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Comprehensive Guide for Google Ads

Comprehensive Guide for Google Ads

In 2016, Google processed 2 trillion search queries, averaging out to 5 billion searches a day. Information remains the key to crack the Google SEO code, and some brands have grown multiple times through the proper use of Google’s flagship PPC company, Google Ads.

What is Google AdSense

Google AdWords was launched in 2000 as Google’s advertisement wing. It has evolved to become the largest PPC ads provider displaying its ads on the Google Display Network and the Google Search Network, which together enjoys a 92% market share of all searches on the internet. This makes Google AdSense indispensable for any marketing strategy.

Google Ads Bidding Management       

Google allows several bid strategies to help you with your needs. Under broad classification, you can opt for manual or automated bidding.

Automated bidding uses advanced machine learning techniques to optimize your ads for you. Google considers several auction signals like device location, language, device type, operating system, cookie history, search trends, competitor strategies, etc. to make ads more relevant to your needs.

This translates into lesser micromanaging for website owners and is best for big-budget campaigns. There are several strategies of automated bidding in Google. The choice of approach depends on the goals of the campaign. Five of the most used automated google ads strategies are:

Maximum Clicks: This strategy is best suited for gaining a maximum number of clicks for a preset budget. This can be a good boost for developing an SEO base for newly launched digital brands.

Target Impression Share: This strategy aims to build maximum visibility for your brand. In this method, Google will automatically set your bid price, and you only need to select the placement of your ads on Google Search Network pages. 

Target CPA: This smart bidding strategy lets you have the maximum number of conversions within a preset cost-per-action limit. You need to select the maximum amount you want to spend on auctions, and Google will charge you accordingly. Note that Google has its algorithms for determining whether a click turns into a conversion.  

Target ROAs: If the profit margin of your conversions is low, then you can implement the target return on ad spend (ROAS) smart bid strategy to get the maximum value per conversion. ROAS is a marketing metric that determines the revenue generated for every $1 spent on marketing. Google Ads lets users set the benefits of each conversion individually from the Firebase SDK. This strategy is best for e-commerce PPC campaigns.


Manual Google Ads Bidding Strategies              

The art of manually steering your Google Ads campaign is to stay relevant by auctioning for the correct keywords. This needs a keen understanding of how end-users use search engines like Google. Google Ads offer a lot of low-hanging opportunities where marketers can leverage the system to its benefit. However, finding these opportunities can be time-consuming, and the result might not always look as good as predicted. Manual bidding needs a solid strategy to yield positive results. Experimenting with manual bidding can take a toll on your budget and still produce no results. It’s recommended to hire a PPC consultant while manually bidding to have better accountability and clarity.

Some of the most popular Google Ads Bidding Strategies cost Per Click (CPC), Cost Per Action (CPA), and Cost Per Thousand Impressions (CPM), Target Page Location, and Enhanced Cost Per Click (ECPC) bidding. Apart from these basic variations, Google provides plenty of other options to make your marketing campaign genuinely unique. 

The scope of creating your manual bidding strategy is enormous as Google Ads is highly flexible. It depends on your creativity and technological finesse. Eliminating negative keywords is an excellent strategy that filters out unnecessary keywords. A negative keyword tells Google not to show your ads where such keywords are present.  

For example, if you are running a restaurant in London and you bid for “restaurant London," you might want to introduce “jobs” as a negative keyword as it will prevent your ads from being shown to people searching for jobs in London restaurants. 

A lesser used strategy for manual bidding is long-tail keyword targeting. The plan is based on the fact that 1/4th of all Google searches are four words or more. However, this is usually a low, competitive region in the auction spectrum, as most brands focus on 1-3 keyword/s bids. Tech-savvy marketers are increasingly using these keywords for gaining a cost-advantage when short-tails keywords are too competitive.


Landing Page SEO Ranking


The PPC landing page is the page that appears when visitors click on an ad. It is as essential as your PPC bids management because the cost of ads directly depends on a Google Quality Score that further depends on the SEO health of the landing page. The quality of the landing page is determined by several factors, such as content, design, layout, relevance, and uniqueness. In simple terms, high-quality landing pages helps to lower auction costs and increases ads visibility. Having a uniform optimization across all your Search Engine Results Pages (SERPs) and back-links to popular platforms will help to improve the overall quality of your website.

Google doesn't suggest any specific guidelines for designing landing pages, but there are some universal aspects of useful landing pages.

  • Unique Content
  • Congruence of Ads and Landing Page Content
  • SEO Optimised Headers and Layout
  • Meta-Description
  • Clear Call to Action
  • Customer-Inquiry Forms
  • Geo-Tagging your Service Area in Google Maps
  • Customer-Review Section
  • F&Q Section with most frequently asked questions.

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