Google Ads, formerly known as AdWords, is a PPC marketing method, which can help you drive sales and increase customer numbers by advertising on Google. Google is the world’s number one search engine, processing around 40,000 global searches per second. If you’re looking to increase orders, and enhance your online profile, here are some essential Google Ads tips.
Adwords is a tool provided by Google that enables users to design and edit paid advertising campaigns on the search giant’s platform. The concept behind Adwords is simple, but using it effectively is anything but. Adwords is one of the many things in life that is easy to learn but difficult to master. It can take months of practice to become proficient and make a good return for your business.
In this article, we’re going to run through some tips for using Adwords. These tips will not only make you a better Adword user, but they’ll also help you to avoid some of the common mistakes that people make when using the tool.
A brief overview of Google Ads
Google Ads is an online platform, which enables you to advertise your products and services. With Google Ads, you can promote your business by means of bidding on specific keywords, which connect your audience with products and services that are relevant to your brand. Essentially, Google acts as a marketplace where businesses compete to have their adverts in a prime position. If you’ve got an advert on page 1, and you’re sitting pretty at the top, there’s every chance that you will attract a lot more attention than you would if your ad was lower down the page. Whether you run a pizza delivery service, a dog grooming parlour or an accounting business, you want to make sure that your links, titles, meta descriptions, and images appear at the very top of the list, and you can do this by taking advantage of Google Ads.
How does Google Ads work?
Google Ads works by charging an advertiser per click. Every time a search engine user clicks on your ad, Google makes money. The aim of using Google Ads is to generate a buzz around your business, but also to improve the quality of your leads and enhance the click-through-rate or CTR. Google doesn’t just consider the value of the bid when deciding which adverts should occupy the enviable positions at the top of the page. It also explores account history, relevance and click-through-rate. Using a series of factors, Google calculates your quality score, giving you an ad ranking.
Google Ads Tips
If you’ve got a Google Ads campaign up and running, it’s natural to want to get the best results for your money. If you can increase traffic, improve the quality of leads, and garner more attention online, this should enable you to increase your conversion rate. Here are some top tips to help you get the best out of Google Ads:
Target the right audience - Targeting is make of break
The most important area in advertising is making sure your targeting is reaching your ideal customers and the right time. No matter how good your adverts, landing page and business offer are – if the targeting is not right, you are going to a lower ROI.
Whether you’re selling products or offering services, it’s highly likely that you have an ideal customer in mind. If you have a buyer persona, and you know exactly who you want to target, you can modify your Google Ads campaign to increase the chances of reaching out to your chosen audience. In your Google dashboard, you’ll find a tab labelled ‘Audience Manager.’ Using this tab, you can customise your campaign to create lists of potential targets based on the pages they have visited or not visited, and their interests. To learn more check out our article Google Ads Targeting: Ultimate Guide
Make sure your landing pages are relevant
The last thing you want to do is lose out on a sale when a potential buyer has found your advert and clicked on your link. Taking customers to a page on your site is only part of the process. Once your ad has made a positive first impression, you need to follow up and ensure your landing pages deliver. Make sure your landing pages are relevant to the product or service you’re advertising, use keywords consistently, and don’t forget to include a CTA, or call to action. Finally, use CRO testing on landing pages to continually improve them.
By now, you should be familiar with the concept of a landing page: a web page designed to overcome as many customer pain points as possible and encourage them to take some sort of action (like buy a product or sign up to a newsletter). Smart businesses don’t just create a single landing page for their business; they develop a range of landing pages based on user intent.
Defining user intent can be challenging, but the basic idea is that you should create landing pages that reflect what a user probably wants based on the terms that they type into the search bar.
To take a particularly blatant example, a user might write something like: “I want a new tyre for my bicycle.” A search like this would indicate an intention to buy. Another user might type something like, “How do I replace a tyre on my bike?”
In this case, the user wants to know how to do something. The landing page you choose, therefore, should differ from the landing page for when a user wants to buy a tyre. Creating a landing page for each product is the advice on many digital marketing blogs. But tailoring landing pages to user intent is better.
Increase the quality of leads using negative keywords
Just as you want to attract customers who are likely to be interested in your product, you also want to avoid paying for clicks that aren’t going to get you anywhere. You can optimise keywords using Google Ads, but you can also optimise negative keywords to ensure that your adverts don’t appear for searches that aren’t relevant to your business. This increases the likelihood of connecting with interested parties and also helps to lower the cost of PPC. Negative keywords lists also increase CTR improve quality score, and therefore reducing advertising costs.
Google’s Adwords allows you to not only select keywords that ARE associated with your products, but also those that are not.
