Preparing Your Google Ads for the New Year
The new year is just around the corner, and there’s no better time to give your Google Ads a fresh start! Whether you’re aiming to boost brand awareness, ramp up sales, or drive more traffic to your site, a solid strategy will set you apart from the competition. Here's how to prep your Google Ads for 2024:
1. Audit and Review Your Campaigns
Before diving into new strategies, check how your campaigns performed last year. Evaluate metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS). Don’t just stop at the data—ask yourself what worked and what didn’t.
2. Embrace AI and Smart Bidding
Google's AI-powered features are smarter than ever, helping advertisers optimise bids with tools like Max Conversions and Target ROAS. If you haven’t already, test automated bidding alongside manual methods to see what works best for your business goals.
3. Optimise for Mobile and Short-Form Video
Mobile-friendly and video-first strategies are non-negotiable now. Think about running ads on platforms like YouTube Shorts to capture the short-form video audience that’s booming in 2024.
4. Update Keywords and Targeting
Keyword research isn’t a one-and-done task. Revisit your list and explore long-tail keywords to connect with niche audiences. Also, refine your audience targeting using Google’s detailed demographic and interest-based options.
5. Leverage Extensions and New Features
Add fresh sitelinks, callouts, and image extensions to make your ads stand out. Also, consider newer features like Performance Max campaigns to reach audiences across all of Google’s platforms.
6. Polish Your Landing Pages
Your ad’s success heavily depends on the landing page. Ensure it’s fast, mobile-friendly, and aligns perfectly with the ad’s promise. A seamless user experience can be the difference between a bounce and a conversion.
7. Set Clear Goals and Track Everything
Define measurable goals like cost per acquisition (CPA) or ROAS, and integrate your campaigns with tools like Google Analytics for precise tracking. This will help you fine-tune your strategy throughout the year.
