Today, many companies are creating SEA campaigns to complement their natural search engine optimization. These advertisements, when properly implemented, can achieve positive results for your business and generate a large number of new customers.

Setting up this type of SEA campaign requires a well-defined strategy to ensure that it brings concrete results.

In this article we give you 10 tips to improve your Google Ads campaigns. It's a good basis for understanding how it works, but it's obviously not a substitute for the experience and analysis of a Lead Agency's expert who you can easily contact here.

1. Use relevant and precise keywords

It is important to target the most relevant keywords in your SEA campaigns (but obviously also for your natural SEO) in order to generate qualified traffic to your site.

It is important to use relevant and precise keywords for several reasons:

• To improve the referencing of your site: relevant keywords will help you to get a best rankingt in the search results, which can lead to more traffic to your site.
• To attract qualified visitors By using relevant keywords, you can attract visitors who are genuinely interested in what you offer and are therefore more likely to become potential customers.
• To improve theuser experience By using relevant keywords, you can offer visitors content that meets their needs and interests, which can enhance their experience on your site.
• To improve the credibility your company: by using relevant keywords, you can show that you are an expert in your field and that you can provide quality information to your visitors.

In short, using relevant and accurate keywords can help you improve your site's SEO, attract qualified visitors, improve the user experience and enhance your credibility as a business. Not sure how to choose your keywords? We have written a blog post that you can read here: Choosing the best SEO keywords - 10 practical tips.

2. Using audience types to improve your Google Ads campaigns

The audience types in Google Ads allow you to Targeting advertisements based on various criteria such as geographical location, interests, membership of a specific demographic group, etc. This can be very useful to reach the people who are most likely to be interested in your ad and take action (clicks, purchases, etc.) on your site and can drastically improve your Google Ads campaigns.

Here are some examples of audience types available in Google Ads:

• Personalized audience Customised audience: you can create a customised audience based on criteria such as geographical location, interests, online behaviour, etc.
• Similar audience You can target users who have similar interests and behaviours to your custom audience.
• Remarketing audience You can target users who have already visited your website and performed certain actions (for example, added a product to the shopping cart without completing the purchase).

By using audience types strategically, you can improve the relevance and effectiveness of your ADS campaigns and reach the people who are most likely to take action on your site.

3. Create ads adapted to mobile devices

More and more people are using their phones to search online, so it's important to create ads that are mobile-friendly.

There are several reasons why it is important to create ads that are mobile-friendly. Firstly, to many users of mobile phones use their device to search online, which means your ads could be seen by a large audience if they are mobile-friendly.

In addition, mobile-friendly ads are often better optimised for smaller screens and can therefore be easier for mobile users to read and understand.

In addition, ads tailored to mobile devices can be better targeted based on users' location and interests, which can improve the effectiveness of your advertising campaign.

Finally, mobile-friendly ADS campaigns can be integrated with mobile-optimised apps and websites, which can help improve the user experience and increase conversions.

4. Using ad extensions in your ADS campaigns

Ad extensions allow you to add additional information to your ADS campaigns, such as your address, phone number or a link to a page on your site.

Ad extensions are a useful way to enhance your Google Ads campaigns and make the ads more attractive and useful to Google users. They allow you to add valuable information about products or services offered, opening hours, prices, special offers, upcoming events, customer reviews, etc.

By adding this information to your ads, you can give users a better idea of what you offer and to click on your ad. In addition, by providing details such as your address or telephone number, you facilitate communication with users and encourage them to contact you.

There are several types of ad extensions, including :

• The extensions of link Links: allow you to add links to other pages on your site or to external pages.
• The extensions ofaddress Your address and phone number are displayed in your ad.
• The extensions of telephone number Display a clickable phone number in your ad.
• The extensions of sitelinks Links: add links to other pages on your site below your ad.
• The extensions of price Prices: display the prices of your products or services in your ad.
• The extensions of promotion Special offers: allow you to highlight a special offer or promotion in your ad.

By using ad extensions, you can make your ads more attractive and more useful to users, which can increase click-through rates and improve the return on investment of your online advertising campaign.

5. Segment ads by location

By segmenting your ads according to the location of your customers, you can target your audience more precisely and achieve better results.

There are several reasons why it can be useful to segment ads based on the location of your customers:

• Targeting more accurate: by segmenting your ads by location, you can be sure that the people who see them live or are in the targeted area. This can be particularly useful if you offer products or services that are only available in certain regions.
• Best relevance Ads: By targeting a specific audience based on their location, you can create ads that are more relevant to them. For example, if you are targeting people in a particular city, you can include references to local events or attractions in your ads.
• Best performance Ads: By targeting a specific audience based on their location, you can get better performance from your ads. People who live in the targeted area will be more likely to click on your ads and find them relevant, which can lead to a higher conversion rate.

In summary, location-based ad targeting makes it easy to improve your Google Ads campaigns because you reach a more targeted audience and get better performance from your ads.

6. The dynamic Google Ads campaign to get started

Dynamic ads adapt automatically to thes content and display products or services that are relevant to the user who is searching.

