If you’re one of the many marketers who use Google Ads to improve brand awareness and drive conversions, you’re probably always looking for ways to improve your strategy. This is important because an ineffective ads campaign not only fails to give you the traffic and conversion you need, but it can also break your budget.

Now that 2021 is here, with it comes a new opportunity to improve your marketing strategy for the year. Whether you’re new to Google Ads campaigns or need some tips for refining your current strategy, we’re here to help. Take a look below to learn more about four Google Ads campaigns tips you need to know in 2021.

Four Google Ads campaigns tips

  1. Focus on intent — The simple approach to Google Ads campaigns is to bid on a range of keywords you determine will get your ads in front of the right audience. However, the single keyword ad groups strategy (SKAGS) is difficult to manage and has recently been nullified by some Google updates.
    Instead of building a group of singular focused keywords, you need to use keywords that are centered around user intent. For example, if you’re trying to drive purchases, then keyword phrases mentioning your brand or product may need to include the word “price” or “purchase” in it.
  2. Audit your campaigns — At least once per quarter, if not more, you need to audit your campaigns. You need to remove or negative-list underperforming keywords. You need to remove or edit underperforming ads. You need to fine-tune your audience and bidding strategy.
    Without a regular checkup, you may end up wasting your ads budget on outdated or irrelevant ads.
  3. Pay attention to quality score — After you create ads in a campaign, Google rates them with a quality score. It’s important to try to bring your quality score up to 100%, as these ads are more likely to drive engagement.
  4. Create user profiles — For many marketers, it’s enough to make a campaign, set some keywords and set a budget. However, to be more effective, you need to create user profiles. Use data gathered from users in your target audience, such as when they’re online, where they’re mainly located, what kind of devices they use, etc.
    With this information, you can fine-tune your ads strategy to get your ads in front of the right audience, in the right place, at the right time.

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