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PPC 28 min read May 4, 2022

Serpstat for PPC: Plan, Analyze, and Improve Your Google Ads Campaigns

Serpstat for PPC: Plan, Analyze, and Improve Your Google Ads Campaigns
Serpstat for PPC: Plan, Analyze, and Improve Your Google Ads Campaigns
Joanna Armas
Sales and Marketing Ops Analyst at DNA
Are you looking for a place to spend your ad budget wisely and reach a high-intent audience? A place with a population of 4.39 billion? A place with 70,000 searches each second? Hmm, a place called … Google? A company once operating out of a rented garage is now the world’s most popular search engine!

If Google has gone from the latter to the former, who says you can’t succeed either? Are you considering Google Ads but need some help? Don’t overthink it. Serpstat is here to help!

Keep reading to learn how you can use Serpstat to plan, analyze and improve your Google ad campaigns.

Google Ads — Is it Worth it?

Google is an ad channel that uses the PPC model, meaning that advertisers pay each time a user clicks their ad. Google is a great platform to capture quality leads and new customers for your business. It’s a place where you can reach users actively searching for products in real-time. Not only that, but Google Ads also provide an abundance of targeting options, including location, gender, life events, income, device type, and more. Are Google Ads worth the hype? Let’s take a look at some impressive statistics:
Are My Customers Using Google to Make Purchases?

  • 63% of Google users state that they would click on paid ads in Google’s search results.
  • 90% of desktop searches happen on Google.
  • 70% of mobile searches contact a business directly from Google search results.
Do Google Ads Help Businesses?

  • 80% of companies choose Google as their main PPC ads campaign. 
  • Google owns 76% of the search engine market. 
  • Google Ads boost brand awareness by 80%
Why Google Ads Over SEO?

  • 75% of users are not willing to scroll past the first page of search results.
  • The top 3 ad spots dominate the first page by taking up 40% of clicks.
  • 89% of paid traffic is irreplaceable by organic clicks when ads are paused.
A Complete Guide To PPC Marketing Basics
Now that you know the What, let’s get into the Why.

Why Advertise on Google?

There are plenty of reasons why you should use the search engine giant for advertising. Consider the following:
Massive Reach

How many times have we answered someone’s question, or even our own, by thinking, “Let me Google that quickly.” Have you ever thought about what makes us say that? Here’s why — The very first search engine that comes into most users’ minds is Google. In fact, more than 90% of the world’s population uses Google search. Google gets about 2 trillion searches in a year. That means 5 billion searches a day! Who would want to miss out on such an opportunity?
The Home for Intent

The difference between users on Google and users on other ad channels is their intent. On social media, people aren’t primarily looking for ads. They’re scrolling through memes and liking photos of their friends and family. Advertising to these users may result in your ads being ignored. However, on Google, everyone is there to find an answer to their question. Someone can search up “What are the best hair salons near me?” and if you’re a hairstylist, your ad will likely pop up, and you’ve just found yourself a potential customer. In a way, search ads are more of an inbound marketing method — you’re not the car, you’re the destination, and the customers are the ones coming to you. 
Immune to Ad Blockers

Since search ads are less disruptive compared to display ads, consumers don’t usually put an AdBlock for search ads. In fact, search ads are native. Google has created search ads to look similar to organic ads. About half of searchers can’t tell the difference between paid and organic content on Google search.
Ability to Schedule Ads

Google’s ad scheduling is a time-based targeting option that allows advertisers to select which times they want their ads to appear. Ad scheduling prevents your ads from showing up outside your chosen time and reduces wasted ad spending. Instead, you can display your ads when your audience is most active.
You ONLY Pay When a User Clicks Your Ad

As mentioned before, Google Ads follows the PPC model. The great thing about PPC is that you’re only paying for your Google Ads when they are clicked on, rather than when they’re simply seen by consumers. When a consumer clicks your ad, you know that they’re interested in your brand and want to know more about you. PPC is all about engagement — it’s much more valuable seeing someone click your ad and take action compared to someone who looks at your ad and ignores it. 
Precise Targeting

Not all searches will relate to your business. That’s another reason Google Ads are great — pinpoint targeting. Advertisers can target customers based on age, gender, location, marital status, income, desktop, and mobile. Google also went above and beyond by introducing ‘life event targeting’ which allows you to target people according to occasions, such as marriage or graduation. 
Faster Than SEO

The foremost benefit of Google Ads is how fast it delivers results compared to SEO. Of course, both SEO and paid ads are essential to generate traffic and leads. However, Google Ads reign supreme for getting results under time constraints. Businesses in a highly competitive market, that need to release their products or services before competitors, can reach their audience fast. Although SEO provides long-term benefits, ranking for a keyword using an SEO strategy requires well-written articles and backlinks. With Google Ads, you can turn off your campaigns whenever you’d like and have your Google Ads rank for immediate visibility.

