After spending £1.3 million on Google ads in the past few years, we couldn’t help but learn a few things about what works, and what most certainly does not. Here, we’ll give you a brief look at a few of the things we have learnt, and save you the trial and error…


 More Isn’t Always Better

Many people get caught in the trap of thinking that, the more people I get in front of, the more sales and bookings I will get. While this may be true to some extent, we’ve learnt how crucial it is to think of the risk to reward ratio. It is crucial to ensure you make the most of your available budget, by targeting users in locations that are likely to engage with you, at times they are likely to click through, otherwise, it’s just money thrown away.


The same goes for keywords you may be tempted to show your ads for, that are close to what you offer, but not quite there, This, again, is going to burn through your budget, when the people clicking, are unlikely to convert. Sure, one or two might, but we have to look at the bigger picture and the bigger numbers. If the vast majority of people clicking on an ad triggered by a certain keyword are not converting, then, put simply, that’s wasted money, that could have been better spent putting yourself in front of people who are much more likely to buy from you.


Plan Twice, Do Once

When it comes to advertising on Google, it all comes down to what people are searching for, if you don’t fully understand what your customers will be searching for, then how can you choose the correct keywords to trigger your ads? We find that the best way to get this right is to make sure you use the tools Google provides, to find out what people are searching for, and how much a click on each keyword will be. This allows you to plan, set bids and budgets accordingly, and ensure you have campaigns that will reduce wasted spend, but still show your ads often enough to gain traction through enough traffic.


This also goes for writing your ads, take a look at what competitors are doing, find out what works and what doesn’t. Then, take this into your campaign, and improve on it, while adapting it to suit your specificities.


Learn To Please Google

Ultimately, when using a platform to advertise, we are at the mercy of said platform, and how its algorithms behave, to determine how well our ads perform. That’s why we recommend getting to know how the Google ads system works very well, as this will mean you can optimise for it, and get yourself showing when you want to be showing, and ranking high.

This means understanding how different bid types work, and how to be relevant in your ads. For example, make sure that your keywords are matching to those in your ad, and on your landing page, that you’re driving traffic to. This will show Google that your ad will give people what they need, and want, to see. It’s key to remember, that any site or platform like this, relies on people using it, so the most important thing to them is protecting the user experience. So, make sure that your ads are user-friendly, and helpful while keeping to the guidelines set by Google, and you should be golden.

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