Google Ads Strategy for Beginners: From awareness to conversion

Do you want to attract more customers and increase your sales through online advertising? But where do you start when you're a beginner? Do not panic ! 

We have already shown you how to create a Google Ads campaign efficient. In this article we will see the essential bases for successful first campaigns and maximizing return on investment. 

Get ready to turn your clicks into customers :)

The importance of event tracking

Event tracking is crucial to measuring the effectiveness of your campaigns. With Google Analytics 4 (GA4), you can track specific actions, like button clicks, form submissions, or purchases. This allows Google to understand user behavior on your site and optimize your ads accordingly.

Why track these events?

• Campaign Optimization : By tracking user actions, you can adjust your ads and keywords to better meet their needs and behaviors, thereby increasing conversion rates.
• Performance analysis : Event tracking helps you identify the strengths and weaknesses of your site, allowing you to make targeted improvements.
• Precise targeting : By collecting detailed data on user interactions, you can create more precise audience segments and personalize your ads based on the specific interests and behaviors of each segment.
• Targeting optimization ⭐: Each conversion (or key event) will train Google's algorithm to better target Internet users. This is the only way to REALLY succeed on Google Ads!

Install GA4 on a WordPress Site and tracking key events

To install GA4 on a WordPress site, just use the plugin Site Kit by Google and follow the instructions provided. This plugin allows easy integration of GA4, Google Tag Manager and Google Search Console on your site. At the house of Geekworkers, we systematically install these tools on all of our clients' sites. 

If you don't have the skills to install GA4, you can ask our developers. 

here is official Google documentation on setting up events.

PS: Don't forget to import them into your Google Ads account afterwards. We have already shown you how to do it in This article. 

Choose bidding strategies step by step

1. Start with “Maximize clicks” for awareness

The first step to launching a Google Ads campaign is to maximize clicks. This strategy is ideal for increasing your brand awareness by attracting as many visitors as possible to your site. 

By generating a high volume of clicks, you can quickly get your message out to a wide audience and start collecting valuable data on user behavior. For example, if you have just launched a new product or service line, this strategy helps direct a steady flow of traffic to your site, establishing a solid foundation for your future campaigns.

2. “Maximize conversions” after collecting data

Once you have accumulated enough data through the click maximization strategy, it is time to move on to maximizing conversions. This strategy automatically adjusts your bids to get maximum conversions, whether it's purchases, contact form completions, or newsletter signups. 

By analyzing previously collected data, Google can more accurately target users who are most likely to convert, improving the effectiveness of your campaigns. For example, a service business could use this strategy to convert visitors into customers by increasing the number of quote requests or consultations.

3. “Maximize the value of conversions” to optimize ROI

To optimize your return on investment (ROI), adopt the strategy of maximizing conversion values. This approach adjusts bids to drive the most valuable conversions for your business. 

It’s especially useful for e-commerce sites where purchase values can vary widely. For example, using this strategy, an online store could target customers who are likely to buy high-value items or make repeat purchases. Here’s Google’s documentation on rules of values.

4. Target CPA for accounts that already have a history

For accounts with an existing conversion history, the target CPA strategy (cost per acquisition) is an effective option. It aims to achieve conversions at a predefined average cost, while maximizing the total number of conversions. 

Knowing the true value of a conversion on your site is essential to setting a realistic target CPA aligned with your financial goals. For example, a Software as a Service (SaaS) company might set a target CPA based on the acceptable cost of acquiring a new paying subscriber. Here is Google's documentation on target CPA bidding strategy.

5. Target ROAS to further maximize ROI

Finally, the Target ROAS (return on ad spend) strategy aims to maximize your ROI by adjusting bids based on the value of expected conversions. This approach is particularly beneficial for businesses with varying conversion values, such as online stores where product prices can vary widely.

For example, a cosmetics store could use this strategy to favor high-end products rather than low-margin generic products.

To go further, here is Google's documentation on target ROAS bidding strategy.

By following these steps and adopting the appropriate bidding strategies for each phase of your campaign, you can not only optimize your advertising spend, but also significantly improve the performance of your Google Ads campaigns.

To consider :

• Smart Bidding Strategies: Target CPA, Target ROAS, Maximize Conversions, and Maximize Conversion Value strategies use Google's artificial intelligence to optimize your bids in real-time.
• Conversion tracking: To effectively use conversion-focused strategies, it's essential to have conversion tracking set up in your Google Ads account.
• Choice of strategy: Choosing a bidding strategy depends on your specific goals, budget, and knowledge of the Google Ads bidding system.

Don't hesitate to experiment with different strategies to find the one that works best for your advertising campaigns.

Simplify your life with Performance Max

What is Performance Max?

Max Performance is a cross-platform campaign from Google designed to maximize the performance of your ads using all available formats and placements. It combines several Google networks (Search, Display, YouTube, Gmail, Discover) to achieve your advertising objectives more effectively. 

