Google Ads offers a fantastic opportunity to target your customers with ads that relate directly to their online searches.
If you want to run a successful Google Ads PPC campaign, then you’ll need to think about the many different components involved in the process.
Because running Google ads is pay-per-click, you’ll need to be sure that your ads are landing as they should. If people are clicking on them without it converting to a sale, then it’ll cost you money.
Here are six great Google Ads tips to help you increase your profits.
1. Make Sure Your Landing Page Is Relevant
It can be very easy to get bogged down in tweaking bids, making sure your ad copy jumps out, and putting all of your energy into juggling the numbers of Google Ads, but one thing that is often overlooked is creating a relevant landing page.
The ultimate goal of pay-per-click marketing is for you to convert clicks into sales. If users are taken in by your ad, but your landing page is confusing, irrelevant, or unattractive, then it could undo all of your hard work.
Driving people to your landing page is only half the job; the rest of the work needs to be done at a site level.
You should optimize your landing page for pay-per-click conversion by ensuring that your ads align with the content on your landing page.
Maintaining consistency on your ads and landing page means using the same keywords, and call-to-action across both the ad copy and the landing page.
2. Pay Attention to Negative Keywords
Using negative keywords can work in your favor. On Google Ads, you can specify what your product or service is not. This will ensure your ads don’t show up on keyword searches that don’t fit with the customers that you want.
By honing down the details, you’ll ensure that you’re not wasting time and money on an ad campaign that is completely missing the mark.
An example of how you can do this would be that if you were advertising an upmarket vegan restaurant, you’d want to specify that you don’t want to receive traffic coming from people looking for search terms such as ‘fast food.’
It is essential that you let Google know what your services and products are not, just as is it is important to state what they are.
3. Use All of the Relevant Ad Extensions
Many pay-per-click accounts will focus their attention on Paths, Headlines, and a Description of the main ad. Ad Extensions, though are an essential part of the user experience and can add a lot of value to your campaign.
Ad extensions will help to tell the story of your brand in addition to providing important information to your visiting customers.
There are a number of different ad extensions available. However, these are the most popular:
- Structured Snippets– These allow you to expand on what you’re offering
- Callout Extensions- Help to build trust with phrases such as ‘quick and professional service’
- Sitelinks Extensions- Additional links that direct customers to your landing pages or your website
- Call Extensions – This allows you to include your business phone number in your listing
- Local Extensions- Add your Google My Business account to your Google Ads to include your phone number and address in the listing
Try and use as many that apply to your listing as possible.
4. Fill in Every Available Section
Expanded Text Ads (ETAs) have made a huge difference in the way that Google Ads work. By adding extra specs for content that is relevant, ETAs allow the chance to tell a complete story about the services or products that you’re trying to sell.
To make sure that your ads perform to the best of their abilities, make sure that you fill out all of the available fields in the form.
5. Perform Thorough Keyword Research
Using the right keyword is essential when it comes to paying for Google Ads; after all, you need to ensure you get a maximum return on your investment.
One thing that should be obvious is that the higher the search volume is of the keyword, the higher the cost-per-click, and subsequently- the higher the ad spend.
If you go after high volume searched keywords, you’re going to have to pay more. So do your research and look for keywords that have a high search volume and a low cost-per-click as these will be the most effective.
A lesser-used strategy for cost-effective Google Ads bidding is to use Single Keyword Ad Groups. With this strategy, you’ll improve your quality score while your cost-per-click will go down.
6. Adjust Your Bids for Geo-Targeting
All industries can benefit from focusing their marketing toward their specific location. While geo-targeting is something local businesses such as lawyers, builders, hotels, and dentists use to their advantage all of the time, it’s not just useful for this type of industry.
Even if you don’t rely on your customer’s actual location, you should still think about optimizing your pay-per-click ads with geo-targeting bids based on local seasons and the needs of the user.
For example, if you sell sunglasses but you should negative bid in areas where it is winter and focus your geo-tagged bids in areas that enjoy plenty of sunny weather. You would use weather forecasts to then increase your bids on areas that are due to have a sunny spell.
There is a lot of money that can be saved by making sure your ads are showing in the right cities.
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