Tips for Google Ads 2023

Learn how to reach a large audience and increase sales with the best Google Ads tips.

If you run a business and want to grow, it is important to have an online presence and reach your target group. Google Ads is an effective way to reach potential customers and increase your sales. But how can you make your ads stand out from the crowd? In this article we share the best tips to dominate the Dutch market with Google Ads and increase your sales.

1. The basics of Google Ads

Google Ads, formerly known as Google AdWords, is a Google advertising platform that allows companies to advertise on the Google search results page and on other websites that are part of the Google network.

2. Select the right keywords

A successful Google Ads campaign starts with selecting the right keywords. To find these keywords is a keyword research necessary. This process involves looking for search terms that people use to search for your product or service. The purpose of this research is to find search terms that you can advertise or optimize on to attract more visitors to your website.

Keyword research has added value for SEA because of the selection of search terms in the field of search intent and the customer journey. Every search query can be classified into one of the four phases within the customer journey: See, Think, Do and Care.

It is important to know which search terms belong to which phase, because the conversion rate is generally higher the further down the funnel the search query is. For example, searches such as “Buy a smartphone” are Think Keywords, because this person is still in the orientation phase. While the search query “Buy iPhone

These insights can be used to properly structure the Google Ads account, so that the available budget is spent as efficiently as possible on search terms that are likely to yield the greatest return. This makes adjusting and optimizing the campaign easier.

3. Targeting options: reaching the right target group

Google Ads makes it possible to target very specifically to certain demographics, locations, interests and search behavior. This means that you can target your advertisements to the target group that is most relevant to you. For example, you can only advertise to people between 18 and 30 years old, who live in Amsterdam and are interested in sports.

Thanks to these targeting options, you can ensure that your ads are only shown to people who are most likely to be interested in your products or services. This increases the number of clicks and conversions and uses the available advertising budget more efficiently. So it's definitely worth spending time and attention setting up the right targeting options for your Google Ads campaign.

4. Create attractive advertisements

To stand out from the crowd, it's important to pay attention to the headline and description of your ads. These must be clear and catchy, so that potential customers are enticed to click through to your website. It is also important to use relevant keywords that match the user's search query.

5. Optimize the landing page

When a user clicks on your ad, it is important that he ends up on a relevant landing page that matches the search query. This means that the information on the landing page matches the information in the ad and that the page is specifically targeted to the user's search query.

A good landing page has a clear and well-organized structure and contains relevant information that can help the visitor in his search. For example, more information can be provided about the product or service, or reviews from other customers can be shown.

6. Increase conversions with remarketing

Remarketing is a powerful feature within Google Ads that allows you to target people who have previously been to your website. By retargeting this target group with relevant advertisements, you increase the chance of conversions.

For example, with remarketing you can bring specific products or services to the attention of people who have previously viewed them on your website. You do this by promoting these products or services in the advertisement that is shown to this target group. Remarketing is an effective way to maintain the interest of potential customers and remind them of the benefits of your products or services. It can also help increase brand awareness.

7. Determine the right budget

When setting up a Google Ads campaign, determining the right budget is very important. The budget must match the goals of the campaign and the value of a conversion.

It is therefore important to determine in advance what a conversion is worth to you and how much you are willing to pay to realize it. Based on this you can determine the maximum amount you want to spend on your Google Ads campaign.

It is also important to look at the competition and the cost per click in your industry. This way you can get a realistic picture of what a click on your ad costs on average and how much you need to invest to achieve sufficient impressions and clicks.

8. Run a search term report regularly

A search term report provides insight into the search terms on which your ads were shown. By regularly running a search term report, you can exclude search terms that are not relevant and use your budget more efficiently.

9. Use Google Analytics to measure results

A search term report is a valuable tool for optimizing your Google Ads campaign. It provides insight into the search terms on which your ads were shown and how they performed. By regularly running a search term report, you can exclude search terms that are not relevant and use your budget more efficiently.

10. Keep an eye on the competition

Analyzing the competition can provide valuable insights that you can use to improve your own campaign and make your ads stand out.

For example, it is interesting to see which keywords the competition uses and how they have structured their advertisements. By analyzing this information, you can discover where the opportunities lie for your own campaign and how you can distinguish your ads from those of the competition.

11. Use smart bidding strategies

Smart bidding strategies allow you to automatically adjust bids based on objectives. This allows you to bid more efficiently and achieve better results. Another advantage of smart bidding strategies is that the bidding process is automatic, so you have to spend less time adjusting your bids. This gives you more time and space to focus on other important aspects of your Google Ads campaign, such as writing effective ads and optimizing landing pages.

12. Get creative with ad formats

Google offers different ad formats, such as text ads, image ads and video ads. Experiment with different formats to see which ones work best for your business.

For example, video ads may work well for promoting certain products or services, while text ads may perform better for other purposes. By experimenting with different layouts you can discover which layout best suits the needs and interests of your target group.

13. Use ad extensions

Ad extensions allow you to add additional information to your ads, such as a phone number or a link to a specific page on your website. This can increase the relevance of your ad and increase the chance of conversions.

14. Advertise at the right times

By advertising at the right times, you can increase the relevance of your ads. Adjust your ads to the time of day when your target group is most active.

15. Test, test, test

Test different elements of your ads, such as headlines, descriptions, and landing pages, to see which ones work best.

16. Use automation

Automation can simplify the management of your Google Ads campaign and make it more efficient. Use tools such as Smart Bidding to adjust bids automatically.

17. Pay attention to the quality score

The Quality Score is an important factor in the position of your ads. A high Quality Score can improve your ads' rankings and reduce your cost per click.

18. Provide a good mobile experience

A good mobile experience is essential to the success of your Google Ads campaign. Make sure your website is optimized for mobile devices and that your ads display properly on smartphones and tablets.

19. Use local targeting

Local targeting allows you to advertise specifically in certain geographic areas. This is especially useful for companies that focus on a specific region.

20. Analyze and optimize continuously

A Google Ads campaign is never finished. Continue analyzing and optimizing results to get the most out of your campaign.