Google Ads is a great marketing channel that you can use to engage with more clients. This is because Google Ads management gives you the power to choose when, where, and how often specific messaging shows up on Google. You can use this marketing channel to drive more qualified traffic to your landing pages and close more customers.
You already know that you need to tune as much as you can in your Google Ads campaigns because you will pay Google each time someone clicks on one of your ads.
You should try to limit your ads to only show to qualified customers so you can reduce wasted spend, so you should focus your attention on a small set of your audience instead of trying to get as many people to click on your ads as possible.
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If you have been working with online marketing for any length of time, then you likely know the basics of running a Google Ads campaign. You need to choose the right keywords, write engaging ads, and optimize landing pages to boost conversions.
But what if already have the basics in place and still not seeing the returns you expect?
Well, fear not! There are three advanced Google Ads management tactics that you can do to improve performance. These tips are not talked about a lot in the online marketing community, and we wanted to share how, why, and when you should optimize each strategy.
However achieving goals such as reducing spending, higher ROI, and higher conversions are not easy, especially if you don’t know whether you’re on the right track or not.
Here are the top 3 advanced Google Adwords that can help simplify the process:
1. In-market Audience Targeting
Google AdWords In-market Audience targeting is a way to connect with potential customers based on who they are, what they are researching, their habits and interests, and how they interact with your business. In this way, you can reach users based on their purchase intent and their demonstrated in-market behavior.
To qualify a consumer as being in-market for a particular service or product, Google takes into account the content of the pages and sites they visit and how recent or frequent the visits are, along with clicks on related ads and conversions. This enables Google to categorize consumers so you can easily target users who are most interested in your products or services.
You can harness this extra power by optimizing your AdWords account to take into consideration the type of customers you are trying to reach so you do not waste any ad spend on customers who are not likely to convert on your site.
In-Market Audience Targeting Drives More Qualified Traffic
In-Market Audience customization is one of the most natural advanced techniques that you can use with AdWords to drive more qualified leads to your site. You can use this advanced Google AdWords setting to add another layer of targeting to your PPC campaigns without risk of any downside to your Google AdWords account.
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You should expand your audience In-market audiences allow you to grow your audience with high-quality searchers who are ready to buy. You can also use it with other targeting solutions such as Custom Audiences and Remarketing in Paid Search.
In-Market Audience Targeting Improves The Customer’s Journey
Ultimately, by using in-market audiences, you can easily focus your efforts on the bottom of your buyer’s journey. This allows you to increase conversions because these curated lists of users have been identified as ready to make purchases in a specific category.
Consumers in these audience lists are usually more likely to convert, which drives a higher click-through rate and conversion rate.
You can easily set up in-market audiences in less than 5 Minutes, and it doesn’t require users to tag their websites. Moreover, there’s no need to create audience lists yourself because Google has already created them. Therefore, you need to choose the audience that accurately represents your business, such as “motor vehicles,” “sports and travel,” or “clothing,” and associates it to the ad groups.
In-Market Audience Results In More Conversions
In-market audience targeting drives incremental conversions by allowing you to connect with users just before they make a buying decision. By leveraging a robust classification system and real-time data based on in-market behavior, you can offer consumers precisely what they are looking for at the right moment.
If you are searching for an easy and effective advanced Google AdWords setting to boost performance, then you should test out In-Market Audience customizations to show your ads to qualified consumers while limiting wasted ad spend.
2. Dynamic Keyword Insertion
DKI (Dynamic Keyword Insertion) is a feature that allows you to add or insert keywords into your ad copies dynamically. Therefore, it will enable you to customize ad copies based on queries (search terms being used by potential customers).
In simpler terms, you can use Dynamic Keyword Insertion to customize keywords in your ad copies depending on what customers are searching for, without having to design and create multiple campaigns. This is a must-have addition to any PPC campaign because it personalizes each ad with Dynamic Keyword Insertion in the headlines of your ad copy.
