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Originally Posted On: https://realdeal-marketing.com/blog/f/google-ads-strategies-tips-and-techniques-that-work-in-2023
Billy McGarry
Introduction:
I am about to share the latest Google Ads strategies, tips, and techniques that will work well in 2023. Google Ads is always changing and we as advertisers must keep up with the changes if we are to get the best results. This article will help you stay up to date with the latest best practices.
First, I’d like to suggest that you expand your campaign types. In many cases, you don’t want to rely solely on search campaigns. For new Google advertisers I think it makes sense to start with search. It’s the easiest one to understand. This is what most people think of when they hear about Google advertising. You can start with Google Adwords, but don’t stay there like we used to and many Google advertisers. You want to explore other options for campaigns.
Google’s ad platform is constantly evolving, and there are many other options you can utilize to increase your sales, generate more leads. The easiest way to achieve this is to use a Performance Max campaign. I will discuss that in more detail later.
Next, I’d like to talk about the Google Ads Strategy Change. We are now adjusting Google Ads to better suit the needs of businesses rather than what is best for Google Ads. We used to be very hesitant to switch campaigns on and off. We wanted a consistent delivery, because we thought it would produce better results in the long run. As Google Ads has developed, and as the platform has improved, we have become less concerned with interruptions in things like delivery.
Turn off your Google ads if, for instance, you are experiencing capacity problems in your business. Turn off your Google ads if you are experiencing low stock levels. We feel more comfortable with these types of changes. We can decrease budgets or increase budgets according the business needs.
Running a schedule is one example. If you are a B2B business that relies on leads, then you may only want to run ads from 9 to 5 Monday through Friday because this is when your customers will be most likely to convert. We are more comfortable with these types of things, and find that interruptions in delivery do not affect performance as much over the long term as they did before.
It is also my intention to declare that you cannot get away with a bad landing page. This is more like a continuation of something that has been going on for a while. It’s not a new thing for 2023. In the past, you could get away with badly designed landing pages. The landing pages would often do the job. This is no longer the case. It’s important to ensure that the destination you send people to after they click your Google ad looks good, gives them the information they need, and makes it easy to move forward. It is important to follow all landing page best practices. Many Google advertisers spend so much effort and time on their Google Ad campaign that they neglect their landing pages. If you want good results with Google Ads, I want you to focus more on the landing page. What can you do to improve it? This is a big part of the process.
Google’s score of optimization is also something we trust more in the present day. Google now makes a variety of recommendations within your account. This may have appeared. The optimization score ranges from 0 to 100, with 100 being the highest score and 0 being the lowest score. Google will not only let you know how your ad scores in terms of optimization, but it will also give you recommendations on how to improve it.
For example, they might suggest that you open up your location settings and change the targeting. You might be advised to add more headline variations in order to test different things. They may recommend a variety of things for your campaign. We found that many of the recommendations were not very good or didn’t work. They’re improving. We want to use their AI more and more. We’re now implementing many of Google’s recommendations, instead of just dismissing them as we might have in the past.
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Let me make a few points about this. You can still have ads that perform poorly even if you have an optimization score close to 100. This is not a guarantee for performance. You’re more likely to see an improvement in performance if your optimization score improves. You can also see that ads with low scores in optimization still get good results. You should also ask yourself: “Will this convince me to spend more money on Google?” You want to be on the lookout for these.
These people are clearly self-serving. Many don’t. You can do things like create different headline variations. This is not going to make you more money. It will just take money from your pocket to give to Google. This is more about getting poor performance.
You might want to be cautious if you are given advice to increase your budget, for instance, because it will result in a higher conversion rate and a better campaign. They’re getting better, and we’re trusting them more. You still have to be clever with these things. In 2023, we will be focusing more on the importance of not optimizing for cheaper clicks.
When you run a campaign, and have set up conversion tracking, which is something you want to do, only one metric matters. Your cost per conversion is the only metric that matters. If you can track your return on advertising spend more precisely because conversion values are being taken into account, you should base your decisions off of that number.
It’s not important to get cheaper clicks, but it could actually harm the performance of your campaign. The best prospects are often more expensive to reach. Some advertisers have figured out which keywords convert best and therefore are more expensive. You will pay more per click. Many Google advertisers still follow the old ways of doing things. They try to get cheaper clicks, lower traffic and hope that they’ll eventually end up with a lower cost per conversion. This is not always the case.
If you base your decisions on optimization, such as whether to turn ads off, etc., etc., etc., then you are likely to achieve better results overall. Even if this means that you generate fewer clicks and these clicks cost you more because they are higher-quality prospects.
Before I go on, let me quickly mention three other Google Ads tips. Before I go any further, I’d like to briefly let you know about the Google advertising services we offer. We can manage and optimize your campaigns for you, taking the burden off your shoulders and helping you achieve better results. There’s a button here for those who are interested. Clicking on the link will take you to a page where you can schedule a call with a member of my team. If you’re still interested, book a phone call. We hope we have the opportunity to work together.
Specificity is more important than ever before, as there are now so many Google advertisers. You can do this by breaking down your ad group into subgroups. Then you can be more specific and match the ad to the keyword searched for. You can even take it a step further by adding a landing page that is relevant to the corresponding ad and keyword. Let’s take, for example, a lawn care business. You could break up the lawn care services ad into subcategories instead of having one large ad. There are different people in your market who may be interested in lawn care services.
Some people may want to cut their lawn. You could create an ad for lawn cutting services. If people want seeding, you could create a separate ad group. You could create a separate ad group to remove weeds from a lawn. There are several subsections. You’ll get more clicks if you match keywords with the copy of your ad. This will bring more qualified prospects to your landing pages and increase conversion. It’s a little more work upfront, but well worth it. Our Google Ad Campaigns have been redesigned to maximize conversions and conversion value. If you choose that option, you can track the value for conversions made via your website, your store, etc.
Many advertisers use Maximise clicks. We will sometimes launch new Google ads with this bidding strategy. However, we will soon look to switch it over. Many Google advertisers begin with this strategy and stick to it for a long time. This is an old-school way to do things. And, as I said, you shouldn’t go for the cheapest possible clicks. You also don’t want as many clicks possible. You want conversions, or the highest-value conversions. We want Google’s AI machine learning to be on our side, so we can tell them what we need and Google will go and find it.
If you can, go for Maximise Conversions (or Maximise Conversions Value) depending on the nature of your business. You should consider this option once you have started your campaign, are up and running, and you have generated some clicks.
This article is a great example of how to give Google more control and to trust their AI to deliver the best possible results. The easiest way to achieve this is to use a Performance Max Campaign. They are powerful, and can be set up quickly and easily if you know what to do.
Please book a call with my team or myself via this link if you need help.
