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Hit the right tone in ads marketing
Develop a well-founded keyword strategy before you start implementing it. The basis is the questions that your buyer persona asks and how they search on Google. Use long-tail keywords in particular . These consist of more than two words and have a lower search volume, but also less competition. This means you have a higher chance of ranking with your ads. You can use keyword tools such as the Google Ads Keyword Planner for this.

There is no way around SEO, even with Google Ads
Despite Google Ads, you should not neglect the search rich people database engine optimization of your website. With good SEO, you can reduce the costs of your ads, and sometimes even save them completely.

Although many users respond to paid ads, organic ads still get more clicks. However, you can use the results of your Google Ads campaigns to find out which keywords are performing well for you, i.e. which ones hit the core of your personas' searches, and then integrate them into your website, etc.


Optimize and monitor your ads continuously
To successfully integrate Google Ads into your marketing mix, regular monitoring and optimization is required. Check which keywords are performing well or poorly and carry out A/B tests to use your budgets efficiently. Also check the search queries, e.g. with the Google Search Console, through which your company is found: firstly, to exclude keywords that you do not want to be found through. Secondly, to push keywords with a lot of search queries.

Optimize your quality score, a qualified assessment of your ads. The higher the quality score, the better your ad placements - and the lower your ad prices.

Read more here:

When and how do Google Ads campaigns pay off?
How do I create successful Google Ads text ads in the search network?
All Google Ads ad extensions at a glance
What is the Google Ads Quality Score? 6 tips for optimization!
Conclusion
To successfully integrate Google Ads into your marketing mix, you should pay attention to your goals, buyer personas and their customer journey. If you don't tailor your Google Ads ads to a specific need of your buyer persona, your ads marketing can quickly become very costly.