There are several reasons why using dynamic ads can be beneficial:

• They are targeted Dynamic ads: dynamic ads are generated based on the user's search, which means they are more relevant to the user and more likely to attract their attention.
• They are easy to set up and manageable: dynamic ads are generated automatically based on the content of your site, so there is no need to create them manually.
• They enableoptimize Conversion rate: by displaying products or services that are relevant to the user, dynamic ads can increase the likelihood that they will buy or take an action on your site.
• They are hoses Dynamic ads can be used with different types of sites and campaigns, making them a versatile option for advertisers.

In summary, a dynamic Google Ads campaign is effective in targeting users with relevant ads, improving conversion rates and making ad management easier. Take into account that in this case you have less control over your ads and what is displayed. In addition, the analysis is less clear and less advanced than with other types of ads.

Starting with dynamic ads and then improving your Google Ads campaigns becomes a great way to optimise your SEA campaigns.

7. Optimising ads for conversion

By using strong calls to action and prompting users to act, you can optimise your ads for conversion and get users to buy your products or services.

There are several reasons why it is important to optimise your ads for conversion. Firstly, it allows you to maximise your return on investment (ROI) by targeting users who are most likely to convert.

By using strong calls to action and by encouraging users to take action, you can increase the conversion rate of your ads and get more sales or leads for your business.

In addition, by optimising your ads for conversion, you can better understand the behaviours and preferences of your users, allowing you to better target your audience and create ads that are more relevant to them.

Finally, by optimising your ads for conversion, you can improve the user experience by providing offers or content that meet the needs and interests of your users, which can help build loyalty and increase the long-term value of your business.

Take into account that your conversion depends on several elements, two of which are the quality of the implementation of your SEA paid search campaigns and the quality of your website. The latter must be relevant to the ads you are running and also have an impeccable user experience to make it easier for your visitors to get in touch. Developing your website is the basis of your digital presence and allows you to improve your Google Ads campaigns!

8. No ADS campaigns without remarketing ads

Remarketing ads target users who have already visited your site and have shown an interest in your products or services.

There are several reasons why it can be beneficial to use remarketing ads in your ADS campaigns:

They allow for stay ahead of the user Remarketing: If someone has already visited your site, they are more likely to remember your brand and what you offer. Remarketing ads allow you to stay top of mind with the user and remind them of your brand as they browse the web.

They are targeted: Remarketing ads target users who have already visited your siteThis means that you don't spend your advertising budget on reaching people who are not interested in what you are offering.

They can be customised: You can create different sets of remarketing ads based on what users have seen on your site. For example, if someone has visited a product page, you can show them an ad for that product when they browse the web.

They can increase conversions If someone has already shown interest in what you offer, they are more likely to convert when they see a remarketing ad. This can help you increase sales or leads generated on your site.

In summary, remarketing ads allow you to target users who have already visited your site and shown an interest in your products or services, which can help you increase conversions and spend your advertising budget more efficiently.

For track your users on your website, you must set up specific tags. These allow you to track the smallest actions of your visitors and to set up highly targeted campaigns. A good implementation requires a lot of experience in Google Tag Manager. Thankfully, Lead Agency's experts can set this up for you.

9. Using video ads to improve your Google Ads campaigns

ADS campaigns in video format can be particularly effective in presenting your products or services in an engaging and interactive way.

Video ads have several advantages for businesses. Firstly, they provide a visual and interactive presentation of the company's products or services, which can be more engaging and easy to understand for consumers than simple text or static ads. In addition, video ads can be delivered in ways other than paid search, including social networks, websites and TV channels, reaching a wide audience.

In addition, video ads can be precisely targeted to the intended audience, which can be particularly useful for reaching consumers who are most likely to be interested in the company's products or services.

Finally, video ads can be measured and optimised in real time using tracking and analytics tools, allowing businesses to better understand the effectiveness of their campaigns and adjust their strategy accordingly. The more analytics there are, the easier it is to improve your Google Ads campaigns.

10. Monitor and analyse the performance of your ADS campaigns

By using the Google Ads tracking and analytics tools, you can monitor the performance of your ads and adjust your strategy accordingly to improve your Google Ads campaigns and achieve better results.

There are several reasons why it is important to track and analyse the performance of your ads on Google Ads:

• Understanding How your ads compare to others: by tracking the performance of your ads, you can see how they compare to your competitors' ads and determine whether you are ahead or behind.
• Identify Which ads perform best: By analysing the performance of your ads, you can determine which ads are performing best and why. This allows you to implement a more effective advertising strategy by focusing your efforts on the most successful ads.
• Improve the quality of your ads: by analysing the performance of your ads, you can determine what works well and what can be improved. This allows you to create more attractive and effective ads by highlighting your company's strengths and providing interesting offers to users.
• Optimise Your advertising budget: by tracking the performance of your ads, you can determine where your advertising budget is most effective and thus optimise your strategy to get the best possible return on investment.

In short, tracking and analysing the performance of your SEA campaigns allows you to better understand how your advertising strategy is working and adjust it accordingly for better results. We have a tool that allows you to quickly track your entire Google Ads account so you can improve your Google Ads campaigns with just a few clicks. Discover our quick analysis tool here !