The power of online advertising is immense and few solutions offer a bigger bang for your buck than Google Ads, but it isn’t as simple as creating an advert and hoping for the best.
Customers using their smartphones or connected devices to search for services will see your advert before anything else, so you have to ensure that it hits the mark each and every time.
What’s more, consumer attitudes to online advertising are changing, with many people now placing greater trust in those companies who advertise via Google, which is why companies can no longer just rely on ranking on the first page organically.
However, with so many other firms out there already utilising this powerful marketing tool, as well as a whole host of marketers offering Google Ads optimisation services to their clients, it can be easy for your advert to get drowned out by competitors.
To get started on Google Ads you will first need to create an account. In order to do this, you will need to provide some financial information so that Google can get paid for each click through to your site.
Once your account is up and running you will need to create advert campaigns. In order to create an advert, you will need to choose a campaign type, which will dictate how your advert is seen and who will be most likely to view it.
Most campaigns start with ‘Search Network only’ as a default, so you might wish to explore what works best for different campaigns. This can be done overtime as your review and refine your campaign.
Once you decide to launch your campaign you will need to set a budget. This determines how many times your advert can be clicked on before your funding runs out. This will prevent you overspending and should give you an indication of cost per click.
This is easily amended at a later date should you wish to spend more or less or if you wish to extend a campaign further.
Once all of this is in place you will finally be in a position to write the content for your advert, which is what potential clients will view once the advert is live.
Preparing copy that is engaging and concise is often what will guide how well your campaign performs, as will the keywords that determine how you appear in customer’s search terms.
You only get 25 characters for a headline, so make every last one of them count. You might even need to use abbreviations, or you can search for shorter synonyms that will still deliver customers to your advert.
You are then offered 35 characters for the second and third lines of the advert, which should be used to point out the benefits of your service and display your credentials. Again, using keywords is critical here as it could affect how your campaign is discovered by your audience.
You may also find it useful to set a geographic location within the campaign if you are looking to target a specific region or country.
Now we have the basics covered it is worth considering how you can enhance your campaign to make the most of your budget.
Build an effective landing page
Getting clicks is great, but converting them into leads or clients is the ultimate goal of a campaign, therefore, your advert needs to link to a page that sells your firm and its services.
In order to do this, you should look to align the landing page with the message of your ad campaign. Creating consistent content between your keywords, ad copy, and landing pages will improve click-through and could help to lower your cost per click by driving the right audience directly to your page.
Copy on this page should carefully repeat your advert and be brief and engaging. Make sure offers and contact details stand out from the rest of the content on the page and try to inject some personality into it where appropriate – this will act as a front page for your business for new customers so make sure it reflects your ethos.
Identify and use negative keywords
As well as telling Google Ads which keywords to link to your advert, it also gives you the power to specify what keywords are not a good fit for your product or service.
By ensuring that the advert doesn’t link to unrelated or inappropriate topics you can prevent your ads from showing on keyword searches that aren’t relevant to your goals, which could help you to make better use of or reduce your budget and improve conversion rates.
Negative keywords can be added to your campaign at any point so that you can hone in by adding unique keywords to specific ad groups when needed.
Use Ad Extensions
Ad extensions are an essential part of the customer experience and can give your ads a considerable performance boost.
There are a number of ad extensions to choose from, but here are some of the most frequently used ones:
Sitelinks Extensions – additional links that direct customers to unique landing pages.
Callout Extensions – allows for the addition of trust building phrases, such as “trusted adviser” or “stress-free service”.
Structured Snippets – These are based on specific categories that highlight specifics about your service, so be sure to choose a relevant category as you build out your ad extensions.
Review Extensions – If you have a pool of good testimonials or reviews you can add these to your campaign so that people can get a sense of the service you provide from your advert.
Ensure your campaign and landing page are optimised for mobile browsing
People are just as likely to be searching keywords on their mobile device as they are via a laptop or desktop these days and for that reason it is important that both your campaign and landing pages function properly on a mobile device.
Failing to prepare mobile-optimised content could mean that people give up on your page and return to their Google search to look for other firms.
If you use Google Ads effectively it can be a brilliant way of reaching a targeted audience online and can cost less than other forms of traditional print advertising.
The ability to continually monitor the performance of your adverts also means that they can be changed over time until you achieve your goals.
However, creating a page and a campaign and hoping for the best is not an effective use of your marketing budget or the opportunities on offer.
If you would like to learn more about Google Ads or would like to create an effective pay per click campaign, why not speak to our experienced team today.