Maximise sales online with Google Ads

Intro

In a landscape where two-thirds of consumers say making the right purchase decision is more difficult than it used to be, Google helps consumers to gain the confidence needed to form opinions and make decisions.¹ In fact, consumers are 1.5x more likely to trust Google than any other brand to cross-check information found elsewhere.² Google is where your customers decide between you and your competitor.

Before you get started, it’s important to get a handle on key metrics like your break-even cost per action (CPA) or return on ad spend (ROAS). This will help you identify opportunities for increased profitability. Once you’re up and running, explore these essential strategies to elevate your performance.

At the heart of every successful campaign is a robust measurement strategy. This helps you accurately measure key first-party data and fuel Google AI-powered solutions that drive online sales.

• Website conversion tracking helps you better understand how people are interacting with your ads and subsequently making purchases.

• Google Analytics 4 gives you deeper insights into your customers’ journeys.

• Customer match lets you reach and re-engage with your customers to drive more sales.

• Mobile app conversion tracking lets you monitor how your ads are boosting app installs and in-app activity.

Brands that accurately collect, connect, and activate their first-party data see performance improvements of up to 2x.³

Work together with Google’s AI-powered solutions to capture existing demand.

• Smart Bidding dynamically manages your bids across all devices to drive more sales and increase efficiency. But some conversions are worth more than others. Use value-based bid strategies to maximise the total value of conversions, not just the quantity of conversions.

• Broad match, when used with Smart Bidding, in Search campaigns will help you show up on searches that are valuable to your business by searching queries that are relevant to your keywords.

• Performance Max helps find customers no matter where they are across all Google channels, with the ease and simplicity of managing your ads from a single campaign. If you’re a retailer, you can also promote your products using Shopping ads within Performance Max.

• Demand Gen campaigns create and convert demand on YouTube and Google’s most visual surfaces when people are earlier in their buy journeys, and still browsing and exploring new content.

• Merchant Center gives your customers more information about your products, so ensure your feed data is accurate and up to date by improving your titles, description, and product images. There are also optional columns and extensions to boost your products’ performance. Avoid item disapprovals for availability mismatch, enable automatic product information updates, and/or use the Shopping Content API.

Across Google, we have six products with over 2 billion users.⁴

Implement best practises to drive more traffic, generate interest, and increase conversions.

• Video reach campaigns help you cast a wider net while Video view campaigns help drive consideration so that you can engage new audiences on YouTube and build connections to fuel long-term business growth.

• Optimising your bids and budgets is one of the best ways to improve campaign performance. Consistently evaluating performance to adjust your budgets and targets can help you grow your online sales.

• Creative excellence is vital for campaign performance, so having a high quality and quantity of creative assets across text, images and videos will help you deliver the right ad that will resonate with your customers.

• Mobile app deep linking will help your customers land on the right page of your mobile app when they already have it installed, creating a more seamless web-to-app journey.

• Mobile app bidding allows you to optimise for in-app conversions within your web campaigns.

AI-powered Video reach campaigns earn a 3.7% higher average ROAS than manually optimised campaigns.⁵