Even in 2024, Google Ads is still one of the strongest digital marketing tools available to businesses of all sizes.
It’s indispensable due to its flexibility, targeting capabilities, and potential to drive both traffic and conversions.
But running Google Ads successfully takes a well thought out strategy, continuous optimization, and staying on top of changes in the platform. In this step by step guide, we will show you how to set up and run a successful Google local Ads campaign in 2024.
Step 1: Define Your Advertising Goals
You need to have a clear understanding of your goals before you even log into Google Ads. Do you want to increase brand awareness, drive website traffic, generate leads or drive sales?
Defining your objectives will give you a chance to find the right campaign type and strategy. Here are some common goals to consider:
- Brand Awareness: Get your name out there and reach more people.
- Website Traffic: It drives potential customers to your website.
- Lead Generation: Add emails or phone numbers so you can nurture them later.
- Sales: Make people buy directly on your site.
After you know your goal, you will know what type of Google Ads campaign to use to achieve it.
Step 2: Select the Right Campaign Type
Google Ads has many different types of campaigns in 2024, and depending on what you want to achieve, there will be a campaign for you. Here are the main ones:
Search Campaigns:
Google’s search engine results pages feature these text ads. Lead generation, sales, driving traffic.
Display Campaigns:
They are banner ads that run on websites in Google’s Display Network. Great for brand awareness and retargeting.
Shopping Campaigns:
Shopping Ads are a must if you run an e-commerce store. In search results, they show product images, prices, and links.
Video Campaigns:
They are perfect for brand awareness and appear on YouTube.
Step 3: Research and Select Keywords
Keywords are key for most Google Ads campaigns, especially search-based ones. The more targeted your keyword, the more successful your ads will be. Here’s how to go about it:
Brainstorm Keywords:
The first step is to make a list of words and phrases that potential customers might search for in your product or service.
Use Google Keyword Planner:
Google’s free tool will provide suggestions of keywords and tell you how much competition there is and how much it will cost to bid on the keyword for each click (CPC).
Group Keywords by Theme:
You can later organize your keywords into relevant ad groups. Let’s take an example, if you are running a campaign for a yoga studio, you can group keywords like “yoga classes near me,” “online yoga classes,” and “yoga for beginners.”
Consider Intent:
Choose high-intent keywords, such as: “buy a yoga mat online.”
This will not only improve your ad quality score but also help you get the most out of your budget.
Step 4: Setting Your Budget and Bidding Strategy
Google Ads is a pay-per-click model, which means you are only charged if someone clicks your ad. You can set your daily or monthly budget and control how much you’re willing to pay per click (CPC). In 2024, Google offers a variety of bidding strategies, including:
- Manual CPC: You specify the maximum cost per click that you are willing to pay. But this gives you full control, and takes more time to monitor and adjust.
- Target CPA (Cost Per Acquisition): Google’s bids are automatically set in order to get you the most conversions at your target cost.
- Target ROAS (Return on Ad Spend): Google will set bids in order to maximize your return on investment based on the target percentage you specify.
- Maximize Conversions: Google automates bids to maximize your conversions for your budget.
Step 5: Create Compelling Ads
In the crowded online marketplace, your ads have to stand out. Here’s how to craft ads that grab attention and drive action:
Write Clear and Concise Headlines
The first thing users will see is headlines. Ensure they speak to the user’s needs and include your main keyword.
Highlight Your Unique Selling Proposition (USP)
How is your business different? What makes people click your ad? Make sure your USP is clear.
Include a Strong Call to Action (CTA):
Make sure you tell users exactly what you want them to do. Examples: “Shop Now,” “Sign Up Today” or “Get a Free Quote.”
Use Ad Extensions:
Ad extensions are critical for improving ad performance in 2024. These include site links, call buttons, location extensions, and so on, which can help your ad stand out and be clicked.
Step 6: Optimize Your Landing Page
Though your ads may get the clicks, it’s your landing page that converts. A well-optimized landing page will help users find what they want and will encourage them to take action. Here’s what to focus on:
- Match Landing Page Content with Ad Copy: Be sure the promise in your ad is delivered on the landing page. For instance, let’s say your ad is about ‘30% off yoga mats,’ so your landing page should highlight this offer.
- Ensure Mobile Optimization: Mobile traffic is higher than ever in 2024. On all devices, your landing page needs to be fast and responsive.
- Have a Clear CTA: Your CTA button (e.g., “Buy Now” or “Sign Up”) should be obvious and easy to see.
Takeaway
Running Google Ads successfully in 2024 requires a well-rounded approach—from creating compelling ads to optimizing your landing page for conversions. However, navigating the complexities of Google Ads can be challenging.
To ensure you are maximizing your ad spend and achieving the best results, consider partnering with a professional agency like Maddex Digital Marketing.
With their expertise in crafting high-performing campaigns, you will be able to fully leverage the power of Google Ads and see real returns on your investment. Reach out to Maddex Digital Marketing today to take your advertising to the next level.
