The 5 Pillars Of Every Successful Google Ads Campaign


By Julian Wallis
11 min read

In 2019, after three years of successful Google Ads campaign, Toni’s Pizzeria enjoyed a 70% increase in online orders and a 60% boost in brand name visits of all clicks. Additionally, it also experienced a 1387% return on ad spend in a single year. Though Google Ads solely helped Toni’s achieve their marketing goals in a short period, it was the right mix of all the essential elements in the campaign that made things possible. 

Google Ads campaigns are not just about planning the 25 characters in the headline, 70 characters of ad text, and the 35 characters for the Display URL in search results, apps, and websites. There are more vital elements, such as targeting the right audiences, using landing pages effectively and targeting the right keywords that make a campaign successful. If your Google Ads campaigns are not living up to your expectations, you might want to focus more on other crucial areas apart from just attracting traffic.

We recommend working equally on the significant areas that are responsible for making your ad campaigns successful. Not working on each of these points thoroughly results in failed campaigns. In this article, we’ll discuss 

  • the major areas where you should be giving your significant attention  
  • the primary mistakes that lead to failed Google Ads campaigns
  • and fixing them with the right actions 

1. The Importance Of Ad Copy

Successful ad campaigns start by attracting the right target audience. With an average click-through rate of 3.17% for Search and 0.46% for Display, your target customers have a limited attention span. A great advertising campaign undoubtedly begins with an excellent copy.

Mistake: Boring and Unengaging Ad Copy

Have you ever clicked advertisements in search results on Google? Of course, you have. But you don’t click on the paid ads every time your search provides you with results or the website you are visiting displays ads, do you?

If your ads have boring copy, people won’t even acknowledge that you exist even if it’s put in front of their eyes in the first row. Compelling messaging is the primary reason people click on advertisements. If your message fails to connect with your audience, then you cannot expect good click-through rates for your campaign.

Solution: Write Ad Copy That Compels

Writing excellent copy will need research, brainstorming, and dedication, but it’s well and truly worth the effort. You need to understand your target audience very well and how what you are offering will solve their problems. Put yourself in their shoes and try to figure out what resonates with them in identifying their pain points.

Including real stats, stories, offers, benefits in your ad brings about authenticity and makes it relatable for your prospects. Create headlines that attract the attention of your audience. The most compelling ads include the following in their ad display page. 

  • Clever use of numbers in the headline
  • Benefits (over against features) focused copy
  • Display of proof/credibility
  • Use of quotes
  • Questions for the audience
  • Strong offers
  • Clear CTAs

2. Your Target Audience

When you target everyone, you’ll end up engaging and converting very few, and the shotgun approach to ads is costly. A common mistake businesses make while picking their targeted group to advertise to is that they identify everyone as their customers. They then plan their campaigns accordingly and are disappointed when they fail. 

Mistake: Targeting Everyone

Targeting everyone is similar to shooting in the dark or driving without a destination. It usually happens when you fail to understand your actual customer. Creating your ads based on your assumptions rather than facts can cause your campaign to fail miserably.

Solution: Target The Right Customer &  Build An Audience List

Businesses don’t truly understand their customers until they do in-depth research about them. It’s best if you have created a buyer persona of your targeted customer. Having a clear target will allow you to build the right strategy in your ads campaign based on facts, which is crucial to attracting only the people deemed the best fit for what you offer and who are highly qualified to convert. 

Additionally, make sure your campaign is targeting more people who are familiar with your business. You can build the audience list in google analytics and retarget them through Google Ads. Building an audience list beforehand and remarketing to that audience will reach people who won’t have a hard time trusting your business. 

3. Create Campaign Specific Landing Pages

For an individual Google Ads campaign, you should build a specific webpage that is designed to convert users for that particular offer, which is also known as the ‘landing page’. Your target buyers click your ads to learn more about the offer you are presenting them through your ads. And the story doesn’t end with just creating a landing page. 

Mistake #1: Redirecting Ad Audiences To General Pages

Your audience clicks your ads for a reason. If they are not provided with the information they are looking for straight away, they’ll probably bounce. Some campaigns redirect their ads to the home page, which won’t help much than confusing the visitors. Sending your ad audiences direct to your homepages is a horrible idea, given that they’ll less likely find right information based on the keyword that made them click your ad.   

Mistake #2: Conveying The Wrong Message In Landing Pages

Landing page copy is just as important as your ad copy, and they must both align in their messaging! Landing page copy plays a vital role in further compelling your target customers to act. Putting up conflicting messages and copy on ads that don’t link with the copy on the landing page will just confuse your audience and skyrocket your bounce rates. A confused visitor will more likely just leave rather than convert. 

