7 Best Practices to Increase ROI with Google Ads
7 Best Practices to Increase ROI with Google Ads With over an 86% share of the UK search engine market space, Google AdWords is the most powerful marketing platform in the world, and so, there are a multitude of Google Ads best practices that are a hugely important part of any retail or advertising strategy. From a myriad of Google Ads best practices, including something as simple as defining your objectives, to something somewhat more complicated such as remarketing to increase conversion rate, there is a lot to know if you want to increase your ROI. 1. Google Ads Best Practices: Define Your Objective In terms of Google Ads best practices, identifying the product categories you want to highlight is extremely important. By thinking cleverly about the areas that are most likely to generate a positive ROI, be it launching a new product, liquidating unsold items, or maximizing the sale of high-margin products, you can, indeed, increase sales and boost conversions. But be aware: selecting an unpopular product category could have the reverse impact on your ROI. 2. Google Ads Best Practices: Build a Simple Structure that Matches Your Website Prospective clients must be able to access your products or services quickly and seamlessly, even more so if you want to avoid losing them to both the online void and your main competitors. Ensure your landing pages are consistent with your ad copy and keywords because this is where your hours of keyword research come in useful. 3. Google Ads Best Practices: Utilise Smart Bidding to Maximise Conversions Smart Bidding uses Google’s machine learning technology to help optimize and maximize conversions across your ads. Factoring in things such as remarketing lists, time of day, and browser choices, Smart Bidding helps you get the maximum number of sales from your budget thus maximizing conversions. Indeed, most businesses see a 73% increase in conversion rate after utilizing Smart Bidding. 4. Google Ads Best Practices: Maximise Coverage with Dynamic Search Ads When a user searches a term closely related to your website, a Dynamic Search Ad may enter the auction and be displayed, and therefore, by doing so, maximize your chance of a conversion. Dynamic Search Ads are unique in that they let you target relevant users without being so tied to keywords, meaning you can expand your target reach. 5. Google Ads Best Practices: Leverage Dynamic Features to Deliver Customised Ads From keyword insertion to an enticing countdown timer, if used right, you can completely transform your online ads. Take dynamic keyword insertion, for example. This being one of Google Ads’ best practices, keyword insertion enables you to automatically update your ads with relevant keywords that trigger ads to be displayed. Are your ads lacking creativity? If so, then maybe it’s time to embrace these features as they spark everything from customer interest to a much-desired SEO boost. 6. Google Ads Best Practices: Use Remarketing to Generate Customer Loyalty and Increase Conversion Rate When browsing the internet, you will notice that you routinely encounter ads detailing offers you have viewed before on other websites. Honed over the last few years, and now one of Google Ads’ best practices, this is called remarketing. Say your potential customer added an item to their basket but still needs to complete the transaction. When they next visit a partner site, the item they failed to buy will be displayed automatically, essentially doubling down and remarketing the product over and over again. 7. Google Ads Best Practices: Optimise Your Site for Success One of the most simple yet effective Google Ads best practices is making sure your website is optimized to its fullest potential. Indeed, make sure that your pages load quickly for all your customers. But, in general, try to use only a few images, large graphics, and complex and unnecessary website plugins.
