Google Ads for your business
Prices for pay per click marketing are getting more expensive. Make sure you’re not paying more than you need with these 5 tips for your Google Ads Success.
Just a few years ago Google Adwords was the most cost-effective way to bring conversions into your business. The ability to track your conversions and measure returns led to massive growth and competition for share of voice, which then led to advertising price rises.
A lot of this competition came from ‘backyard SEM experts’, who know they have to be on Google to generate leads, but they don’t know how to optimise their campaigns or ads. These advertisers threw money at the platform in the hope of creating more conversions, which again led to a less cost-effective platform for the rest of us.
Recently Google rebranded it’s Adwords platform under the umbrella Google Ads (which also denotes a move away from ‘keyword’ advertising, more on that another time). It is imperative to understand that to run effective Google Ads campaigns; you need a little bit of extra know-how.
Before we start, let’s talk about Quality Score
Google Ads uses a ranking system called Quality Score to determine the relevance of your advertising to the keywords that a user has searched.
Quality score is evaluated on 3 criteria:
- Ad Relevance
- Land Page Experience
- Expected Click Through Rate
You need to be aware of this because when Google is determining which Ads to display in search results, your Quality Score has a bearing on the results. If Google thinks that the quality and relevancy of your advertising is better than that of your competition, then it will give your advertising a ‘boost’, meaning you can rank higher without having to spend more.
Google is all about delivering users with the results that solve their problem or answers their question. Naturally, it is beneficial for them to promote advertising that suits this need.
Quality Score has a impact on what the advice we are going to give you now.
Here are our top 5 tips for your Google Ads Success:
1. Do your Keyword research
Before you create any ads, do your research to find out what it is that your customers are searching. There are numerous products in the market place that will help, and they will give you insights into what your competitors are doing as well.
Don’t just stop at finding new keywords though. Make sure that you are reviewing the Search Terms report in Google Ads to see precisely which search terms are driving traffic to your site.
Pay attention to the words they are searching for, and check that they are relevant to the product or service you are offering. The last thing you want to be doing is paying for traffic to your website that isn’t relevant. It wastes your budget and impacts negatively on Quality Score.
- You are a domestic electrician advertising for customers in Newcastle, and you run an Ad Group specific to “Newcastle Electricians”.
- A user goes online and searches for the term “Newcastle Automotive Electricians”, your ad appears, and they then click on it.
- You aren’t licensed to perform automotive electrical, and you have just paid for someone to come to your site who isn’t going to buy anything from you.
These words are Negative Keywords and can be filtered from your Campaign, or Ad Group so that you don’t appear for searches term again in the future.
Update your Negative Keyword list from your Search Terms report on a regular basis.
2. Fix your Ad Relevance
When a user enters a search term into the search bar, they are asking Google a question. Naturally, they are more likely to click on the results that they think are going to solve this query.
Here is an example: Let’s say Peter has gone to Google to search for a new pair of socks. He types into the search bar “men’s blue socks”.
Peter is naturally going to click on an Ad that includes the term “men’s blue socks” in the Ad copy because it appears to answer his query.
Peter is less likely to click on Ads that say “men’s socks”, or “blue socks” because while those results may be offering the product that he is looking for, there is also a chance that they do not.
If you are like most advertisers, you likely have hundreds, if not thousands of possible keyword combinations, so how do you cover all your bases?
Google has some features that you can use to help optimise your Ad Copy. Optimising takes time though and is an ongoing process.
Here are some tools and features that Google provides to help you along the way:
- Ad Groups – Group your keywords into hyper-specific groups so that you can target certain keyword sets. Your Ad Groups should contain 20-30 keywords
- Ad Variations – allows you to test multiple variants of your ads to determine which are more effective
- Dynamic Keyword Insertion – allows you to dynamically insert a keyword into your ad copy based on the search term that the user enters
3. Fix you landing page experience
Your landing page experience is another important element that influences your Quality Score. Having relevant and engaging ad copy is only half of the conversion battle. There is no point going through the effort to secure a click to your website if they are only going to bounce away once they get there.
Your landing page experience needs to reflect the copy of the ad that brought the user to your website in the first place.
Running an ad selling $99 Sneakers? Then your landing page should have a picture of the sneakers with clear text next to it that says “$99 Sneakers”, and a call to action for them to convert. There is no point sending them to a landing page that has $200 Sneakers on it in the hope that they will buy them instead (the art of the upsell is a separate topic).
4. Use all of the features available to you
Google Ad offers a number of features for you to use to help gain more clicks and then track your performance.
Here are some features you should check out:
- Review Extensions
- Sitelink Extensions
- Location Extensions
- Affiliate Location Extensions
- Call Out Extensions
- Call Extensions
- Message Extensions
- Structured Snippet Extensions
- Price Extensions
- App Extensions
All of these products help you gain more real estate on Google Ads, which means you can include more information to help your customers make the decision to click on your ad.
If you can demonstrate to Google that your users are converting, it shows to them that you are providing content of value to your users. Google likes that.
By adding your conversion types into you Ad campaigns, it also makes it a lot easier to calculate your ROI.
5. Optimise for mobile
According to Google released statistics, in 2018 53% of website visits from a mobile will be abandoned if the page takes longer than 3 seconds to load, and in 2017 mobile devices accounted for nearly 62% of paid-search clicks.
That means your advertising and your landing pages need to be mobile friendly, or if you believe Google, your design should be mobile first.
Mobile first is about providing the information that users need at their fingertips, and fast.
Read here to get my tips on how to design great, mobile-friendly websites:
NewyMedia is a digital marketing company based in Newcastle, Australia. If you need help setting up, or optimising your Google Ads strategy, then we are here to help. You can contact us here, or sign up below to join our mailing list for more great tips and advice.