How To Improve Your Google Ads Campaign And How To Use Managed Placements In Google Ads?
In the past, if you wanted to sell your product or service, you needed to be on TV, in a newspaper or magazine, or even on the radio. Nowadays, there are many more ways to advertise your business. With Google Ads, you can reach people on their phones, tablets, and computers with just a few clicks of the mouse. Advertisers and brands are able to reach out to their target audience either through search or display ads.
However, not every company is able to get the same results from this powerful advertising platform. This is because not all businesses know how to optimize their campaigns for success. To help you out, here are some tips on how you can improve your Google Ad campaign and how to make use of Managed Placements in Google Ads.
What is Google Ads and what is a Google Ads campaign?
Google ads is an online paid advertising platform that can be used for both B2B and B2C businesses. With Google Ads, you can reach people through their desktop or mobile phone by uploading your message and then selecting targeting criteria. You can select from a variety of options including age, gender, location, and type of device. In the marketing realm, Google ads apply the principle of PPC (Pay-Per-Click) and CPM (Cost Per Impressions). This is a method of paying only for clicks or impressions served for an ad.
Google Ads can be used to run display, video as well search campaigns. Every day over 5 billion searches is made using Google search. Through the search engine, people land on a variety of domains, YouTube videos, and blogs. Google serves a variety of purposes to different users. Google Ads (formerly known as Google AdWords) was started 2 years after the Google search engine was released.
- The different campaign types are:
- Sales – A type of campaign that would be used to increase sales and conversions. Highly useful for display and YouTube campaigns
- Leads – A type of campaign that would be useful for converting leads to potential customers. This type of campaign can be implemented for a “search ads” campaign.
- Website Traffic – A type of campaign that would help generate traffic to your website. This type of campaign can be implemented for a “search ads” campaign
- Product and brand consideration – A type of campaign that would encourage potential customers to explore the products and services being offered by you. This type of campaign would see the most amount of success through a display or a video campaign.
- Brand awareness and reach – A type of campaign that would help you reach potential customers and make them aware of the product or service you are offering. This type of campaign would see the most success through a display or a video campaign.
- App promotion – As the name suggests this is a type of campaign that would help you get more people to download your app. There are three subtypes the users can choose from
- App Installs
- App Engagement
- App pre-registration (Android Only)
- Local store visits and promotions – This is a type of campaign that focuses on maximizing conversions and increasing customer foot traffic to your physical store.
Local store visits and promotions – This is a type of campaign that focuses on maximizing conversions and increasing customer foot traffic to your physical store.
Create a campaign without a goal’s guidance – This is a type of campaign a user can choose without any recommendations based on the objectives set in place.
Another aspect for users of Google ads to keep in mind is the availability of GDN. GDN (Google Display Network) is a collection consisting of apps, domains, and channels. According to Google, through GDN an advertiser can reach 90 percent of the globe’s internet audience. GDN is extremely useful for brand awareness, prospecting, and remarketing.
Things to consider when creating your campaign
When you get started with Google Ads, it can be tough to know where to start. This is why we recommend that you take the following steps when creating your campaign:
Set up a Google account if you don’t already have one. You can do this using your Gmail or your email address associated with your business
Learn about how Google ads work and what they offer. In other words, know what your marketing needs and what type of campaign you are looking to run.
Decide which ad type suits your business best. Knowing whether you want to target your audience for display, video, or in-apps using GDN is crucial.
Consider the audience you want to target as well as the budget you’re willing to spend on your campaign
Create an ad and make sure it’s mobile-friendly. Also, keep in mind the time of day that you are launching your campaign.
Check for any errors in your ad copy before going live with it
How to improve your Google Ad campaign
For starters, you’ll need to know how to set up your Google Ad campaign. To do this, you’ll need to determine:
a. what your goal is for the campaign
b. set a budget for ad spending
These three steps will help you create an effective Google Ad campaign that will get you the desired results.
You can also increase your click-through rate by performing keyword research and creating a list of target keywords for each ad group. You should also have a landing page in place with all of the information about your company and products or services on it. This will make it easier for people to convert after clicking through on your advertisement.
Once you’ve done these things, you can try using managed placements as well placement blocklists offered by Google Ads to see if they increase the success of your campaign.
Use keywords effectively
Google Ads is all about getting your ads out there, so you want your keywords to be as specific and targeted as possible. The more precise your keywords, the better results you will get from them. For example, if you’re a dentist in San Francisco, California, who only wants to advertise to people who live in the Bay Area and are looking for dental services near them, then you should use keywords like “Dentist” “San Francisco,” “Bay Area,” “dental services.”
If you have a service that many people look for online (like plumbing), then it would also help if your keyword was “plumber.” That way when someone types those words into Google’s search engine they will see your ad before any other advertisements.
The user should be aware of using a combination of short-tail and long-tail keywords while building the ad copy.
Choose the right ad group
Google Ads are split up into “ad groups.” This is so you can customize your ads to reach different audiences. If you want to create a customized campaign, Google Ads allows you to create different ad groups and edit your keywords, bids, and budgets for each group. You can also exclude keywords that would be irrelevant to the audience you are trying to reach.
So if you’re targeting mothers of young children, that might not include keywords like “men’s running shoes.”You can also create ad groups according to the budget, as well. For example, if you have a tight advertising budget, set this as a rule for your campaigns so that your ads don’t spend all of their budgets in one or two days.
Perhaps the most important aspect of an ad group is making sure it has its own unique landing page on your website where people who click the ad will land. You want to make sure the person who clicks on the ad quickly knows what they’re getting into by looking at their first advertisement before clicking through.
Managed Placements in Google Ads
Managed Placements are a great way for you to get the most out of your Google Ad Campaign. Managed Placements in Google Ads allow you to choose targeted websites and apps that are relevant to your business.
For example, if you were in the travel industry, you could use Managed Placements to place ads on platforms like TripAdvisor, Expedia, and Travelocity. These sites have visitors interested in traveling, which is an interest that would likely match your business. The user can place an ad either in terms of a display or a video ad.
The main advantage of managed placements is that they help you reach your target audience more effectively than standard text ads.
To mitigate any sort of shortfalls within a campaign Google Ads has created a section called “Placements” under “Targeting”. The “Placements” tab can be accessed by setting up a “New Campaign” and while choosing the campaign parameters the user can access the “Placements” under the “Targeting” section of Google Ads.
The pre-approved locations are contextually relevant based on the advertiser’s campaign intent. Managed placements are an efficient way for companies who want to keep ads easy, simple, and less time-consuming while Google manages everything else that matters.
To give you an example, let’s say an advertiser is interested in promoting their new swimwear line. They would conduct the necessary steps in setting up their campaign. Once they have set up their campaign the necessary placements will be provided by AdSkate based on campaign parameters. The list would consist of domains or YouTube channels that would be relevant to swimming and related activities to swimming that the advertiser can display their ads on.
Using AdSkate’s data advertisers can achieve success in their Google ad campaigns by improving click-through rates (CTR), reducing cost-per-click (CPC), and increasing return on investment (ROI). The following example illustrates the advantage of implementing AdSkate’s data. AdventurePPC, one of AdSkate’s long-standing clients’, implemented AdSkate’s data for a YouTube campaign for a privacy hardware company. Prior to using AdSkate, they had implemented traditional methods of targeting in Google Ads for the YouTube campaign and that did not yield positive results.
Advertisers have noticed an increase in revenue by leveraging AdSkate’s data, AdventurePPC (advertising agency) was provided with 300 YouTube channels for optimum targeting. The YouTube campaign ran for 45 days and the success of the campaign was measured against the historic benchmark of traffic and revenue. After running the necessary regression analysis it was determined that the YouTube campaign generated an incremental revenue increase of 44.1% compared to the benchmark that was previously set. To read more about the case study click here.
To provide an additional example, one of AdSkate ‘s implemented AdSkate’s data for a YouTube campaign. The advertising agency was facing challenges in terms of increasing branded search traffic and driving the right audience to increase brand awareness. By implementing AdSkate’s data for the YouTube campaign the ad agency noticed the following: 152.39 Percent, 40.54% CPA decrease 278.35% increase in revenue 278.35% increase in purchases 50.26% conversion increase. Click here to read more about the campaign from the client’s end.
In a nutshell, using managed placement along with AdSkate’s data is the best way to attain campaign success.
After reading this post, you should feel confident about your ability to create a Google Ad campaign with the right keywords, ad group management, and overall campaign optimization. It’s important to be aware of the importance of advertising and how to use it in a way that will drive conversions.
Don’t miss out on the opportunity to take advantage of these tips that have been made available to you. Start by creating an account on Google Adwords and then follow the steps outlined in this post. Also, to optimize your campaign make sure to use AdSkate!