2.5 million searches are conducted using Google every second, so it should come as no surprise that Google’s paid advertising platform, Google Ads, is one of the most valuable tools for businesses of all sizes looking to funnel in qualified customers. The average return for advertisers is $2 for every $1 spent, but by utilizing every tool at your disposal and running effective Google Ads, the search engine suggests that the return can be as much as $8 for every advertising dollar.
Profitable returns from qualified leads are just one reason why businesses should be making the most out of every Google Ads campaign. Google Ads are also effective for businesses looking to build awareness, and the metrics that Google Ads provide can help to conduct meaningful market research–painting a vivid picture of an online audience. In 2021, the online presence of a business is more important than ever. Therefore, to gain an invaluable competitive advantage, a business must run effective Google Ads.
The team at MoreSALES is well-versed in building effective Google Ads campaigns and has compiled a list of 5 Google Ads tips guaranteed to drive qualified traffic, increase returns on advertising investments, and stand out from the competition.
Tip 1. Define your campaign objective
To make the most of Google Ads, advertisers must build campaigns with a clear objective. Google Ads campaigns can serve a variety of purposes, as mentioned above, and the first step in running an effective Google ad is deciding how the ad is going to work for your business. Pinpointing specific campaign objectives will also help determine which type of ad to run, as Google allows businesses to run three types of campaign: search, display, or video.
Different campaign types may be better suited for different businesses, so it is important for a business to apply any and all knowledge on its audience when piecing together a campaign objective. If little is known about an audience, a Google Ads campaign designed to conduct in-depth market research is a great place to start. If you possess the necessary knowledge on your audience to leverage Google Ads by funnelling qualified leads, make sure that you use clear differentiators to distinguish your business from others and make the most of your Google Ads campaign’s lead generation abilities.
Tip 2. Determine keywords that are long-tail, relevant, and accurate
Once you have pinpointed a clear objective for your Google Ads campaign, you must narrow down the campaign’s specific keywords. Effective Google Ads feature keywords that are long-tail, relevant to both the search intent and your product, and accurate. Long-tail keywords refer to specific phrases which users are more likely to use when searching for a product. An example of a long-tail keyword search for “coffee table” would be “walnut mid-century boomerang coffee table for sale”. These long-tail keywords will likely result in less overall traffic, but a far higher proportion of qualified leads consisting of site visitors who are closer to point-of-purchase.
For those not in the mid-century furniture business, relevant keywords can be found by scanning your business’s website and pulling terms which directly correspond to your product or service. Brand terms which contain your brand name as well as any trademarked terms are valuable keywords, as are related terms which may not directly refer to your business but rather to other terms users may search for when looking for your product or service.
Accuracy of keywords is crucial, as a search ending in action on one of your Google Ads results in you getting charged for the ad. Therefore, the keywords you use should accurately represent your product or service to have the best chance of a successful conversion.
Tip 3. A/B test multiple compelling ads
While Google Ads campaigns are always useful, making the most out of Google Ads will require some trial and error. Therefore, running effective Google Ads campaigns will mean building several compelling ads and monitoring the impact of each. Some Google Ads suggestions for creating compelling campaigns:
- Lead with an eye-catching opening line
- Include a clear Call-To-Action (CTA)
- Leverage relevant keywords in ad copy
- Use specific language to filter out “bad” traffic
Rearranging keyword placements in Google Ads campaigns is a simple and effective way to home in on a formula designed to best reach your target demographic and should be done consistently to develop the most effective Google Ads campaign possible.
Tip 4. Build a converting landing page
Just like a compelling Google Ads campaign should employ relevant keywords, your optimized landing page should contain keywords related to your campaign. More major keywords on a landing page increases your visibility as well as your Quality Score: a Google Ads diagnostic tool which tells you how your ad compares to competitors. The higher your score, the more relevant your ad and landing page is to users searching your keywords–and the greater your odds are of converting a site visitor.
Design is another key element of a converting landing page, as the site should entice visitors and leave a lasting impression. Clear and concise text, eye-catching imagery, and impactful videos are a great way to make a positive impact on visitors.
After wowing your audience, it is crucial that a landing page has a strong, timely, and exclusive Call-To-Action designed to finalize the customer conversion. Be it via a catalogue download, a contact form submission, or a purchase, encourage your audience to take action now that they have found you.
Tip 5. Analyze, track, and tweak
Running an effective Google Ads campaign will take time and will likely require some revisions and reworking of your methodology. Using metrics like your Quality Score as well as Google Analytics to track the effectiveness of chosen keywords, and A/B testing to determine which ad variation works best for your business, you should continue to modify keywords and tweak aspects of the landing page to ensure that you are constantly making the most out of Google Ads.
Changes to your Google Ads campaign should be made monthly to guarantee that you are consistently learning more about your audience and striving toward an effective Google Ads campaign.
Build better Google Ads campaigns with MoreSALES
While any Google Ads campaign is better than none at all, making the most out of Google Ads is a surefire way to increase online visibility while driving quality leads. With experience building countless Google Ads campaigns for businesses across numerous industries, the team at MoreSALES are experts on how to run effective Google Ads campaigns.