Mistake #3: A Poorly Designed Landing Page

It takes as little as 0.05 seconds for a user to determine whether to stay on your website or leave. And the design is the most responsible element to make them decide. Good design is as vital to encourage the audience to act as other essential components of the landing page. Not giving enough attention to design can cost you your paid customers.   

Mistake #4: Invisible CTAs In Your Landing Page

The average customer spends 6 seconds on a new webpage. So, there is a slim chance of converting your target customers if the CTAs on your landing page aren’t correctly placed and set up to convert. Bad placement, bad design, and wrong font size or colour – all contribute to making CTAs invisible, and it’s an often overlooked issue.

Solution: Redirect Your Ad Customer To A Specific Well-built Landing Page

Your ad audience should need proper guidance after they click on your ad. And redirecting them to a specific landing page – specially designed for a particular ad campaign – is the best way to convert them. That being said, your landing page won’t do the magic alone if it fails to provide your audience with a great experience.    

While creating a landing page, make sure it is not only expertly designed but also includes well-written content that your ideal buyers will relate to and convert on. Additionally, it should also offer the user a great experience and be responsive, because your customers will visit your page from any device.

Regularly analyse the elements of your landing page and consider if they are working. Tools like Hotjar can help you detect how your visitors are experiencing your landing page. It will also allow you to identify if your CTA button is visible and working correctly. Don’t hesitate to replace the elements from your landing page that aren’t working.    

4. Choosing Keyword Categories

Keywords play a crucial role in conveying your ads to the right audience. Right keywords make your ads visible to the right target market, and if you don’t plan it correctly, you’ll have a hard time reaching the audience you want to target. 

Mistake #1: Using Broad Keyword Categories

Targeting Very Broad Keywords without doing the legwork on what’s relevant can reach a broad audience, but a large portion of them may not be interested in what you are offering. It will also make your ad campaign very expensive with poor returns. You should consider exact keyword matches for your ads to target a high-quality lead generating audience.  

Mistake #2: Not Using Negative Keywords!

While planning a campaign, you might want to plan where you want to display your ads and where you don’t. The words that you don’t want your ad to be associated with are the negative keywords. They guide you to display your ads in the best way in Google ads platform. With negative keywords, you can prevent your ad from showing up in searches you don’t want to associate your brand with.  

Solution: Understand Your Buyers And Their Journey Before Planning The Right Keywords

A campaign’s success begins when it generates conversions, and it’s only possible when your ad reaches a highly qualified audience. Planning the right keywords category starts with understanding your ideal customer and their buying behaviour. Plan your keywords according to your ideal customer’s behaviour and their buying process. Aligning keywords to the customer’s journey makes sure your ideal customers find the right answers and solutions to their queries. And that’s how they built trust with you and convert.

  • Identify the main categories of your business and the terms that might fall under those categories. 
  • Include phrases the way your customers use to explain your products or services. 
  • Use more specific keywords that relate to your theme to target customers who are interested in a particular product/service. However, you’ve got to be careful because very specific keywords might not be able to hit as many people as you’ve targeted.
  • Use closely related variations of your keywords. 
  • Add separate keywords for all variations.

5. Finally, Plan & Execute The Right Way

You can’t define the success of your Google Ads campaign by the number of visitors it gets to your webpage. A successful Google Ads campaign is about converting traffic into sustainable revenue for your business, who can all be from different stages of the buyer’s journey. However, every conversion should align with the end goal of increasing your bottom line. To make your campaigns successful, you not only need to gather a lot of information but also consistently review and analyse your processes, replace or repair what’s not working, and continuously optimise campaign performance.

Competitor Research

Before starting your campaign, you must make sure you are a step ahead of your competitors. Research what they are doing and how they are doing it, and create a better version of their campaign. Failing to investigate competitors current offering/benefits will land you short in getting your target audience to convert on your website. You should present the best of your business, product/service, and your edge over your competitors to convince customers to take action.

Thorough research on your competitors can help you determine what to do and what not to do. Give some time to research on failed campaigns as well. It will make sure you won’t be repeating the same mistakes in the future that your competitors have already made. 

Allocate Enough Budget

Since the budget has to do a lot with the success of a paid campaign, the right allocation of the budget is vital. Set clear expectations of the outcome and plan accordingly with the right amount of investment.

Gather enough data to arrive at a conclusion and optimise your campaign.

Track Activities 

You wouldn’t just want to display your ads and let your campaign run on autopilot if you are determined to get the best return from your ad spend. You still have work to do to ensure it’s a successful campaign once it is launched. Continuously tracking what’s working and what’s not will enable you to know if things are going according to the plan and will allow you to act quickly to tweak them if they aren’t. Make sure you are frequently tracking conversions, audience, keyword success etc.

Depending on the scale of your Google Ads campaigns but we recommend spending at least one to two hours every day in your campaigns to dig into what’s working and what’s not and optimising them for best results. 

Published on August 17, 2020

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