How to Plan and Improve Your Google Ads Campaign Using Serpstat?

Serpstat is an all-in-one SEO platform that provides essential tools for professional marketers worldwide. Popular Serpstat tools marketers use include the keyword research tool, rank tracking tool, competitor analysis tool, backlink analysis tool, site audit tool, and page-audit tool. Serpstat allows advertisers to get one step ahead of their competitors and save time from conducting these analyses themselves. The steps below will explain what’s crucial to enhance your Google Ads campaign and how Serpstat can help you with each step. Cmon, let’s dive into the tips and tricks!
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Google Ads Step #1 — Is There Demand for the Chosen Keywords?

PPC keywords
You must verify whether customers are searching for keywords related to your business or not. There’s no point in spending your budget on keywords that won’t generate positive results. There are two main questions to keep in mind when choosing keywords.
Does the Keyword Exist on Google?

If there’s no such phrase for the keyword you’re deciding to rank for on Google, then there’s no benefit in advertising something that Google users aren’t searching for.
Is This keyword a “Buyer Intent” Keyword?

Meaning, is the keyword likely to result in purchases? Buyer intent keywords show that users are actively searching those keywords to make a purchase.
Here’s a use case for the second question. On Serpstat underneath PPC Research, go onto keywords and type in “Best [keyword]” or “Best [keyword] for x” or “Buy [keyword]”. See which suggestions have the highest search volume with low or average CPC, and use those for your Google Ads campaign for optimal results.
How Can Serpstat Help You? 

Canadian business executive John Caldwell states that “to get the right message to the right person at the right time, you need to get the right data to the right database at the right time.” Serpstat’s PPC Keyword Research feature allows you to closely observe which keywords are being searched the most on Google by potential customers. 

The frequency column shows how regularly customers search the keyword on Google. You can go to Keyword research > PPC research > Keywords and type in the desired keywords to see the frequency/search volume results. Serpstat doesn’t limit you to only U.S. data. It detects trending keywords in multiple regions worldwide. This way, you can gain a massive number of customers globally if you wish. Serpstat shows which keywords are suitable and relevant to your pages. Using this, you can optimize your keywords and place your Google Ads in the appropriate places on your website to get lasting results. 

Google Ads Step #2 — Plan a Budget

PPC keywords
The amount you spend depends on what industry you’re in and how popular certain keywords you’re ranking for are. For instance, if you're an eCommerce brand in the fashion and apparel industry, you’d have a lower CPC than an advertiser in the electronics industry. 

First, forecast your budget by setting goals. Think about why you’re choosing to advertise online. Is it because you want to increase traffic? Do you want to get more exposure for your business and build brand awareness? Do you want customers to call you? Do you want to reach people internationally or locally? Once you’ve set your goals, brainstorm strategies that will help you meet these goals. 

You can also target by location. Why waste your budget on a place where your ideal audience doesn’t exist? In contrast, if your business serves customers internationally, start off by targeting a few key cities or states where people might be looking for your product. Then, analyze data to see where the majority of your qualified traffic comes from, and expand into those regions to optimize your ad spend.
Creating targeted Google Ads campaigns can also be beneficial for optimizing your ad budget. Instead of running one broad campaign, run a few campaigns based on the different products/services you provide to attract each customer segment of your business. For instance, if you’re a photography company, you’ll have 4 different Google Ads campaigns running:

  • Family portraits
  • Wedding photoshoots
  • Graduation photography
  • Fashion/model photography

By doing this, you’re setting budgets according to each campaign’s importance. For example, during peak wedding season, you’ll set a higher budget for your wedding-related campaigns. Being precise is key, as you don’t want to target the wrong crowd and waste ad spend. Effective tools can help you target the right people at the right location. AI-powered tools like DNA can help you target customers down to the zip code.
How Can Serpstat Help You?