Google Combines Smart Display and Standard Display Campaigns
Google Combines Smart Display and Standard Display Campaigns As recently as September, Google Ads have announced the combination of both Smart and Standard Display campaign options. So, because of this recent update, advertisers will now not have to manually choose a Smart Display campaign, instead you will now view Google Ads as a new campaign-building experience. So, what does this amalgamation mean for advertisers, and what benefits will this bring? Indeed, with this in mind, we thought we would delve a bit deeper into this new update. What is a Smart Display Campaign Targeting, bidding, and ads are all automated and then optimized in a Smart Display campaign. Indeed, a smart display campaign can automatically locate both new and existing customers, cement proper bids, and create engaging ads that are fully adaptable to everything from desktop to mobile. Furthermore, a Smart Display campaign stretches across the display network and uses multiple optimization tools to eliminate the guesswork from targeting. What is a Standard Display Campaign Every time you use Google Ads to create a Display campaign, you have the choice of starting with a standard display ad. With this type of campaign, you have to do a lot of the work yourself, while only a small percentage of items can be found in an automated fashion.And so, with a Smart Display campaign, the majority of it must be managed by you. The Evolution of Standard and Smart Display Campaigns With marketers now only able to utilise manual or automated solutions inside a single campaign type, it poses the question: how did we get here? Google Ads launched Smart Display Campaigns in 2017 to give advertisers a fully automated display experience. Automatic solutions such as responsive display advertising in a new default display format were then introduced in 2018. In late 2018, Google then allowed users to use the ‘pay for conversions’ option within the display network, enabling low-risk bidding in the process. Most recently, in June 2021, the platform introduced ‘optimized targeting.’ This capability enabled advertisers to increase display reach. All of these small alterations brought about the recent amalgamation of Smart and Standard Display campaigns, as Google believed there was enough overlap between the two to streamline the process. What Changes Have Been Brought About Due to the Amalgamation and What Should You Do? While functionality will mostly stay the same, the combination of Smart Display and Standard Display campaigns appears to be comparable to the recent change in bidding strategies. Marketers should not notice any significant change in performance, however, it is worth noting that the Google Ads setup process has altered ever so slightly. Now, marketers will be able to choose between an automatic or customised experience when building campaigns. Moreover, Google’s head of Ads Liaison, Ginny Marvin, has told advertisers to take no action regarding their current ads as both existing Smart and Standard Display campaigns will be unaffected by the change for the time being.
Google Advertising Policy Update for Dangerous Products
Google Advertising Policy Update for Dangerous Products In a recent statement, Google announced it has updated its marketing policy to restrict ads for products with an imminent risk of death or grievous bodily harm. Imminent risk is defined as an ‘immediate threat in which you must believe death or serious physical harm could occur within a short period of time’. So, if your products may cause an imminent risk to life then Google may restrict your ads in the future. But what are the implications of Google’s new advertising policy update for dangerous products? And if you’re a Google Ads specialist working within this sector, it’s also important to consider the moral issues you may come across. What Does Google’s Advertising Policy Update for Dangerous Products Entail? In short, Google has updated its policy to regulate ads for dangerous products to protect consumers from imminent danger. Activated in July 2023, the policy is predicted to cover ads for products with a proven risk of death or severe bodily harm. It also encompasses products with a history of advisories or recalls. Due to Google’s recent announcement, Google Ads experts must now review their ads to ensure they comply with Google’s policy, and immediately remove violating content to avoid fines or sanctions. Not just products that cause an imminent risk to life, but Google’s dangerous products policy also includes ads for products that are dangerous to people’s health, though the products must have a proven track record of amplifying these risks. What Has Google Said About its New Dangerous Products Policy? In a brief statement Google announced it was updating its dangerous products policy. The announcement reads: “In July 2023, the Google Ads Dangerous products and services policy will be updated to include ads for products which carry an imminent, proven and unresolved risk of death or grievous bodily harm, that have been the subject of a consumer advisory or product recalls. We will begin enforcing the policy update on July 3.” However, what was most interesting was how Google didn’t provide any specific examples of what will be restricted under its new framework. This is most likely due to Google’s not wanting to draw any unwanted attention toward potentially deadly products that it currently advertises on its platform. Nor do the search engine giants want to be drawn into any moral or philosophical arguments. What Is Google’s New Warning System and Account Suspension Protocol? If marketers violate the new dangerous products policy, Google won’t immediately take down their accounts. Instead, Google Ads consultants will receive a warning seven days before any action. This warning period will allow marketers to review their ads and make the relevant adjustments needed for them to ultimately comply with the policy. To avoid a fine or sanction in the immediate future, it’s important that advertisers use the next few months to assess their ads and remove any content that violates the policy before July 3. All this being said, Google’s dangerous products and services policy update is vital for upholding responsible marketing standards and protecting customers.
