How can you optimize Google Adwords campaigns like an expert?
Google Ads, called Google Adwords until 2018, is the advertising agency of Google. An indispensable tool to be visible online and to be referenced on a keyword on search engines. There are 3.5 billion searches a day, and consumers are learning more and more online before they buy. In this conference One-to-One Biarritz 2019, Jonathan VIDOR, founder of the agency JVWEB, demonstrates the importance of optimising its AdWordscampaigns.
What are the basics of Google Ads?
Create an ad that will be referenced when a user types a keyword on the search engine. The position of the ad on the result page is determined by the Ad Rank, which classifies it in relation to the others according to the auction, the quality score and the extensions added key on the search engine.
Just because an advertiser pays more for their campaign does not mean they will be better positioned. In order to get a Google ads quality score, it is important to optimise the following items:
- Relevance of the ad: does the ad correspond to the keyword or expression that the user will type? It is important to take the time to ask this question which will have an influence on the click rate.
- Audience: Is the Google Ads ad targeted and built to speak effectively to the audience? These optimisations will also have an influence on the click rate.
- Website: does the website or landing page match the advertisement? Otherwise, the user may be disappointed. Does the page load quickly enough? If the page takes too long to load the user may leave before seeing it. Knowing that 50% of searches are done on mobile, it is recommended to have a responsive website to facilitate access to Internet users.
- Ad extensions: what details can be added to the ad to bring quality and precision? Extensions bring relevance and therefore play on the quality score. They take the form of links to specific pages, call out (free delivery, 24/7 support, same day delivery), promotions, addresses…
A high-quality score to pay less for its ads
We hear more and more that the quality score is reaching the end of its life, that it is outdated, even that it is dead.
The webmarketing agency JVWEB has developed a Google Ads campaign audit tool: SEISO. Analysing 8,000 accounts around the world and examining the relevance of the quality score, Jonathan Vidor, President of SEISO says that “Today the quality score is still relevant. On all the accounts whose quality score has increased, at each point gained, it is almost 10% less CPC”.
This quality score is therefore always a way to seek additional results and optimise its AdWords campaigns without increasing its investments.
Focus on Google Ads audiences
Following the release of the Facebook ad programme in which Mark Zuckerberg promised to touch «real people», Google released its programme in 2013 to reach specific audiences with Adwords and its Display network.
With its Audiences, Google Ads allows you to reach specific groups of people, thanks to the datacollected through its various tools.
There are several typologies of segmentation:
- Demographics: segmentation by age group, gender, parental status, income…
- Affinity: segmentation by interest of products or services
- In-market: segmentation by wish to purchase products or services (with the information that Google collects, it is liable to know if a user is in the final phase of purchase)
- Similar: segmentation by similarity with those who regularly visit the website or by similarity with a CRM database
Through its audiences, Google Ads allows advertisers to be very specific about potential customers, track them from start to finish their buying phases, and help them move from one step to another.
Other new Google Ads
Some new Google Ads are interesting for those who want to go further in optimising their campaign.
New products for 2019/2020:
- Responsive Search Ads: increases the number of combinations for the same ad. Google helps advertisers find the combination that performs the most
- Lifetime Value: It is now possible to know when a customer buys from an e-merchant, and thus to calculate what each customer is making throughout his life as a buyer. This information is critical to determining the acquisition cost of a new customer.
- New Customer Acquisition: the new customer costs more, it is possible to spend a larger amount for customers who have not been customers before (in addition to the usual acquisition).
- Gallery Ads: new ad format combining text and visuals (such as a carousel). Only available on mobile at the moment.
- Discovery Ads: new way to advertise on the YouTube home page, in some Gmail tabs and between Google Discover articles.
Keeping up to date with what’s new on the web lets you know what the new possibilities are for reaching your customer. It also allows you to stand out by using these opportunities before the competition does.
Jonathan VIDOR - Founder and Managing Director, JVWEB
Mael Barthelemy, Tech Strategic Partnership Manager, Google