Serpstat allows you to see the cost per click in USD for each keyword. It also helps you collect keywords within a specific cost range. You can click on Filter > CPC and then choose the CPC according to the desired parameter (between, more, more than or equal to, less than, less than or equal to, is equal to, and is not equal to.) Possible settings for CPC on Serpstat range from 0 to 200. By using the CPC filter, you won’t go beyond your budget. If you’re unsure of how to calculate your budget for your Google Ads campaign, check out these 3 unique methods to learn how.

Google Ads Step #3 — Conduct Competitor Analysis

At this stage of your Google campaign planning, you have a list of your affordable buyer intent keywords. The next step is to ensure that competitors don’t take you down. How can you do this? Military strategist, writer, and philosopher Sun Tzu quotes that “to know your enemy, you must become your enemy.” How can you know your enemy, in this case, your competitors? Leverage competitive intelligence!

Competitive intelligence is the ability to gather and analyze competitor information that benefits and strengthens your competitive advantage. Before you try to hack into your competitor’s Google account, I’ve got great news to share with you – Serpstat’s competitive analysis tool can help you!
How Can Serpstat Help You? 

In PPC > Keywords > Keywords Selection, Serpstat provides users with a common keywords column and a missing keywords column. Common keywords show the keywords that you and your competitors are both using in your content. Missing keywords show the keywords your competitors are using, that you’re not. Using this information, you can integrate some missing keywords into your Google Ads campaign that are performing well for your competitors.
Here are a couple of ways Serpstat can guide you in conducting competitor analysis:
  • Relevance column
To simplify and make it easier for advertisers, Serpstat has a relevance column that shows you how relevant a website is to your own. This way, you don’t have to spend too much time analyzing all the domains, and instead, you can focus on the ones most relevant to you. Click on the “Change the list of competitors” filter and customize the results to see certain domains and take out others that are not so important. 
Competitors PPC
  • Domain vs. Domain
Serpstat lets you analyze relevant competitor websites using the domain vs. domain feature. This feature allows you to place two domains side by side and analyze both of them if you don’t want to examine all the domains in the competitor results.
Domain vs Domain PPC
  • Positioning
This is another key way to utilize competitive intelligence. Positioning is the ranking place of a keyword in search results. If there is a label called “New” beside the keyword, either the keyword was added to the database recently, or the competitor website has just recently started ranking for the keyword. Serpstat also provides red and green indicators beside each keyword to show changes in position dynamics for the websites using these keywords.
The green arrow means that the website has improved its position for the keyword, and the red arrow means that the domain has lost its position for the keyword. Red is best for your company. The lower position another website gets, your chances of getting a higher position on that keyword increase. Using this handy Serpstat feature, you can rank for keywords that show a red arrow for your Google ad campaign.

Here is a step-by-step guide on how to analyze your competitors’ ads.
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Along with competitors’ analysis, you should also take a look at your own ads’ progress to compare how far you are from overtaking your competitors. DNA can help you publish ads, provide reports, and boost keywords while AI pushes or pauses the best or worst performing ones. By using both competitors’ analysis and your own ads’ analysis, you can deliver the most optimal results!

Google Ads Step #4 — Create Captivating Ads

Of course, you only pay when users click on it. But, what makes users want to click on your Google ad and convert? There’s more to it. You have to ensure your Google Ads are compelling enough to encourage users to click. How can you do this? Well, here’s the trick! 
There are 3 main elements to your Google Ads campaign: headline, description line 1, and description line 2. The headline and description must address the pain points of customers. Let’s take a closer look at these three components. 

  • Headline
The headline is the most important part of your Google ad, as it is the first thing users will see. Because of this, include your keyword in your headline, so prospects know that your ad is relevant to what they’re searching for. To make your ad more intriguing, try formatting your headline as a question rather than a sentence. There are countless searches on Google that ask “How do I”, “What do i”, and “Why does”; and by having a question headline, you are immediately drawing the user into clicking your ad. For example, if your keywords are Boston city lawyer, your headline can be “Are you looking for a lawyer in Boston?” 

  • Description line 1 & description line 2
In both description lines 1&2, explain the benefits of your product/service, state your unique selling proposition, provide any offers or incentives, and include a call to action. 
Here are some examples of what an engaging vs. not-so-engaging headline looks like:

  • Example 1: Keyword “Computer Repair” (poor ad)

(Company Name)|Since 1981| Call for all your computer needs|

The headline of this ad is the company’s name. This isn’t specific to the keyword “computer repair” and Google users who search for this keyword might ignore this ad. The description “Since 1981” doesn’t provide a specific benefit other than the fact that the company has been around for a long time. However, the credibility of the company cannot be solely determined based on the number of years they’ve been active. The description “call for all your computer needs” is very broad and doesn’t provide a specific solution or mention a particular problem.