Dynamic Search Ads to Performance Max
Google Ads: Dynamic Search Ads To Performance Max As the marketing world gets to grips with Google Analytics 4, users have been noticing a particular notification lately when building Dynamic Search Ads campaigns. Google Ads is asking marketers to ‘upgrade’ from Dynamic Search Ads to Performance Max campaigns. Many PPC experts think that dynamic Search Ads will not last much longer and will ultimately be replaced by Performance Max campaigns. What Are Dynamic Search Ads? What are Dynamic Search Ads? Dynamic Search Ads are search ads served to users based on the content of your landing pages and website. Google then reads through your website and matches search terms that are related to your SEO rich content. From that point, headlines and landing pages are automatically generated to match user search terms. This allows for consistency between your keywords, search ads, and landing pages or website. Once you have set up your Dynamic Search Ads, you then have the ability to implement and adjust different features and settings like you would in any other search campaign. What Are Performance Max Ads? Performance Max is a new goal-based campaign type that allows advertisers access to all the Google Ads network for a single campaign. Including YouTube, Display, Discovery, Gmail, and of course, Search ads. Performance Max helps Google Ads experts drive performance based on their specified conversion objectives. Delivering more conversions and value by optimising performance in real-time and across multiple channels using AI and Smart Bidding. Powered by your objectives, Performance Max is extremely flexible, adapting to meet the needs of your campaign, be it asset creation, ROAS or audience signalling.
Google Ads to Phase Out BMM & Expand Phrase Match
Google Ads to Phase Out BMM & Expand Phrase Match Google Ads has recently started to phase out Broad Match Modifier (BMM) and expand Phrase Match. The change will see Phrase Match begin to include additional BMM traffic and all support for BMM will stop. What Were BMM and Phrase Match before the change? Before the changes, if an advertiser was looking to reach people they could use the following keyword match types: Exact Match for precision Broad Match for reach Phrase Match and BMM for a balance of both If a marketer used BMM for the keywords +removal +services +Liverpool +to +Manchester, the ad would show up for removal services from Liverpool to Manchester. However, the ad may also show up when a user searches for removal services for Manchester to Liverpool. This may not be what the marketer wants as it means their advert is not completely relevant to the user. What Will Change and When Will it Happen? As an example of what the changes will mean for marketers, take a look at the diagram. The updated Phrase Match will no longer display ads for search queries that go in the opposite direction, which Google says can help advertisers reach the right people without their ads showing up for searches that they don’t want. Google states that this update will give advertisers more control and a better reach. However, they highlight that it will continue to respect word order when it’s important to the meaning. As you can see in the table below, Google provides a number of examples highlighting how the change will impact keyword searches. Google said: “We’ve seen that Phrase Match and BMM often serve the same uses and that you can reach more of the right customers through a combination of the two.” Google announced these changes in early February and said that these changes would begin rolling out 2 weeks later. Many marketers will have already noticed that BMM has started to be phased out. By July 2021, this new update will have rolled out across the world and advertisers will no longer be able to create new BMM keywords. All existing BMM keywords will serve under the new update. Pros and Cons of the Changes Google has made a number of new updates recently but this particular update has the potential to help advertisers save a significant amount of time managing keywords. However, they have also released a set of ‘best practices’ that highlight the extra time necessary to recalibrate campaigns. It also says that during the roll out, marketers may notice fluctuations in traffic, which means they will need to monitor performance metrics and make adjustments accordingly. Marketers will also need to consider using Broad Match with Smart Bidding to limit the loss to coverage. Many have argued that this change will help marketers streamline keyword management and ultimately save time in the long run. Because the two match types cover a lot of the same searches, it will give businesses more time to spend on different objectives.
