What worked last year for your Google Ads strategy may not be as effective this year. As new strategies are explored, and marketers figure out what works, things can become saturated.
That’s why every marketer is looking for the next angle and strategy when it comes to their preferred marketing channel.
Let’s talk about a couple of new Good Adwords tricks, or Google Ads tricks for 2019 and beyond. Some of these tips are going to be new ones and then you’re gonna have some that are probably well known but what is old can be new again.
What Does Google Look Like in 2019?
Before we dive into the best strategies for Google Ads, let’s take a look at the landscape of Google Ads in 2019.
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Google has invested a lot into artificial intelligence.
They’ve gone and bought several startups such as AI startups and data startups.
Every company that’s going to succeed in the future is gonna be a data company.
To succeed in the current marketing landscape, you will have to have some way of taking the data that you have, and creating some form of API, and then letting these other tools, and software, connect with each other. Letting them talk nice to each other so that you can leverage data to make more powerful business decisions.
Don’t forget to keep tabs on the competition as well. They may have more resources, money, and people to move faster than you.
1. Custom Intent Audiences
YouTube, still the second largest search engine in the world, can be leveraged with Custom Intent Audiences and YouTube advertising.
Here’s a scenario and strategy around Custom Intent Audiences.
If I am searching for mattresses in Google, I can be shown a YouTube video, specifically around mattresses.
Think about how powerful that is.
I go to Google, I type in a search, mattresses, and then I go to YouTube later, when I’m enjoying unrelated content, and I see an ad or video for mattresses. For those in the market for a mattress, it will be much easier to get them to click over to your video, and sometimes even easier to convert into a purchase.
Custom Intent Audiences allows you to create ads for customers who are specifically searching for keywords you can define.
2. Custom Affinity Audiences
The other thing you have is Custom Affinity Audiences.
They allow you to see who’s in-market and who’s ready to buy now based on the actions that take in say Gmail.
For example, they’ve searched their email for a receipt showing the last time they got an oil change, then they head over to YouTube and search for videos on how to change windshield wipers on their car.
Then maybe that person has some type of Google app installed on their phone and they walk around or into a car parts shop.
When it comes to implementing the best strategies for Google Ads, you’ll want to make the most of the options available to you.
They can say a top 5% to 10% of these people are looking to take an action.
If they have those data points and you can leverage that, you’re gonna make better business decisions. You’re going to be able to target ads to people who are much more likely to convert, and thus, help bring down the cost of acquiring a customer.
Google now has all of these data points on this person, showing that this person has very high-intent when it comes to getting maintenance done on their vehicle or buying car parts.
3. Remarketing Lists for Search Ads
This is not exactly new, but not a lot of businesses fully take advantage of their remarketing lists or even attempt to create one.
For example, if you’re receiving a decent amount of search traffic from Google, you can choose to retarget people who have visited your website, using a specific keyword.
If you’re a business in a very competitive and expensive niche, for example “web hosting”, you might expect to pay upwards of $30 per click (or more) if you were to bid on that keyword.
However, if you choose to retarget your visitors when they later search for “web hosting”, you’ll bring down the costs of your ads dramatically. Better yet, these people will be already familiar with your brand as they’ve visited your website before, either on a blog post or landing page.
That’s a lot more powerful.
We can take this even one step further. For example, I can choose to only retarget people that have visited our pricing page for over 5 minutes, in California, and only in San Francisco, when they search for “web hosting”.
That way, I’m not spending that much money and the people that click, and the people that do click, are a lot more qualified. They know who I am, because they spent more time on my website, allowing me to generate leads and make sales at a better price.
If you’re buying ads for your own website and branded keyword, when people search for your website or brand, you’ll want to ensure you occupy as much real estate as possible.
Even when you rank number one or number two for your search results on Google, you’ll want to ensure you have the paid result as well, if you have enough traffic.
We don’t only want to have the paid result where it just says the name of your business. You’ll want to use Sitelinks to show a testimonial, highlight your services, include some case studies, and contact information. Again, the idea is to occupy as much real estate within the search result as possible to push down other irrelevant results.
This is especially true if you have a more generic brand name that can be confused with other companies in other industries. We want to ensure that despite what may appear in the search results for our business, searchers will almost always click on your result.
5. Leverage All Data Possible
Google Ads aren’t just about Google search. To make the most of the best Google Ad strategies you’ll want to leverage all data possible within Google’s ecosystem to create a marketing campaign that’s on steroids.
Take your Google ads, hook it in with your YouTube channel, and hook it in with your Google Analytics profile, and begin to combine all that data. Leverage all data possible to not only make better data-informed decisions, but to also increase your options when it comes to advertising. You’ll never know what combination of data inputs will bring you the best results for your business until you try it.
We talked about how everybody’s becoming a data company, which means you should focus more on data too.
You must leverage the data that you have right now and use it to your advantage.
If we want to look at other businesses, most people aren’t doing this stuff right now. This just means you have the opportunity to get a leg up on your competition and take more market share.
6. Google Ads Editor
If you’re not using any type of automation tool or rules, such as Traffic Booster by StoreYa, or if you’re not going at massive-scale right now like a lot of large companies, you can use Google Adwords Editor, or Google Ads Editor, which allows you to edit ads at scale.
It’s an underused tool that allows you to make changes across all of your campaigns quickly and offline. You can even use it to manage multiple accounts, say if you’re an agency or you’re running ads for multiple businesses.
Those are just a couple things that you can do when it comes to new strategies and tricks around Google Ads for 2019 and beyond.
Let us know what you plan to do in the comments, whether you found something new, if you have experience with Custom Intent or Custom Affinity, and let us know what you plan to do with one of these strategies.