Google Search Ad: The Basics
Creating a successful Google Search Ad can be a powerful tool in the quest of reaching your target audience cost effectively. This guide will outline the key components of setting up a standard Google Search Ad, emphasising Responsive Search Ads (RSAs), the process of keyword selection, and the critical role of negative keywords in optimising your campaigns.
Utilize Responsive Search Ads (RSAs)
Responsive Search Ads are designed to optimise your ad performance by allowing Google to test various combinations of headlines and descriptions. This flexibility ensures that your ads can adapt to different search queries, ultimately improving your chances of connecting with potential customers. Before we had to do this manually by split testing different headlines, and keeping the best performers, a very important aspect which is now done for us! You shouldn't listen to every best practice coming from the marketing platforms like Meta and Google. Running purely broad match keywords, which is being pushed by Google, is something I would advise against, especially as a smaller business. Learn more about Broad match keywords in Google Ads.
When setting up RSAs, include relevant keywords in your headlines and descriptions to enhance visibility. Aim for a mix of variations to cover a broader range of search terms while maintaining a clear message about your offerings.
Keyword Strategy: Majority Exact and Phrase Match
When it comes to keyword selection, using exact and phrase match types should be your primary focus. These match types allow you to target specific search queries more accurately, ensuring that your ads are shown to users whose intent aligns with your offerings. Note: Keywords can be multiple words combined, ie. “Best vacation destination” is one keyword.
Exact Match: This type shows your ad only when the exact term or a close variant is searched. It's great for targeting high-conversion keywords.
Phrase Match: This option displays your ad when the search query contains the exact phrase or close variations. It broadens your reach slightly while still keeping relevance.
Together, these match types form the backbone of your keyword strategy, helping you connect with users who are most likely to convert.
Leverage Broad Match for Research
While exact and phrase matches are crucial, incorporating broad match keywords into your campaign can provide valuable insights into user search behavior. This strategy allows you to gather data on a wider range of search terms that users might use to find your products or services.
By analyzing the performance of broad match keywords, you can identify potential new keywords for your campaigns. This research helps you discover opportunities for expansion and optimization, leading to a more robust keyword portfolio. Remember, the goal is not just to drive traffic but to attract qualified leads that can convert.
How to differentiate the 3 match types
Exact is indicated with brackets as shown here - [Insert keyword]
Phrase is indicated with double quotation mark as shown here - “insert keyword”
Broad has no indication, so if you enter a keyword without anything, it will become broad.
Keyword Farming: Search Term Analysis
To maximise the effectiveness of your campaigns, regularly review the Search Terms report in your Google Ads account. This report shows you the actual search queries that triggered your ads, providing insight into user behaviour and interests. By identifying high-performing search terms, you can add them as keywords to your campaigns.
Additionally, keyword farming involves continuously refining your keyword list by adding new relevant keywords and removing underperforming ones. This process ensures that your campaigns remain effective and aligned with user intent. It’s essential to maintain a dynamic keyword list that evolves as trends change. You check your current keywords performance in menu "Audience, keywords, and content" under "search keywords”.
The Importance of Negative Keywords
As you refine your keyword strategy, don’t forget about negative keywords. These are terms that prevent your ads from showing for irrelevant searches, helping you reduce wasted ad spend and improve your targeting accuracy. Regularly reviewing your Search Terms report also allows you to identify negative keywords that should be added to your campaign.
In the context of keyword farming, effectively utilising negative keywords enhances your ability to focus on high-intent searches. For more in-depth insights on managing negative keywords, check out our dedicated post on negative keyword strategies.
Conclusion
Setting up a well-performing Google Search Ad requires a strategic approach to keyword selection and ad optimization. By using Responsive Search Ads, focusing on exact and phrase match keywords, leveraging broad match for research, and actively managing negative keywords, you can create ads that effectively connect with your target audience. Regularly analysing performance metrics and user behaviour will ensure that your campaigns evolve and continue to drive results. Start implementing these strategies today, and watch your Google Ads performance soar!
