If Google ads have been a part of your marketing plan for a while, you may have some familiarity with it. You may be gaining great returns now and then too. But if you want those wins to be consistent, you need to start changing your strategy and applying best practices.
By putting these guidelines into practice, you can reach more customers and take the top spot in search results every time.
What are Best Practices?
Best practices are guidelines, ethics, or ideas that provide an efficient or prudent way of doing things in any business situation. Usually, regulatory bodies, commissions, or industry organizations set these. Even companies and small teams can create their own set of best practices.
For example, the Internet giant Google itself has provided best practices for using Google Ads. It is a long list and can be pretty overwhelming. To save you time and effort, we have listed several ideas from Google and online marketing pundits.
Google Ads Guidelines to Put into Practice
Optimize Ads for Natural Language Search.
Did you know that Google’s Voice Assistant is available on over 1 billion devices? Plus, experts anticipate voice commerce to grow to as much as $40 billion by 2022. That is a large market that you cannot leave untapped. As such, you have to ensure that your ads can support or do reflect natural, spoken language. After all, long-tail keywords may not have as much search volume as three-word keywords, but they have three times more conversion.
Create Ads for Both Desktop and Mobile.
Yes, it is time-consuming, and yes, it may take up quite a chunk out of your marketing budget. However, you still want to do this because not every member of your audience browses their computers. Indeed, US adult consumers spend over five hours per day on their mobile devices. They also contribute to more than half of total ad clicks. You would want your target audience on mobile to see your ads clearly. If your ads are not optimized for mobile, your messages will likely be lost to potential consumers. Of course, you should still remember your audience using desktops, as their conversion value is around 55 percent.
Take Advantage of Customer Match.
Often, ads target potential customers. However, you can also use ads to build stronger relationships with existing ones. Google Ads Customer Match can help you achieve that. It creates a list of the information that your customers provided to you previously. Then it uses that data to connect with them in various avenues such as Search, Display, Video, Shopping, and Discovery. Don’t worry about not having control, though, as you can create customer segments and design how you want to engage with them. That includes adjusting bids for ad spaces and for messaging.
Use Emotional Triggers
. Emotions influence people’s purchases. There are many ways you can take advantage of this. For example, you can stoke the altruism of consumers. You can have ads that tell your target audience they can help with advocacy through buying things. One organization that uses this strategy is UNICEF. They offer books and other paraphernalia to people for their donations. Another good strategy is using feelings of nostalgia. Lots of customers will buy products that remind them of their childhood. You can apply this best practice together with the previous one. But if it seems overwhelming, you can rely on a Google Ads expert and seasoned marketers to do the heavy lifting for you.
Remember Your Landing Page.
Your efforts may become moot if your target audience gets directed to a poor landing page when they click your ad. Instead of giving you their information or browsing your shop, they might close the page right away. To prevent that from happening, you need a well-designed, fast-loading landing page that represents your brand. Make sure you know the right platform to use for your online store before starting your own business website.After all, customers judge a brand at first sight.
Other best practices can help boost your Google Ads’ returns. The ones above are only a few of them, but they are some of the most common that marketers keep close to their minds.