We pride ourselves on staying ahead of the curve, ensuring that we bring our clients the best of digital marketing. This week, our managing director, Chris Smith, achieved the Google Ads Search Professional Certification badge through the Google Skillshop. We love staying up to date with the latest trends, and this latest course included information about how Google has incorporated AI into their algorithm on Google Ads.
You can view our business in the Google Partners directory.
Below are some of the notes I took while studying for the exam.
The Power of Google Ads
Every day, Google users make a staggering 5.6 billion searches. Google’s mission, as many of us know, is to organise the world’s information and make it universally accessible and useful. This starts with Google Search. With the help of Google AI, it’s now possible to understand precisely what users are searching for and present the most relevant results. This ensures a seamless and intuitive experience for both users and advertisers.
An example of how this works can be found below.
When Luca searches for the best bicycle for urban commuters, Google AI, using advanced language understanding, ensures he doesn’t get results for the best city for commuting by bicycle. Instead, he sees:
- Shopping ads, labelled as sponsored
- Text ads, labelled as sponsored
- Organic results
And among these results, a text ad catches his attention with the headline, “Looking to commute to work? 30% off Fast-n’-Safe City Bike. Free delivery.”
The Evolution of Google’s Language Models
Over the years, Google’s language models have been fine-tuned to understand the nuances of human language. As a Google Ad Expert, I’ve witnessed how in the past five years alone, these models have improved by 50% in understanding human language. This means that advertisers can now match their offers to user searches more effectively.
A case study from our client Lacorine
One of our clients, Lacorine who we have been working with for the past 2 years. Specialise in “Ethically Sourced & Sustainable Alpaca Clothing”.
Antonia the managing director wanted to generate more sales online using organic and paid SEO. We set up a campaign using Responsive Search Ads, with a goal of sales which linked to conversions we set up via Google Tag Manager and Google Analytics.
In December 2022 Antonia hit a record number of sales on the website which was 488% higher than December 2021. This was mainly achieved by a fresh Google Ads campaign that was setup
Antonia provided a testimonial.
We have used multiple SEO agencies to try and help us generate sales online, however we never had any success. ClickPower and the team always provide reports that are not confusing and outline what has been carried out. They also never make false promises like I have experienced in the past. I would highly recommend Chris and the team”.
The Benefits of Responsive Search Ads
Responsive search ads (RSA) are a game-changer. They look at query intent and help drive meaningful results. Advertisers who use responsive search ads, combined with broad match and Smart Bidding, see an average of 20% more conversions at a similar cost per action. 
As a Google Adwords Certified professional, I recommend the following best practices for RSAs:
- Provide 10 or more headlines.
- Include at least three popular keywords in headlines.
- Ensure headlines are unique.
- Use call-to-action words.
- Highlight unique selling points.
- Ensure assets make sense individually or in combinations.
- Aim for at least ‘Good’ or ‘Excellent’ Ad Strength.
Google will select the best assets to serve on the SERP (Search Engine Results Page). It will then continue to serve the mix of headlines and descriptions that are most likely to convert.
The Importance of Business Information
With Business Information, Search ads can now show a business name and logo, making ads more engaging. As a Google Partner, I always input the clients business information, Google has also stated that advertisers displaying their business logo and name within their ads see an average of 8% more conversions at a similar cost per conversion.
Understanding Optimisation Score
Optimisation score is a crucial metric that estimates how well an advertiser’s Google Ads account is set to perform. It ranges between 0 and 100, with higher scores indicating better optimisation. This score uses a combination of statistical models, simulations, and machine learning to identify the optimisation potential of each recommendation.
