How To Run & Scale Your Google Ads Campaigns in 2022

​​If you can get just ONE person to click your Google shopping listing or search ad and buy your products, more will do the same. 

But exactly how do you go from one click to a thousand clicks? 

How do you increase your sales from one hundred to ten thousand? 

How do you beat out competitors with Google Ads?

You run your ads with such amazing strategies that Google actually ends up wanting you to scale.

You find a simple method that works for your business and then you replicate it over and over and over again. Successfully doing this will allow you to reach more paying customers with less work. 

More profit for your business, more time spent doing the things you love, and less time spent fiddling with your Google Ads campaigns. Sounds like a dream, right? 

It is, and we will teach you how to do it. 

This ultimate Google Ads guide for 2022 will help you to scale your online business, stay on top of Google’s new features, optimize your ad campaigns, minimize wasted ad spend, and most importantly—convert more customers. 

What we will cover in this Google Ads guide:

1. Who are you trying to reach? Define Your Target Audience
2. Where to Reach Your Target Audience 
3. How to Measure Success for Your Ad Campaigns
4. What you need to do to achieve your stated objectives
5. The bullet-proof way to do a complete audit of your Google Ads account
6. How to create your Google Ads reporting strategy for success.
7. The secret to growth and scale with Google’s algorithm updates
8. Using image extensions and rich visuals to complement ads
9. How the performance planner can lead to tons of sales

How to Scale Your Business with Google Ads

Your online business is up and running, but things are moving slowly. Sales are trickling in. People are visiting your store in dribs and drabs. Conversions are low. 

You know you can scale your business, but you’re stumped as to what to do next. 

Here at Yoru Marketing, we run with one motto in mind – Scale the F$%k out of what’s working and forget the rest. 

This might sound crazy to many online business owners, but this strategy helps us consistently provide great results—10x to 30x ROAS for clients.

Don’t get us wrong, you should fix your inefficient business systems too. But your entire marketing budget, especially with Google Ads, is better spent on scaling what’s already profitable and working. 

Scale your ad campaigns right and you can go from one paying customer to one hundred thousand paying customers. 

Below, we uncover the steps to successfully running and scaling your Google Ads campaign.

1. Who Are You Trying to Reach? Define Your Target Audience

There is no point running a Google Ads campaign if you do not know who you are aiming your ads at. 

You could be selling the best product in the world—even better than sliced bread—but if it’s not aimed at the right customer, no one is going to buy it. 

So, the first step to running and scaling your ad campaign is defining your target audience. 

Your target audience is the group of consumers that are in the right demographic, psychographic, and emotional state to buy and utilize your product right now. 

Or, more simply—they’re the people most likely to buy your stuff. 

When you launch an ad campaign for your business, you want to know everything there is to know about the people who may be interested in your product, service, or message. 

Go as deep as you can into figuring out who they are. What makes them click? (Literally)

Start with basic qualities like age, gender, income level, hobbies, interests, etc. Get as specific as you can so you can best understand your potential buyers. 

This will help you tailor your ad campaigns towards them and increase your conversion rate. 

Successfully doing this is the golden ticket to a successful eCommerce or service based business. 

2. Where to Reach Your Target Audience 

Once you know exactly who you are trying to reach, you need to figure out where to find them.

If you don’t know where to put your ads, you will look like a blindfolded archer—uncontrollably shooting arrows, relying on nothing but luck to hit your target. 

When you figure out where to reach your target market, you take the blindfold off. You give yourself a target to aim at. Once you narrow your focus, you will hit your mark time and time again. 

A successful advertising campaign must include targeted ads. 

Should you utilize more shopping campaigns or be spending more time with search campaigns? Or would display campaigns or something else be more ideal for your situation?

Even if your advertisement is flawless, you still need to show it at the right time and to the right audience to have success. 

Where can you put your ads to make sure they are in front of your target market? 

There are two main types of targeting options available in Google Ads. Audience Targeting and Content Targeting. 

As you are likely aware, Google ads don’t just show up when someone searches for a query. As of now, the majority of ads are shown all over the Google Search Network—YouTube, Maps, Gmail, Blogs, and multiple other apps. 

Different Campaign Types to Reach Your Target Audience

When you set up an ad campaign for your business, you must choose one of the four campaign types—shopping (or performance max), search, display, or video.

• Shopping Ads / Performance Max: Also known as shopping campaigns, these are the ones that appear at the very top of a search result. For majority of eCommerce businesses, these make up the bulk of the sales.
• Search Ads: On a Google results page, search ads are text advertisements that are displayed alongside search results.
• Display Ads: Display advertisements are image-based and appear on websites in the Google Display Network.
• Video Ads: YouTube hosts video ads, which can last anywhere from six to fifteen seconds.

While there are more campaign types you can potentially use, we’ve found the most success with these types for eCommerce and service based businesses.

Questions to ask yourself:

• Is your target audience more likely to use Youtube or Google Search? 

• Will your ads convert better on social media like Facebook? 

• What does your target market search for on Google and Youtube?

