Looking to improve your company’s Google Ads performance? Our blog offers expert tips and strategies to help you maximize your advertising ROI.
Google Ads for Businesses is an advertising platform that allows companies to promote their products or services on the Google search engine and its affiliated websites. It is a pay-per-click (PPC) advertising model, meaning businesses only pay when users click on their paid ads. With Google Ads, businesses can create targeted campaigns by selecting specific keywords, demographics, locations, and devices.
This enables businesses to reach potential customers actively searching for their products or services, making it a highly effective form of digital marketing. Read on to discover effective strategies when using Google Ads for your business.
Google Ads Benefit Businesses
Google Ads are an extremely valuable tool for businesses, providing many benefits that can help increase brand awareness, drive website traffic, and generate leads and sales. With Google Ads, businesses reach a large, highly targeted audience actively searching for their products or services. They also offer a range of bidding strategies and ad formats to suit different business goals, budgets, and audiences. Additionally, businesses can track and measure the effectiveness of their campaigns, allowing them to refine and optimise their ads for better performance. Overall, Google Ads can be a powerful marketing tool for businesses of all sizes, helping to drive growth and success in today’s digital landscape.
Approaches to Google Ads Bidding
You can optimise your plan using the right bidding strategy to guarantee a PPC campaign that converts and produces better results. There are numerous bidding strategies at your disposal. Take a look at our overview of each strategy and recommendations on when to use them based on your desired outcomes for your PPC campaigns.
Manual VS Automated Bidding
When finding the ideal bidding strategy for your campaign, there are two methods to consider. Google offers manual and automated bidding strategies, and understanding which will work best for your marketing strategy is essential.
A manual bidding strategy grants a greater level of control over budget spending. For example, you can allocate a specific budget for campaigns, keywords, and times of the day. However, automated bidding strategies utilise Google’s extensive data and machine learning to make instantaneous bid decisions in response to numerous factors during each ad auction. This method incorporates historical data from your account and contextual signals from auction time. The automated bidding strategy determines the optimal bid each time your ad is served.
Although the increasingly detailed level of control manual bidding provides is lost with automated bidding, maximum budget limits can still be set, thus ensuring that your campaigns do not surpass the amount you want to spend. In addition, by relinquishing some control, Google can make decisions more quickly and process more data than you could alone. As a result, your bids are adjusted in real-time as your ads are displayed.
When driving the maximum number of relevant actions on your website, the Maximise Conversions bidding strategy can be a great PPC option for businesses. This strategy will make the most of your budget to reach potential customers who are most likely to complete a practical action, whether filling out a contact form, making a phone call, or other essential conversions. It uses historical data to identify the factors that have led to these actions being completed in the past. By setting a target cost per acquisition (tCPA) within your Maximise Conversions strategy, you can control how much you pay for each conversion, ensuring you get the most value. Google will then use this average amount to determine the optimal bid in an auction based on a user’s likelihood to convert. This strategy is particularly effective for businesses looking to reach users more likely to complete important calls to action on their websites.
Focusing on Clicks
In Google Ads, Maximise Clicks is a bidding strategy that aims to generate the maximum number of clicks for your ad within a set budget. The strategy uses your budget to adjust your bids and target users who will most likely click on your ad and land on your website. You can set a maximum cost per click (tCPC) in your Maximise Clicks strategy, which allows you to control the amount you spend on each click. Google uses the tCPC to decide on the best bid in an auction based on the likelihood of a user clicking on your ad while staying within your budget. This bidding strategy is ideal for driving more website traffic while maintaining a specific cost per click.
Increase Conversion Value
Maximising the value of conversions is the primary objective of the Maximise Conversion Value bidding strategy. This strategy is most suitable for businesses aiming to drive sales and conversions with a monetary value. The bidding strategy optimises bids based on the calculated average return by assigning a specific value to conversions, such as contact forms or phone calls. Maximise Conversion Value utilises your entire budget to increase the value derived from your conversions. Additionally, you can set a tROAS within the strategy to specify the return on ad spend you want for your campaign. The strategy then focuses on driving the maximum conversion value within the set tROAS. This bidding strategy is ideal to maximise returns or achieve a specific value from your campaigns.
The Importance of Choosing a Google Ads Strategy
Choosing the right Google Ads bidding strategy is crucial for any online business that wants to make the most of its advertising budget. Without a clear strategy, businesses risk wasting their advertising on irrelevant clicks or impressions. On the other hand, a well-chosen bidding strategy can optimise ad delivery and help businesses reach their target audience more effectively, ultimately resulting in a better return on investment (ROI).
By considering their business objectives and selecting the most appropriate Google Ads bidding strategy, businesses can gain a competitive advantage and maximise the value they get from their online advertising campaigns.
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