Suppose, for example, that you sell pedal bicycles over the internet. A positive keyword might be “bicycle” or “street bicycle.” However, Google might also display your advertisements to customers who type in phrases like “motorcycle,” “bike engines” or “bike exhaust.” Obviously, if you only sell push bikes, the latter three keywords are irrelevant.
This is where Adword’s negative keywords come in: you can tell Google explicitly which words ARE NOT associated with your business and remove your advertising from related searches. After all, the last thing you want is for a user searching for motorbike parts to click one of your paid links, costing you money.
Consider your keyword matches carefully
Google Ads (formerly Google AdWords) gives you a degree of control over how closely search terms must match your chosen keywords before displaying advertisements. At one extreme, users must match your keywords precisely for your ads to show, while at the other, your ads may show based on loose association. The purpose of these settings is to give you control over who sees your PPC advertising and who doesn’t.
The question remains, which should you choose? That depends on your goals.
If your goal is to raise brand awareness by creating impressions, then you’ll want to stick with the broader options. If, however, your goal is to make sales and get the best ROI per sale possible, then exact match is your friend.
There are various different mechanisms involved with keyword matches, and it’s wise to focus on the option that suits your business best. Examples include:
Adwords provides four keyword matching systems:
- Exact Match. “Exact match” will only show your ads if a user types in the keywords you specify into their search bar. You can tell Adwords that you want exact match by putting your keywords into brackets.
- Phrase Match. Phrase match is similar to exact match: Google will only display your ads if a user types in the phrase you specify (where a phrase is just a string of words).
- Broad. Broad is a matching system that will display your advert based on a wide range of associated keywords, including synonyms.
- Broad Match Modified. Finally, the broad match modified sits somewhere between broad and exact match. With this tool, you can specify the order in which keywords must appear for Adwords to display your ad.
The modifier you choose will impact the matches you make. Broad matches cover a wider base, while exact keyword matches may yield fewer leads that are higher in quality. It’s an excellent idea to monitor your performance and see how you’re getting on with different modifiers. If you start with broad or broad match modifiers, for example, and you’re getting a lot of clicks that aren’t converting, you could switch to more precise matches to improve the chance of conversion. Check out out this blog post Ultimate Guide Tips Keyword Match Type and Tricks for more for detail on match type
Fill Out All Fields For Ad Content
Back in 2016, Google launched Expanded Text Ads. The purpose of the update to the advert format was to give businesses more space to communicate about their products to users in the hope that it would provide both with a better experience.
When you create an ad in Adwords, you’ll be presented with a text ad editor – a box containing several fields that you need to complete by hand. Research shows that businesses that fill out all fields in a relevant manner have higher-performing ads than those who don’t.
There are five fields in Expanded Text Ads.
- Final URL. The Final URL is simply the link to the webpage to which you’d like your advert to link.
- Headline 1. This is for companies to tell users about their primary value proposition – for instance, “bicycle helmets.”
- Headline 2: This is to support the headline with more information about why a user might want to buy the product – for instance, “stylish bike helmets for the road.”
- Path. This is to tell Google where you’re located and what category your product falls into.
- Description. The description is your opportunity to sell to customers reading your ad. Tell them about the benefits of your product, attempt to overcome pain points, and include a call to action.
The majority of businesses can benefit from attracting local customers. If you’re keen to increase local trade and encourage more people in your area to visit your website, and hopefully, buy your products, it pays to adapt your bids to target specific locations. Even if you don’t have a physical store or a salon or a hotel, for example, you can still take advantage of geographical targeting. Consider a website that sells shovels to clear snow, for example. You’re much more likely to drum up business in areas that are cold and prone to snowfall than in parts of the country that tend to be mild and temperate. In this case, you can optimise keywords and negative keywords to increase your chances of success.
Google allows you to adjust your bid strategy based on user location. For instance, if you operate a bicycle shop in London, then you may be willing to pay more for ads to be displayed to users located in London than, say, Glasgow.
However, even if your business isn’t location dependent, you could still benefit from geo-targeting by adjusting your bids based on the weather, seasonal trends, or local user needs. To learn more about local targeting, check out our article Google Ads for Local Business
Take advantage of automation
Google is advancing and evolving all the time, and with automated processes and innovations like script writing, you can boost results and save time and effort.
Google Ads is a hugely effective online advertising platform, which could help your business to attract new customers and increase sales. While success is not guaranteed, there are several ways you can improve the quality of leads and increase the click-through rate when using Google Ads. If you’re hoping to put your business on the virtual map, stepping up your Google Ads campaign can make an incredible difference. Focus on using the right keywords and modifiers, be prepared to adjust your campaign, ensure that you’re targeting the right audience, and make sure your landing pages deliver.
Google Ads has some advanced techniques of setup and optimisation. However, making sure you do the basics well is the best platform for success from the outset.
To learn more about Google Ads check out our blog post Google Ads Guide – Go From Beginner to Expert