Google Ads as a powerful tool for marketers can also be pretty complicated. The tricky part is making sure that every dollar you spend on ads gets you the best results. When you dig into Google Ads, you find out it's designed to make money for both advertisers and Google itself. But sometimes, the balance isn't quite fair. In this article we share some tips to help advertisers make their ads work better and spend their money wisely by simply adjusting three changes in the settings.
1. Cautiously Select Auto-Applied Recommendations Or Avoid
Google Ads bombards advertisers with optimisation scores and recommendations, tempting them with promises of enhanced campaign efficacy. What many fail to realise is that Google automatically applies certain recommendations every 14 days upon account creation, potentially leading to uninformed adjustments. While this automated approach may seem enticing, it can backfire.
Google Ads separates the auto-apply options in the following two categories:
A) Maintain your ads and B) Grow your business
Among all the auto-applied suggestions, the most costly can be the ones under the “Keyword & targeting” section.
By giving Google the option to add in new keywords, broad match keywords and Display Expansion you are essentially expanding your targeting increasing this way your cost towards broader terms and networks.
Leveraging Google's automation tools can save time and streamline operations but demands vigilance to prevent costly choices. Meticulously evaluating the auto-applied suggestions can safeguard against budget bleed, ensuring alignment with business objectives.
2. Precision in Location Targeting
Another problem that can hurt advertising effectiveness is when ads are shown to the wrong people based on their location. Google's default setting includes showing ads to people “in” or “interested in” certain places. This can accidentally include people who aren't relevant to the business, which is especially bad for businesses that can only serve certain areas.
By adjusting location settings to target only people who are actually in or often in specific areas, advertisers can avoid wasting money on clicks from people who aren't a good fit for their ads. This precision helps ensure that advertising money is spent on the right audience, making campaigns more effective and getting better results for the investment.
3. Select The Right Network
Google Ads has different networks, each with its own purpose for different advertising goals. Knowing how each network works, like Search, Display, Shopping, or Video helps advertisers choose the right one for their target audience.
When you start a new advertising campaign using Google Ads Editor, the default setting is often to use both the Google Search Network and the Display Network. This means your ads will appear in search results and on various websites across the internet. You might also end up with this mix of search and display ads if you accept one of Google's auto-applied recommendations.
However, it's important to understand that the Search Network and Display Network cater to different audiences. People using the Search Network are actively looking for something specific, so their interest is higher. On the other hand, users on the Display Network are more casually browsing the web without a specific goal in mind. Because of these differences, it's usually best to create separate campaigns for each network to better target these different types of audiences. By implementing these adjustments, advertisers can unlock the full potential of Google Ads, achieving the business goals in a cost-effective way.
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