Google Ads to Begin Identity Verification
Google Ads to Begin Identity Verification In an endeavor to ensure a safe, transparent, and reliable service, Google is selecting users at random to complete identity verification for their Google Ads account. This has come to light as some users – as of February 2021 – received an email asking for them to submit both their legal name and address. “Beginning last April,” said Google, “we’ve asked advertisers (in phases) to complete the identity verification program.” So, with this in mind, we thought it best to look into Google’s identity verification program and what it entails in a bit more detail, covering these five points: How does Identity Verification Work? How Does Google Use Your Information Restricted Content & Advertiser Responsibility Election Advertising How does Identity Verification Work? To promote openness and increase transparency, users are required to verify their name and address via identity verification. Google then confirms your identity on any ads you run, displaying your name and location. Those who have been selected thus far for identity verification predominantly promote or advertise; Products, goods and services Informational or educational content Content related to regulated industries such as healthcare, gambling or financial products. Given 30 days to submit your details for identity verification, Google then gives you an additional 30 days to complete any additional steps. Failure to complete any of these steps, or if you fail to submit the right details multiple times, may result in your ads being paused and even suspended. Indeed, Google says this identity verification is needed to “ensure a safe and trustworthy ad experience.” How Does Google Use Your Information? Google uses your identity verification information to verify your identity. Simple. Furthermore, Google also disclose your name – or the name of the business you work on behalf of – and your location on any ads you post. Though personal information such as phone numbers and email addresses won’t be published, Google retains the right to publish details like ad creatives, dates and locations of ads served, name changes, suspended accounts and business contact information. On Google Search, for example, the identity verification information is shown as ‘About this Advertiser.’ On YouTube, the disclosure is shown as ‘Why this Ad?’ while on Google’s partner apps it is also denoted as ‘Why this Ad?,’ however, it can only be accessed via the AdChoices icon. And yet, while some consultants who manage ads for their clients feel uneasy about having their details show on their ads, Google insists they “don’t disclose the agency or associate tasked with completing the form.” Instead, they “disclose the company name and business location.” Restricted Content & Advertiser Responsibility Be it gambling, gaming, healthcare or financial products and services, to advertise this content on Google you may be asked to complete the identity verification process. Essentially, advertisers are solely responsible for their output, only now they have to submit information that holds them to those responsibilities completely. Google is also clamping down on people trying to circumvent the identity verification process in tandem with trying to review and validate the information provided by advertisers and third parties. Indeed, whether it’s the submission of unsubstantiated relationships with third party advertisers or the providing of inaccurate information, when it comes to identity verification and restricted content, Google are clamping down on their ads platform. Election Advertising Where identity verification has been somewhat welcomed however, is in the political sphere. Google now requires that all election ads must contain a disclosure noting who has paid for the ad, generating a ‘Paid for By’ stamp. Drawing to a close, or at least trying to combat, the spread of misinformation or false advertising, Google’s new identity verification program is certainly taking positive steps towards tackling the problem. There’s no denying that Google’s new identity verification program remains a complex and divisive subject, that said, it seems to be here to stay.
Google Ads Launches New AI Powered Travel Goals For Performance Max
Google Ads Launches New AI Powered Travel Goals For Performance Max Performance Max for travel goals is Google’s new AI-powered tool for hotel marketers. It is designed to aid creation of multi-format ads and reach more travellers across many channels. The launch of Google Ads’ new AI-powered travel goals for Performance Max was greeted with great acclaim from hotel advertisers and those working in the hospitality sector. With some hailing it as transformative and revolutionary for the industry. So let’s take a closer look at what this new AI-powered travel goals tool for Performance Max may mean for the hospitality advertising industry. What is Travel Goals for Performance Max In a recent announcement, it was confirmed that Google is rolling out Performance Max for travel goals to marketers across the world after a successful stage of beta testing. According to Google’s data, the decision was made to launch this new tool for hotel advertisers when searches for ‘book a flight’ increased to over 70%. In addition, 40% of leisure travelers said they spent more time planning their trips than before the pandemic. With this in mind, advertisers believed it important to be able to capitalize on this new way of destination planning. Performance Max for travel goals is expected to help hospitality marketers