This integrated approach allows you to quickly collect data and optimize your ads in real time, leveraging Google's artificial intelligence and machine learning to reach users most likely to convert. 

The only downside: Perofmance Max must be fed with DATA! In other words, you have to provide it with all key events (or conversion) in addition to indicating the assets, themes and content of the landing pages in order to target the “Right Audience”.

How to feed the Google Ads algorithm? Add Assets

To get the most out of Max Performance, it’s essential to add as many assets as possible for each service or product you offer. Assets include photos, videos, titles, descriptions, and other creative elements. By providing a variety of assets, you allow Google to assemble the best ad combinations for each user, maximizing the chances of conversion. 

For example, a company selling clothing might provide high-resolution images of its products, videos showing outfits worn by models, and detailed descriptions of each item.

Why are Assets Important?

• Ad personalization : Google uses assets to create personalized ads tailored to user interests and behaviors.
• Performance improvement : More relevant and engaging ads lead to higher click-through rates (CTR) and conversion rates.
• Flexibility and variety : Providing a wide range of assets allows you to test different combinations to find those that work best.

Use Page Feeds

One of the powerful features of Performance Max is the use of page flow. In less than 60 seconds, you can add page feeds, which allows Google to automatically choose the most relevant landing page for each user. This ensures that every click on your ads leads to a conversion-optimized page.

How to Configure Page Feeds?

• Configure Flows : Go to your Google Ads account, select the Performance Max campaign and add your page feeds.
• Automating : Google will analyze the pages on your site and decide which one is most relevant for each ad, based on the content and user behavior.
• Continuous Optimization : Google's algorithm will continue to learn and optimize landing page choices, improving your ad performance over time.

To see a how-to guide, read this Google article onadding page feeds.

The Importance of Excluding Irrelevant Keywords in Performance Max

Excluding keywords that don't match your potential customers' search intent is a crucial step in optimizing your Performance Max campaigns.

In fact, this allows you to:

• Maximize your budget : By preventing your ads from showing for irrelevant searches, you focus your budget on users who are most likely to convert.
• Improve your click-through rate (CTR) : More targeted ads are more likely to grab users' attention and generate clicks.
• Increase your conversion rate : By attracting qualified visitors to your site, you increase the chances that they will take a desired action (purchase, registration, etc.).
• Protect your brand image : By preventing your ads from showing for inappropriate or unrelated terms, you maintain your brand's consistency and reputation.

Why Exclude Irrelevant Keywords?

In Performance Max, you can add negative keywords at the account level. This means that these keywords will be excluded from all your Performance Max campaigns, making it simpler to manage your exclusions.

How do I add negative keywords at the account level?

1. Access your Google Ads account.
2. Click on “Admin” on the side menu.
3. Select “Negative Keywords” in the “Account Settings” section.
4. Click the “+” button to add new keywords.
5. Enter the keywords you want to exclude and choose the desired match type ([exact], “phrase”, broad).
6. Save your changes.

Benefits of Performance Max

• Extended Coverage : Reach users across all Google networks with a single campaign.
• Automated Optimization : Google's AI optimizes your ads in real time, using collected data to improve performance.
• Simplified Management : A single campaign to manage all aspects of your advertising, reducing the time and effort required.

By integrating Performance Max into your advertising strategy, you simplify the management of your campaigns while increasing their effectiveness. Use all the tools at your disposal, such as adding various assets and page flows, to maximize your results and optimally achieve your marketing objectives.

Our Google Ads Packs: Free up your time and boost your sales !

Do you lack time or resources to manage your Google Ads campaigns? Don't worry, we have the solution for you. THE Google Ads packs from Geekworkers are designed to meet the needs of all businesses, whether they are just starting out or looking to increase sales.

Why choose Geekworkers Google Ads Packs?

• Suitable for all types of businesses : Whether you are a small local business or a large corporation, our packs are made for you. We adapt our services to your specific needs, to maximize your return on investment.
• Saving time and effort : Managing an effective Google Ads campaign takes time and skill. By choosing our packages, you can focus on what you do best while we take care of your advertising campaigns.
• Expertise and experience : Our team has extensive experience in managing Google Ads campaigns. We use the latest techniques to guarantee optimal results, ensuring that every franc spent generates the maximum return.
• Continuous monitoring and optimization : We don’t just launch your campaigns. We provide regular monitoring and continuous optimization to adapt to market developments and user behavior, constantly improving the performance of your ads.

What are the advantages of Geekworkers’ Google Ads packs?

• Creation and complete management of campaigns : We take care of everything from keyword research and ad writing to setting up bids and tracking conversions.
• Detailed reporting and transparency : You receive detailed reports on the performance of your campaigns, allowing you to see exactly how your budget is being used and what results it is generating.
• Customization and flexibility : Our packs are customizable to precisely meet your objectives and your budget. Whether you are looking to increase your notoriety, generate more leads or boost your sales, we adapt our strategy according to your needs.