in this video I'm going to share with you the new Google ads tips techniques and strategies that are working really well right now the Google ad platform has changed an enormous amount since I first started running Google ads way back in 2009 and that rate of change isn't going to slow down anytime soon us Google advertisers need to adapt with the platform if we want to generate the best possible results and this video is going to catch you up on the very latest best practices so tip number one is to increase the specificity of your
marketing message now because there's a lot more complic ition from Google advertisers nowadays to be honest it's just more competition from advertisers in general the average person sees listens to Etc a lot more ads than they used to you need to be more specific with your marketing so that it stands out so that it it cuts through the noise if someone sees your ad and they go that thing is perfect for me that is exactly what I'm looking for they're far more likely to pay attention they're far more likely to click they're far more likely
to convert than if it's more generic and it just sort of gets lost in amongst all the other advertising the way you do this is you take your target market you break it down into various subsections and then you create ads that are specifically targeted at each subsection yes it requires extra time and effort but is well worth it so instead of creating one generic ad for say a service that you offer you go okay we can break down everyone who might be interested in the service into 8 12 however many different subsections and then
let's create ads for each one of those we think they're likely to to speak to that audience more and when you do that you almost certainly see a significant Improvement in results so the way to do this practically within your Google ad account is to take your keywords and break those down into much tighter keyword groupings more tightly grouped rounder theme you end up with many more ad groups and then you can obviously create ads that are more specific to the messaging and the language that is being used for those keywords and the searches that
your potential customers are using so I'm going to give you an example so let's say we're advertising a physiotherapist business we advertising their physiotherapy Services now a basic Google Advertiser might just lump all the keywords into one ad group that's got physiotherapy services and all the various things people might search for who are looking for physiotherapist right now what that means is that you're going to have to create ads that are pretty generic and pretty broad otherwise it's not going to fit with some of the searches that are going to come through an ad group
like that so that's not what I recommend a more advanced Google Advertiser might break that down into ad groups that cover the different services so instead of just having an ad group that's just broad physiotherapy services and all that you might have one that's for chronic back pain and has keywords associated with that quite closely and then ads to focus on chronic back pain you might have another one that is around Sports Injury Rehab okay now what I want you to do is go one stage further than that and take for example Sports Injury Rehab
as an ad group and break that down into the various things that people might be searching for so as an example instead of just that broad a term we might have an ad group for people searching for things specific to knee injuries or shoulder injuries or sprained ankles or pulled hamstrings like you could get really granular with the detail or you could even search by different activities or different sports so for example you can have an ey group around tennis elbow if that's something you can specifically help with and there there are various ways that
you can break that down what that looks like for each business is going to be a little bit different but the idea here is that if you create an ad that is for rehabbing tennis elbow related issues okay and someone is searching for that and that's what they want help with and your keywords align with that your ad has that messaging in and your ad is alongside other ads that are for come to our physio today you know really generic stuff we'll help you out with any injuries you might have your ad is going to
stand out way more it's far more likely to get the click and it's far more likely to get the conversion because the person who's searching goes brilliant yeah tennis elbow is exactly what I've got that's what I need help with I'm going to click on this ad because looks like these guys going to be able to help me my problem and where consumers or potential customers don't have a lot of information like they don't have a lot of information about your business they will use specificity as a proxy for Value as in if someone is
more specific around something we naturally think they are more likely to be better at it and we naturally think they are more likely to help us with the issue we have around it if you go to a generic physiotherapist are you going to get help with your tennis elbow probably if you go to a physiotherapist that is specifically saying I help people with tennis elbow we think we perceive that that person is more likely to Sol solve our problem and therefore we're more likely to become a customer of theirs so you're sort of running into
the the psychology of marketing here but it's a really important point and one that I really want to emphasize to Google advertisers going it makes a big difference you can then go one stage further than that even and create separate landing pages for each one of those ad groups again takes time takes effort but can massively improve your results so for each one of those ad groups we run through like knee injury shoulder injury spray award still just coming through to your homepage on your website something generic imagine if you had a specific landing page
that was like we help with sprained ankles we got loads of experience these are some of the exercises we do come in and see us we can have a look d d du that is likely to convert that much better because the person going through feels like they're in the right place and they have no doubt that you can help them if they come through to something more generic then those doubts start to creep in point number two is to expand campaign types now when people first start advertising on Google they usually start with the
