In 2022, Google Ads remained as one of the best and most effective advertising channels to help supplement the growth of businesses online. In fact, according to WebFX.com, 80% of businesses worldwide use Google Ads as their PPC Marketing. As consumer behavior changes, so should your Google Ads marketing strategy. Keep in mind that what worked for your campaigns previously will not generate the same results now or in the future. This is why it is highly important that you take note and keep up with the marketing strategy Google Ads provides to increase your sales.
To keep you up with the latest strategies and trends, here are the seven new Google Ads PPC Marketing Strategies you can apply to increase your sales in 2022:
- Use the Promotion Extension.
- Optimize Mobile Ads.
- Add Call Extension.
- Consider Target Outrank Share as your bid strategy.
- Set a Location Bid Adjustment to reach your target audiences.
- Optimize Ads for Natural Language Search.
- Incorporate Product Feeds for your Video Action Campaigns.
1 – Use the Promotion Extension.
Promotion Extensions adds more value to your text ads by highlighting your deals and offers to users interested in your business. Furthermore, it provides a straight and direct path for consumers to your sales landing page. This increases the chance of your leads turning into conversions.
A case study published by Search Engine Journal found that conversion rates from clicks on ads with promotion extensions are 12.36% higher than ads without promotion extensions.
Follow the steps below to add promotion extensions to your ads:
- Go to the Ads & extensions page menu in your Google Ads account.
- Go to Extensions, and click the Plus button.
- Select Promotion extension and choose the promotion extension to your account, campaign, or ad group.
- You can select the occasion for your promotion. This is optional, and the occasion will appear in your ad extension.
- Choose the language and currency of your promotion.
- Select the monetary or percentage discount as your Promotion type.
- Enter the name of the product or service you’re offering with your promotion.
- Input the Final URL, which will show in your ad.
- Select the Offer type and enter any requirements for your promotion. You can add a special code or spending limit.
- You can also add Promotion dates that would show on your ad.
2 – Optimize Mobile Ads.
According to Statista.com, there are 4.32 billion mobile internet users worldwide this year. It is also reported that 56.89% of the total global internet traffic comes from mobile devices. So it is not surprising why 47.9% of marketers in the U.S. are allocating a larger budget on mobile ads than desktop ads.
Before you start investing in mobile ads, you need to make sure that your website is optimized for mobile devices. Your mobile ads won’t work if your website takes too long to load on mobile devices. So start first to make sure that your website has a responsive design by using Google Search Console’s Mobile-Friendly Test. If your website isn’t mobile-friendly, then talk to a web design company to fix this issue.
When creating mobile ads, remember that they will only appear on mobile search results, mobile-optimized websites, YouTube, or within other mobile apps. There are also several types of mobile ads, including text ads, image ads, mobile app promotion ads, and call-only ads. Using mobile ads will help you reach consumers who prefer using their mobile phones and help your marketing strategy adapt to the rise of mobile usage in the United States.
3 – Add Call Extension.
Call Extension lets advertisers add their business phone numbers to their ads and let users directly call their business by simply clicking the extension. It helps significantly increase your ads’ click-through rates, increasing your business’s chances of getting more conversions.
In a case study published by Think with Google, Accor Hotels wanted to increase conversion and traffic by implementing ad extensions to their existing ads. Accor Hotels have seen a 4% increase in click-through rate by using call extensions and helped with their local marketing strategy.
You can add Call Extension to Search campaigns, Smart campaigns, and Display Search campaigns. Adding Call Extension to ads is one of the most effective PPC strategies for local businesses to optimize their ads and maximize conversions. According to a survey done by Ipsos commissioned by Google, 70% of mobile searches use this click-to-call feature to contact businesses.
4 – Consider Target Impression Share as your bid strategy.
Use Target Impression Share as your ads’ bid strategy to help make sure that your ads will outrank your competitors on Google Search Engine. This means that your ads will stay on top of Google’s search results.
Target Impression Share is an automated bidding strategy. Upon using this bid strategy, Google Ads will set bids with the goal of showing your ads on the top of the page. It’s pretty effective, especially for small brands that compete with larger stores. It helps raise your brand awareness and ensure that your brand will show up when nearby customers use Google Search.
With 67% of users clicking the top five websites in the search results, it will highly help your brand appear on the top three ads. So if you have the budget for this bidding strategy, Target Impression Share will definitely help you get your brand on top of your competitors.
5 – Set Location Bid Adjustment to reach your target audiences.
Google reported that 46% of searches worldwide have local intent. This means that 1.6 billion searches out of more than 3.5 billion daily searches are local. Furthermore, 28% of these local searches end up in conversion. So aside from using Google Ads location targeting to reach the right audiences, you can also use Location Bid Adjustment.
Use Location Bid Adjustment to show your ads more or less frequently to customers in specific geographic locations. This helps micromanage your bidding strategy, so it will automatically increase your ads that are performing well. Google also recommends advertisers use location extension targeting to set different bids for their target customers near your area.
To Set Location Bid Adjustment, follow these steps:
- Go to your Google Ads campaign.
- Click Targets, and select Location targets.
- Click the Campaign locations targets tab.
- In the Bid adjustment % column, click the pencil icon over the bid adjustment.
- Input a bid adjustment percentage from -90 to 900. Make sure to include a minus sign when setting a decrease bid adjustment.
- Click Save.
6 – Optimize Ads for Natural Language Search.
With the release of Google’s BERT Update, Google has focused its attention on catering to Natural Language Search because voice search is on the rise. In fact, eMarketer reported that over 40% of all internet users in the United States used voice search in 2019. This number will grow because, by 2025, 75% of people in the U.S. are expected to own a smartphone speaker.
To optimize your Google Ads for voice search, here are a couple of tips:
- Use long-tail keywords as they are crucial for voice search. People tend to use more words when doing voice search on Google than the typical search method.
- Use natural phrases on your ads and answer who, what, where, why, when, and how. People who use voice search are likely to ask questions such as “where is the best place to buy this product?”
- Focus on your local campaign. Voice search is primarily used for consumers to find local businesses within their area, so optimize your local ad campaigns toward voice search.
- Using ad extensions will make your ads stand out from your competitors. One of the best ad extensions you can use to optimize your ads for voice search is the call extension. This allows search users to directly call your business by tapping your ad.
- Optimize your website for mobile. It was reported back in 2020 that half of all smartphone users have used voice search on their devices. So if you want your ads to show up on voice search, you better start optimizing your website for mobile consumers.
7 – Incorporate Product Feeds into your Video Action Campaigns.
In a survey conducted by Wyzowl in 2019, 8 out of 10 users stated that watching video ads helps their purchasing decisions. The data proves that video ads effectively bring in leads and conversion to a business. You can use this to your advantage by adding your product feeds to your Video Action campaigns.
Google Ads now allows advertisers to add a product feed to your Video campaign. By adding this feature, customers will browse your products below your video ad to further encourage them to check your website or make a purchase.
According to Google Internal Data, advertisers with product feeds on their Video Action campaigns gained over 60% more conversions than video action campaigns without product feeds.
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Using Google Ads is a powerful tool to drive qualified traffic and leads to your website. However, strategies used to bring results from its campaigns can change constantly. Some methods may work effectively for some businesses, while others may not work for others. The best way to know which ones work best for your ads is to test them one by one, track their results, and discover which approach works best for your business.
If you need help with your Google Ads campaigns, Cybertegic is a marketing agency in Pasadena and a Google Ads Certified Partner agency. Our team of Google PPC experts can bring immediate results to your business by optimizing your ads to boost conversion. Schedule a free business consultation on our website to know further.
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