December 14, 2020 ,
The process of getting excellent Pay-Per-Click (PPC) results can be long, tedious and confusing. Brands need to test, tweak and look for new solutions constantly and be updated with the latest trends. Undertakings like keyword research, ad text optimization, bid management, landing page optimization and more are vital components of a successful PPC campaign. This is why having Google Ads shortcuts are extremely useful. Instead of draining time and energy, brands can save time and get done more with the same amount of resources with the help of Google Ads shortcuts.
Below are some of the Google Ads Shortcuts or Google ads trick or Google Ads best practices that brands can follow for better results with less effort:
This Google ads trick is quite interesting. Previously SEM experts had to be quite specific with Google Ads about the keywords they wanted to show. Misspellings and plurals were necessary to keep a check on because Google was literal with the keywords in Phrase and Exact keyword match types.
But now, Google Ads has changed how Phrase and Exact match handles these types of queries by matching “close variants” of these match types. Google now gives itself permission to show the ad for terms which are plural, typo, or similar. Nowadays, in the Opportunities tab, it will actually recommend not to have those versions to keep the account from getting overloaded with unnecessary terms.
Sometimes optimizing the same content may increase the usage of the same keywords resulting in duplicacy of keywords. And it could be time-consuming to look for such terms to find the duplicate keywords. Now, the Google Ads Editor has a very handy feature or a Google Ads trick which can be accessed from the top menu under Tools. Out of the many options it provides, one is to find duplicate keywords.
For instance, one can choose a strict word order or any word order. If one is mostly concerned with Exact Match, then it is better to choose strict word order. But any word order can be a useful way to clear out modified broad search phrases that are just the same words in a different order. One more option that can be looked up to is the Location of duplicates which gives the opportunity to locate duplicates in the same ad group, same campaign or across any selected campaign.
Sometimes while checking year over year data, brands realise that the numbers were better the previous year. This may be due to certain holiday dates which vary every year, any PR bump or for any other reason. Therefore in such cases, using Notes can help record or tally that history, and save time in trying to dig and piece together this kind of analysis.
To use notes, click on the Campaign or the Ad Group View in the performance graph. When hovering on the line, the date and performance metrics appear, along with a blue Add Note option. The note can be typed on that.
Sometimes brands want to show a countdown for the number of days an item is on sale. Or an eCommerce brand may want to accurately reflect in near-real-time the amount of a specific product that they still have in stock. Managing these repetitive ads manually is a tedious task. To make the work easier, brands can use ad customizers. In this feature, brands have to first create a template with product attributes in it that can be uploaded to Google Ads.
Some of the standard attributes that can be specified are- devices, schedule, customer ID, start date, end date and target location restrictions. This allows a brand to input a snippet of code connected to the informational spreadsheet, which then inputs things like the correct model, brand, price, or other parameters into the ad copy. Such automated processes are a huge time saver and also helps run more effective and relevant ads.
Reporting and analysis in PPC can take up a lot of time. To minimise that time and make good use of it, brands should use Google Ad Scripts. The ad scripts can be used to create custom reports or make automated edits to the account. Scripts can allow a brand or an SEM expert to track historical Quality Scores, drastic increases in spend, identify underperforming keywords, and more.
Google Ads is complex and can sometimes be time-consuming. Administrative tasks can take up a lot of time which can otherwise be spent on strategy and higher-level decisions about PPC. It is wise for brands to take advantage of the above-mentioned Google ads best practices provided by Google. SEM experts can try their automated bidding, responsive search ads, and utilise the saved up time to create things that will make ongoing management a lot easier. To know more on Google Ad Shortcuts or Google ads best practices, leave us a message and we will get back to you!