search Network search campaigns only and that's what I recommend because that's the part that's easiest to understand and it's what most people think of naturally when they think about Google advertising they think yeah you go into Google you search for something ads pop up that are relevant to your search so you start there that's great but once you've done that you've got a few conversions and Google starts to learn what a conversion looks like in your ad account it absolutely makes sense to expand into other campaign types and run your ads on all the various
other places that you can put Google ads right so depending on your business you could put ads on Google shopping those cards at the top when you search for specific product those are Google shopping ads right you could put ads on YouTube you could put ads in Gmail you could put ads on the Display Network which is all over the Internet so there's lots of other opportunities that Google gives you to put ads in front of people that are likely to buy your products become a lead Etc all the things that you want now the
easiest way to do this by far is to create a performance Max campaign because a performance Max campaign incorporates all the various Google ad locations all the the ones I just mentioned and more so once you got your search up and running once you've got a few conversions definitely get a performance Max campaign created I'll include a link in the description below to another video that shows you how to create performance Max campaigns and does that the full walk through it's a little bit more complicated to set up but the rewards can be well worth
it we use performance Max for our clients all the time and it can deliver fantastic results tip number three is to stop obsessing over cost per click a lot of Google advertisers want to generate the lowest cost per click possible because they believe that will result in the best result for their business and that's not often true because Google ADS works with an auction system keywords that are less expensive for example to Target they're usually less expensive for a reason it's because other advertisers don't value them as highly because if other advertisers valued them more
highly there'd be more competition 30,000 do I have 40,000 40,000 thank you sir 40,000 now people would be willing to pay more and it would cost more to advertise to people searching for those keywords so the keywords are less expensive usually either convert less well than others or they do convert but the the value of the eventual customer um is going to be significantly less the most expensive keywords to Target are often things around insurance and finance why because the people that click on those ads and go through to purchase from those businesses from those
companies um those customers are potentially going to be worth a lot of money so that's why you've got varying degrees of costs across keywords but even within your Niche there's going to be some keywords that are expensive and some keywords are less expensive and I just see so many Google advertisers go after oh great that one's less expensive I'll go after that and they haven't considered that there's a reason why probably doesn't convert as well when I'm running Google ads I often actually want to Target the most expensive keywords within a niche and that's because
I know that if we can do a better job of advertising to those keywords than our competitors so we create better ads we create better landing pages we get more conversions that the result for the business is going to be that much better because these are the most expensive keywords because they convert best they produce the highest value customers and if we can just win if we can beat our competitors there that's where the best rewards are going to be from a Google ad standpoint as opposed to trying to get really cheap clicks and and
sort of convert in the margins as it were we want to go for the best possible stuff and just win with those and that leads to a better overall outcome I've got some more tips for you in a second before I do that I just want to quickly let you know about our done for you Google ad services so my agency can create manage and optimize Google ad campaigns for you we can take all that workload off your hands and almost certainly get you better results than if you manage your run Google ad campaigns yourself
if that sounds interesting there is a link in the video description you can click on that go through to a page on our website and book in a free call with one of my team members completely no obligation you can just find out more about how we can help hopefully we get a chance to work together Point number four don't be lazy put more time effort and resources into your ad creative so we've already talked about expanding from the search Network and using performance Max as another campaign type but when you do that you need
to use other creative assets it's not just text you're going to need to add in images videos Etc now what a lot of Google advertisers would do is they would just use whatever creative assets they have lying around if the business at some point got a video made that's on the homepage of the website great there we go we've got a video if there was images from four years ago that show the business or show some of the products great we'll just go ahead and use those and throw those in there that's obviously not ideal
if you want the best possible results you want to put a lot more time effort thought into that ad creative into those video assets into those image assets potentially hire professionals to help you out with that to get stuff created that you're really proud of that helps brand that's going to grab attention that's far more likely to get the click far more likely to get the conversion so what I recommend you do is do that create a batch of ads really put a lot more time effort resources into it like I said maybe work with
