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The Best Google Ads Tips in 2024

The Best Google Ads Tips in 2024

7 min
24 Jun 2024
Someone using Google Search results on their laptop.

Never Forget About Conversion Tracking 

Conversion tracking is essential to understanding your campaigns. If you don’t know where your ad campaigns are turning a profit, how can you replicate that success? Once you know where your conversions are coming from, you can allocate your budget efficiently and spend less on channels that are not performing well. 

To set up conversion tracking, follow these steps: 

  • Create a new conversion action in your Google Ads account under “Goals” > “Conversions” > “Summary.”
  • Choose the “Website” option, enter your URL, and click “Scan.”
  • Click “Add a conversion action manually” to customize details like goal category, conversion name, and value.
  • Specify settings such as conversion count, conversion windows (click-through, view-through, engaged-view), and attribution model.
  • Click “Done” and “Agree and continue” to proceed.
  • Obtain a Google tag code snippet and add it to your website for tracking.
  • Test the installation to confirm that conversion tracking is working correctly.
A screenshot of conversion actions on Google Ads.

Organize Your Google Ads Account

The key to all successful marketing campaigns is organization, and Google is no different. If your Google Ads account is organized, you can view and optimize your ads accordingly. If your campaigns, ads, and ad groups are jumbled, you may encounter issues viewing your overall campaign performance.

First, you can organize your campaigns by business goals, location, and product. Give each a descriptive name so everyone on your team understands the organizational structure. Within your campaigns, organize your ads into groups based on themes like intent, promotions, or audience segments.

It’s recommended to have three ads per ad group to maintain organizational clarity and gain a comprehensive understanding of ad performance within each group. Having fewer than three ads can compromise your campaign’s organization and hinder your ability to assess the effectiveness of your ads in each targeted segment effectively.

Optimize Copy & Landing Pages

While it may seem obvious, many brands overlook the importance of refining their website and copy before launching ads. Effective keyword ranking hinges on tailored, search-query-relevant copy directly addressing user intent.

When crafting page copy, incorporate the keywords you anticipate users will search for. This approach enhances ad relevance and boosts your site’s click-through rate. However, avoiding keyword stuffing is crucial, as Google penalizes excessive keyword use. By refining your landing pages to align with the tone and quality of your ads, you can improve your Google Quality Score, thereby enhancing your site’s visibility in search results.

On top of optimized landing pages, you have to include clear call-to-action statements in your copy. These statements encourage users to take action and move down the conversion funnel. You want a CTA to tell searchers to book an appointment, start a free trial, or make a purchase. 

You can also place multiple CTAs on your landing pages, but you must ensure that each CTA asks your visitors to do the same thing. You can’t confuse your visitors with conflicting CTAs, so make sure your CTAs push visitors toward the same goal. 

An infographic displaying ads on a laptop.

Utilize Ad Assets 

The combination of well-written CTAs and ad assets can create a powerful combination. Ad assets (or ad extensions) are additional pieces of information that you can attach to your ads. These assets increase your visibility on SERPs because the ad assets take up more visual space. The five types of Google Ads assets include: 

  • Location: The location asset allows you to add your business address on a separate line in the search results. If your business has a physical location, this is an incredibly useful asset because a user can click the address in the SERPs and get directions straight to your store. 
  • Seller ratings: If you add the seller ratings assets, potential customers get a quick view of your business ratings based on Google reviews. If your reviews are positive, it’s a fantastic way to show your brand’s trustworthiness.
  • Sitelinks: Sitelinks are beneficial assets if you want to direct potential customers to a page other than your main landing page. For example, you may want to direct people to the FAQ page or a category page, which can increase the conversion rate. 
  • Calls: If phone calls are a big part of your sales process, you should incorporate the call asset. This allows potential customers to call your business directly from your ad. 
  • Callouts: You can utilize the callouts asset to highlight important info you want customers to see. This usually includes a free shipping offer, a unique selling point, or best selling products. 
A screenshot of an ad displaying the callout ad extension.

Create a Negative Keyword List

Creating a negative keyword list helps narrow down your messaging. In Google Ads, you can include negative keywords to indicate that your product or service is NOT. This prevents your site from showing up in irrelevant search engine results. 

For example, you don’t want to rank for outerwear if you run an online sneaker business. If you’re unsure where to start, you want to examine your keywords in the “Search terms” section of the “Insights and Reports” area of Google Ads. There, look for keywords irrelevant to your business and those that may be relevant but receive few clicks and conversions. 

You can click the “+” button from your Google Ads dashboard and add them to your negative keywords list. Once you have a good list, you can save money on ad costs and rank for relevant keywords and queries.

A screenshot of Google Ads negative keyword list.

Location Targeting & Ad Scheduling 

Setting up effective location targeting and ad scheduling in your Google Ads campaign can significantly enhance your advertising impact. Location targeting allows you to specify where your ads will appear based on geographic criteria. For businesses with physical locations, this ensures local customers see ads within a relevant radius. On the other hand, ecommerce businesses can target locations where they ship products. This can reduce wasted ad spend on users outside their delivery areas.

Ad scheduling complements location targeting by enabling you to control when your ads are displayed. This feature is crucial for businesses with specific operating hours or peak times. For instance, restaurants can schedule ads during meal times.

Combining location targeting and ad scheduling optimizes your campaign’s effectiveness by focusing resources on the most relevant audience segments at opportune times. To implement these strategies, access your campaign settings in the Google Ads dashboard, where you can define your target locations and set up scheduling preferences. 

A funnel demonstrating the path of customers on Google Ads.

Keep an Eye on Your Quality Score

Effectively implementing Google Ads tips boosts your campaign performance and plays a crucial role in improving your Google Quality Score. This score, which ranges from 1 to 10, reflects Google’s evaluation of your ad relevance, landing page experience, and expected click-through rate.

A higher Quality Score lowers your cost per click, improves ad positions, and indicates that your ads meet user expectations and provide valuable information. By focusing on these best practices, you can enhance the effectiveness of your ad campaigns, increase your site’s visibility, and ultimately achieve a better return on investment from your Google Ads efforts in 2024 and beyond.

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