Google Ads (also Google AdWords) is responsible for the bulk of paid traffic online today. But ads in 2020 also have to play within a different set of rules than in the past. Today, search engines play a bigger part in getting your ad seen, and this is due to a combination of factors. Read on for five things that marketers cannot ignore when crafting their Google AdWords campaigns.

1) Geotargeting

When you’re a new business, it may be a struggle to get other people to know your brand. However, you can get around that by being smart about not just what you advertise, but where you put your ads out.

Google Ads lets you bid higher for some locations over others. That achieves two things—it optimizes you for a local audience while saving you money by not casting such a wide net. On Google, you pay for all clicks. If you bid for specific areas, you avoid unnecessary clicks, thereby improving your click-through and conversion rates and saving on costs.

2) Negative Keywords

Do not discount the usefulness of negative keywords in Google Ads. These types of keywords can exclude topics you do not want the search engine to associate with your advertisement. Adding negative keywords will ensure your advertisements will not come up for auction when someone searches those topics.

When you get rid of unrelated keywords, you lower the number of unnecessary clicks. This makes your ad a more relevant one in the eyes of Google because you are making sure your advertisements are reaching only the people that you want. When you are more relevant, you can lower your bid and pay less per click.

3) Quality Score

The advertisement is the most important piece of your Google Ads, but it is not the only relevant part. Google’s Quality Score system takes into account not just the ad but also its context. Your score is affected by factors like keywords you do and do not associate with the ad, the landing page your ad clicks to, and the entire setup’s mobile readiness.

Thinking of your desired conversion target through the advertisement’s UX ensures that you come out with a relevant, compelling ad. If you work with an AdWords consultant, they would be able to keep your Quality Score up, which gives you a lower cost per click.

4) Extensions 

The people who view your ads have milliseconds to decide if they want to click through. Because of this, you would want to make things more convenient for them. Extensions do exactly that—they give your viewer more value, and they facilitate interaction.

These can come in various forms. The most common is the text ad extension. You see this on sponsored links in your Google keyword search. These are the calls to action at the bottom of the metatext under URLs. You can put your establishment’s address, telephone number, or even promos and freebies you want to announce here.

5) Growth

Google Ads ushers paid traffic to your business. There are pros and cons to this. You reach more people in a faster way with paid advertising. On the other hand, it does not come cheap. Even so, you can leverage your ads to give you more value by thinking of the traffic it drives as a long-term investment.

These people have clicked on your ad for a reason; they are interested in what it had to say. Use this paid traffic to work for your community building. Get their email addresses, build a mailing list, and get to see these viewers as more than being clicks.

Conclusion

When you launch a Google Ads campaign, you are building your brand. Do not just set an advertisement out and be done with it. Instead, be more intentional by considering the traffic you want to generate and the specific interests and problems of these demographics. Working with a digital marketing agency is essential in your Google campaign’s success.

If you are looking for a Google AdWords agency to help streamline your marketing campaigns, set a consultation with Discover My Business today. We are a Chicago-based digital marketing company specializing in turning patterns into results. Get in touch with us today to learn more.