Google Ads is one of the most popular digital advertising platforms on the planet. It's used by everyone, from small local businesses to international corporations. With so many ads competing for space, Google is selective in the ads they choose. There are things marketers can do to give their ads the best chance of being picked. Google recently released some guidelines that can help business owners perform better on the Google Ads platform.
To help advertisers know how well their ads are set up, Google has an optimization score that ranges from 0 to 100. A score of 100 means the ad account is at its maximum potential for Search campaigns. The optimization score is based on the historical performance of the ad campaign, simulated auctions, and machine learning from Google.
There is guidance from Google that's designed to help advertisers raise their optimization scores. This guidance comes in the form of Recommendations, which are shown to the advertiser in their Google Ads console. The recommendations are based on the same data used to create the optimization scores. They are generated based on real-time data and suggest different tactics that some advertisers had yet to try.
The Recommendations come in five categories. In the "Ads and extensions" section, there will be ideas for using different features of Google Ads to improve the click-through rate. Users could see recommendations to ad a price extension, a call to action, or to the click-to-call button on ads where the data suggests it would boost ad performance. This section could inform advertisers of features they weren't aware of before, such as structured data snippets or automatic optimized ad rotation.
In the "Bids and budgets" section of Recommendations, there are ideas for modifying a campaign's bidding strategy to accomplish a particular goal. This advice ranges from simple tactics like raising bids to more complex procedures like using conversion tracking with data-driven analytics. This section can be handy to first-time advertisers on the platform. The bidding process can be daunting to newcomers, and this section helps to demystify how to win at bidding auctions.
A section for "Keywords and targeting" provides insights on the most crucial elements of targeted digital campaigns. To ensure their ideal customer sees their ads, advertisers have to use a combination of targeted keywords and audience demographics. The Recommendations in this section will help advertiser fine-tune their campaigns. There is also a Recommendations section for "Repairs", which highlights common issues that can prevent an ad from reaching its maximum potential.
Another section that could be useful for advertisers is "Ad suggestions", which provides potential ad variations that can help Search Network ad campaigns perform better. Advertisers can accept or ignore these recommendations, but some of them are marked "auto-apply." These suggestions will start automatically after 14 days if no action is taken. Advertisers need to keep an eye on these suggestions; otherwise, their ads will change without them knowing.
Most people have so many digital notifications coming through, it can be difficult to pay attention to them all. But with the importance of Google Ads for digital marketing strategies, it's worth the effort to check these Recommendations periodically. Analyzing and applying these recommendations, when appropriate, will raise an advertiser's optimization score. And most importantly, it ensures that a brand is doing everything they can to get the result they want from online advertisers.
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