2023 Google Ads Guide: 5 Essential Best Practices

From Ideas to Conversions—Here’s Your Path to Success on Google

Have you ever found yourself scrolling through a random website or looking for a product on Google, only to come across something that’s so perfect you can’t resist clicking to check it out? Maybe the copy is so compelling that you’re drawn to it, or the product matches what you need so perfectly it’s almost eerie how they read your mind.

That’s the kind of hard work and precision that Google ad management services like ours put in to draw customers to your website.

In 2023, it only makes sense to invest in Google PPC ads, given that 33% of people click on paid ads that address their queries. The same source also states that another 50% of people who visit business websites are likelier to make a purchase.

With that said, it’s crucial to upgrade your Google Ads strategy and implement the best possible practices for it.

Here’s what our specialists have to say about what’s most impactful in 2023:

1. Having Clear-Cut Goals And Objectives For Your Google Ads Campaign

A campaign without goals is like throwing darts in the dark; you’ll never know where you land, what the target is, and who’s going to score. For true success, you have to be aggressive with your approach.

This is why the first thing you should focus on is having a clear idea and set of expectations for what you need from each campaign.

Once you’ve outlined what you need this campaign to do for you, it will be much easier to develop the content, materials, and other specifics based on that.

You can work with our team to identify your objectives and narrow down everything from the landing pages you want to push, the demographic you want to target, and essentially everything, including the ad copy, landing page text and details, and CTA.

Considering you’ll make $2 for every $1 spent, every effort is worth it when you have a clear direction in mind.

Recommended Read: PPC Management with Google Ads: A Step-by-Step Guide

2. Incorporate Broad Match Keywords For Google Ads To Bring In More People

In 2023, it’s time to bring back broad match keywords—especially for Google Ads.

According to Google itself, advertisers can get 25% more conversions by using broad match keywords that align with what their audience is looking for.

The logic for this is quite simple: people aren’t looking for highly specialized or narrowed-down keywords when they’re using Google. Exact phrases and keywords act as a filter and tend to gatekeep landing pages that use them because they’re not accessible, known, or organic-sounding to a layperson.

Broad match keywords give you a strategic advantage, especially in 2023, when Google is enabling other methods for searching data, such as image search, audio search, and more.

However, this isn’t the only way to go, and you will still need to combine your broad match search with responsive search ads, which are highly specialized and constantly in flux with new trends and user intent.

Additionally, your broad match keywords need to be in tandem with smart bidding, which is another important feature that Google has introduced through its AI and automation processes.

As part of our Google AdWords management services, we’ll work with you to revise your keyword strategy and optimize all content (landing pages, ads, web content, guest blogs) to ensure that they align.

Recommended Read: Winning PPC Trends of 2023 You Need to Know

3. Invest In Automating Google Ads Once You Have A Strategy In Place

Automation is another major practice that you should adopt in 2023 to rank higher and generate more conversions. 46% of all searches go to the top three paid ads on SERPs, and automating your campaigns can help you get there.

Google Ads require extensive management and continual monitoring, which makes it extremely challenging to keep up with every single campaign, every ad within that campaign, and all the metrics and data that’s generated.

That’s why automation is the way to successful Google ads maintenance.

With a clear strategy, a defined budget, revised keywords, and a fresh approach in tow, you can easily schedule and automate your ads and their bids. We can take over that aspect for you, using only the top trends and automation tools to schedule your ads.

It also helps to consolidate your accounts into one well-rounded tool, improving the data collection and management process.

Cluster ad groups and various campaigns based on keywords and data and automate them for improved reach, data analysis, and more efficient bidding. Smart bidding is a non-negotiable part of Google ads, and using AI to optimize will help you nail that.

Recommended Read: SEO Services vs. PPC Advertising: Which Is Better for Your Business?

4. Update And Optimize Your Landing Pages And Ad Copies Effectively

71% of consumers don’t just want but also expect personalized content.

This means, your 2023 Google AdWords campaign management services need to focus on that heavily—that is if you’re interested in lower bounce-back rates and higher conversions.

Our team will help you deep dive into user intent and identify what keywords, phrases, and queries your intended audience is searching for, allowing you to leverage that data-driven approach to personalization. We’re not just relying on broad range keywords and trending words, but really diving into your audience’s psyche.

When it piques their interest, addresses their individual requirements and needs, and helps them find products, services, and content that feels highly personalized and specific to them, they’re more likely to respond positively. In fact, 90% of leading marketers believe that personalization is a driving force behind profitability—so why not tap into its full potential?

Successful personalization requires building core customer personas, understanding your audience in segments, and running ads based on the data gathered from their interactions and searches.

5. Streamline Your Marketing Strategy With Upgrades And New Focal Points

Go back to your roots in 2023 for Google Ads.

There’s a paradox that emerges here: Finding new customers is easy; retaining old ones is more challenging. Yet selling to old customers is about 60-70% easier than selling to new ones.

This means for any successful business, there needs to be a greater emphasis on engaging both new and old customers through their Google Ads strategy. Your general strategy may be effective in bringing in interested new audiences, but that doesn’t guarantee conversions or sales because there will always be factors that hold them back, from a lack of knowledge to skepticism.

You need to pay attention to the hand that feeds your business and find new ways to market to old customers through your ads. Add innovation to the mix, use the data you have on their habits and preferences, double down on personalization, incentivize them, and remind them just how much they love your brand.

Ultimately, the success of any Google Ads campaign depends on being open to new methods and being patient with trial and error. If something isn’t working, use the data to upgrade your methods and make changes.

Strike While The Iron Is Hot—We’ll Help You With Your Campaign!

Make an impact on Google with high-quality, high-powered ads that drive the point home.

These ads are quintessential to your SEO strategy and overall digital marketing campaign, which is why we’re offering comprehensive Google ads management services.

At Search Berg, we help businesses across industries innovate, strategize, create, run, and manage Google ads that lead to conversions. Don’t miss out on the chance to work with leading marketing specialists.

Set up a free consultation with our team of Google ads service providers, and let’s get the ball rolling!