• Are you advertising locally on Google Maps?

• Have you optimized your Google ad campaign to take advantage of all the different platforms on the search network? 

3. How to Measure Success for Your Ad Campaigns

Once you know who your target market is and where to find them, you need to define how you will measure the success of your campaigns.

This will help you when you are ready to scale. The campaigns that are bringing you closer to your objectives are the ones to double down on. Campaigns that do not help you achieve your goals can be cut or altered. 

So, what are some good goals to aim for? And how do you measure success when running ads for an e-commerce store or service based business? 

Above all, you want to generate More Sales and More Leads. 

You need sales to bring revenue into your business and run it at a profit. Warm leads that you can develop and possibly monetize later on are also excellent. 

Other metrics like views, impressions, and clicks are not as important if you are not making money off your ad campaigns. 

But there are a few important metrics you need to be aware of.

What are the best metrics to look for when running an ad campaign? 

1. Product Sales / Leads
2. Impression shares (search impression share, click share)
3. Website conversion rates
4. Inquiries about your services on the “Contact Us Page” 
5. Return on Ad Spend (ROAS)

If you’ve made it this far, great work so far!

Your goals are set. You have identified your target market and you know what channels to find them on. What’s next? 

This is where the fun begins. 

4. What You Need to Do to Achieve Your Objectives

To run and scale your business’s ad campaigns successfully, you need a simple system that can be replicated. 

Gall’s Law states that “all complex systems that work evolve from simple systems that work.” 

You can not design a complex system from scratch, and you can not build a complex system from a simple system that does not work. The same thing applies to your Google ad campaigns. 

You must find a simple Google ad campaign that works for your business, figure out why it worked, and then replicate it. This will turn your business into a complex system with many income streams and successful Google Ads campaigns. 

To find your simple system, you need to continuously test different methods. You must narrow in on your target market. You need to set achievable goals and metrics to measure your success. 

Most importantly, you need to run ads that align with the internal dialogue, needs, and dreams of your defined target audience. 

Successfully doing this is the golden ticket to any kind of eCommerce or service based business out there.

Below, we will discuss different strategies to help you achieve your goals for your Google Ads campaign.  

5. The bullet-proof way to do a complete audit of your Google Ads account

To find out what is working for your business and what isn’t, it pays to start with an audit of your Google Ads account. 

An audit is a perfect opportunity to get a clear overview of your Google Ads account performance. In your audit, highlight areas of your campaigns that are succeeding and areas that need improvement – such as low volume keywords, low CTRs, or wasted ad spend. 

What should your Google Ads audit include? We will cover the key focus points below: 

Google Ads Audit Focus Points:

• Account settings: Assess your main ad settings and whether they are working. Do you currently target the right devices and locations with your ads? Are you using the most effective bid strategy? What attribution model are you using?
• Ad groups: Identify your best and worst-performing ad groups. Ask yourself whether you should focus more of your budget on your best campaigns or if you should try to improve your underperforming campaigns. 
• Keywords: Analyze the keywords you have chosen for each campaign. Are they all relevant? How many searches do they receive per month? Have you set negative keywords? Are your ads competing against each other? Are they profitable with a positive ROAS?
• Ads (Search Campaigns): Assess the quality score of every one of your ads. If any of them score poorly, fix them first. Then think about the improvements you could make to increase your ad quality score—things like headline, copy, and overall relevance will impact these scores. 
• Webpages and Landing Pages: Are your target web pages optimized to convert customers? Do they have compelling content and a clear call to action? 

For more tips on auditing your Google Ads account, check out my Youtube channel.

6. Try Google’s Performance Max Campaigns

A strategy that can help you reach your target audience is the new Google’s Performance Max Campaign.

The Performance Max Campaign brings together all of Google’s ad inventory using a range of automation and machine learning algorithms. 

This new feature will improve ad performance and quality while combining all your advertising efforts into one place. 

Sounds incredible, right?

It is. But, there’s one big disclaimer regarding the Performance Max Campaigns; you MUST complement one of these bad boys with a Google Ads Search Campaign. 

It is not enough to run it alone.

These campaigns are designed to provide data to each other and use that information to further improve performance.

How Performance Max Campaigns Work

The best thing about Google Ads’ newest invention, the Performance Max Campaign, is that you can now reach all your customers on Google platforms. Your ads will be shown on Youtube, Display, Search, Discover, Gmail, and even Maps! 

Expansive targeting like this requires a good initial foundation, so it’s best if your ad account has results from other “normal” campaigns like standard shopping or smart shopping.

The Performance Max reporting will analyze your ad data and provide detailed reports on your audience and how best to target them. Your business should use Performance Max Campaigns in 2022 to find rich insights about your audience and increase your conversion rate. 

These campaign types should definitely be part of your Google ad strategy in 2022 and onwards.

But they’re not enough to really stand out.

7. Use a Google Ads Reporting Strategy

Google ads are an incredibly powerful tool for scaling businesses and eCommerce stores. But running ad campaigns for your business can be daunting and grueling. 

