The world of Internet has witnessed significant transformations after the spread of COVID-19 pandemic, especially in marketing behaviors and e-commerce, this prompted Google to add new insights into emerging trends within Google Ads, depending on the search activity.
Therefore, last year, Google launched the statistics page to help companies stay ahead of emerging trends in light of the recent competition in online shopping.
Through the article, we will present a set of recommendations that Google gives to marketing entities and provide you with best practices in Google Ads and marketers.
Google recommendations for marketing entities:
- Pay attention to the budget of paid Ads and competitive prices for keywords to improve your account according to emerging trends.
- Planning for promotional offers and landing pages, based on the most popular search interests.
- Using the special prices offers, in order to reach for the appropriate class of customers.
- Using the keyword scheme in line with emerging trends in your account.
Google today is adding a new process that enables marketers to apply automatically of optimization recommendations on their Ads campaigns and brands, after their own algorithm detects any potential improvement opportunity.
Google Ads program:
To begin, Google Ads is defined as an essential system for paid advertising, listed under a marketing channel known as pay per click.
The Google Ads program can be considered a distinct and effective way to attract good traffic from potential customers to your business when they perform searches for products and services.
Which are compatible with what your brand offers, and through using Google Ads, you will be able to increase the traffic on your website and increase the visits, thus achieving a greater percentage of sales.
Google Ads allows you to create and share ads with your targeted audience at the right time; this will positively affect your visibility on the search engine results page, when your potential customers search for your services and products, through Google search engine.
Google Ads best practices:
Don’t use general keywords:
Keyword selection is considered fundamental to your online business and business strategy.
It always needs to be tested and modified in line with the updates and developments that take place around you, especially a general and very wide keyword; this causes Google to place your ad in front of the wrong audience, which leads to not achieving the required number of clicks and putting more costs.
Displaying appropriate ads only:
It is not good to display an ad that is inappropriate and does not match the search requirements of users and customers, because you will not get enough clicks, to cover your ad costs, so the ad version and title must match the keywords you bid on.
Your usage of the responsive search Ads feature on Google is a desirable matter and works better, that is because this type of Ads allows you to enter multiple versions of the ad copy and addresses so that Google chooses the best-performing ones and displays them to users.
Improve your quality scores:
Quality Score plays the main role in Google’s determination of your ad ranking on search engine, this means that the number of views for your ad, and the conversion opportunities are more or less related to your quality score, whenever the quality scores are lower, the ranking will be lower too, and vice versa.
It is worth noting that Google tells you about your quality score, but it costs you to improve and develop it.
Optimizing your Ad’s landing page:
The user experience after they have clicked on your ad is extremely important, where a potential customer or user will discover what your ad has in store, and knows if your landing page is answering their questions and using the same keywords.
Which plays a role in determining whether a potential customer will complete the journey towards your brand’s products and services, and turn into an actual customer.
Use and create Google’s Ads:
You might be concerned about setting up your Google’s ads campaign, but do not be afraid or worried, the essential system will take you to step by step toward setting it up as soon as you visit the Google Ads site, and click on the “Start Now” button, it will take no more than ten minutes to complete it successfully.
However, the additional things about making sure your ads are set up and traceable may be less obvious and require you to do the following steps after submitting them for review:
Linking to Google Analytics website:
It is a good idea to have linked your Google Analytics account to your own website, in order to be able to monitor traffic, conversions, and more, here certainly you need to link your Google Analytics account to your Google Ads account, to facilitate the process of analyzing, tracking and reporting on campaigns.
Add UTM codes:
Google uses Urchin Tracking Module codes, which are shortened for “UTM”, to track any activity associated with a specific link, which is a part of the URL.
UTM tells you about the ad that led to the conversion so you can track the active parts of your own ad campaign, therefore it will make it easier for you to improve and make Google Ads successful.
UTM is defined as the Global Transverse Mercator Projection System; it is a global geographic coordinate system, which relies on Mercator projection to create maps.
When you set up conversion tracking, it will accurately tell you how many potential customers you got through your ad campaign.
This step is not mandatory, but implementing it will make it much easier for you to track the percentage of sales and return on investment on your website and other calls from your ads and other activities.
Integrate Google Ads with your CRM:
Use CRM to keep track of contact information and potential customers, by combining it with Google Ads, you will have the ability to track the advertising campaigns, which work for your customers and your audience, so that you can follow up marketing for them, through relevant offers.
The new insights for Google updates provide a good opportunity to invest your marketing efforts in a better way that helps you attract new categories of users and convert them to actual customers with your brand, especially if you launch your advertising campaign professionally according to the tips that were mentioned above.