reach customers throughout multiple stages of the planning process by creating ads in varied formats. For instance, With one campaign, a competent Google Ads specialist can reach customers across a range of Google channels, including YouTube, Display, Search, Discover, Gmail, and Maps. And, with this new tool being AI-powered, all you need to do is establish your budget thresholds and conversion goals, and Google’s AI will handle the everyday tasks, such as bidding and optimizing ads across channels. How to Maximise Travel Goals Hospitality advertisers can choose their properties from a map using Google’s hotel picker tool when creating a Performance Max campaign. Google should then automatically generate ads for the hotel in every format, including content, images, and URLs. This is a great example of how adopting automation can help transform your output. That said, you remain in complete control and retain the ability to edit or re-do an ad whenever you wish. Furthermore, a single Travel Goals campaign can support up to 100 properties with varying locations, images, and messages. Travel Goals: Insight and Tracking Performance You can view engagement across property-specific campaigns via Google’s new look Insights page. This enables you to analyse demand across each location. The metrics page also provides details about search trends and shows what potential holidaymakers are searching for when encountering your ad. Google claims that advertisers who use Performance Max achieve over 18% more conversions on average at a similar cost per action. The Impact of Travel Goals on the Hospitality Marketing Sector As hospitality-related searches continue to increase, this tool could prove valuable for marketers looking to connect with travellers in the planning stages of their holidays. Travel Goals for Performance Max will simplify the campaign creation process. Helping hoteliers expand their reach and achieve more direct bookings while raising their profile. With access to property-level reporting and travel-specific campaign recommendations, you can better understand your ads’ performance within the wider context of the hospitality sector.
Google Ad Tracking: Google to overhaul ad tracking on all Android devices
Google to Overhaul Ad Tracking on Android Devices Tech giants Google are set to overhaul their Google Ad tracking software on Android devices, with the aim to make Android more private, however, the initial move is likely to raise trust issues amongst the online community. Google announced it will begin the process of overhauling their Google Ad tracking software on its Android operating system, completely reforming how a Google Ads Company, for example, may now approach advertising and data-collection on phones and tablets. So, what does this overhaul of Google Ad tracking mean for everyone from Google Ads consultants and PPC experts to Android users and more. What Does This Overhaul of Google Ad Tracking Mean for Android Users? More than 2.5 billion people around the world use Android and Android-related operating systems. At the moment, Google assigns a unique ID to each Android device – a Google Ad tracking number, so to speak – enabling marketers to construct buyer profiles of what people do on their phones and serve them highly targeted ads. Now, however, Google will begin testing alternatives to those Google Ad tracking IDs, eventually removing them altogether. Most Google Ads specialists have said the changes will improve privacy for Android users by limiting the vast amounts of data that Google Ads agencies harvest from people using the inbuilt software. However, whilst consumers may realise the benefits of such a switch, advertisers are likely to raise concerns regarding how competitive they can be whilst their greatest weapon is vastly reduced. What is Google Saying About the Initial Google Ad Tracking Overhaul? Despite its commitment to user privacy, Google also sells billions of pounds in highly targeted ad space, making a whopping £60 billion in advertising revenue in Q4 of 2021 alone. So, it’s easy to see how the company is, as Ari Paparo said, “between a rock and a hard place.” Furthermore, Google released a further statement, with Anthony Chavez, Vice President of Product Management for Android Security and Privacy noting: “We realize that other platforms have taken a different approach to ads privacy, bluntly restricting existing technologies used by developers and advertisers.” He also went on to say: “We believe that without first providing a privacy-preserving alternative path such approaches can be ineffective and lead to worse outcomes for user privacy and developer businesses.” That said, Google Ad tracking is under continuous development, with Google working closely with developers and the advertising industry to find a new way of targeting ads before taking drastic action. Google Ad Tracking: What Do These Changes Mean for the Wider Google Network? Google’s announcement comes on the coattails of Apple also blocking trackers on its own operating system, which runs on its iPhones and iPads. The move sent shockwaves through the advertising community, with even Facebook announcing that the ad tracking changes would initially cost the company £10bn in revenue. Google has also rolled out the Google Ad tracking changes to its Chrome web browser, for which it is working hard to eradicate third-party cookies. In fact, we reported on this change earlier in the month as the tech giant announced its subsequent move over to ‘Google Topics,’ a new way of tracking people’s interaction via its operating systems.
