Exploiting Google Ads PPC in 2021

Google Ads, particularly the search aspect of it, still continues to be the most expensive of all marketing channels for most companies out there, regardless of their industry. Google Ads has only become stronger as a result of COVID.

Placing Google Ads is easy, but making it work to capture the top spot and drive conversions is the tricky part. To build a successful ad, you need to get a lot of extremely intricate things right, for example, the balance between readability and keyword-rich ad content. With many factors affecting Ads, especially in the post-COVID conditions, planning Ads for 2021 is altogether a different process. Here’s how you can make the most of Google Ads:

1. Natural Language Search Optimisation

NLS or Natural Language Search means writing your content in everyday language. Google Ads with NLS optimisation perform well, especially for voice search, which will only be more significant in 2021.

Google’s BERT (Bidirectional Encoder Representations from Transformers) provides better means of parsing the intent when someone searches in natural language. Use long-tail keywords written in natural language can deliver your ad better conversion rate.

2. Automated Bidding

Bidding for the top spot on Google Ads requires a lot of research and strategy. For getting better at the bidding, you will need to involve some automation.

Manually managing a Google Ads bidding campaign will not get you the desired results. Yes, an analyst or ad specialist can evaluate the ads response and adjust the content accordingly. But doing so in real-time can result in missed opportunities. Google’s smart automation options for bidding can help you optimise the process, so your ads work as expected.

3. Ads for Mobile and Native Devices

70% of internet users use mobile devices for searching, shopping, social media and more. This is why it’s important to have a Google Ads strategy that fits both mobile and native devices.

Apart from the design layout, you will have to change the content to target the users on different devices. Research which keywords work better and whether a lead-in works better or a direct USP in the first line can attract your target customers. Consider both devices as necessary and optimise your ads accordingly.

4. Bring Out Emotions

Evoking emotions in ads is an effective way to grab the targeted customers’ attention. This means your ad should reflect your brand and motive to produce the ideal emotional response. Add a CTA that works great with the content to ensure your ad gets clicked.

5. Negative Keywords Optimisation

These are keywords you don’t want your ad to be displayed for. Using these words, you can refine your target group and save money. These may include terms such as free, samples, meaning of, etc. that you may not be providing.

6. Landing Page

An ad gets your target customers to an address. Having a custom landing page that expands upon the ad is a great way to drive conversions. Make sure that your landing page is also mobile optimised to increase your prospects.

7. Track and Analyse

You need to track your campaign’s performance to tweak and make your ads better. Use UTM (Urchin Traffic Monitor) codes according to your KPIs to analyse performance across the web.

Your campaign will not get you the perfect results right away. Continually evaluating your strategy, making tactical decisions and optimising keywords is the key to get on top of Google Ads PPC.