How To Create A Strategy To Utilise Google Ads

Whilst having a good SEO strategy will help to build the foundations and credibility of your website, a strong PPC plan will drive engaged, high-quality traffic that is likely to convert.?

Although often seen as a quick win, a good paid search strategy can take a couple of months to perfect. Many campaign options are now run based on user algorithms that rely on the data collected from the ads, such as search history and demographics, to present your ads in front of the right people at the right time.?

Identifying key areas to advertise

Before getting started on your Google Ads, it's important to identify key areas of your website that you’re looking to advertise.?

If you run an e-commerce website with thousands of products and a small ad budget, it might be worth segmenting your products into higher-value, popular items. This will get the most out of your advertising before expanding to your whole inventory.?

The same goes with service-based sites, which of your services are most popular? If you’re not sure, there are multiple tools you can use to identify what your audience is looking for, such as the Keyword Planner, Google Trends or the data from your previous sales.

Types of campaigns

Consider the types of campaigns you use. Using Google Ads, we can show ads across Google search sites as well as Google partners like YouTube.?

Depending on the kind of business you run and the ads you want to show, it's important to choose the right kind of campaign. Campaign types include search, shopping, video, display, performance max and demand generation.

Each campaign has a different use depending on what you're advertising, who you are advertising to and which part of the sales funnel you’re trying to catch users at.

Finding Keywords & researching your audience

A lot of work goes into researching what keywords your audience is likely to use when searching for the services or products you offer. The best way of doing this is searching for the terms yourself on google, using content from your website and the keyword planner.

The keyword planner is extremely useful for finding the average monthly search volume, competition levels and average cost per click. This will give you a rough idea of how many impressions, clicks and conversions you could get from the budget you have set. This is a vital stage of setting up your search campaigns.

Performance max campaigns within Google Ads are a lot more audience-based, so it's really important to know your audience. You can segment your audience based on:

Demographics - such as user employment or education status

Affinity audiences - things users are interested in

In-market audiences - things users are actively researching or planning

Not forgetting first party data collected through ads, analytics and customer data. First party data is so important for helping the algorithm to find similar users who are also likely to convert, as well as for creating remarketing lists. This can include things such as customer email addresses or data collected from users through GA4.

Ad text

Planning out your ad text is another vital part of creating a PPC strategy. The right ad text can be the difference between a user choosing your website over a competitor's. It is so important to make sure you’ve included unique selling points, keywords that relate to your landing page and a call to action.?

Competitor research here is key, you can do this by searching for the keywords you’ve chosen or, if you know who your direct competitors are, searching for them using the ads transparency tool, where you can see a list of every ad your competitor is running.?

Of course, you can’t copy your competitor's ad text, but you can see where you might be missing out if, for example, another business offers free delivery and you don’t.

So these are just some of the things that go into running Ads. At Breakout Media, we have a team of PPC specialists ready to help you make more money from your website.?

If you found this helpful and would like more help with your PPC strategy, you can book a free call with our team to go through your current strategy and see how we can help.?