When it comes to Google Ads, success can sometimes seem like magic. But getting the right combination of factors to give you a high-performing ad isn’t as mystical as it seems – it just takes a little bit of time and a lot of know how. And the biggest rule is simple – stay relevant. After all, think about how you interact with ads as a customer. You probably ignore the ones that aren’t interesting, and only click on the ones that are relevant to you. So as a business owner, if you know what your customers are looking for, you can focus on making your campaigns more relevant, and increasing click rates. To demonstrate how you can do this, we’ve got 5 tips to share with you. And we’re going to use the same example throughout – a bakery selling bespoke cupcakes and cookies. Because who doesn’t love a cookie?
Create Specific Ad Groups
Google AdWords work best when they are used to drive very specific traffic for your business. So rather than trying to have one ad that covers everything your business does, consider creating ad groups that focus on a single product or service. This will help your ads appear more relevant to users. After all, our cookie-loving customer is much more likely to click on an ad about cookies than a generic ad about food. Specific ads also make it much easier for you to optimise the copy, and relevance tends to lead to much higher quality ads – and therefore more clicks.
Do Your Keyword Research
Your keywords are the key (if you’ll pardon the pun) to success in AdWords. Google will search for ads with keywords and phrases matching the keywords customers are searching for, and display those results that are most relevant. But don’t just choose generic keywords – the more specific, the better. Try and make sure the keywords and key phrases you use relate directly to the specific theme of your ad, and are repeated in the ad copy and landing page, with a combination of single keywords and two of three keyword phrases. For example, if our bakery was selling cookie packages, some of the keywords we choose could include ‘cookie gift basket’ or ‘cookie gift set’. This will be more relevant in searches for those things than the generic ‘cookie’ or ‘gift’ would be.
Use A Strong Call-To-Action
Customers are unlikely to do anything with your ad unless you tell them to. So don’t just use the ad to showcase your product or service – tell them what to do next. Your ad text should contain a strong, stand-out call-to-action that encourages users to click on your ad. It helps if you can show them what they can do once they reach your landing page, and why they should click. A few simple but effective call-to-action words include: buy, sell, order, browse, find, sign up, try, get a quote.
Create Targeted Landing Pages
One of the things we often see is businesses who have invested a lot of money into Google AdWords, but they haven’t really seen the results they wanted. 9 times out of 10 when we dig a little further, we discover that they have put a lot of effort into their ads, but had failed to create a specific landing page for it. In other words, the ad would link to a generic page on their website. But for your ads to really succeed, you need to create a landing page tailored to people who are clicking through on your ad. So with our bakery, if the ad is selling cookie gift packs for Christmas, we don’t want users clicking through to land on the general cookies page. If they do, they might click away once they realise they have to go searching for the thing they want (which they thought they had found). Instead, we want them to land on a page that displays only the Christmas cookie gift options. This means they are much more likely to stay on the page and actually buy something.
Test Multiple Ads
And finally, test, test, test! Every audience is different and every product is different, so the same ad won’t work for everyone. To get the best success from your AdWords campaigns, you need to be testing different styles of headline, different ad copy and keywords, different landing pages, images and videos over time. A/B testing is a great way to do this, as it lets you change one thing and see the difference it makes. Once you start to see what’s working, you can create more and more successful ads.
At Ad-Extra, we’ve spent years learning everything there is to know about creating effective Google AdWords. Every month we work with business owners to create and run AdWords campaigns guaranteed to generate results. Our team of experts are always on hand to answer any questions or to help customise your ads to make sure they’re performing. If you would like to know more about how to create high-performing Google Ads, all you need to do is get in touch with the team today and book your free consultation.