NEW: Sign up to our T.E.A. BREAK weekly newsletter

Sign up

Services

  • Paid Search
  • Paid Social
  • Creative Services
  • Digital Strategy

Evergreen

  • Evergreen Stories
  • Growth Marketing Hub
  • Team
  • Podcast
  • YouTube Channel
  • T.E.A Break Newsletter
  • Vision, Mission and Values
  • Contact
The Evergreen Agency
Call us today on 01865 306 889
Get in touch
Growth Marketing Hub Arrow T.E.A Talks Arrow 5 Google Ads Strategies to Take Your Paid Search to The Next Level
Return to Growth Marketing Hub Arrow

5 Google Ads Strategies to Take Your Paid Search to The Next Level

By Aaron Rudman-Hawkins
Last updated: April 25, 2024
By Aaron Rudman-Hawkins
Last updated: April 25, 2024

Aaron Rudman-Hawkins

Aaron Rudman-Hawkins is a dynamic digital marketing expert and a driving force behind The Evergreen Agency's success. With a passion for technology and a deep understanding of the ever-evolving digital landscape, Aaron has become a trusted name in the industry.

Read Aaron's bio here
Share this article

At Evergreen, we’re always exploring new ways to maximise our clients’ return on ad spend (ROAS) and drive growth through paid media.

In this edition of T.E.A Talks, our Paid Media Director Konrad shares his top five Google Ads strategies that every marketer should leverage.

Analyse competitor ads

The first tactic is to thoroughly analyse your competitors’ ad campaigns to understand their value propositions. Use tools like Facebook’s Ad Library and Google’s Ads Transparency Report to review competitors’ ad copy, messaging, creative assets, and targeting.

“Extrapolate it with your own strategy and see how it stacks up against yours. See why they are winning if you aren’t.”

Too often, brands operate in a vacuum without understanding the competitive landscape. Performing regular competitor analysis can spark new messaging ideas and identify underexploited opportunities for Paid Search.

Consider all campaign types

Don’t just default to search and display campaigns. We recommend exploring Google’s full range of campaign types – search, display, shopping, and performance max campaigns. Analyse their respective performance for your business and optimise accordingly.

“Start with your best performing campaign types and try to utilise them to the fullest”

For shopping campaigns, test performance max on the Google feed to replace standard shopping.

Experiment with bidding strategies

The third tactic is continually testing different bidding strategies based on your goals. Do you want to maximise conversions, clicks, or something else?

“Consider target ROAS if you want Google to work towards a specific return target, or try manual bidding if you want to test different strategies.”

Konrad, Paid Media Director

Don’t just “set and forget” your bidding strategy. Consistent experimentation and optimisation is key to ensuring your ad spend aligns with your evolving marketing objectives.

Leverage bid adjustments

Understanding user intent and adjusting bids at each stage of the marketing funnel is critically important.

“For the keywords high in the funnel, they are going to be very generic phrases. Further down, you get more granular based on specific intent signals.”

By bidding higher on keywords with more commercial intent, you can drive higher-quality conversions and reduce wasted ad spend.

Consistently mine search query data to identify new negative keywords to exclude and realign your keyword bids.

Adopt remarketing tactics

The final tactic is embracing remarketing to keep your brand top-of-mind for past visitors.

“You want to get in there because you know the intent is there.”

Try leveraging first-party data like customer emails, newsletter subscribers, and past purchase info to build tailored remarketing audiences.

You can also adopt strategies like deploying Google’s enhanced conversions to better understand your existing customers. Thoughtful remarketing allows you to precisely re-engage high-intent audiences.

At Evergreen, we’ve supercharged our clients’ paid media results by meticulously implementing tactics like these. By adopting a data-driven, nuanced approach to campaign management, you can extract maximum value from your Google Ads investment.

___

๐Ÿ‘‹ Never miss an update. Sign up to T.E.A Break, our weekly newsletter.

๐Ÿ‘‰ See ourย case studies to discover how we grow brands online.

๐Ÿ‘‰ Subscribe to ourย YouTube channel.

๐Ÿ‘‰ Follow our Grow with Evergreen podcast on Spotify, YouTube & Apple Podcasts.

๐Ÿ‘‰ Download our newย Home and Garden sector paid media report

Sign up to our newsletter

By signing up you consent to storage of my data according to the Privacy Policy

Blog

Related blog posts

T.E.A Break

It’s Finally Here!

Read more

T.E.A Talks

Why You Should Be Famous to a Few

Read more

Grow with Evergreen Podcast

ยฃ1.5m Wildflower Seed Business Wants More Retail Customers

Read more

Interested in working with us?

Get in touch Arrow

Evergreen

  • Growth Marketing Hub
  • YouTube Channel
  • Vision, Mission and Values
  • Careers

Call us

01865 306 889

Email us

hello@theevergreenagency.co.uk

Visit us

Unit 1 & 2, Willows Gate,
Stratton Audley,
Oxfordshire, OX27 9AU

Monday โ€“ Friday: 09.00 โ€“ 17.00

Sign up to our newsletter

By signing up you consent to storage of my data according to the Privacy Policy

© The Evergreen Agency 2025 - All rights reserved Privacy Policy Cookie Policy

Sign up to our newsletter