Top 10 Best Google Ads Tricks in 2021
Top 10 Best Google Ads Tricks in 2021
As is explained over at runrex.com, it takes a lot to build a successful Google ad as you need to make sure that your ad strikes the right balance between being keyword-rich and being readable. You also need to plan for tone and build landing pages, as well as the fact that you need to form a bidding strategy to ensure that your ads have a chance of making it to the front page according to guttulus.com. On top of all that, post-COVID-19 conditions are causing a change in search habits, which has made it harder to plan Google Advertising for 2021. This article should, therefore, be of great help, as it will look to highlight the 10 best Google Ads tricks in 2021.
Optimize your ads for natural language search
Natural language search (NLS) involves expressing search terms in everyday language as covered over at runrex.com. It is something that is getting increasingly popular, partly because of the fact that voice search is now accounting for a greater share of overall search traffic, as well as because of Google BERT (Bidirectional Encoder Representations from Transformers) which gage Google a better means of parsing user intent when those users write search terms in natural language as explained over at guttulus.com. This is why your Google Ads must aim to reflect that style, particularly also since Google is actively looking to prioritize ads written in natural language over keyword jumbles.
Embrace automated bidding
As articulated over at runrex.com, if you want to get the top slot on Google Ads, then you need to have a bidding strategy. You will put yourself in an even better position if that bidding strategy involves some automation. This is because managing a Google Ads bidding campaign manually is a huge task that can easily lead to data misrepresentation, exhaustion, and missed opportunities. Given that it is predicted that ad spend will continue to increase in 2021, with this increased spending likely resulting in more competition in bidding, then no company seriously looking at Google Advertising can do without an optimized, automated bidding process.
Tweak your ads for native and mobile
According to guttulus.com, 70% of all web browsing happens on mobile devices, which means that you must have a Google Ads strategy for mobile and native devices in 2021. You should make sure that you tailor your ads to the time, context, and device by which a user encounters them using IF functions which will automatically tailor your ad messaging depending on the device your prospect is using, who they are, and when they are using it if you set them up.
Evoke emotions in your ads
While a Google Ad doesn’t give you a lot of room to let your company’s personality shine through, it is still possible to generate a solid impression of your brand and put them in the right frame of mind for conversion through word choice and with your CTA. As discussed over at runrex.com, when planning your CTA, you should keep your prospect’s ideal outcome in mind.
Use negative keywords for your ads
Given that Google won’t show your ad to any search terms that you have set to negative match as discussed over at guttulus.com, making use of negative keywords is important as it will help you refine your audience and save money. There are several universal negative keywords that any campaign should use in 2021. Keywords like “free”, “samples”, “meaning of”, and “about” when used in conjunction with your product keyword in a search are unlikely to result in conversions.
Have a tighter campaign structure
From discussions on the same over at runrex.com, Google now increasingly wants campaigns to run with less rigor and is also accommodating privacy concerns, taking potentially-revealing searches out of your keyword reports. While this affects the tail-end of your campaign, it is also part of your performance feedback cycle as it means that you can’t always tell which searches triggered your ads. This is where an exact match campaign comes into play as it would give you a better idea of what is really bringing people to your site. The key to an exact match campaign structure is creating tight ad groups with specific ad copy for each one.
Build a representative landing page
Going into 2021, the gurus over at guttulus.com point out that Google Ads tips shouldn’t just cover the ads themselves, but should also address landing pages. Given that the majority of consumers judge a business’s credibility based on how its website looks, have a poor landing page is something you should avoid. A well-designed landing page is a crucial component of your Google Ad. Remember, your landing page should use the same keyword and CTA as your ad and should also create a similar emotional response. Effective landing pages will have large and clearly labeled buttons, effective color contrasts, as well as prominent CTAs to make the next steps clear to prospects. Also, remember that one offering or product and one CTA per landing page is optimal as doing otherwise risks making your potential customer feel misled and driving up your bounce rate.
Track your ad strategy results
As outlined over at runrex.com, your Google Ad campaign is worthless if you can’t measure the results as you need to know what is working to make improvements. To track Google Ad performance, you should connect your ads to an analytics engine and create a tracking plan which will enable you to make use of your Google Ads data and integrate that information into your larger data strategy.
Focus on intent
According to the subject matter experts over at guttulus.com, the user’s intent should be the guide around which you group your keywords in 2021. This is because internet users who searched for the name of your brand are more likely to convert and buy once on your site. This means searches mentioning keywords such as “price” or “discount” are strong signals of buy intent. Also, while phrases including “specifications”, “warranty”, or “size” are important for you to bid on, your CTR and CR will be lower, which is why you should have a reduced bid for those.
Be agile and dynamic with your keywords and overall Google Ads strategy
Finally, it is important to note that, whichever way you approach your Google Ads strategy, you won’t end up with a perfect campaign right off the bat. While some tactics, keywords, and tonal decisions will work well, others won’t. This is why, according to runrex.com, you should continually evaluate your strategy against results particularly since not being married to a single Google Ads strategy allows you to retool your approach when best practices change.