At times, it will feel like none of your efforts are working. You’re wasting hours setting up campaigns that flop or spending ad dollars on clicks that don’t convert. 

You’ll want to pull your hair out and throw in the towel for good. Trust us, we’ve been there. 

Don’t shut everything down just yet though… With consistent effort and a clear Google Ads reporting strategy, you can streamline your marketing and customer acquisition. 

Use the Custom Google Ads Reporting Features

Ad reports provide an accurate analysis of your campaign’s performance. It is crucial to the ongoing success of your e-commerce store to use these reporting features. 

This will help you minimize ad spend wastage, improve conversion rates, stay ahead of your competitors, and drive more sales. 

In the past, Google’s ad reports were entirely based on historical data, and it was difficult to improve or adjust your campaigns quickly. 

The Google Ads custom reporting feature (also known as the insights section) now allows you to spot mistakes or discover opportunities in real-time. This means business owners can take action and maximize their ad campaigns immediately. 

Top Insights 

The Google Ads algorithm has a brain of its own. It is constantly learning more about your target market, your ad campaigns, and your customers. 

It takes this information and processes it into key insights to help you improve your campaign. If you aren’t using the “Insights” page within a Google Ads campaign in 2022, you’re missing out.

Google’s insights page can become morphed into a ‘scaling assist’ machine if you use it correctly. 

The top insights page will highlight what your target audience is most interested in, what trends you can take advantage of, and how different campaigns have been performing in recent weeks and months.

Keep up to date with the “Top Insights” section on the right-hand side of your ad account, and make sure you check it regularly.

8. Use Image Extensions and Rich Visuals to Complement Ads

Image extensions provide viewers with relevant visuals about your business, products, or services, making it easy for them to understand your offering and take action. 

In 2021, Google announced that image extensions were available to make your ad more visually appealing to searchers. 

In 2022, Google rolled out new modifications for this feature, making it easier for you to use and help your E-Commerce store reach more potential customers. 

This year, image extensions will be featured on desktop ads, giving you a chance to showcase your brand in front of a wider audience. 

Prior to this change, image extensions were only shown on ads viewed on mobiles. The best part of all, dynamic image extensions will also be available in every language. 

How to use Dynamic Image Extensions

From your Google Ads Account, you can opt-in for ‘Dynamic Image Extensions’. This tells Google to automatically choose the most relevant image from your ad page and display it to searchers. 

Step 1: Click “Automated Extensions” from the “Extensions” page.

Step 2: Click the three dots on the right-hand side.

Step 3: Turn all of the ‘Dynamic’ options on, including the ‘Dynamic Images’ selection if applicable.

If you would like our team at Yoru Marketing to set up your Google Ad Image Extensions and manage your campaigns, contact us today!

9. Why Your Business Should Use Performance Planner 

A crucial part of any marketing campaign is the ability to plan efficiently. Google’s Ads Performance Planner updates help to streamline this entire process for your E-Commerce Store. 

This feature will help you measure ad performance and optimize your campaigns efficiently. It removes unnecessary guesswork by predicting clicks, conversions, bid recommendations, and ad spending on any campaigns you have running.

Using the Google Ads Performance Planner is a fairly simple process. 

1. Simply click “Create Plan” and choose a campaign to try the forecasting on. 
2. Select a “Forecast Period”, “Metric”, and “Target”. 
3. Begin the forecasting.

The Google ads performance planner is a ‘forecast’ system. This means the more information you give Google, the higher the accuracy of the results. 

Two major benefits to using the Performance Planner in your business:

1. The new ‘Suggested Changes’ Column allows you to quickly optimize your ads to maximize performance. This feature displays things like budget recommendations and bid suggestions for your specific ad campaigns.
2. The more organized your Google Ads account is, the better you will be able to track ad performance and optimize where needed. If your account is well structured, it will show relevant products to the searchers clicking your ads and your conversion rate will go up. This increases your ad quality score and improves your campaign results.

Remember, the metrics and potential performance indicators provided by Google ads performance planner are just forecasts. They may or may not necessarily happen.

What this means to an eCommerce store owner/manager:

1. Use the forecasts that the Google Ads Performance Planner provides as just that – forecasts. Let it vaguely guide you to make your decisions for the upcoming forecast period but don’t rely on just that. 
2. Use previous data from your own eCom store, whether that’s sales and revenue data or number of orders, to verify the forecast numbers.
3. Pre-plan inventory with the forecasts and use them as a way to guide you towards better customer service.

Want help scaling your Google Ads campaigns in 2022?

Ready to take your e-commerce store to the next level in 2022? 

To dominate your competitors, increase your sales, and rake in more profits, you need to know how to efficiently run and scale your Google ad campaign. 

If your business does over $30,000 in sales every month and you want help running your ad campaigns, schedule a consultation with Yoru Marketing today!

Our team is filled with highly creative and innovative advertising experts, whose sole focus is to increase traffic, conversions, and sales for your business. We have the experience and skills to scale your online business and take your Google Ads campaign to the next level. 

We can’t wait to help you scale.