Dynamic Keyword Insertion Makes Each Ad More Relevant
The main reason that Dynamic Keyword Insertion is powerful is because it makes your ads more relevant for your For example, if Jake is thinking of buying a new iPhone and he types in “iPhone 6 Plus”, your online store that specializes in selling Phones will show your ad with “iPhone 6 Plus” in the headline.
It is impossible to guess every keyword that your customers use when searching for products or services. Since you want to include keywords in your ad copy to increase engagement, you should use Dynamic Keyword Insertion as a way to show ads on Page 1 with the exact terms your customers use.
If you use this advanced AdWords technique, then you can show more relevant ads that will drive more qualified clicks to your site.
Dynamic Keyword Insertion Improves Ad Group Quality Score
Increasing QS (Quality Score) is one of the main priorities for marketers and advertisers. Higher quality scores can help your account with better position averages in search results, Lower CPC (Cost per Click) and a lower CPA (Cost per Action/Acquisition).
Focusing on creating relevant ads is one of the best ways to increase quality score. With Dynamic Keyword Insertion, this is a quick and great way of ensuring that your ad is relevant to what the consumer is searching with.
Increase Character Limits & Save Time With Dynamic Keyword Insertion
Having a good headline that doesn’t fit can be a very frustrating situation in your Google Ads. However, Dynamic Keyword Insertion gives you some wiggle room here, and your headline can be longer than the average character limit if Google allows it. Therefore, you can use the perfect headline that you wanted but couldn’t in the past with standard Expanded Text Ads.
With accounts that have lots of inventory, building numerous ads might not be practical. This is especially true if the search terms that are coming through use similar descriptions, such as e-commerce stores. Therefore, instead of creating ads for each search term, Dynamic Keyword Insertion does everything for you.
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This saves you time, money, and energy, and allows you to focus on better and bigger things. Dynamic Keyword Insertion can help you increase the CTR while lowering CPC, hence saving money.
You can use Dynamic Keyword Insertion to make your ads more relevant, improve the performance of your Ad Groups, and bring your online marketing to the next level by saving time. There are many bid strategies that you can use to improve the performance of your ads, but Dynamic Keyword Insertion is one of the best ways to lift a struggling Google AdWords account.
3. Optimize By Day & Time (Ad Scheduling)
Your customers search for products and services at different dates and times throughout the week. This period will differ based on your industry, and one way to make your ads more effective is only to show paid ads at the right time to the right people.
Questions To Ask When Optimizing Ad Scheduling Settings
Optimizing your Ad Scheduling settings is a great way to use performance reports to improve your bidding strategies.
To determine the best day and time to run your ads, you must consider several factors like:
- Is your target audience more engaged on Saturday or Monday?
- Are they more likely to convert on weekends or during work hours?
- At what time are you available to handle inquiries.
Finding this information can be difficult, but you can pull reports from your Google Ads account or use Google Analytics’ time of day report to identify when your website gets the most traffic, and when consumers are likely to take necessary actions.
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Knowing when your target audience is active and when they are most likely to convert can help you determine when you should prioritize your ads to ensure they perform the best.
This is particularly beneficial for local businesses that operate at specific times. You don’t want your ads to be shown when you’re not working. Ad scheduling ensures that your ads are shown only when you’re available to respond to emails or answer phone calls.
Schedule Ads To Not Sure During Slow Periods Or Your Business’s Operation Schedule
You can use the data you’ve gathered in your campaigns to plot a pattern. This allows you to choose the hours of the day when your target audience is most active. You’ll also be able to avoid days or hours that are not worth the effort.
It’s always important to be updated on the latest Google Adwords features and tests the strategies outlined above to improve paid media results for your venture.
Advanced Google AdWords Techniques For Your Business
You can use these advanced Google AdWords techniques to improve the performance of your ad campaigns and drive more qualified traffic to your site. Everything that you do in your Google Ads account should be focused on minimizing wasted ad spend and positioning your ads in front of the right customers at the right time with the right message. Test out some of the above AdWords techniques to boost your performance today!