Gmail Ads and Their Future Within Discovery Campaigns
Add YouGmail Ads and Their Future Within Discovery Campaigns r Heading Text Here On 1st July 2021, Google is making some big changes to Gmail Ads which could seriously impact many marketers. Before we delve into the change and what it means for future campaigns. Let’s take a look at how Gmail Ads currently work. What are Gmail Ads? Gmail Ads are adverts that usually appear in Gmail accounts, especially in the ‘Social’ or ‘Promotions’ tabs. They appear just like an email, with a title and a subject line and when clicked they expand to display videos, forms, images, and other marketing materials. Gmail Ads can also redirect the user straight to a company’s landing page. Currently, there are two different types of Gmail Ads; these are Single business ads and Multi-retailer ads. Single business ads advertise just one business whereas Multi-retailer ads feature several businesses to form more of a shopping experience. The latter also showcases pricing, ratings, images, and links leading to the specific retailer’s website. Gmail Ads can be starred by users and even forwarded on, just like emails. Gmail Ads Absorbing into Discovery Campaigns As of July, there will no longer be a standalone ad type for Gmail Ads. Instead, Gmail Ad targeting will only be available in the Discovery campaign type. However, alongside this announcement, Google also highlighted that marketers will be able to recreate their current setups using the Discovery campaign type. To do this, marketers need to concentrate on 3 key areas: Budget Google recommends that when using a Discovery campaign, your budget should be higher than that of your original Gmail Ads campaign. This is because the Discovery campaign has an additional reach on the display network, not just showing on Gmail Ads. They suggest starting by doubling your budget and monitoring the results. It’s also worth noting that because these ads are moving to the display network, the results you see may be different from what you are used to. Bidding When it comes to bidding, Discovery campaigns utilize the Conversion objective, using Target CPA (tCPA). When setting up your campaign, you will set this in the bidding section. There is usually a suggested recommendation from Google based on the performance of your other campaigns. However, if there isn’t, Google suggests you use the last 30 days of your Gmail Ads CPA average and add 20%. This target can always be modified at a later time. Target Marketers will be happy to hear that when it comes to targeting, the audiences in Gmail Ads are extremely similar to those in Discovery campaigns. The main difference relates to keyword targeting but you can easily move your audiences to your Discovery campaigns by creating a Custom Audience based on the top performing keywords from your Gmail Ads setup. Differences in Charges One of the key differences between Gmail Ads and Discovery campaigns is the way you are charged. When using single business Gmail Ads, each click represents when a user first clicks on your collapsed teaser which expands into a full ad. For multi-retailer Gmail Ads, the clicks represent when a user clicks out of the email and to the product page. In this instance, you are not charged for clicks to the collapsed teaser. However, when using Discovery campaigns, the process is most like the single business Gmail Ads setup. Each click is counted when a user is directed to your website from an expanded ad and you are charged on the initial interaction the user has with the collapsed teaser. Google gives no specific reason why they are making these changes, but there are some theories. Perhaps Google does not see Gmail Ads as a large enough project to be kept separate. Perhaps they are working towards strengthening the Discovery campaign type by funneling in more users. No matter what the reason, the changes will be coming in soon, so marketers and businesses need to get to grips with Discovery campaigns and play around with how they are used.
