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10 Ways to Outsmart Your Competition in Google Ads

Candace Boren
April 22, 2022

Competition is getting tougher in the world of eCommerce as more customers are shopping online and their expectations have never been higher. 

Here are some eye-opening web statistics worth noting:

  • 68% of consumers have much higher expectations for businesses’ digital capabilities following COVID-19
  • 88% of customers expect companies to accelerate digital initiatives due to COVID-19 

How can brands cope with the increased pressure to perform? Google Ads has proven vital for marketers looking to reach more customers, drive traffic, build brand awareness, and create a positive image for their business. 

To help you stay ahead of the pack, here are some tips on using Google Ads to outsmart your competition.

How COVID has affected eCommerce, social, and search 

The COVID pandemic has had a massive impact on eCommerce, social media, and search—in particular, on consumer behavior and expectations. More consumers are shopping online from the comfort (and safety) of their homes.

COVID changed online shopping forever (Image Source). 

Social media usage has also increased as people turn to platforms like Facebook, Instagram, and TikTok for news, entertainment, and shopping. In fact, a whopping 91% of marketing organizations now use social media as part of their strategy, the same amount using digital ads. More intangible products are also being purchased online (e.g., experiences, memberships, digital subscriptions). 

Since COVID-19 hit, we’ve also seen a massive increase in the use of Google Ads by businesses as it is now considered an essential tool for reaching more customers, driving traffic, and building brand awareness.

However, with so many businesses using paid search and Google Ads, it’s becoming increasingly difficult to stand out from the crowd. This is why it’s more important than ever to ensure your Google Ads campaigns are optimized for success. 

What is Google Ads and why should you use it?

Google Ads allows businesses to create ads for their products and services. These ads are then displayed on Google search results pages and other Google properties, such as YouTube and Gmail.

The great thing about Google Ads is that it lets you target people who are specifically searching for what you offer. This makes it a much more efficient use of your marketing budget than other forms of advertising, such as TV or print.

In addition, Google Ads is a particularly flexible platform, allowing you to tailor your campaigns to your specific goals. For example, you can use Google Ads to drive traffic to your website,  increase brand awareness, and/or generate leads.

How marketers use Google Ads (Image Source).

How to get the most out of Google Ads (and outsmart your competition) 

Google Ads can be an extremely effective tool for businesses looking to reach more customers and drive traffic to their websites. However, to ensure success, it's important to understand how the platform works and optimize your campaigns accordingly. In this section, we'll discuss some tips on how to outsmart your competition.

Create a memorable ad

When creating an ad, it's important to make sure that it stands out. Use eye-catching copy and good quality images—and make sure it’s relevant to your target audience. You can do this by using specific keywords that people are likely to be searching for.

Image Source

Use Google Ads Editor to make changes faster

Google Ads Editor is a tool that allows businesses to quickly and easily make changes to their campaigns. It's particularly useful for those who are managing multiple campaigns. One of the best things about Google Ads Editor is that you can make changes to multiple campaigns at the same time.

Use ad extensions to increase your visibility

Ad extensions are a great way to increase your visibility and improve your click-through rate. They also allow you to add additional information to your ads, such as your phone number, website address, product images, or customer reviews.

Split-test different versions of your ads to find the most effective combination

One of the best ways to find the most effective combination of ad elements is to split-test different versions of your ads. Split-testing, also known as A/B testing, is a method of testing in which two or more variants of an ad are shown to users. The performance of each variant is then monitored and the variant that performs the best is chosen as the winner.

Image Source

Use negative keywords to weed out irrelevant search terms

Negative keywords allow you to weed out irrelevant search terms that are not related to your business. This ensures that your ads are only shown to people who are actually interested in what you have to offer. To find the right negative keywords, you can use the Google Ads Keyword Planner tool: simply enter a list of keywords to see a list of related terms. You can then use this information to add relevant negative keywords to your campaign.

Experiment with different bidding strategies

There are a number of different bidding strategies that you can use with Google Ads. The most popular bidding strategy is CPC (cost-per-click), which allows you to set a maximum amount that you'll pay for each click on your ad. There are other bidding strategies you can use such as CPM (cost-per-impression) or CPA (cost-per-acquisition).

Think of your bidding strategy as an iterative process: experiment and optimize as you go (Image Source).

Top tip: Set limits on how much you're willing to spend and stick with it.

Include Keywords in the Ad as well as the Landing Page

One way to speed up your Google Ads campaigns is by ensuring that they are well connected from the first engagement to the call-to-action to the messaging on the LP or product page. For example, if you have a certain keyword, then your ad copy should mention it and the landing page should also mention that same keyword. If someone searches for your eyeshadow brand on the search engine, you would want them to end up on a landing page that features only that particular eyeshadow palette.

Don’t Combine Search and Display Campaigns Together

You should make sure to only set up campaigns using a single campaign type. Some Google Ads managers will try to use different campaign types at once, but this can be limiting to your campaign’s performance. By focusing on one content type, Google will give the best AI-powered recommendations possible for mixing and matching different variables and creating the best performing ad possible. 

Keep up with what's trending 

One of the most effective ways to keep up with what's trending is to check out blogs. Some blogs provide tips on how to improve your Google Ads campaigns.

Some of our favorites include helpful tips on a wide range of topics:

  • PPC Hero: Read about keyword research, ad copywriting, and bid management.
  • Hubspot: Learn content strategy, lead generation, and sales.
  • Moz: Find ideas about SEO, link building, and content marketing.
Image Source

Track your progress 

It's important to track your progress so you know what changes need to be made along the way. Google Analytics is a great tool for monitoring your website traffic, conversions, and much more. For a more all-in-one approach, ad management platforms are a great option: get insights, manage ads, and let the software do the heavy lifting when it comes to bidding—all from one platform. 

How MarinOne can help

MarinOne is an all-in-one ad management platform that allows you to track your ad performance, conversions, and much more. It provides smart insights into how you can improve your campaigns, minus all the manual work. This makes it a valuable tool for businesses that want to get the most out of their Google Ads campaigns, and more out of their marketing team.

  • Use MarinOne’s Analyze features to understand the competition and find opportunities. 
  • Customize, optimize, and automate in MarinOne to streamline your operations and secure your number-one spot. 
  • Get more out of your marketing budget with smart insights and automatic bidding.

Learn more about MarinOne’s automation tools today. Get in touch and speak to one of the team.

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