If you’re going to spend any amount of money on Pay per Click (PPC) ads to reach a potential audience then you are going to want to do it right. You will probably want to start by running these ads on the most popular search engine. With over 3.5 billion daily searches, Google surely offers you a perfect opportunity to reach out to your customers. But the secret to running a successful ad campaign isn’t just about choosing the right platform. Unless you optimise, plan and execute the ad effectively you’ll find it may just fizzle into the background of a user’s internet search. This is something we all know right? You may be surprised how even the smallest of tweaks and forethought can have the biggest impact. We’ve spoken about improving results through Custom Audiences with Google Ads but now we need to look at the ad itself.
Follow our 4 easy steps to get the most from Google Ads below and you will be well on your way to more successful and effective results.
Keywords can make or break the success of your campaign and it still remains a common mistake many people make when setting up their ads. When choosing the keywords for your campaign it is absolutely essential that you pick terms that are not only relevant to your business but have the right intent behind them. Choosing keywords because they have the most searches on them is not always the most effective way to get the best returns from your campaigns.
One crucial piece of advice to take away would be to put yourself in the user’s shoes. What are they searching for? Who are they? What do they want? If you are a plumber then your potential customers may be searching for terms like “emergency plumber” or “plumber in [your city]”. Terms like this will make a better keyword than generic terms like “Plumber” and in return make your ad more relevant to the user. You may find that it has a lower number of searches per month, however, the type of people searching are more likely to pay attention to your ad and click because their intent is more aligned to your services. The same rule goes for any type of ad. Just always try and visualise what they are looking for and what they need and you’ll be fine.
2 – How relevant is your landing page?
At the end of the day, if your aim for the campaign is to increase revenue, awareness or subscribers, every click is going to cost you money. If your landing page isn’t relevant to the ad or the ad misleads then you may as well pour your money down the drain yourself and cut out the middleman. Don’t think for a moment that click-baiting a user will work. If they feel tricked or deceived they will click back without a second thought. Research shows that ads that offer a positive and rewarding experience return better results. Keep the landing page is closely related to the ad as possible. Keep the experience and language helpful as well as positive and offer the user the solution or answer they have been searching for.
It’s not all just about the relevancy of the landing page too. Ensure that it loads quickly, both on desktop and mobile devices. Google also doesn’t like it if you can’t navigate to and from the homepage as well.
3 – Language, grammar and content.
Striking the right balance between concise and clear is hard enough sometimes. Throw in a limited character count and it becomes even more tricky. You’ll need to think hard about the best and clearest way to convey your message in the right way. You are limited by Google in the type and amount of punctuation available as well as strict rules on what is allowed and not allowed within the ad itself.
If you find your ads are forever being disapproved then take a look at what you are including within the ad. Is it something an extension can solve? Then make sure you utilise them (they are free after all). If it’s something more generic like in-proper use of spacing, capitals or language make sure you fix and resolve it. Remember though that if you keep submitting disapproved ads Google may eventually ban your account.
You’ll also want to ensure the copy suits the audience. Go back to who, what and where they are as well as what they are looking for. Experiment with adapting your language and writing style to suit your audience better as well as creating some click-worthy copy. Don’t overdo this to the point it becomes gimmicky or stereotypical, but small adjustments will go a long way with engagement.
4 – Call to action.
When it comes to how exactly someone perceives, interacts and receives your ad it’s never a guarantee or clear process. What attracts one person may not attract others. Google will do it’s best to place your ad in front of someone who they believe is most likely to engage with it. But you can help encourage them further through the effective use of a call to action.
While there is nothing wrong with using the more generic terms like “Buy now”, “Click here” or “Learn more” you might find the customer isn’t ready or interested at this point to commit to a purchase. With Google Ads, you’ll preferably want to offer them something back. If you are looking at selling a service, explain why they need your service. If you want to sell a product, show them why yours is better than any other. Think outside the box and experiment with different styles of the call to action and you may find you start to see better successes.
Hopefully, this short guide will help you in using Google Ads more efficiently. If only you remember these key points then you are already doing better than the majority of the ads out there. Why stop there though, we have plenty more tips and advice on everything from SEO to Social Media and Google Ads on our blogs section.
Let us know in the comments below if you have any further tips on Google Ads.
Need more help with boosting sales, revenue, and inquiries off the back of your Google Ads campaign? Tillison Consulting is a Google Premier Partner agency, currently managing more than £3 million in online paid advertising. Click below to find out how we can help you optimise your Google Ads.