Improving the performance of your Google Ads to meet your marketing goals is the number one concern of all marketing managers. It’s no secret that if you aren’t constantly looking for ways to improve your marketing for business, you’ll hit the wall and start losing revenue by adding more production units to a sub-system. efficient which does not produce a surplus. The good news is that Google Ads is constantly improving its marketing information management system by offering ways to help advertisers step up their advertising efforts. Here are our top 5 Google Ad features of 2021 that you can start using to optimize your management of paid searches efforts.
Optimize payment management performance with responsive advertising
# 1. Responsive Ads on the Search Network: test unique selling propositions and pin headlines
Over the past year, Google has made some pretty epic changes to Google Ads that lean more towards machine learning to increase advertiser performance and allow Google to increase their revenue. It has officially ended regular text ads and now, by default, forces responsive ads as the standard ad format. Seasoned paid search professionals can start leveraging this standard ad format in a testing mindset to get the best headline in front of prospects. However, some paid search management professionals have a negative view of using Google’s machine learning and will refuse to implement it, which could adversely affect your ad performance.
If you’re unfamiliar with Google’s responsive ads, you’ll provide more titles and descriptions for your ad. Using responsive ads acts as supervised machine learning and allows Google to determine the best performing ad through split testing. As a result, Google finds the best users looking for your product or services. By using responsive ads, Google is pushing advertisers to rely on one of the most basic aspects of marketing, and that is the “test”!
You won’t always know what works when dealing with large numbers behind an iron curtain. However, the power of testing will help you avoid steering issues and prevent you from wasting large amounts of money on a bias. So what may appear to be a change designed to interfere with the way a CPC professional performs their work contributes to increasing those CTRs, increasing quality scores, and thus increasing those rankings. ‘ads so that you can acquire the traffic needed for conversion. . Adding a test culture to your marketing is a perfect opportunity to test an array of unique selling points that can make or break your business in the context of converting your traffic to income.
It will take some time for Google’s machine learning algorithms to serve the right ads to your target customer; However, you would be creating vital data to reach your best target customer through all of these tests. Some CPC pros will say that not everything automated will always work for them, and will find ways to avoid using machine learning or additional features. On the contrary, an essential feature of Google Ads that you can use to ensure that you are optimizing your CPC metrics is called “Pining Headlines”. This feature is a nimble way to get around while waiting for Google to figure out how to deliver the right headlines. Using pinned titles is especially important if you already know what works and need to adapt to Google degradation of standard text ads. At the same time, this is not a great feature for brand new CPC accounts in the testing phase of their search engine marketing strategy trying to meet marketing goals by gaining traffic. Instead, we recommend that you create your responsive headlines that reflect unique selling propositions, and then, when you learn what works, use headline pinning to boost performance.
# 2. Phrase Match Keywords: Increase Your Volume Without Risking Your Budget
Additionally, in 2021, we saw Google remove broad match operators modified to allow advertisers to increase traffic acquisition without sacrificing quality matches for targeted keywords. For a very long time, modified broad queries worked to the advantage of the CPC strategy to broaden without spending broad money. However, from Google’s perspective, they weren’t making as much money as possible and CPC bidders weren’t getting as much traffic as possible. Google has therefore changed things for both parties.
Most advertisers are concerned that they are not gaining quality traffic on a large scale, using only exact keywords. Expression match terms come into play when increasing traffic volume. Expression match terms behave like modified broad match terms, but there is no guarantee that your keywords will appear in the order you want by default. You need to control traffic, control your budget, and control quality using negative keyword matches.
# 3. Phrase Match Negatives: Tidy Your Keywords, Avoid Budget Waste
That brings us to the next Google Ads feature that you can use to help increase your traffic volume without wasting your budget on bad traffic. With Google removing the guarantees on the order of your keywords in sentence matches, negative keywords are becoming a mind-boggling proposition for advertising professionals to control what happens. So basically you want to anticipate your traffic before you put your campaigns online.
Negative keywords will become more critical than ever. Here’s a perfect example: let’s say you have a moving company that helps people move from New York to Toronto, Canada. When you bid using phrase matching, because Google no longer guarantees the order of the terms, you will also get searches for people in Canada who want to move to New York.
Not putting your keywords in the right order can be bad news when it comes to controlling your budget and your volume of quality leads. This is where the negative keyword feature is back at the forefront of CPC tactics to eliminate wasted budget and unqualified leads. Negative phrase match keywords are now a feature that every paid search marketer is offering.
# 4. Increase Your Budget to Get More Leads Using Target CPA for Small Business
This next feature is also important for small businesses, organizations, and start-ups looking to enter their markets using Google Ads. One of the biggest flaws is thinking that you have to start with high volume campaigns to increase your sales or leads. If you’ve started with Google Ads and are disappointed with the return on ad spend because you are indeed using the wrong marketing strategy, check out Google’s Target CPA (cost per acquisition) bidding feature! This auction feature is an essential feature in creating a good marketing model to grow your business. Getting a return on ad spend of $ 2: $ 1 or $ 3: $ 1 (250% ROAS or 350% ROAS) is essential for Google Ads to work for your business. But most of the makers don’t know how to make this feature work for them.
Small businesses trying to compete with larger, more established businesses will pay more for their clicks due to:
- Buy traffic outside of their unique marketing position
- Lower their quality level with irrelevant traffic
- Lower ad ranking
- Losing impressions
As a result, this will cause advertisers to increase their bids to pay more money and blow up the target CPA.
The best way to use target CPA and increase your leads is to increase your budgets on low volume campaigns. You can focus on the right unique selling proposition headlines in your responsive ads by pulling for lower volume campaigns. Finding the right unique selling position will do a set of things for your ads such as:
- Increase CTR
- Increase the number of impressions
- Increase visibility
- Increase conversions
Most of the larger volume campaigns that you might try to buy will cause you to give in to the increase in your budget and your bids and thus change the target CPA. It’s important to remember that when planning your marketing campaigns, stay small and nimble for the very reason you started your business. This will prevent you from increasing the bids and increasing your budget to meet the four kips mentioned above.
# 5. Growth hack for impressions by paying to appear in Google Map Pack
The final cool tip for the 2021 Google Ads is to look at the location feature and optimize Google Maps to increase the number of impressions. While creating your ads, you can enable location features to set yourself apart from the competition without doing bad things like spoofing reviews or over-optimizing reviews to organically improve your position on the map list. The localization feature also allows you to achieve these marketing accolades:
- Appear above the competition at national or local level
- Illustrates the brand’s strong presence in vertical search
- Based on the impression rate in search results
Getting immediate brand visibility is vital for small businesses that only care about local and want more instant results. Adding more to your visibility will build user confidence and boost conversion.
Don’t neglect the features of Google micro ads, jump on them to improve performance and develop an agile strategy
There you have it, our top 5 features in Google Ads for the rest of 2021 that you can start using in your paid search initiatives to get more performance from your CPC efforts. Again, keep the fundamentals of marketing in mind and realize that testing is the way to go! Going forward, you will immediately be able to recognize or research the features you need to face new challenges and avoid falling victim to harmful industry dogmas about Google Ads and to avoid seeing your marketing goals fall. hit the wall!