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Advanced Google Ads Techniques for the Savvy Marketer: Dive Deeper into Google Ads Strategies for Improved ROI

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Managing Google Ads is challenging due to its highly intricate and competitive nature. We have gathered the best-performing Google Ad techniques for savvy marketers aiming to improve their ROI.

Advanced Keyword Research and Management is an effective technique that improves your ROI. By using Long-Tail Keywords, emphasising long-tail keywords with lower competition and higher conversion rates, whilst avoiding negative keywords, you’ll ensure a more direct enticement of your target audience.

Using Single Keyword Ad Groups (SKAGs) will ensure highly relevant ad copy and landing pages for each keyword.

Ad Copy Optimisation is also important in matching your ad with the user’s query. A prime example would be Dynamic Keyword Insertion (DKI), which uses linking various appropriate keywords to make your ads more relevant to the user’s search query.

A/B Testing can then be applied regularly to test different versions of your ad copy to see which performs better. Ad Extension can then be incorporated using all relevant ad extensions (site link, callout, structured snippets etc.) to increase your ad’s visibility and CTR.

Advanced Bidding Strategies

Enhanced CPC (ECPC): Allow Google to adjust your manual bids to increase the chances of conversions.

Target ROAS: Set a target return on ad spend (ROAS) to let Google optimise bids based on predicted conversion value.

Smart Bidding: Utilise automated bidding strategies like Target CPA, Target ROAS and Maximise Conversions for better results.

Audience Targeting

Remarketing Lists for Search Ads (RLSA): Customise your search ads for people who have previously visited your site.

Custom Audiences: Create custom intent and affinity audiences to target users who are more likely to convert.

In-Market Audiences: It is recommended to target users who are actively considering purchasing your products or services.

Utilise Google Ads Scripts

Automate Tasks: Use scripts to automate repetitive tasks like bid adjustments, ad testing and reporting.

Alert Systems: Set up scripts to alert you about irregularities in your account performance.

Advanced Campaign Types

Video Campaigns: Utilise YouTube ads to reach a broader audience and integrate with your Google Ads strategy.

Shopping Campaigns: Optimise your product listings and use Shopping ads to increase sales.

App Campaigns: Promote your mobile app across Google’s largest properties, including Search, Play, YouTube and the Display Network.

Data-Driven Attribution

Attribution Models: Switch from last-click attribution to data-driven attribution to understand better how different touchpoints contribute to conversions.

Conversion Tracking: Set up accurate conversion tracking for online and offline conversions.

Optimise Landing Pages

A/B Testing: Continuously test different landing page designs to improve conversion rates.

Page Speed: Ensure your landing pages load quickly to reduce bounce rates.

Mobile Optimisation: Ensure your landing pages are fully optimised for mobile users.

Advanced Analytics and Reporting

Custom Reports: Create custom reports in Google Ads and Google Analytics to get insights into your campaigns.

Data Studio Dashboards: Use Google Data Studio to build comprehensive dashboards for better visualisation and analysis.

Competitor Analysis

Auction Insights: Use the Auction Insights report to understand your competitors’ performance and adjust your strategy accordingly.

Third-Party Tools: Use tools like SEMrush or SpyFu to analyse competitor keywords and ad strategies.

Implementing these advanced techniques can significantly improve your Google Ads performance and help achieve a higher ROI.