Google Ads is one of the most popular marketing channels on the internet right now.
It’s a top option for many companies because Google also has over 4 billion users worldwide, and that reach is considered massive these days. Those who use it can attest increase in profits ever since they’ve been successful with their campaigns.
If companies want to reach their customers—both old and new—Google Ads is the way to go.
But apart from having billions of users, there are key points in Google Ads that people don’t really take note of. These are essentially the reasons why Google Ads campaigns are often so successful if done right.
Said key points are also what makes Google Ads so targeted. Each key point contributes to the overall effectiveness of the platform in targeting the right customers.
Let’s take a look at what those key points are.
Keyword Searches
Think about how you go on Google and type certain words related to the information you want to find. You might not know, but when it comes to Google Ads, the keywords you use are highly important.
These keywords are essential for when and where your ads will appear. The right keywords give you an audience that’s looking for the very product you offer.
On the other hand, the wrong set of keywords can bring the entire campaign down, which often means money down the drain. So, most companies often take their time or invest a lot of money in finding the right keywords.
There are also negative keywords that can help marketers screen out which set of keywords don’t really reflect the ads.
As a user, you might notice how very certain ads come up whenever you look up a specific set of words. If the ads match what you’re looking for, whoever owns those ads chose the right keywords.
Ad Groups
Ads are grouped according to relevant themes, or ideally, they should be.
These ad groups share similar targets, and each ad has its bid—called cost-per-click—that will be used whenever that group’s keywords are triggered in searches.
Notice how there are different yet similar ads for certain keywords, like desserts or beverages. Well, apart from these ads having the same target market, they’re also grouped into an ad group that competes with each other—like an auction system.
Ads on Google often follow structured ad groups to ensure that they’re not just dumping all keywords in one group, but they’re also maximizing their ads’ reach. If the ads are grouped correctly, certain rewards can be enjoyed, especially with the auction system.
Auction System
As mentioned in the previous section Google Ads has an auction system, and marketers do their best to win it.
The auction system happens whenever its users do keyword searches, and to win it, a certain ad’s Quality Score and bid amount have to exceed that of its competitors.
To increase the ad’s Quality Score, the ad has to be relevant to the search query, relevant to the keyword’s ad group, relevant to the company’s landing page, have a high click-through-rate, and have a great historical performance.
All these factors are essential to winning the auction, and if the ad tops each factor, they get to enjoy lower costs per click and higher exposure to their target audience.
Retargeting
How many times do you visit a website or a platform before you actually decide to buy a product?
According to a study, it takes the average customer about 6 visits before they finally make a purchase. In between these visits, a lot could happen, and customers could easily change their minds, which is why Google Ads put a lot of weight on retargeting.
Retargeting basically means reminding the customers about your products and services through visual or text ads. This strategy helps you bring back customers to your website in the hopes that they’ll make a purchase. And the cycle goes on and on until they finally do.
You’ve probably seen this for yourself when the ads of a certain product or website keep appearing everywhere you go on the internet.
And let’s be honest, it did bring you back to that certain website for another round of window-shopping if you haven’t already purchased the product.
Pixels
Everybody wants to see the results of their effort, and Google Ads has just the right way to effectively see how campaigns are going—in other words, conversion tracking.
It’s through pixels.
Pixels are codes that are installed on the pages of different websites. These codes work when users visit certain pages after they click on ads. For a more concrete example, a pixel on a successful email sign-up confirmation page will be triggered if you were brought to that page by a certain ad.
Conversion tracking provides necessary information for marketers to decide on whether or not their campaigns are effective. It affects decisions and, ultimately, how campaigns are managed.
