Optimising Your Google Ads to Achieve the Best ROI

  • Author: Ana Watts

In this day and age, businesses are using ads across multiple platforms to promote their products and services. As people spend a lot of their free time browsing the internet, Google Ads are one of the most effective ways to deliver promotional marketing messages to potential customers.

Strategic ad optimisation can help you to not only attract your audience, but also optimise the rest of the user journey in order to increase conversion.

 

Types of Google Ads:

  • Search Ads: Consist of three headlines (up to 30 characters each) to promote your product or service.
  • Display Ads: Provide opportunities to engage users with appealing ad formats and graphics – great for remarketing purposes. 
  • Shopping Ads: Showcase your products on the Google shop – great for ecommerce sites showing images, product price, products description. 
  • Video Ads: Reach and engage users via video marketing on Youtube. 
  • Discovery Ads: Share your brand’s story with people across Google’s feeds when they’re open to discovering new products and services.
  • Smart Ads: Automated ads which use machine learning to help with bid strategy and goals. 

 

What to Consider When Optimising Your Ads:

When it comes to advertising, user experience is key – the more relevant, efficient and targeted your ads are, the higher chance you’ll have of them converting your audience into customers. 

Relevance: Is the ad relevant to the audience it’s being shown to? For example, if you were to put an advert for a high end boutique on a website that sells fishing gear, it’s unlikely that you’re going to receive much interest.

Efficiency: For display ads to be efficient, their images or other media need to load properly. Efficiency regarding paid ads refers to the optimum use of ad extensions and making it as easy as possible for users to understand it.

Convenience: Your advert should never disrupt what the user was doing as this massively decreases the chances of them actually clicking on your ad e.g. pop ups, interstitial ads and auto playing videos/audio.

Legibility: This might sound obvious – but you’d be surprised. It is absolutely crucial that your ad is easy to both read and understand by your audience. Avoid hard to read fonts, text that is too small and any jargon that may confuse users.

Target Audience: One of the main benefits of paid ads is that you have complete control over who sees your ads. This allows you to be very specific when determining your audience in terms of location, age, gender, interests, online activity etc. which will in turn, improve conversion rates. 

Remarketing: Have you ever been browsing the internet when you see an ad for a product you were recently looking at? This is a form of remarketing which allows businesses to put their product back in front of someone who was previously looking at it, to give them an extra nudge to buy.

Analytics: Unfortunately, there’s more to it than just putting together an ad and hoping for the best. Ads not only need to be implemented strategically but also need to be modified over time based on the analytics, in order to achieve the best possible ROI.

 

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