  • Example 2: Keyword “Computer Repair” (good ad)

Computer repair for PC and tablets|Repair done under 2 hours| 30% discount| Call Now!|

The headline “computer repair for PC and tablets” includes the relevant keywords and the specific audience they are targeting — individuals who own a PC or tablet. The description offers explicit benefits by stating that they can fix the devices within 2 hours. Here they are offering their unique selling proposition - fast computer repair on time. They provide an incentive of a 30% discount, which makes customers more inclined to choose them. The description also has a clear call to action saying “Call us Now”, urging customers to take action immediately.

Take a look at these cool Google Ads hacks that you can implement into your Google search ads for optimal results!
How Can Serpstat Help You? 

To create compelling ads, you need ideas. Serpstat’s ads examples feature will show you the entire ad of competitors, including the headline, description, and CTA that they used. To keep it within your advertising budget, you can analyze the keywords and choose the ad according to the ones that fit your budget.

Google Ads Step #5 — Create a Converting Landing Page

Now you’ve reached the final step. Your prospects have searched for a product or service and came upon your ads, found it interesting, and clicked on it. They’re now taken to your landing page — but, is it enough to get them to convert? Remember — Don’t send your prospects to your homepage. A homepage is NOT a landing page! Why? Your homepage isn’t always directly related to the content in the ad. Homepages provide general information on everything your business does. Your homepage might not be relevant for certain audiences that are looking for just one of the solutions you provide. 

For example, if you sell a variety of footwear, and you advertise running shoes, don’t send your prospects to your homepage where you show everything, or to the “winter boots” page. In other words, ensure that your landing page is completely relevant to your ad – use the same CTA, headline, and description that was used in your ad for consistency.
The main goal to keep in mind when creating a landing page is to reduce the number of bounce rates and increase your conversion rate. There are multiple ways to keep customers on your site for longer periods of time. Follow these tips to build a compelling landing page: 

  • Show credibility
Credibility proves to customers that you’re trustworthy. If you’re unknown, you’re undependable. You can increase your conversion rate instantly by including testimonials, case studies, customer reviews, social proof, awards, and partnerships. 

  • Use strong imagery
Visuals play a huge role in boosting conversion rates. Studies show that customers only remember 20% of what they read, but remember 80% of what they see. As a business, you should ensure that your brand identity resonates with customers’ values. This shared perspective can help build closer relationships with consumers. Images are a great way of capturing your values as a brand. For instance, Nike conveys the message “If you have a body, you’re an athlete” clearly through its pictures by showing various athletes with different body types and abilities. 

  • Include videos
Why should you use landing page videos? Well, there’s no point in selling a product if consumers don’t understand exactly what the purpose of it is. 97% of marketers state that videos help boost user understanding of the company’s product. The benefits of videos don’t stop there! Videos also play a vital role in increasing your website’s ranking on search engines. Research shows that websites with videos are 53 times more likely to rank on the first page of Google search results. To bring out the best results, choose your video content according to your offer. Video types can include explainer videos, promo videos, demo videos, and testimonial videos. 

  • Ensure quick page load
The loading speed of your landing page is also a vital component of increasing conversion rates. 40% of customers only wait 1-3 seconds for the page to load before abandoning the website.
How Can Serpstat Help You? 

Serpstat’s page audit feature shows advertisers' errors that impact the loading time of the landing page. Fast loading sites rank higher, which will make your ads appear on the first page. Serpstat offers to fix slow page loading issues on both mobile and desktop to satisfy user experience on both devices. 

Page audit
URL analysis Paid keywords
Take a look at which pages your competitors choose as their landing page, then format your page accordingly. Once you type a keyword into the search tab on Serpstat, it will display which landing pages use this keyword. This can help you create a landing page that actually converts!
How To Use Landing Pages For Successful Marketing Campaigns

Get Started With Serpstat!

There you have it. 5 initial steps to optimizing your Google Ads campaign with the help of Serpstat’s essential tools. After reading the benefits and tips mentioned above, Google should be at the top of your list for PPC strategies. Google has helped businesses of all sizes with different advertising goals, budgets, and target audiences. So, in an online ocean filled with endless searches, why don’t you drop down your Serpstat fishing net with the necessary tools needed and see how much profit you bring back up?
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