When creating a Search campaign in Google Ads; people who are new to the platform tend to overlook important components that could improve the overall performance of their campaigns. Let’s look at four overlooked components.
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Keyword match types.
Probably the most overlooked component of search campaigns. Keyword match types play an important role in who sees your ads when people search on Google. These match types could be the difference between anyone seeing your ad and a future customer seeing your ad.
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Ad and Landing page relevance.
It is good to have fun and incorporate creative writing in your search ads to capture your viewer’s attention. However, it still needs to be relevant to your keywords, product or service offering and lead to a landing page that conveys the same relevance. This could improve your ad’s keyword quality score which could lead to a better return on investment (ROI).
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Search audiences.
Google’s audiences cover a wide range of targeting – from people with certain characteristics to people with certain purchase intent. Using these audiences as a targeting method, along with keywords can narrow down your audience to the customers you value the most. You could also use the audiences as an observation tool to get a better idea of who are the people that are interested in your product or service. This can be a useful targeting tool for experienced marketers, or an important learning tool for those just starting out.
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Setup conversion tracking.
This is a quick and easy way to monitor how your campaign is performing and if you are reaching your intended target audience. Conversion tracking gives you valuable insight on your targeting method and whether it is working for your brand.
There are many more components for you to use in Google Ads and some may be complex or difficult to understand however, they can greatly improve your campaigns performance. Google Ads can be an intimidating platform to new users, but it can also be an exciting learning tool. Use everything Google Ads has to offer to better your campaigns performance and increase your ROI.
