Tips and Insights for Building Successful Campaigns

Tips and Insights for Building Successful Campaigns

Building a successful Google Ads campaign can be a time-consuming process, involving various elements such as selecting the right setup and bidding strategy. With acronyms like PMAX, SSC, LIA, DSA, and ROAS, Google Ads can appear overwhelming to those unfamiliar with its terminology.  While there are exams available for education, many individuals prefer learning by doing. However, venturing into the unknown can often evoke a sense of trepidation.  In more regulated verticals such as Healthcare and Sexual Wellness it's crucial to stay mindful of best practices to ensure compliance with platform policies and avoid any pitfalls, adding in another element of complexity. 
That’s why clients turn to Scairt Marketing.  With expertise in Google Ads across a myriad of verticals, Scairt has helped our clients navigate the intricacies of Google Ads, achieve their advertising goals, and stay compliant with platform policies in regulated verticals.  We also believe in knowledge-sharing because empowering our clients with insights and strategies is at the core of our approach. By staying up-to-date with the latest trends and advancements in the Google Ads landscape, we can provide valuable guidance and help our clients make informed decisions to optimise their campaigns and drive results.  So here’s some top tips to help your own Google Ads campaign succeed in a more and more competitive and complicated digital landscape.

Comprehensive keyword research

To ensure a comprehensive approach, conducting thorough keyword research is crucial. At Sciart Marketing, we utilise powerful tools like SpyFu and Semrush to expedite the research process and provide data-driven insights. These valuable insights play a significant role in enhancing your digital marketing efforts, especially when it comes to search campaigns.

By analysing your competitors' keywords, ad campaigns, and ad spend on Google and Bing, you can gain valuable knowledge about the terms they target and the language your target audience uses. This analysis goes beyond surface-level understanding and uncovers niche keywords and long-tail variations with lower competition. The insights derived enable you to establish targeted campaigns specifically tailored to the preferences of your audience.

Our diligent approach to keyword and competitor research has yielded remarkable results. In just one month, we have witnessed a staggering 130% increase in conversions and a remarkable 55% boost in conversion rates for a client. These outcomes are a testament to the effectiveness of our meticulous research process.

Utilise audience targeting (when possible)

Are your ads getting a load of clicks, and you’re spending money but they’re not converting? It might be time to consider harnessing the power of audience targeting. Audience targeting opens up opportunities to enhance your campaign's performance by reaching people as they browse websites, use apps, or watch videos. You can set it up at ad group level and connect with people based on their interests, habits, what they’re actively searching for and / or how they’ve interacted with your business. Your business specialises in Morris Minor components? -use In-Market audiences and explore “classic cars” categories to show your ads to people who have an affinity for classic cars!

Work closely with your client / content team:

To achieve optimal results when running Google Ads campaigns for your brand, close collaboration with the content/creative team is essential. By working closely together, you ensure that your ads are fully aligned with the company's messaging and goals.

Collaboration with the content team allows you to gain a deeper understanding of the brand's unique selling points, target audience, and overall marketing strategy. This knowledge enables you to craft ad copy and creative elements that resonate with the intended audience and accurately reflect the company's values.  

By collaborating across the different teams you can gain valuable insights into top-selling products or services, which in turn you can use to create compelling ad campaigns that generate excitement and drive customer engagement.  We’ve seen a client’s conversion value increase by over 467% over a one month period by optimising ad copy, ensuring that it complies with Google policies, and focusing on insights from the sales team.

Optimise your site!

Optimising your website is crucial to prevent drop-offs and maximise the effectiveness of your ads. After successfully capturing users' interest with your ads, it can be frustrating to see them leave your site without taking action. To address this, leverage analytics suites like Piwik PRO to identify where engagement drops off and gain a comprehensive understanding of the user journey.

Additionally, with the majority of users browsing, buying, and engaging on mobile devices, it's essential to ensure your site is mobile optimised. Test your site's responsiveness and usability across different devices to provide a seamless experience.

Regularly check that all links are working correctly to avoid any user frustration. Analyse your messaging to identify any mismatches between your ads and site content, and make necessary adjustments to ensure consistency and relevance.  Through our guidance and diligent monitoring of metrics such as bounce rate, we have successfully supported our clients in boosting their brand awareness, resulting in enhanced branding and a remarkable decrease of over 6% in bounce rate. This substantial improvement has led to a significant increase in monthly revenue, amounting to thousands of additional pounds.

  • Monitor any changes and your performance!

As a final tip, keep a close eye on any changes to your ads. Believe me, I've witnessed some eyebrow-raising situations where a minor CPC increase turned into a budget-busting nightmare. Picture this: what was supposed to be £0.10 per click suddenly skyrocketed to a whopping £1 per click. And forget about that daily £250 budget cap; it magically transformed into a wallet-draining morning spend of £75,000!

We jokingly referred to it as a right of passage, a costly mistake that taught a lesson never to be forgotten!  But hey, laughter aside, it's a valuable reminder to always double-check your ad settings, bids, and budgets to avoid financial mishaps. Learn from these blunders and be vigilant, ensuring your campaigns stay on track and your budget remains intact.

As you embark on your journey through the realm of Google Ads, keep these valuable tips in mind. At Sciart Marketing, we encourage you to embrace the challenges, adapt to the constantly evolving digital landscape, and witness your Google Ads flourish. Our team is here to support you every step of the way.

Success awaits those who dare to explore new possibilities, experiment with innovative strategies, and never cease to optimise their campaigns. With our expertise and dedication to your success, together, we can achieve remarkable results.

Take the next step towards maximising your Google Ads potential. Contact Sciart Marketing today and let us empower your digital marketing endeavours. Unleash the power of data-driven insights, strategic planning, and continuous optimisation. Your success story starts here.