When you are a business owner, you need to be careful about how quickly you are burning through your resources, mainly the financial resources. Marketing is a key aspect for any business and you definitely need to allocate a proper budget towards it. Being the life and blood of a business, you would definitely not want to cheap out on your marketing endeavors but you don’t always have the budget to do everything you want.

In such a situation, you can look towards Google Ads as an effective means of marketing your brand at a budget of your choosing. Google is the market leader in the search engine market share with 2.5 million searches happening every second. On average, Google Ads generate 2 times the return on investment.

8 Tips to use Google Ads Effectively

1. Set a clear objective

Before you can get your ad running, you first need to be aware of the goal that you are trying to achieve. Once you are clear on the advertising goals that you are trying to achieve, you will have much more clarity on how to proceed forward with the action plan for your Google Ad campaign.

For example, if you want to increase sales of your new product, then your ad should be focused on conveying the features and benefits of the product.

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2. Build a structure for your ad

Once the objective for your ad has been defined, the next step is to structure your ad to make sure it is having the right and maximum reach. Structuring your ad means to ascertain that it is targeted towards the right location, the right ad groups are selected and the proper keywords are researched and added.

3. Make sure your Quality Score is high

When you bid your ad on Google, you get a score depending on your bid amount, your keywords, and your landing page.

Once Google assesses all this, it gives a Quality Score to your ad and this score will determine how effective your ad will be because the better the score, the higher is the ranking and the better is the chance of conversion. You need to be extra careful to get a good score if you are on a tight budget as you will not be able to experiment too much by spending too much.

4. Make sure you target long-tail keywords

Rather than using very generic keywords, you will get a much better return if you use long-tail keywords as they give a much more targeted reach.

For example, if you are running an ad for your restaurant located in Ahmedabad, then “restaurant” will be a very generic keyword and the chances of it showing up in the search results will be low as compared to if you use a long-tail keyword such as “best restaurant in Ahmedabad” because it is more likely that someone will search for that.

5. Make sure to optimize your landing page

The goal of your ad is not simply to make sure that your ad is clicked on but to make sure that your ad gets clicked and once someone lands on your page, that they actually buy something. So, you need to make sure that your website makes it easy for a visitor to go from discovery to purchase.

6. Don’t spend on keywords unnecessarily

If you are on a limited budget, it might not be in your best interest to spend on too many keywords. That will not let your ad come up higher in the search results as you will not be able to focus on any one target. You will have much more success if you select a keyword that has medium traffic and low competition.

For example, if you run a travel business, it will be very difficult to include economy flights, business class flights, budget hotels, premium hotels, weekend getaways, etc. in the search results but if you know your customer segment is mostly searching for budget hotels, then focus the bulk of your ad spending on that keyword and you will be much more likely to get positive results.

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7. Use automation to its full advantage

Smart Bidding and Responsive Search Ads are a part of the AI functions of Google Ads and although they cannot build up your ad strategy, they are useful as they can increase your bids when you have more chances of succeeding and they can also decrease your bids when it seems like you competition is set to win. It could really help save your own effort, time and money.

8. Measure everything

You need to measure the performance of your ad very carefully. What is working, what are the searches that are directing traffic to you, and how are people actually finding your page, these are just some of the questions that you will find the answers to on using Google Analytics. Use this information to make your next ad an even greater success.