Before getting started, it is important for you to know that Google Ads is one of the most complex PPC platforms. With numerous tabs, settings, sections, and options to focus on, it can keep you occupied for hours.
To make things easier, we’re going to provide you with some effective tips in this blog. These tips will not just provide you with your desired results but will also help you save time.
Without wasting a single minute, let’s get into the details.
The key to a successful PPC campaign is a relevant landing page. To ensure that your landing page converts prospects into customers, you need to optimize it.
A user clicks on your ad when he/she searches for something and finds something useful in your ad description. So, make sure your landing page also contains the offer or message that was written in your ad. This is the best way to improve conversions as most people click on the ad only to get details related to the message given in the ad.
It is essential for you to maintain the integrity of your Google Ad campaign. You need to specify the keywords that aren’t related to the service or product you are advertising.
For instance, let’s assume you are a business park offering office spaces on lease. These spaces are ideal for small and big businesses but not for coworking.
So, you can exclude terms like “coworking” and “cheap” and other such keywords to ensure that your ad isn’t visible to those looking for a coworking space.
It is vital for you to share with Google what your service IS and what it is NOT for the betterment of your ad. Ask any pay per click campaign management services provider and they’ll suggest the same.
Whenever a user types in a search into Google, ads are displayed according to their relevance. So, the keywords you use in your campaign need to be carefully chosen and modified.
Here are the four keyword match types that you can choose from:
• Broad: It is the default option that matches searches with any word that is within your keyword phrase – in any order (and synonyms). For instance, ‘SEO Company in USA’ will match ‘SEO Company’ or ‘SEO in USA’.
• Broad Match Modified: With this match type, you can put a plus sign (+) in front of one or more words in a broad match keyword. The words with a (+) sign in front of them will appear in the user’s keyword phrase either exactly or with a slight alteration. For instance, ‘digital marketing USA’ would show up for ‘best digital marketing company in USA’
• Phrase Match: Choosing this match type will display your ad only when the user searches the exact phrase that you have specified. The search query should contain all the keywords you specified in the same order you input them.
• Exact Match: Just like the phrase match type, the exact match will only show your ads with the exact search query. However, Google has now provided relaxations for wrong spellings, plural versions of the word, or interchangeable keywords..
It is recommended that you keep altering the keyword match type over time. It’s not absolutely mandatory but it is useful for you in the long run. Let’s say you started the campaign using the Broad Modified match type. After a few days when you have enough data and results, you can choose a mix of Phrase, Exact, and Broad Modified.
Expanded Text Ads (ETAs) play a crucial role in Google Ads. If you want your campaign to perform well, it is important that you fill out all the available ad content. This includes:
• Final URL: The URL of the landing page.
• Headline 1: Include the keyword that you think the user would type in, your business/brand name, or the value proposition.
• Headline 2: Use this space to insert another value proportion.
• Headline 3: This headline may not display but we suggest you include a strong ‘Call to Action’ in here.
• Path 1: The path text and the final URL text don’t have to be the same. The path 1 field allows you to make changes to the URL in a way that helps the user understand what he or she can expect from your landing page.
• Path 2: Here you can include extra information to provide further context about your landing page to the user/searcher.
• Description Lines 1 & 2: These are the longest sections of Google Ads, which need to be crisp and to the point. The searcher is probably looking for a solution and the description of your ad should provide just that! Be sure to make it as relevant as possible instead of including generic content about your service or brand.
Responsive Search Ads (RSAs)
Google has also added RSAs in Adwords now. This helps the advertiser to give a list of headlines to Google. Once given, Google will use this list to create combinations of these headings and generate the best result.
In every ad communication, up to 3 headlines and 2 descriptions will display.
Since Google itself will curate combination, make sure you provide headline options that can be mixed & matched and still make sense.
Ad Extensions are often overlooked. If used properly, they can greatly boost the performance of your ad.
These extensions include:
Sitelinks Extensions: These are extra links that your customer may find useful. These links direct the customer to other landing pages on your website.
Callout Extensions: These extensions help build trust with searchers. Even professionals offering online reputation management services recommend this extension as it reflects your brand\/company’s reputation and includes phrases like “24/7 customer service”, “10+ Years of Experience” etc.
Structured Snippets: This extension allows you to add more info about the features. Select a relevant category as these extensions are based on specific categories.
Call Extensions: This extension enables you to add your business phone number directly into the listing.
Location Extensions: If you are mainly an offline business, you can link your Google My Business (GMB) account to your Google Ads account. This extension will then add your address and phone number to your ads for your potential customers to check and figure out your location.
Targeting specific geo-locations can boost your advertising efforts a lot. To target properly, examine where your engagement mostly comes from. Then, prioritize your budget accordingly. Local businesses such as restaurants, lawyers, doctors often characterize their ideal audience by how close they live to their offices. However, geo-targeting performance is not limited to just this.
Even if your offerings do not depend on the physical location of your customers, you can still optimize your campaign with geo-targeted bids based on seasonal patterns, weather, and user preferences.
ALSO READ: Pay Per Click Services: 5 Causes of Lead-conversion Failure
A well-maintained Google Ad campaign can help your business improve its revenues. Since Google charges you for every click on your ads, make sure you all use all the steps to optimize the experience and push conversions.
Try out the above-mentioned tips to enjoy qualified traffic and better sales. Don’t forget to stay tuned to our blog section to get regular updates, tips, and guidance related to digital marketing.
If there’s something you want to ask or suggest, feel free to share your thoughts in the comment box below. We’d be happy to get your feedback.
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