The 10 keys to success in Google Ads

Last May, Luigia Cimmino, SEM Manager at Novicell, gave a webinar on the keys to success in Google Ads. We summarize what was discussed, if you want to learn more about the topic you can watch the full video below.

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Why use Google Ads? Advertising on Google gives potential access to more than 3.5 billion daily searches. Below we explain the keys to having success in Google Ads.

Keys to success in Google Ads

1. Choose campaign

The first step is to create an account and choose the type of campaign you are going to create according to your objectives.

2. Segment properly

The second step is to segment correctly. The more segmented a campaign is, the more successful it will be. You have to give the right message to the right person and at the right time. The main segmentations are by audience, by content and by device.

3. A good bidding strategy

The third step is to choose a good bidding strategy. There are two types of strategies: automated and manual. You'll decide which of the two to use based on the size of your campaigns and your objectives.

4. Keyword group

Finding a good group of words is essential for the success of your campaigns, because they must match the words that your potential customers use.

5. Concordance type

Select the correct match type. There are 4 types of agreement: Wide, modified wide, phrase, and exact.

6. Create an ad group

There must be at least 3 ads for each ad group, and two of them must be expanded text ads. Extensions are also very important for gaining visibility.

7. Organize your account

A Google Ads account is hierarchical and you need to know its structure in order to manage it.

8. Monitor the Quality Score

The Quality Score of the keywords should be reviewed periodically and appropriate changes should be made if necessary (a score below 7/10).

9. Ad position and ranking (ad rank)

The ad rank is the value that Google uses to calculate the position of the ad in its search engine, if it meets the requirements to be displayed. Therefore, Google decides which ads are shown and in what position by auctioning ads. Google takes into account 6 factors to determine ad rank.

10. Analyze, measure and test

We must constantly analyze, measure and test. Above all, it is important to monitor the conversion rate, CTR, average position and impression share.

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