Google as a search engine almost never stands still and keeps updating its algorithm. Current observations suggest that the search engine is shifting towards “autopiloted” campaigns. In other words, the more you pass on to Google Ads’ calculations which include placements, bids, and banner sizes, the more you benefit from your campaign. There are a few factors that will boost the effectiveness of your Google Ads campaigns. Below is a discussion on the ways to plan a good PPC campaign through certain practices.
Ad Copy: Offer a Variety of Ads to Pick from
Nowadays, it is needed to provide Google freedom of choice in the case of ad creatives. If you give many ad variations for a single keyword set, it helps you offer the best user experience. It is advisable to use at least three variations. This is a difficult task as you need to create ads for each of your 100 ad groups. There are a few ways to make this easier.
Reimagine the Current Ads
Modifying your current Ads is a great way to start. There are always ways to make improvements in your ad copy. Try to implement unique selling propositions (USP). For instance, if you are promoting an SEO tool, the USPs could include a number of keywords from the database, free trial, SEO awards received, and much more. After fixing the USP, your next job would be to find out the one that works the best for you with your audience.
You can continue tweaking your ads. You can also change verbs in your Call to Action. Furthermore, you can experiment by changing the presentation of numbers. Besides, you can try and include or exclude your brand name and see which one looks more catchy and more likely to gain customers. Sometimes these tiny changes can offer a noticeable difference to your CTR (Click Through Rate).
Leverage 3 Headlines + 2 Descriptions
Responsive search ads allow you to make an ad which adapts to display more relevant text and messages to customers. This type of ads is based on AI. In this, the advertiser contributes a maximum of 15 headlines and 4 descriptions. Google then mixes the descriptions and headlines to find the most effective combinations. This generates a whopping to 43,680 and variations which are impossible to test manually. This update has appeared a while ago and advertisers are free to add a third headline and second description. This gives you the space of about 300 characters that includes URL paths. This helps you describe your products in a better way.
The above are some of the best suggestions to improve your Online Marketing and Google ads campaign in 2019. Make sure you try them on your next campaign.