Google Ads Tips & Trends for your Marketing Strategy in 2023
Google Ads (formerly AdWords) is a marketing platform that allows you to display advertisements to promote your products or services online. Because Google handles hundreds of millions of searches every day, it makes sense to build straightforward, efficient advertising and show them to individuals who are already looking online for information about your brand.
All kinds of businesses are drawn to paid search marketing. Since Google Ads' pricing is reasonable and competitive, even if you have a small starting budget, you can still use it. Simply put, Ads provide precision targeting, measurability, an enormous reach, and the potential for high ROI on a huge scale.
Advertising can help boost web traffic, in-store traffic, brand recognition, and sales while lowering marketing expenditures if managed and configured appropriately. The following suggestions should be taken into consideration if you're using Google Ads to grow your business:
1. Choose Your Keywords Carefully
Consider spending some time creating a list of specific keywords that potential clients might use to discover you online. The ideal starting point is the free Google keyword tool. One of the most typical and costly mistakes with ads is focusing only on traffic-generating good keywords. Don't forget to create a list of "negative keywords" as well, or terms that you don't want people to use to locate you. For instance, you would use the negative term "silver" if you were selling gold watches. A thorough list of negative keywords can considerably raise your CTR (click-through rate) and improve the quality of your visitors.
2. Support Organic Traffic with PPC
It's risky to rely solely on free search engine traffic. An SEO strategy typically takes 6 to 12 months to run, whereas a well-configured Ads campaign can start producing results almost immediately. You have considerably more control over the consistency of the traffic you receive with an Ads campaign. To establish a strong online presence, a mix of SEO (Search Engine Optimization) and PPC (Pay Per Click) is advised.
3. Add a Call to Action
Ad copy is crucial to the success of your advertising campaign. Advertising can seem complicated because of campaign optimization and quality scores, but ad copy is much less complicated and typically performs best when kept straightforward. The effectiveness of your campaign depends on the effectiveness of your call to action in your ad copy. Give your potential customers that extra push to convert—Buy Now, Phone Now, etc.
4. Never Stop Testing
The world's most user-friendly testing engine, Google Ads lets you experiment with different ad copy and landing sites and let Google tell you which ones perform best. You can even test different positions; just because you appear first does not guarantee that you will receive all clicks. Occasionally, #2 and #3 produce the same number of clicks but for less money.
5. Always Track Your Ads
The quantity of information about your campaign that can be gathered via technologies like Ads reporting, Analytics, and others is astounding. Each search term's effectiveness may be thoroughly tracked, from the most popular queries to the most successful and high-converting ones. With this information, you may launch your SEO campaign and aid in improving your website's ranking in the natural results for the most profitable search terms.
As marketers, we need to focus on what other things we can do to boost our performance. Here are several GOOGLE ADS trends to consider for your marketing plan in 2023:
Growing First-Party Data
The gold of marketing is first-party data, and you could already have more on hand than you think.
Email and mobile marketing campaigns are based on zero-party (0P) and first-party (1P) data from subscribers who have opted-in to receive personalised communication catered to their interests and purchasing habits. This data is collected in a manner that complies with privacy laws. This data may include their online browsing and purchasing history, top interest categories, whether they abandoned their trolley, and more.
Google Performance Max
Performance Max ads have varying degrees of influence across all channels, with Smart Shopping taking one of the hardest knocks. Performance Max has now replaced both Smart Shopping and conventional Local campaigns (except Local Search Advertising and Local Inventory Ads). Because of this, utilising PMax with feeds is crucial for advertisers hoping to build on their success with Smart Shopping.
The word "performance" appears frequently in advertisements, but with Performance Max, it serves as both a goal and a compass. These initiatives are, as their name suggests, quite literally created for maximum performance. A democratic campaign, they are solely focused on locating an audience that is prepared to convert, regardless of the Google ecosystem channel that the individual is utilising. This is accomplished through AI-powered optimization.
One of the most notable and significant updates, the introduction of Performance Max campaigns, shows Google's ongoing progress towards greater automation.
YouTube Ads are Becoming More Important
YouTube is the second-most visited website and the second-largest search engine in the world, with Google.com earning the top spot in both categories.
In 2023, YouTube ad revenues are anticipated to reach $8 billion, or more than 15% of Google's gross ad revenues, according to current estimates provided by eMarketer. We anticipate that figure to increase in the future given the continual improvements on YouTube and the increased attention being paid to streaming video in general.
Officially, YouTube has established itself as a destination. People visit the website for YouTube Shorts, YouTube Shopping live broadcasts, YouTube TV, content from their favourite Influencers, and more in addition to videos covering an infinite number of topics. With the popularity of YouTube TV in particular, more and more people are watching not only on their phones but also on bigger screens. 2022 was the first year that Mobile didn't make up more than 50% of the time spent on the channel. This gives advertising a canvas that is usually bigger and louder.
Similar to paid search, everyone can use YouTube. There are hundreds of millions of videos to suit viewers of all ages and interests, ranging from music videos and DIY renovation inspiration to teenagers sharing their clothing hauls. With video continuing to dominate all forms of advertising, this makes YouTube a crucial channel for promoting brands and services of all sizes. In order to transform YouTube into a real performance medium, it now offers more performance campaign kinds than ever before and is gradually incorporating Product/Shopping Advertising.
