Google Ads CRASH-COURSE for Non-Marketing Business Leaders!

Published by Femi Olajiga in Company News

Google Ads for Business Leaders: Maximising Impact and ROI

Are you a business leader investing in Google Ads but unsure if it’s driving revenue? Do you want to make smarter, data-driven decisions with your ad spend? In this blog post, we’ll explore how to optimise Google Ads for business growth in three key sections:

  1. How Google Ads Work
  2. Keyword Strategies for Google Ads
  3. Optimizing Google Ads for Higher Conversions

How Google Ads Work: The Fundamentals

At its core, Google Ads operates as an auction system. Here’s how it works:

  • You Bid on Keywords: You tell Google how much you’re willing to pay for specific keywords.
  • Google Evaluates Quality Score: Google assesses your landing page quality, relevance, and overall experience. This score significantly impacts your ad ranking and cost.
  • Auction Dynamics: Even if you offer the highest bid, it doesn’t guarantee the top ad placement. Google priorities ads with higher relevance and better landing page experiences.

Why This Matters:

Many businesses waste their ad spend by focusing solely on the ad itself, ignoring the landing page experience. If your landing page is irrelevant or poorly optimised, your cost per acquisition (CPA) will increase.

Key Takeaway:

For effective Google Ads, optimise both your ads and the landing pages they lead to. A seamless alignment between ad content and landing page experience boosts Quality Score, lowers CPA, and increases conversions.

 

Google Ads Keyword Strategy: A Business Leader’s Guide

Google Ads keywords differ from SEO keywords. Here are the main types you need to know:

Broad Match Keywords:

  • Displays ads for related terms, even if the exact keyword isn’t in the search query.
  • Example: A broad match for “shoes” may trigger ads for “trainers” or “footwear.”
  • Risk: Can attract irrelevant traffic if not monitored.

Tip: Use negative keywords to exclude irrelevant searches and avoid wasted spend.

Phrase Match Keywords:

  • Ads show for searches that include the meaning of your keyword.
  • Example: “Running shoes” could show ads for “best shoes for running.”
  • Provides more control than broad match while maintaining flexibility.

Exact Match Keywords:

  • Ads appear for searches with the same meaning or intent as the keyword.
  • Example: [Running shoes] might trigger for “jogging sneakers” due to similar intent.
  • More precise but limits reach.

Negative Keywords:

  • Exclude irrelevant search terms.
  • Example: If you sell dress shoes, adding “sneakers” as a negative keyword prevents wasted clicks.

Business Leader Tip:

Instruct your team to balance all three match types strategically. Use broad match cautiously, and continuously refine negative keywords to eliminate poor-performing traffic.

Optimizing Google Ads for Higher Conversions

Google Ads waste money without proper conversion tracking and landing page optimization. Here’s how to maximize ROI:

✔️ Conversion Tracking Best Practices:

  • Set Up Accurate Tracking: Ensure conversion tracking is correctly configured to avoid inflated or misleading results.
  • Micro vs. Macro Conversions:
    • Micro conversions: Actions like email sign-ups or downloads.
    • Macro conversions: Purchase completions or lead form submissions.

   Business Tip: Regularly review conversion metrics by device type. If mobile conversions are low, prioritize mobile experience optimization.

✔️ Enhance Landing Page Experience:

  • Page Speed Matters: Slow-loading pages increase bounce rates and lower Quality Scores.
  • Clear Value Proposition: Display your unique value clearly above the fold.
  • Trust Symbols: Include customer reviews, security badges, and testimonials to build trust.

✔️ A/B Test Your Landing Pages:

  • Test different headlines, CTA placements, and content structures.
  • Split-test landing pages tailored to different customer intents.

✔️ Collaborate Across Teams:

  • Google Ads Team: Manages ad campaigns.
  • CRO Experts: Optimize landing pages for conversions.
  • Web Development Team: Improves website performance and UX.

Business Leader Tip:

Ensure your Google Ads and conversion rate optimisation (CRO) teams collaborate effectively. Without this synergy, you risk wasting ad spend on poorly converting pages.

Key Takeaways for Business Leaders:

  1. Google Ads is an auction, not a pay-to-win system. Quality Score impacts placement and costs.
  2. Keyword strategy matters. Use negative keywords wisely to avoid irrelevant clicks.
  3. Optimize beyond the ad. The landing page experience is equally critical.
  4. Test, analyze, and iterate. Regularly refine your campaigns and landing pages.

By aligning your Google Ads strategy with landing page optimisation and conversion tracking, you’ll boost ROI and make smarter data-driven decisions.

Connect with Femi Olajiga

I’m Femi Olajiga, a digital marketing consultant specializing in Google Ads, conversion rate optimization, and user experience. If you want to optimise your Google Ads or need help hiring a consultant or agency, call me +447568091722 or email olufemi.olajiga@gmail.com

💡 Let’s maximize your Google Ads potential!