Since the inception of Google Ads, formerly known as Google Adwords, in 2000, a lot many things have changed as businesses now have access to new tools that let them ameliorate their PPC marketing campaign.
As the landscape of Google advertising world keeps on changing, creating simple ads is not enough to get desirable traffic and conversions. Setting up a successful ad campaign has become more daunting for marketers. However, Google Ads offer you numerous opportunities with some of its significant updates and trends.
As we are half past the year 2019, make sure that you are taking advantage of these trends to outdo your competitors and stay at the top of the game.
Here are the top 4 Google Ads trends to follow in 2019.
Remarketing is the key!
Remarketing is one of the most successful PPC strategies that allow marketers to keep their visitors hooked to their offerings by creating ads for products or services in which they displayed their interest. This strategy is a boon for getting great conversions as you target people who have already visited your website and have expressed their interest in your product before. So, you reconnect with past visitors and encourage conversions or sales.
There are four main types of remarketing that include standard remarketing, dynamic remarketing, remarketing list for search ads (RSLA), and video remarketing. You can create your remarketing campaign in the six following steps:
Identify and set your goal.
Select your audience based on factors like the page they visited, time spent by them, the number of pages visited, demographics, and geographic factors
Set up remarketing by adding remarketing code to your website
Build your remarketing list
Create your remarketing campaign
Optimize your campaign (ad testing, frequency cap testing, custom combination testing, bid testing, and landing page testing)
So, don’t forget to follow this Google Ads trend if you want to boost your CTR and conversions.
Optimize for voice search
Voice search is no longer an alien concept as now it is common to see people talking to their cell phones and driving them to follow their commands. As most of the people are now making their purchases through voice searches, it has become imperative for marketers to optimize their campaign for voice search.
Voice searches are typically longer, more in a conversational style, and in question form. Thus, to win at this opportunity, marketers are required to invest more in longer-tailed keywords that allow for more natural phrasing. However, thanks to Google’s advanced algorithms, Keywords no longer need to fall into a specific pattern.
Apart from focussing on keywords, to make the most out of this Google Ads trend and increase your ranking for voice searches, you must take the following considerations
Most of the searches are performed on mobile devices, so make your website mobile-friendly
As most of the voice searches comprise local queries, optimize your Google My Business listing
Add structured data or schema markup to your website to provide detailed information about your content to search engines
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Quality score still matters
Though quality Score is not a new Google Ads trend, it is only getting more and more important with time. Even in 2019, Google is rewarding campaigns that are fully quality driven. Higher quality score not only implies better ranking, but it also has been a key to better CPCs.
There are a number of factors that can affect your quality score, such as the relevance of your ad text, your click-through-rate (CTR), the relevance of each keyword to its ad group, your historical performance, and the quality and relevancy of your landing page. How your visitor interacts with your website after clicking your ad influences your quality score.
Moreover, your quality score is the performance indicator that helps you determine what is working for you and what is not, and also lets you figure out what your cost per click will be. Want to know how to improve your quality score? No problem! The following ways can help you increase your quality score.
Perform thorough keyword research and identify highly-relevant keywords that can bring you more traffic
Group your keywords for an optimized campaign structure
Optimize your landing page and include your keyword in it
Use expanded text ads feature that lets you run an ad with more words
Run A/B testing and refine your ad copy to increase your CTR
Don’t forget to include negative keywords
Use the smart features of Google Ads
Google Ads has launched automated and smart options like smart campaigns. As this automation leads to better ad campaigns, it is used extensively. Many users are now taking advantage of this smart feature that simplifies ad creation by streamlining the process of targeting specific audiences.
This smart feature is specifically designed for small and local businesses to make their task easier. You add images, address of your business, and other information into Google Ads templates that account automatically for your CTR (Click-through-rate) and CVR (Average Conversion Rate). Here are some of the benefits that you get when you employ smart campaign feature of Google Ads
Create your ad quickly and without any hassle
Pay only when someone clicks your ad
You can attract more customers to your website
Reach to larger audiences from any device (computers and mobile devices)
You can review the performance of your ads and their effectiveness in your dashboard
These are the top 4 trends that can make your ad campaign successful. The domain of online advertising is complex. With the increasing competition, it is getting difficult for businesses to rank for the same keyword.
So, if you want to improve your ROI to meet your expectations, keep your eyes open to Google Ads trends that may impact your ad campaign. If you are still not taking advantage of the above-stated Google Ads trends, then you could be missing some great opportunities to outflank your competitors.