professional run those then analyze the data this is a really important point take the time to analyze the data work out which ones worked which ones didn't why did this work why didn't that work okay I think it's because of this great right let's create another batch then based on the information we learned from the first set of analysis then you create another batch okay as a whole this batch did better these points worked really well these ones not so okay we've learned again and then you rinse a repeat you do that again and again
and again you do that long enough you're going to end up with fantastic creative assets that can produce amazing results for your business takes time takes effort takes patience actually to go through that as well but the rewards are worth it tip number five is to change bidding strategy now when it comes to your bidding strategy it is really important to either go with conversion value or conversions a lot of Google advertisers still using the old way of doing things they're still optimizing for clicks Sometimes some other bidding strategies like impression share as well but
but most of the people that are doing this wrong are optimizing for clicks and this ties into one of the previous points where they want as many clicks as possible they want as cheap as clicks as possible they think great get as many people as possible through to my landing page through to my website therefore I'll get as many leads as possible I'll get as many purchases as possible it doesn't work like that Google's much smarter than that as an ad platform you want to put Google's really powerful Ai and optimization systems on your side
by telling Google what it is that you want remember when you optimize for clicks Google's going to try and get you as many clicks as possible which means they're going to try and get you the cheapest clicks possible which means a lot of those clicks aren't going to be the highest value so you actually want to go with either conversion value or conversions and explain which one you want to use now in an ideal world even out of those two you would go with conversion value because conversion value assesses the different value in conversions let's
say you're an e-commerce business some people come through to your store and pay $15 some people come through to your store and buy $150 worth of product so there different value is in those two customers conversion value factors that in and your Google campaign will be willing to pay more to acquire what it thinks will be a higher value customer and Google's normally WR about this stuff because they have so much data and very smart AI that that can work all this out so whilst you may see less conversions with conversion value as opposed to
the conversions bidding strategy the overall return on ad spend is likely to be better because that conversion value has been factored in if however you don't have differing conversion values as in everyone who buys from you it's just one thing you only have the one product it's the same price point for every one then go ahead and go with conversions because it doesn't make any difference but if you're not in that scenario which most businesses aren't go with conversion value as opposed to conversions but the really really important thing here is that you go with
one of those two and you don't go with a click optimization so you can take advantage of Google's really smart systems to get you the best return on ad spend possible because at the end of the day that's what matters it's the profitability of your campaigns not how many people your campaign simply send through to your landing page number six take advantage of Google's AI tools but don't re on them so built within Google's ad campaign creation process Google will ask you for a bunch of information and it will use that and it use AI
to then create suggestions for things like keywords ad copy all that sort of stuff absolutely useless when you go through a campaign creation process input the stuff that Google wants you to input and see what Google comes up with see what it generates like I said for keywords add copy and stuff like that but I have seen a trend where advertisers have gotten lazy and they're just using that stuff without giving it any thought thought and what you'll find is that Google will give you lots of suggestions that AI will generate lots of ads lots
of keywords and you need to be the filter you need to go through each thing and think okay yeah that's good that's good that's not so good that's not so good that's good that's good and if you don't do that you'll have some really good elements and you have some elements that just don't make sense don't quite work aren't the right tone for your brand um just missed the mark even I've seen ad campaigns Google ad campaigns where the AI has created ads that are promoting something that doesn't even really apply to what the business
does again some of this stuff is really good to absolutely use it just not all of it is you need to be the filter so don't think of these AI tools as something that can remove you as an Advertiser think of it more as this stuff saves me time saves me brain power but it doesn't remove me as Google Advertiser doesn't remove any need for any input you still have to be the filter and make sure you don't include things that that don't really make sense number seven properly optimize your website and landing pages for
Google ads now most Google advertisers obsess over their ads on the platform and that makes sense right I understand why they do that but they forget to put time effort resources into what people do after they click on your ads but obviously those next steps they're really important in convincing someone to either convert or not the rest of your sales funnel the rest of your leads funnel really matters so it should be in a scenario where you're putting 99% of your total marketing effort into your Google ads themselves and then only 1% left on your
landing page website or maybe even none because your website was just made you think oh I've just send people there I don't need to think about it don't need to optimize this for Google ads and that is a mistake in fact to make it as easy as possible for you to optimize your landing pages and your website for Google ads I created this video that shows you the most important things you need to get right on your landing pages and the most important things you need to avoid on your landing pages which can often be
more of an issue when it comes to getting the best possible goog results if you want to do that go ahead and check it out
