It's no secret that Google Ads is evolving and introducing new features in 2023, which shouldn't come as a surprise!
Given the plethora of features and options available, it can be overwhelming to determine where to focus your efforts to avoid burning money.
In this blog, we'll focus on five areas to improve your campaigns:Measurement
Measurement: Conversion tracking implementation
Implementing conversion tracking is the baseline of your PPC strategy.
Measuring the success of your Google Ads campaigns, tracking conversions and analysing analytics data is key.
This includes setting conversion goals that align with your business objectives, such as lead generation, online sales, or brand awareness.
With an understanding of what you want to achieve through your advertising efforts, you can then focus on tracking the data that matters most.
You can set up conversions either with tag manager or with Google Ads, but I recommend using the latter for the best results.
Automation: Managing smart settings
As machine learning and automation continue to expand their reach across the digital landscape, Google Ads is no exception.
In fact, smart settings are becoming a key focus for advertisers looking to streamline their campaigns and maximise their ROI.
One way to leverage smart settings is by embracing automated bidding, which uses machine learning to adjust bids in the real-time based evaluation of various factors.
Similarly, automated ad rotation can help ensure that your most effective ads are being shown to the right users.
Utilising all the available headline and description spaces can help increase your quality score, and the ai will help decide which variation is the most effective. At first, this lack of control might feel uncomfortable, but in reality, it’s working efficiently.
One of the greatest challenges for us advertisers is to stand out from the crowd.
Keep your eyes peeled for news on emerging ad types and brainstorm new ideas to take your campaign from "meh" to "yahoo".
One promising area to explore is video advertising, which has become an increasingly popular format for engaging users and communicating individuality.
In addition, there are a variety of ad extensions that can improve ad design, such as sitelinks, callouts, and structured snippets.
Lastly, pay attention to the importance of ad copy and creativity. A compelling headline or eye-catching images can be the difference between a click and a bounce, and as mentioned earlier, utilise Google's ai and add more headline variations.
Targeting: Using your first-party data
Data is king!
First-party data refers to information that you've collected directly from your own website or customer interactions.
By analysing this data and building user profiles, you can develop highly targeted campaigns that are tailored to your most valuable segments.
Remarketing: Bringing users back to your site
By targeting users who have already interacted with your brand, remarketing campaigns can help drive higher conversion rates and ROI.
To make the most of remarketing, start by segmenting your audience based on their previous interactions with your brand.
This could include users who have visited your site but not completed a purchase or users who have engaged with your brand on social media.
Once you've defined your audience segments, create customised ad campaigns that speak directly to their interests and motivations.
To create custom audiences in Google Ads head over to Tools and Settings > Audience Manager > Press the + button.
By tailoring your messaging to the specific needs of each audience segment, you can increase the chances of bringing them back to your site and converting them into customers.
In conclusion, as the advertising landscape continues to evolve, it's more important than ever to stay on top of the latest Google Ads strategies and best practices. From measurement and automation to ad types and targeting, these areas are all poised to play a critical role in driving advertising success in the coming years. By wholeheartedly embracing these strategies, keeping an eye on the changes and experimenting with novel approaches, you will be a trailblazer and achieve tangible results for your business beyond 2023.
If you are looking for freelance Google Ads management services, please talk to one of our PPC specialists.