Google Ads, formerly known as Google Adwords, was created in 2000 and has remained one of the most efficient and effective platforms to advertise online. With Google being both the most utilized search engine on the internet and the most visited website overall, it only makes sense that this particular platform would give a business’s ads the greatest possible reach. When you invest in paid advertising, why would you invest it anywhere other than Google?
Google Ads operates as PPC, or pay-per-click advertising, meaning that the advertiser pays only when a user clicks on an ad. Ads need to be tailored toward exactly what the user is searching for. Google has made it not only possible, but easy for any business with a healthy budget to advertise on its platforms. Google offers many free templates and planners to create ads and even provides you with analytics so you can track what is working, like ad copy, and what is not to get the most out of your advertisements. With Google Ads, companies have the opportunity to bid on the keywords they want to target, and the companies with the highest bids are the ones that get advertised.
In this post, we are documenting three major ways you can optimize your Google Ads in 2020. Follow these suggestions, and soon you will be revamping your paid advertising search campaigns for the best possible results.
Optimize by Diversifying Your Ads
Yes, advertising on Google and having your company pop up as the top search result can give you great results and send a lot of traffic your way, but it is not the only digital platform where you can advertise. For example, with Google Ads, you also have the ability to advertise on YouTube, the second-largest search engine in the world; people often forget that it’s a search engine at all. With a YouTube ad, you can provide viewers with full introductions to your product or company, and the ads will be played before, after, or even during a video.
One of the primary benefits of advertising on YouTube is the cost. Despite it being the second largest search engine, YouTube remains one of the cheapest platforms to advertise on. Additionally, you are charged for your advertisement only if the viewer watches your ad for a designated period of time. If they click “Skip Ad” or click out of the video before the ad plays out, you will not be charged. This is beneficial because, without having to spend any money at all, your ad was still able to leave an impression on the viewer and create brand awareness.
We spoke with Kyle Willis, founder of Seattle-based digital marketing agency No To The Quo, and he stressed the importance of ad diversification. He also believes that YouTube is a great platform to utilize, telling us: “Like Facebook, they (YouTube) provide expansive audience selections, but because it’s built within the Google Ads platform, you’re able to create a complete user experience around an ad.”
Google Ads has created many tools around video ads just as the platform did with its more traditional advertisements. One tool that we highly recommend looking into and utilizing is the ‘Bumper Machine’. This takes a video or advertisement that is somewhat lengthy and shortens it to a six-second video displaying all the highlights of the original. This is a quick and easy way to increase your brand recognition and really retain your audience’s attention (a six-second ad is much easier to pay attention to than a minute-long one). These ads are a win-win because they don’t take too much of the audience’s view time away, but they still get your product or company information out there and make an impression on viewers.
Google’s Implementation of AI
Google is known as one of the most innovative and forward-thinking companies of all time, so it is no surprise that, over the years, it has continued to refine its capabilities in artificial intelligence or AI. One of the results of this is responsive search ads. These are an AI implementation that Google has rolled out to help companies save time optimizing their own ads. The tool tests all of your various ads across different search queries and monitors where each gets the best results. This is a huge time-saver for advertisers and can help you put your best foot (or best ad) forward and achieve the best results.
Smart Bidding is another AI implementation that Google has devised to make it easier to bid on Google Ads. Smart Bidding uses machine learning to optimize more accurately for conversions when bidding. Aaron Luther with Alltime Power, told us that he would recommend revising your bidding strategy when it comes to Google Ads in 2020. He mentioned that, “New settings allow Google to change your bids at the auction if their machine learning algorithms believe the user is likely to convert.” Essentially, you are telling the program what you want out of your advertising campaign, and the program uses smart bidding to get that done within your budget and with little to no effort on your end. Jack Choros with IronMonk elaborated on just how easy it is to set up and maintain your automatic bidding campaign. “An automatic bidding strategy takes less time to put together because the advertiser is trusting algorithms to help optimize bids based on conversion value or any number of metrics selected.”
Last but not least, Google has implemented a new ads technique through AI that not only boosts your company’s traffic online but also bolsters the foot traffic coming into your storefront. Google has introduced an optimization tool called Local Campaign that helps those who are attempting to increase both their in-person and online traffic. Once you give Google your ad creation and the location of your storefront, it can display your ads to those in your geographic area. This tool is extremely helpful when people are using the popular search phrase “near me” to find a storefront. About 34 percent of all “near me” searches end in an in-store visit, proving how beneficial this tool can be.
Optimizing Ads for Mobile and Voice Queries
Today, more and more people are searching on their mobile devices or utilizing voice searching tools such as Google Home, Alexa, or Siri. As the number of people using desktop or laptop computers to look up information decreases, the need to put more effort into optimizing ads for mobile devices and search queries increases.
In 2020, with everyone practically glued to their cell phones, it is no surprise that more than half of all searches on Google come from mobile devices. That being said, it has become increasingly important that we optimize Google Ads for mobile devices. We spoke with Andy Canter, the director at Edge45, who said that focusing on mobile Google ads in 2020 is his number 1 focus. “With mobile traffic surpassing desktop traffic way back in 2016, focusing on Mobile Google ads is more important than ever. If most of your traffic is coming via mobile, why are you still focusing your efforts on desktop?”
Voice search is one of the newer innovations in online searching. It is also one of the fastest-growing trends. Voice search is often overlooked when it comes to optimizing PPC campaigns, but in 2020, it is something you really need to think about. People search for things in certain ways on desktops and in completely different ways when doing voice searches. That is because the way we speak is usually different from how we type. You need to consider that when optimizing ads for voice search. You can utilize Google Ads to discover what search terms people are using when they come across your ads. Then, you can use that data to orient your campaign more closely to voice searches. Those queries are typically question-based, long-tail phrases.
There is certainly a lot to understand and remember when you are trying to optimize your Google Ads for maximum results. The process does not have to be difficult, however. Follow the advice laid out here as you head into your paid Google advertising in 2020, and you will undoubtedly be in a better position than you were before.