Renier Meyer, Account Strategist at Google Premier Partner, iLEAD et al, discussed how you can maximise your brand campaign reach with Google at the #ModernMarketingTrendCamp. This article highlights key takeaways from his presentation.
Google Searches are growing roughly 45% every year and with more than 3 Billion searches predicted in 2019, so it is crucial to be there when people are searching for your products or services.
Optimising your website for mobile devices are extremely important. Visitors from mobile devices range from 50% to 80% on our clients’ websites, so you need to ensure that the experience is optimised. Speed is also crucial and you can use various tools from Google to test your site speed and optimise it accordingly.
Google Ad account structure is very important. You need to understand the limitations and advantages of campaigns and ad groups and use them strategically. Grouping your products and services into their own campaigns and ad groups allows you to tailor your message to be more relevant to the search query.
With Google’s automation features, you can ensure that you spend your money wisely. By indicating to Google what you want people to do on your website and measuring that, you can get the machine learning algorithms to start to show up for more people that look like those audiences online.
Automated billing
This allows you to get a lot of clicks and traction. Try selecting maximum conversions – a setting that allows you to get more exposure. It works great with campaigns that have a limited budget as it evenly spreads out your ad spend throughout the day. Even if the position drops, your search still appears.
Target cost per acquisition
Target cost per acquisition (Target CPA) is a smart billing method you can use after you’ve gathered a lot of data. It helps you get as many conversions as possible at or below the target cost-per-action (CPA) you set. It uses advanced machine learning to automatically optimise bids and offers auction-time bidding capabilities that tailors bids for each and every auction.
Responsive ads
Responsive search ads let you create an ad that adapts to show more text and more relevant messages to your customers. Enter multiple headlines and descriptions when creating a responsive search ad, and over time, Google Ads will automatically test different combinations and learn which combinations perform best.
Website optimisation
Improve the page speed on all your website tabs for better user experience – especially mobile speed. You can test the speed of your site by typing ‘test my site’ on Google and putting in your website. It will then tell you how fast your site is. Fix broken links timeously and get more backlinks.
Keywords
Use all your keywords – narrow them down so as to not waste money on clicks that don’t result in conversions. Keywords help search engines match users to results that are more relevant to them. Just like a keyword is a single word used as a search query, a keyword phrase is two or more words typed as a search query. Do not use negative keywords.
Highlights of Meyer’s talk at the Trend Camp:
