![\"google-ads-search-campaigns\"](\"https:\/\/www.ppcexpo.com\/blog\/wp-content\/uploads\/2019\/10\/google-ads-search-campaigns.png\")
<\/div>\nThe mistake many PPC advertisers make is that they think optimization begins after they launch their campaign. What you need to understand is that you apply best practices in Search ads from the moment you are selecting your keywords.<\/p>\n
In this article, we\u2019ll take you from the ground up, explaining best practices so you\u2019ll learn how to optimize your Google Ads Search campaigns for better results.<\/p>\n
8 Best Practices Google Ads Search Campaigns<\/h2>\n
Some of the best practices in search ads may seem obvious to seasoned marketers. However, a lot of people in PPC advertising are still failing to cover all the bases. As a result, their campaigns leave a lot on the table.<\/p>\n
Here are eight pointers to help you create campaigns that generate a better return on advertising spend (ROAS):<\/p>\n
1. Select the Right Keywords<\/h3>\n
Firstly, let\u2019s look at the keyword selection. Your keyword list is the single most critical element of your PPC campaign. It must contain terms that strike a balance between reach and relevance, ensuring your ads connect with as many qualified prospects as possible. If this balance is off, you’ll either miss out on potential leads or else you’ll have a lot of wasted spend on irrelevant click traffic.<\/p>\n
When you\u2019re creating your keyword list, you should use keyword research tools like Google Keyword Planner and Google Search Console. Consider the following when selecting keywords:<\/p>\n
- \n
- User Intent<\/li>\n
- Most searched keywords in the market<\/li>\n
- Domain-specific keywords<\/li>\n
- The past performance of the chosen keywords<\/li>\n
- Competitive analysis<\/li>\n<\/ul>\n
Take your time, and do thorough research before adding terms to your list. Each keyword must generate a decent return on investment (ROI) for your campaign, or else there\u2019s no point in having it.<\/p>\n
Learn More:<\/strong> How to do Keyword Research using Free Google Tools<\/a><\/p>\n
2. Write Effective Ad Copy<\/h3>\n
Your ad copy may be short, but it has to say a lot. It is the vital first step in the PPC advertising cycle, so it needs to be compelling to elicit clicks. Excellent ad copy will engage users and persuade them to believe that you have the solution they need.<\/p>\n
Include the following in your ad text:<\/p>\n
- \n
- A catchy headline<\/strong> that targets the pain point or problem of your prospects.<\/li>\n
- Benefit-driven body text<\/strong> that highlights your solution, and relates to the user\u2019s need and purchasing intent.<\/li>\n
- A strong CTA (call-to-action)<\/strong> that encourages people to click on your ad, and continue down your marketing funnel.<\/li>\n<\/ul>\n
With a short word limit, you must be creative with your ad copy. Take the time to optimize it for maximum impact.<\/p>\n
3. Personalize Your Ad Copy<\/h3>\n
In Google Ads<\/a>, you can personalize your ads, so they align closely with user intent. For example, if you’re advertising in the local area, you can update your ad based on the location of your target users. Alternatively, you can use language that appeals to your target demographic, making offers, and speaking with a tone that is appropriate to their age, gender, or personal interests.<\/p>\n
4. Consider the Geographical Areas You Are Targeting<\/h3>\n
In e-commerce, you may not be too concerned about geographical locations for your business. However, while you can sell internationally, it’s still wise to consider where your audience lives. By doing some research on the countries, cities, and areas your customers are in, you can save your budget from being wasted on showing ads to users in the wrong areas.<\/p>\n
Better yet, you can tailor your ad copy and offers to be more relevant. For instance, a clothes company targeting customers in California during the summer may run a swimwear promotion. By comparison, an adventure gear outlet targeting people in Colorado may offer deals on snowboarding equipment.<\/p>\n
If you don\u2019t consider where your customers are at that time, you\u2019re effectively throwing your advertising budget down the drain. One of the best practices in Search ads to adopt is making sure you the geographical areas correctly in your campaign.<\/p>\n
5. Use Ad Extensions to Increase Visibility<\/h3>\n
One of the best practices Search ads users can embrace the use of Ad extensions. Many advertisers overlook Ad extensions, despite the many benefits they offer, such as:<\/p>\n
- \n
- Improved Visibility<\/li>\n
- Increased Size<\/li>\n
- Improved Ad Rank<\/li>\n
- Higher Clickthrough Rate (CTR)<\/li>\n
- More reasons to click on the Ad<\/li>\n
- Improved ROI<\/li>\n
- Improved quality of Ad copy<\/li>\n
- Improved Quality Score<\/li>\n<\/ul>\n
To get started, you might consider Automated Ad extensions. These are only shown when Google determines that the extension will have a positive impact on your ad’s performance.<\/p>\n
6. Define One Specific Goal for Each of Your Google Ads Search Campaigns<\/h3>\n
Setting goals for your Google Ads Search campaigns is a crucial step. A clear objective will provide guidance when it comes to making important decisions.<\/p>\n
One pitfall to avoid is setting too many goals. Here are a few reasons to get into the practice of setting one goal for each PPC campaign:<\/p>\n
- \n
- It makes it easier to gauge performance.<\/li>\n
- You can focus on the right metrics for your goal.<\/li>\n
- It can improve your overall ROI.<\/li>\n<\/ul>\n
7. Track the Right Metrics for Your Goals<\/h3>\n
As aforementioned, tracking performance is massively important in Google Ads Search campaigns. This all comes down to having clear goals and then knowing which metrics to track for your goals.<\/p>\n
Perhaps your campaign is doing well, but there is always room for improvement and budget optimization.<\/p>\n
Consider your goal for each campaign, and then select the right metrics to gauge performance continually. For example, if your goal is increasing brand awareness, you should track impressions and click traffic.<\/p>\n
- Benefit-driven body text<\/strong> that highlights your solution, and relates to the user\u2019s need and purchasing intent.<\/li>\n
- A catchy headline<\/strong> that targets the pain point or problem of your prospects.<\/li>\n