By: Jay Feldman
In the ever-evolving landscape of digital marketing, Google Ads stands out as a pivotal tool for businesses aiming to thrive online.
Damani Duggan, a former Google Account Manager turned entrepreneur, has carved a niche in this competitive field with his US-based PPC Agency, Nelson Digital.
Specializing in Paid Ads Setup and Management across various platforms, including Google, Facebook, YouTube, and Instagram, Damani brings a wealth of knowledge and insider practices to the table.
This article delves into ten Google Ads strategies for 2024, as recommended by Damani, to help businesses maximize their online advertising efforts.
1. Is Google Ads For You?
Google Ads can be a powerful tool for many businesses, but Damani cautions against using Google Ads if you don’t have the marketing budget yet. Google Ads needs large amounts of data to succeed and learn, which requires having enough daily budget. When your products enter enough ad auctions, the algorithm can learn which leads are most likely to convert.
If you’re doing Smart Bidding, which is recommended in most cases, the algorithm can then bid more in auctions with similar high-quality leads. He recommends a budget of at least $2000 per month for promising results. Also, please make sure that your website is optimized for desktop and mobile. A score above 90 on Google’s free Page Speed Insights tool should suffice.
2. Marketing Goals: Blueprint for Success
Setting clear marketing goals is the starting point for any successful Google Ads campaign. Damani advises businesses to define their goals for key metrics and when they’d like to achieve them.
Key metrics include the desired quantity of conversions, cost per new customer, and return on ad spend. This strategic planning ensures that Google Ads efforts are aligned with overarching business objectives so that you know what success means for you.
3. Mastering Conversion Tracking
According to Damani, robust conversion tracking is non-negotiable in Google Ads management. He advocates for a centralized approach using Google Tag Manager with the Google Ads code and Conversion Linker tags.
He also emphasizes the importance of Enhanced Conversion Tracking and Consent Mode, linking Google Analytics, and leveraging Offline Conversion Tracking. In a post-iOS 14 world, these practices are crucial for accurately measuring ad performance and making informed decisions.
4. Compile the Right Keywords
The performance of your Google Ads account relies heavily on the keyword universe that you provide it with. Damani recommends transactional keywords that indicate a high buying intent from your customer.
He says, “When someone searches for ‘Plumbing services near me,’ that means they have a dire need for your services.” Tools like Google’s Keyword Planner and Ahrefs are his favorites. Spend at least an hour writing out a full list of keywords. Brainstorm with your colleagues as well.
Think of helper keywords such as “best, “top,” or “near me” to pair with your core list. Try to look for keywords that have a high volume and high CPC. A high CPC isn’t always a bad thing. It also means that Google thinks that keyword has a lot of potential value in terms of the money it could bring into your business.
Phrase Match usually has promising results. Lastly, after 2 weeks, it is recommended to look through your Search Terms Report and sort by cost and conversions. Any keywords that are costing you a lot and not bringing conversions in may need to be directed towards another landing page that is more relevant, or added to a Negative Keyword List.
5. The Power of CRM Integration
Damani points out a common shortfall in lead generation strategies—failing to optimize for high-quality leads. Not all leads are made equal, especially for companies who have a lead generation funnel.
He suggests integrating CRM systems with Google Ads and using tools like Call Rail or Call Tracking Metrics to track call outcomes. This integration allows businesses to record and assess the quality of incoming calls and then feed this data back into Google Ads, providing Google’s algorithms with the data needed to target high-value leads effectively.
6. Ad Copy Best Practices
“It’s usually a smart idea to follow Google’s lead on this. For instance, if they want 3+ extensions for a Responsive Search Ad, it’s because their studies show ads who have this tend to outperform”, Damani explains.
Do your research on ad copy best practices and keep an eye on the Quality Score column. If it’s Good or Excellent, you’ll end up paying less overall. This is because Google likes your ad and thinks it improves their users’ experience. Researching the benchmarks for your industry’s CTR, CPC, and conversion rate – and then comparing yours – is a great idea.
7. Bottom of the Funnel
If your goal is increasing leads or sales, it’s recommended to start Google Ads with campaigns that are focused on the bottom of your funnel. These are customers who are actively looking for your product or service. Campaign Types include Branded Search, where you bid on your company’s name, Non-Branded Search, where you bid on keywords that relate to your services, and Shopping Campaigns, where you bid on your product type.
Damani advises that once you have enough cash flow from these campaigns, then it might make sense to re-invest into campaigns geared towards the middle and top of your funnel, such as Display Remarketing and YouTube Brand Awareness.
8. The Crucial Role of A/B Testing
“Set it and forget it doesn’t work with Google Ads,” Damani asserts. Continuous A/B testing is essential for refining ad creatives and maximizing engagement. By comparing click-through rates (CTR) between Responsive Search Ads or engaged views between YouTube Ads, businesses can identify effective creatives. Damani also recommends experimenting with different offers such as same-day service, conditional guarantees, free shipping over $50, or seasonality promotions to enhance the appeal of your ads.
9. Patience is a Virtue
Google Ads is a process, and it often takes 90 days to see results. He’s seen over and over again that with enough time and budget, the algorithm becomes much better at knowing who to target. If your account is underperforming, Damani recommends waiting at least 3 months and seeking out an agency before making a decision to turn off your ads.
10. Upload Your Customer List
“Uploading a list of your current and past customers is something that not a lot of advertisers do. But we’ve seen it be really effective in a number of strategies”, Damani says. Similar to Meta’s famous Lookalike Audiences, Google has a Similar Audiences function that can go after prospects who fit your Ideal Customer Profile. He’s seen it do really well on image and video-based campaigns.
In addition, using Customer Remarketing on Search, Display, and YouTube can be essential because customers who have already bought from you are more likely to buy from you again. If you don’t have enough customers yet, Damani recommends uploading a list of emails of people you’ve had sales calls with – people who have demonstrated an interest in your product or service.
Elevate Your Google Ads Game with Damani Duggan
As businesses prepare for 2024, incorporating these strategies into their Google Ads campaigns could be the difference between struggling and thriving in the digital space. Nelson Digital not only brings these insights to life but also offers businesses a chance to elevate their online advertising efforts through expert setup and management across multiple platforms.
For those looking to dive deeper into these strategies and see how Damani can transform their Google Ads performance, visiting his website and signing up for a demo call is the first step towards achieving online advertising success.
Published by: Nelly Chavez
