According to Forrester, 93% of all online experiences begin with a search. This is one of the reasons search engine optimisation and search engine advertising have become such a popular field among business owners. With so much traffic coming through search engines, the only way you can hope to get your brand in from of these potential customers is to build an online presence that’s known to search engines. A big part of this effort comes through paid advertising, or PPC, with Google Ads taking top spot. To help you make the most of your Google Ads budget (and your time), we have a few of the lesser-known tips to share.
Optimise For Negative Keywords
We talk a lot about keywords when we’re talking about Google Ads. It’s one of the most important elements to get right, and having the wrong keywords is often the reason an otherwise good campaign will fail. But that usually covers positive keywords – the keywords you want to be found for. What isn’t discussed as often is optimising for negative keywords as well. These are the keywords you don’t want to be found for, and signal to Google not to showcase your ad if those words are included in a search. This means you won’t be wasting your Ads budget on keywords that will never convert.
Bid On Competitors Names
Something a lot of people forget is that Google Ads allows you to bid on competitors names as keywords. This means that when a customer searches a specific brand name, your ad will pop up as well. This is particularly useful in highly competitive industries that are dominated by a few big names, as consumers may be unaware that other companies even exist. Bidding on a competitors name allows you to let prospects know that you exist, and that you have something worth examining before they make their purchasing decision.
Track What People Type When They Convert
Test and measure is our mantra when it comes to Google Ads. You should never be leaving your Ads to just run on their own – you should always be looking for ways to improve your listings and get more conversions. One of the easiest ways to do this is to pay attention to the people who search and then go on to convert to customers. Using analytics tools and your Ads data, track back through their journey and make a note of the exact term they used in the search engine. Do this a few times, and you may notice a pattern begin to emerge. You can then use this information to help you create more effective ads, which will boost your conversion rate.
Make Sure Your Landing Pages Align With Your Ads
Another common mistake we see from many businesses is where they direct traffic to. Their ads may be solid, with good click-through rates, but they lose people as soon as they get through to their website. This is usually because the ad links through to a generic contact page, or else a home page. Successful Google Ads will be built for specific problems, products or services, and each one will have its own specifically designed landing page. Your landing page should focus on the same thing as your ad, giving the customer all the information they need without having to look around for it, and a call to action to encourage conversion. This is a very simple change, but it can make the world of difference to your success.
Use All Of Your Ad Extensions
As well as the various areas for text that you can include in your Ad, Google offers a few different extension options. You might think these look complicated and not bother – but using them could significantly boost your performance. The top extensions you’ll probably find useful include:
- Sitelinks Extensions: Where you can include additional links you think people might find useful.
- Callout Extensions: Where you can include guarantees or similar promotion statements to build consumer confidence.
- Structured Snippets: Where you can include additional information about the features included in your ad. You’ll need to select a category from the list for this.
If all of that sounds a bit complicated, don’t worry. You’re not alone. At Ad-Extra, we work with business owners who know they need to do something different with their Google Ads campaigns, but they aren’t sure what. We can help you create thorough, effective campaigns that outperform your previous efforts, and manage their ongoing performance for you. To find out more, just get in touch with the team today.