At the start of 2022, Smarter Searches gained a handful of new clients looking to improve their business’s marketing efforts and increase sales through Google Ads. After our initial introductory meetings, I learned that a majority had attempted to run Google Ads themselves at some point or another. They began this endeavor with an abundance of confidence which quickly dwindled, leading them to search for an agency to take over.
That being said, let’s get on the same page about one thing: Google Ads are not easy. They are definitely not straightforward and they are absolutely never stagnant. With all the tips and tools out there claiming to be your saving grace when it comes to running paid campaigns, finding what works is even more challenging. Let’s take a look at my top three tips for getting your ads in shape.
Tip #1 Deep Dive into Google Ads Resources
For all you DIYers and self-taught professionals, start your Google Ads journey by getting all the necessary certifications from SkillShop. Personally, I recommend the following courses: Search, Display, and (if applicable) Shopping. Make sure to take diligent notes and avoid searching the exam answers online, you don’t want to cheat yourself. Past that, HubSpot offers great courses on PPC as well.
Tip #2 Don’t Always Listen to Auto Apply Suggestions
Who runs the world? Google. They call the shots and we have to roll with whatever updates are introduced into the world of SEM. But even so, we still have control over auto-apply. At first glance, auto-apply suggestions offered by Google seem like obvious help that will increase your performance but this isn’t remotely the case. The suggestions err toward a few things: broad match keywords, generic ad copy, and adding upwards of 50+ new keywords to ad groups. These things only do one thing: increase the volume of impressions, clicks, and conversions that makes your numbers look awesome. In reality, the quality of those conversions is poor and you end up spending more money on useless traffic.
Tip #3 Be Patient and Detailed
Rome wasn’t built in a day and neither was a competitive Google Ads account. Typically it takes new campaigns two to three months to ramp up impressions, refine negative keyword lists, adjust manual CPC bids, and more. So when things seem hopeless and you aren’t getting the expected return on investment, slow down and troubleshoot. Where does the problem really lay? There are numerous articles out there for reference.
There are endless additional tips and tricks for PPC out on the web, but ultimately what it boils down to is the prioritization of education and dedication to keeping up with your account. Staying on top of budget, keywords, Google updates, etc. is what will bring your ads success. For those of you who don’t have the time or means to take the reins of running your ads, reach out to see how we can help.
