Making Your Google Ads Work for You

Google Ads may seem like an obvious go-to for marketers looking to reach a wide swath of targeted prospects. The platform operates using PPC advertising—where you’re charged for each click generated by one of the ads you place. Because Google matches your ad keywords with the words and phrases people are entering into the search bar, you know your brand or product is appearing in front of somebody looking for a solution similar to what you’re providing. 

For its expansiveness—the breadth of visibility it provides, Google really can’t be beaten. No matter your industry, the ads you create through Google will secure a greater number of hits than virtually any other place online. The search engine facilitates over 2 trillion searches per day! But Google Ads provides advantages beyond allowing you to cast a wide net. You can now hone and calibrate your ads to perform with startling power and specificity. 

Google’s Responsive Ads

You might be wondering, “What’s a key benefit of responsive display ads?” Google’s new automation processes allow for greater flexibility, increased clicks, and a larger number of conversions. Google machine learning positions your ads to perform far more productively than they would if left static and stationary. Above all, responsive ads are designed to respond to changes in consumer behavior. You’ll watch your advertising adjust itself to reflect changes within the market.

This ad type was first inaugurated in 2018 to utilize a wider variety of ad copy. With Responsive Ads, you can create up to 15 headlines and four descriptions. Google will then combine these elements in real-time to cater to the content of the search.

Now rather than spitting out a blurb of ad copy that’s almost, but not quite, just right, your ad will come as close as possible to meeting the needs of the particular search query and increase the likelihood of earning that all-important click.

Many Google Ads advertisers now use responsive ads and as such, Google’s machine learning capabilities have grown even more robust in pinpointing the right combination of ad content to fit a particular search — which is a win-win-win for Google, the advertiser, and the consumer.  

Google’s Dynamic Search Ads 

Google Dynamic Search Ads (DSAs) allow you to enlarge your query coverage and ultimately invite more traffic—the trick is to ensure you take the time to properly configure your settings. You need to take this step to fully optimize your campaign!    

DSAs work like typical Google text campaigns, but rather than exclusively pairing your ad with particular keyword searches, Google will use your website content and product details to match your business with users. Then, regardless of the specific words a user types, the user will encounter a dynamically generated ad customized to their search.

You will need to write the description line for your ad, but the header line is created based on the individual search. As with a text campaign, DSA campaigns will be priced according to a cost-per-click (CPC) model. However, rather than applying bids to keywords, you will apply bids to your auto-target or the specific pages of your website you are directing users to. The cost is calculated by how many times your ad is clicked multiplied by the highest CPC amount you elect to pay.

With your Google Ads dynamic keywords in headlines, you’ll alert more users about your business. This ad type provides an excellent option for products and services associated with a wide range of search terms—when you want to go after a wide range of users, and you don’t want to limit yourself to a narrow assortment of phrases and keywords that may fail to capture alternate search queries.

Google’s Remarketing Ads

You want to know your audience—and you want to know how to play to them. Frequently users come back to Google with the same search or a slight variation thereof. These are like hot leads you want to give carefully focused attention to! 

Remarketing Ads serve up images, animations, videos, responsive ads, and text ads showcased in the Google Display and Google search network. These ads target the browsers of repeat searches and keep tabs on individual users by using a well-placed tracking cookie. If this is a user’s second, third, or fourth time looking for a particular product or service, Google will recognize this and advertise to them accordingly. 

These kinds of ads make a powerful addition to your PPC arsenal! By catering to users who show an ongoing interest in your offerings—and who may have already stopped by your website—you are more likely to prompt a conversion. As you segment these site visitors, the best remarketing ads give them new offers, advanced intel, enticing visuals, bolder calls to action, and deploy a range of other targeted efforts you’d be less likely to serve to a first-time viewer. 

If you are a marketer finding your way through the world of Google Ads, consider the range of tools at your disposal. You can now give yourself an unmatched ability to specify and strengthen your reach. If however, you are new to Google Ads and want to get the most from your paid search campaigns, reach out to us here today and get a free no obligation quote on our paid search search management services.