By now, you’re probably well aware of the benefits Google AdWords account can bring. Reports have shown that businesses make an average of $2 for every dollar invested. That’s not bad at all.
However, the essential condition for this return on investment is that you create a sound strategy and set your search terms and display network ads correctly.
But, how can you do all that?
If your business advertises on Google search, a lot of factors can make or break your campaign, in the end, it all leads to just two things: increasing your conversion rate and reducing your cost per conversion. Everything else is secondary to these two primary factors.
Now, here’s the million dollar question: how can you achieve these two goals without getting lost in AdWords ad jargon and technicalities?
Let’s find out!
Determine Your Customer’s Path
In the most basic sense, setting up a paid search ppc campaign in Google AdWords, means establishing your goal and then designing the trajectory to getting there. You select the best keywords and negative keywords, write your ad copy, create the landing page, and track your actions..
But, you need to dive deeper than just that if you want to see significant results from your pay-per-click advertising efforts. Being able to understand how your customer shop online, for example, can give you a massive edge over your competition. For example, what happens when your prospects see your ad or land on your site for the first time? Do you have a clear path for them in place?
Here’s the thing: customers usually go through five different stages before making a decision (awareness, consideration, interest, preference, and purchase.) And, they have different questions and needs at each stage of the sales cycle. For example, customers in the awareness stage are just now becoming aware of your products and want to learn if you can help them. Prospects at the interest stage, on the other hand, want to know what makes your different from your competitors and why they should choose you instead of them.
Segment your audience and target your Google ads based on the sales stages prospects are at the moment. That way, you ensure that the people who are just now getting in contact with your brand are met with the appropriate content that can persuade them to move to the next stage of the funnel.
Include the Main Keyword in the URL of Your Ad
When it comes to Google advertising, even the smallest detail can make the difference. For instance, some marketers claim that including symbols in your ad copy can help you stand out. While we encourage you to A/B test any method you find relevant to your business, there is one trick that has been proven to drive more clicks. We’re talking about including the main keyword in the URL of your ad.
Here’s why this simple trick is so effective.
When your prospects are using a search engine, they want to know that the links they will click on are going to be relevant to their query. If you use your primary keywords both in your ad copy and URL, you’re reinforcing the promise that you can, in fact, provide a solution to their problems as well as reduce your cost per click.
Capitalize on Your Prospect’s Curiosity
One of the biggest mistakes you could make in your Google ad copy (or any marketing content for that matter) is not including a call to action. Curiosity is one of the most powerful forces, and it would be a shame not to take advantage of it.
Think about it this way: you’ve created an attention-grabbing ad. You’ve made a great offer and managed to stir the curiosity of your prospects. But now, instead of encouraging them to take action and find out more, you do nothing. It’s like setting the stage for a joke but leaving without delivering the punch line.
Capitalize on your prospect’s curiosity and give them more reasons to click on your ad by including a compelling CTA, such as “Learn more,” “Try now” or “Get yours today.”
Alight Your Ad group Copy with Your Landing Page
It may sound like an obvious tip, but you would be surprised to learn how many small business owners link their Google ads to their website’s homepage. That’s a recipe for disaster.
Your goal is to create a clear path from intention to conversion. If your prospects are looking for higher quality yoga mats and your ad promises to give them just that, but then you send them a page that’s full of sports articles, then they’ll probably leave. Your audience wants a quick solution to their problem; they don’t have the time or patience to browse through hundreds of products before finding the one that interests them.
Make sure that everything from your keywords, phone number, to your headlines and content is aligned with your ads to increase your quality score.
Test Different Match Types
Don’t rely on assumptions or your intuition when it comes to finding the best match type to improve your AdWords performance. A broad match can help you reach out to a larger audience segment, but your click-through rate will be pretty low because your ads won’t match the exact intention of your prospects. But, that doesn’t necessarily mean that you should rule out this tactic completely.
The best approach is to test both options and find a balance between broad and exact match types. Both come with their strengths and weaknesses, and you must try to make the most of both worlds.
These simple tips can help you optimise your campaigns and increase your conversion rate and reduce your costs. In the end, don’t forget that regardless of the strategy you’re employing, you need to test everything thoroughly. That’s the only way you can tell if your actions can deliver the results you’re expecting.