Everything You Should Know About Google Adwords [2021]

As the world of Google Ads becomes increasingly competitive, it has never been more vital to ensure you are spending your budget efficiently & maximizing your ROI (Return On Investment). But with new Google ads strategies & opportunities emerging all the time, which ones should you pay attention to?

If you need to get more leads and sales, you’re going to have to do some Google Ads advertising. And with a whopping 64,000 searches done per second, Google is the only place to do it. In fact:

• Google has 90.46% of the search engine market share in the world.
• 15% of all searches never searched before on Google.
• Google has a market value of $739 billion.
• An average person conducts 3-4 searches every single day.

Google is constantly adding to & upgrading its massive suite of products, which makes it difficult for the typical advertiser to keep up among what’s available to them. That’s why we’ve turned up about the Google Ads for 2020 to help you plan the right marketing campaigns for your business this year.

Why Advertise on Google?

Google is the most used search engine, receiving more than 3.5 billion search queries a day. Not to mention, the Google Ads platform has been about for nearly two decades, giving it some advantage in the area of paid advertising. Google is a device used by people around the world to ask questions that are answered with a mixture of paid advertisements & organic results.

And, according to Google, advertisers make near $8 for every near $1 they spend on Google Ads. So, there are several reasons why you’d want to examine advertising on Google.

Need another reason? Your competitors are using Google Ads & they might even be bidding on branded terms. Thousands of companies use Google Ads to expand their businesses, which means that also if you’re ranking organically for a search term, your results are being pushed down the page, under your competitors.

If you’re using PPC to promote your product or services, Google Ads should be a part of your paid strategy — there’s no way about it (except maybe Facebook Ads, but that’s another article).

Reasons Why Your Google Ads Aren’t Working?

If you’ve worked unsuccessfully to advertise on Google, don’t give up. There are many analyses of why your Google Ads could be underperforming. Let’s cover some general offenders.

Broad Keyword Terms

You really need to hold it when it comes to your keywords, which is why testing & tweaking should be a part of your strategy. If your keywords are too broad, Google will be putting your ad in front of the wrong audience which implies fewer clicks & a higher ad spend. Review what’s working (i.e. which keywords are making clicks) & adjust them to best match your ads among your target audience. You likely won’t make the mix right the first time but you should keep adding, removing, & squeezing keywords until you do.

How to fix it: Review the keyword strategies always, that we cover below.

Irrelevant Ads

If your ad does not match the searcher’s intent, you won’t get enough clicks to maintain your ad spend. Your headline & ad copy need to match the keywords you’re bidding on, & the solution your ad is marketing needs to work whatever pain point that searcher is undergoing. It’s a mixture that will yield the results you’re looking for, and it may just be a few tweaks away. You have the opportunity to create multiple ads per campaign — use this feature to break the test which ads work best. Or, completely yet, use Google’s Responsive Search Ads feature.

Low-Quality Score

Your Quality Score is how Google determines how your ad should rank. The higher or higher your rank, the better your placements. If your quality score is low, you’ll have fewer views on your ad & fewer chances to convert. Google will tell you the Quality Score of your's, but improving it is up to you.

Poor Landing Page

Your work shouldn’t stop among your ad — the user experience after a click is both important. What does your user see when they click your ad? Is your landing page optimized for progress, meaning does it use the same keywords? Does the page answer your user’s pain point or answer their question? Your user should experience many transitions through to the conversion.

Final thoughts

All about Google Ads have highlighted above, will help change the way businesses get new customers & reach more targeted, relevant audiences. Whilst required in the new year, these trends are already happening, so now actually is the time to take advantage, experiment & get ahead of your competition. Digital advertising is continually evolving, with new features & opportunities becoming available all the time. In this quickly evolving age, it's never been more critical to make sure you keep an eye on new developments & research so that you can modify your digital marketing strategy to get ahead of your competitors.

If you need to keep on top of all the digital marketing trends for 2020, take a look at our different resources. We’re looking at different forms of marketing to ensure that your tactics for the next year are as up-to-date & effective as possible.

STS Digital Solutions is a Digital Marketing Agency, which is responsible for all PPC strategy and implementation, lead generation & nurturing, and sales campaigns. As well as many years of marketing experience. We are working across both B2B & B2C industries.

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