In the past few years, we have seen a tremendous rise in technology. Everyone is using smartphones, and people spend most of the time web searching on smartphones, computers, or tablets. As the user searches for any query on the search engine, the advertiser targets that keyword and shows the related ads to the users depending on the query. So in this blog, we are going to discuss the best practises for Google Ads through which you can get high conversions. Stick till the last and get to know the best practises that can lead to higher conversion.
Table of Contents
What is Google Ads?
Before getting to know the best practises, let’s understand what Google Ad is. It is the platform for advertising on which the advertiser pays per click on an ad. Google Ads are the best way to bring organic traffic to your website and help people with what they are searching for. Google Ads will help you increase your sales and get more in-store visits.
Through Google Ads, you can create and share ads at the exact time among your target audience through desktop or mobile. Google Ads help you show up on the Search Engine Results Page to your target audience at the time they are searching for any query. This will help you to grow your sales and customer reach.
Google Ads Best Practises
1. Natural Language Search Optimisation
Natural Language Search means fabricating the ads in such terms that involve the daily use of language. This is getting more popular day by day, and your Google Ad should reflect this tone. The reason behind the popularity of NLS is that most people are using voice search. People who are using natural language style keywords are more converting as customers. Also, the long-tail keywords have a lower search volume, but it has a higher conversion rate than regular keywords. Google is prioritising those ads that are written in natural language rather than focused keywords.
The expanded text ads policy is designed in such a way that it optimises those ads that don’t have repeat words and can read naturally. That is why you should design your ads with natural language phrasing so that Google can easily detect your ads. For example, Google will not show an ad if your copy is like “Hire us for best marketing solutions for your business marketing.” It has repeat keywords, so there are fewer chances that Google will show any ad on this and also, it is confusing. If it would be like “Grow your business with our best marketing solutions,” this copy is naturally phrased and doesn’t have a repeated word.
2. Enabling Automated Bidding
Manual management of Google Ads is not an easy task. The ad evaluator has to monitor your ads continuously, has to do keywords and phrasing adjustments, and also has to evaluate ads response. Doing all this manually is a huge task and can lead to data misinterpretation and missed opportunities. This manual management is not that bad; it helps you to keep your ad campaign on budget and is also good for those who are new to Google ads. But automated bidding is also one of the best options, it saves you lots of time, and it can give you the best position, whatever will be your budget.
Google offers you a wide range of smart automation to use in bidding that you can manage from Google Ads. According to one survey, there will be a rise in total ad spending in 2022, which is why it will be the best option to use smart automation.
3. Optimise your Ads for mobile
According to data, 70% of web browsing takes place through mobile devices, which is why it is more important your ad should be focused on mobile users. The behaviour of the user also depends on the device. But both mobile and desktop audiences are important for you because the conversion value of the desktop is 55% higher than the mobile, but half of the ad clicks come from the mobile. That is why you should design ads for both types of users.
The space for mobile ads is shorter than desktop ads. That is why while designing ads for mobile, you should keep your copy focused. It should start with your USP and then other keywords, but it is not the same with the desktop. For desktop, you would get a space of four-sentence. In this space, you can start with an eye-catching phrase in the first sentence, then can add USP in the second sentence and the details in the remaining portion.
There is one best option available that is you can tailor your ads according to context, time, and device through IF functions. Once you set this function, it automatically tailors the ads according to the device of the user. There are lots of techniques you have to use, and among these techniques, ads for mobile are the most important.
4. Stimulate Emotions in Ads
The next best Google ad practice is to stimulate emotions in ads. In the world of digital advertising, it is well established that emotions are more effective in ads. Google ads don’t offer you lots of room to reflect the personality of your company, but you can still do it through the proper use of words. The benefit of this practice is consumers feel connected to your product and buy it without thinking much about durability, price, and review of the product.
5. Attractive Landing Page
The best Google ads practises are not only restricted to ads, but it also has an attractive landing page. Imagine how it will look if a well-qualified consumer clicks on your ad and lands on the poor landing page. The majority of consumers decide the credibility of a business through its landing page. If, after clicking on an ad, your website is not strong enough to keep consumers engaged, then it is not good.
A well-designed website is an important part of your business, and your website should reflect the same keywords as in the ads and should create the same emotional attachment as your ad did. There are various designs available for landing pages, but the best one is those that have an understanding of font size, attractive colour contrast, and are easy to navigate. According to many surveys done by various organisations, a well-designed and attractive landing page can lead to more growth of the business.
6. Tracking Ads Strategy and Results
If you are running a Google ad campaign and not keeping track of strategy and its result, then it is worthless to make all these efforts. The best way to track the strategy of your Google ad campaign is you can connect your Google ad to the analytics engine and make a tracking plan to get to know whether you are getting desired results or not.
Through your tracking plan, you can integrate your Google ad data to the larger data so that you will have a broad idea about your ads and the changes you need to have to do for better results. You can combine this whole data into one spreadsheet and can share it with your marketing team.
Designing an ad that will land consumers on the landing page is not an easy task. You have to use proper language, keywords, tone, and bidding approach so that you can create effective ads that can bring conversion. Check out this Google ads guide for a thorough understanding. Once your consumer has clicked on the ad, it is not enough. Your landing page should be attractive enough so that consumers should love to buy a product and come again.