Over 247 million unique visitors, 3.4 billion daily interactions, and an estimated 600% return on investment are running somewhere like… Google Ads.
Google Ads is one of the most cost-effective advertising methods for the companies irrespective of their sizes. From small flower shops to Fortune 100 companies, everyone makes use of this platform and this has been a part of consecutive success in the market.
To capture good amount of leads, you have to run Google Ads campaign effectively. This requires a lot of strategies and ideas. You can’t simply throw $15,000 at Google Ads and expect to get leads. Instead, you have to analyse the market, audience, current trending competitors to leverage the target.
Here, you can discover what Google Ads is and what all the steps/actions you need to do effectively to use Google Ads. This will cover all the best practises you can follow to get better results in Google Ads.
What is Google Ads?
Google Ads is a paid advertising platform that falls under a marketing channel known as pay-per-click (PPC), where you (the advertiser) pay for a click or for impression (CPM) on an ad. Google Ads is one of the best ways to drive qualified traffic and get your potential customers to your business, while they are searching for products and services like the one you offer. Using Google Ads, you can improve your website traffic, receive more phone calls, and increase your in-store visits.
Google Ads allows you to create and share well-supportive ads among your target audience. It can be targeted in both mobile and desktop. When people search for the similar products you offer in Google search or Google maps, then your google ad will be displayed to them. This make a sense that your ad will be shown only to the right audience rather than like FB or Instagram who used to show ads in news feed.
Over a period of time, Google Ads will also help you to analyse and improve the ads to reach more people, so that your business can hit your paid campaign goals.
In addition to that, no matter the size of your business or available resources, you can tailor your ads to suit your budget. Google Ads gives you the opportunity to stay within your daily budget or monthly budget and even you can pause or stop your ad at any point of time.
Here is the 18 Amazing Stats and Facts about Google Ads.
Does Google Ads really work for your business?
Every business will have different goals and purpose. So that, Google adwords is having 5 different types of ad type. You may get benefited from either one of the ad types or the combination of one or two.
On an average, Google Adwords have a click-through rate of 8%. The display ads yield 180 million impressions each month. A popular statistics states that 43% of people buy a product through ads they came across online if they are really in the need of that product. With an optimized ad campaign and lead flow, you can improve ROI for your marketing campaign.
To get started, here are some of the key ideas you should take care while running a Google Ads campaign.
1. Creating a specific Ad Groups
Each ad group within your campaign should focus on a single product or service so that your ads appear more relevant to your potential customers.
For example, if a person is fonder of cakes, he will be more interested to view ads on cakes and also click the same ad rather than preferring a generic ad about a food. Ad relevancy determines the quality of the ads, and being specific about a product supports the ad to be in more relevant way.
If you are running a bakery shop and selling different types of cakes, think about creating ad groups for each types of cakes, something like one ad group for your holiday special cakes, and another ad group for your birthday cakes.
Ad Groups are an essential component of pay-per-click marketing. Creating effective Ad Groups can help you to drive more website traffic at lower costs and also increasing the number of conversions for your site.
2. Choose your keywords carefully
Choosing the right keywords for your campaign is the most important aspect of every adwords.
To identify the powerful keyword, you can use the free tool provided by Google – Keyword Planner.
The Google AdWords Keyword Planner is really an amazing tool for discovering keywords. Once you can enter any keyword in that tool and it will show you the search volume and bidding range for those keywords. Also, it gives you some keyword ideas based on your product category or even by a website. For more ideas, you can also search for keywords being used by your competitors.
Analyze your website thoroughly and make use of the keyword available in your website. It gives you a higher traction.
Choosing keywords is easy but you should add the keywords that are potentially relevant to your customers, and also check frequently how it performs. Over a period of time, you’ll discover the top performing keyword for your product or service.
You can use the long tail and short tail keyword strategies instead of adding single keyword as it is. Each ad group should contain only 4 to 5 keywords. After few days of your ad campaign you will get to know which keyword is performing well. Then you can remove the remaining keywords and add some other keywords. Don’t waste your energy and money on non performing keywords.
3. Add your target keywords in your ad text
Think like the customer while you are creating or generating a keyword list. Your keywords should match with the search terms for which the customer is surfing for. Since the customer is searching for you, it is easy for you to bring you ad to their notice.
4. Create a variety of Ad copy
Before you start your campaign, you need to make many ad copies as possible, say, at least 10.
Even few modifications in your ad copy can have a significant impact on conversion rates. So do A/B testing to find out which version performs best. Just break your ad budget into smaller amounts and assign the budgets to each version of your ad.
The keyword position also plays a major role. So, I highly suggest you to test keyword placement before running an Ad campaign.
5. Research and understand your interest group / targeted audience
Now, you need to figure out your target audience. However, at first, you can start testing with different audience demographics.
Interestingly, the person who likes most of your product won’t always be the person you are targeting actually. You need to show them why your product or service is so unique and why they should choose you over your competitors.
6. Create landing page for your ads
A successful landing page has various components to consider. One among them is relevancy of your keyword and the content in your ads which improves a good quality score.
The most significant quality of an optimized landing page is relevance. Just as your ad, the keyword in the landing page should be relevant.
Creating specific landing pages that speak directly to your user’s search query will make a positive impact on your product or service.
Another most important point to be noted is the call to action button must be only one and it should be in a visible manner, so that visitors can drive engagement without any distractions.
7. Test and review your campaign performance regularly
Review your ad performances to find out the best ways to achieve your goals. Watch your ads over a period of time, you will notice changes to your clickthrough rate or conversion rate. For example, if you find that users aren’t responding to your particular call-to-action in your ad text, remove that ad and try something else in the ad. It’s all about experimenting!
It’s not like something we run an ad, get performances and our work is done! We need to periodically analyse the ads and keep on improvising the keywords, bids, contents etc., to get better results.
Even a small improvement in ROI can make a big difference in the long term, so keep testing and reviewing the campaign as many as possible.
These are the some of the effective methods you can follow to make your ads rocking and A/B testing is the best ever method you can try always. As far as Google ads are concerned, they keep on changing their UI and algorithms based upon the trends, please be updated with the same to achieve your goals and be the first among your competitors.
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