your way towards success. Be careful to make sure that you understand your ROI and how to improve it over time.Are you looking for a success ads strategy? Then it’s time to invite professionals in the field to assist you. At Science in Advertising, we’re a team of dedicated professionals who will fine-tune your Google ads management strategy into a well-oiled sales machine. Reach out to us for a free proposal today.

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