How to Improve Ad Relevance
How to Improve Ad Relevance Do you want to boost your ad visibility, and overall Quality Score and see a better click-through rate? If so, it’s time to take a deep dive into ad relevance! If you’re not sure where to begin, worry not. This article covers how to improve your ad relevance with simple steps. So first things first, let’s start with the basics. What Does Ad Relevance Mean? Ad relevance is a status that measures how relevant your ad is to the search that triggered it. For example, if a user searches and your ad shows up, how relevant your ad is to that search term determines your ad relevance score. Google’s Quality Score metrics will show you the status of your ad relevance, which will fall under one of the following:“Below average” “Below average” “Average” “Above average” If you find that your ads have a “below average” status, it’s important to consider why your ads aren’t aligning with the users’ searches. Where Is Ad Relevance Shown? Discover the ad relevance status for your keywords by heading to the Keywords tab on your Google Ads Account. From there, click the columns button and under the Quality Score tab you’ll find the option to add a column for Ad Relevance. Why is Ad Relevance Important? Ad relevance is important because it is one of the key factors that can improve your Quality Score. When you boost your Quality Score, you’re likely to see a better ad rank, without having to spend any more money (lower cost-per-click). It is important to note that even if your Quality Score is good, you can still have low ad relevance (and vice versa). This is because Quality Score is determined by multiple factors, including your ads, keywords, and landing pages. Check out our guide to Quality Score here for more information and guidance. 5 Ways to Improve Your Ad Relevance It can be tricky to know where to begin, so we’ve put together some helpful steps to help you improve your ad relevance. Group Your Keywords Carefully Your ads may have “below average” status because your keywords aren’t relevant enough, or because your keyword groups cover too many topics. It is essential to group your keywords carefully and to be very specific. Although Google encourages users to group multiple keywords, an overload of keywords in one group can make it harder to achieve a message match. Grouping 10-20 keywords together means you’re likely to end up with irrelevant keywords taking users to an ad. So, how can you avoid this? The answer brings us to SKAGs. 2. Start Using SKAGs SKAGs are single-keyword ad groups that ensure only one keyword triggers a particular advert. This makes message matching much easier, as you can work on making your ad highly specific to your chosen keyword. If you switch to single keyword ad groups, you’re likely to see a spike in click-through rate because your ads will be more relevant to search terms. You can also test which ads are working best by creating multiple ads for one group. Google will automatically rotate ads within one ad group and keep showing users your best-performing ad. 3. Include Keywords in Your Ad Text To achieve the perfect message match, you’ll want to ensure your keyword is included throughout your ad, as seen below. 1.1 – Including your keyword in the ad’s main headline. 1.2 – If it fits, include it in the paths for your Display URL too. 2 – Include indicators that the ads are up to date. 3 – Include a call to action, directing the user to convert. 4.1 – Offers help to seal the deal when comparing against your competitors. 4.2 – Showing USPs improves your click-through rate and conversion rate. For the best results, we recommend including your keyword in your ad headline, and if possible in the paths for your Display URL. Your ad description can also feature your keyword and a strong call-to-action (CTA) which will encourage users to click through. For example, “get your free sample today” is a better CTA than “browse here”. 4. Keep Ads Simple and to the Point Keeping your ads simple is one of the easiest ways to improve your ad relevance status. Don’t try to complicate your ads by making them relevant to lots of potential searches. The more specific you are in your ad copy and your build, the greater the chance is that your ad will match a user query. The closer your message match is, the higher your click-through rate and conversions will be. If your ad closely matches what a user is searching for, the more likely it is that they will be converted into a customer. 5. Send Traffic to Relevant Landing Pages Once you have worked on improving your ads, it’s time to look at your landing pages. To start capturing traffic on relevant landing pages, it is essential to ensure the keywords from your ad are strategically featured on your landing page. For example, if your keyword is “Star Wars board game”, your ad should also feature this exact keyword phrase and it should also be included in the text of your landing page. 6. Exclude Less Relevant Traffic to Your Ads Not all traffic is good traffic, and the good news is, that you can exclude less relevant traffic by targeting ads with more specific keywords or setting up negative keywords to block less relevant traffic. For example, if you are selling books and using the phrase match keyword “Harry Potter books”, you might show up for terms like “where to buy Harry Potter books”, but also “what order are the Harry Potter books in”. One of those terms is relevant and might lead to a sale, the other is partially relevant but far less likely to convert. We hope you have found our guide useful and now have