6 TIPS FOR GOOGLE AD SUCCESS
Written by:
Hon Lau
Senior Paid Search Manager
Google Ads is a marketing tool developed to assist you in displaying ads at your audience to promote your product or service online. Processing hundreds & millions of searches per day, it makes perfect sense to build effective ads and display them to people who are looking for information related to your business online.
Paid search marketing has a wide appeal for all types of businesses. The pricing model is competitive and relative to your product, so whether you are an independent business selling flowers at your local town or a corporate company that services globally, Google Ads offers precise targeting and measurability, as well as reach and it’s possible to achieve a high ROI on a large scale.
If managed and set up properly, Google Ads can help to increase online traffic, measure footfalls, build brand awareness and generate sales while reducing marketing costs.
Below are 6 tips that you should take note to build a successful ad campaign:
01. Select your Keywords carefully.
Use a list of specific keywords that potential customers are most likely to use to find you through search engines. Google Ads has a keyword tool built within the platform that lets you discover new keyword ideas which gives an insight into how often certain words are searched.
You will also need to devise a list of negative keywords. These are words that you don’t want to be associated with to ensure you increase the quality of your traffic and improve your CTR (click through rate).
02. Support organic traffic with PPC.
Relying upon free search engine traffic alone is a risky strategy. Typically, it can take 6 to 12 months to get an SEO campaign up and running, whilst a Google Ads campaign takes effect and generates results almost immediately if set up correctly. With a G. Ads campaign, you have much more control over the consistency of the traffic you get. A combination of both SEO and PPC (pay per click) is recommended to obtain a wide presence on the web.
03. Include a Call to Action.
Ad copy plays a vital role in the success of your Google Ads campaign. The ads appear complex with quality score and campaign optimisation. Ad copy is far less complicated and tends to work best if kept plain and simple. Having a good call to action like ‘buy now’, ‘order now’, ‘call now’ in your ad copy is key to your campaign’s effectiveness, to drive prospecting audiences that extra push to get them over the line.
04. Test, test and test again!
Google Ads is the world’s easiest testing engine, allowing you to test new ad text and landing pages and let Google tell you which ones work best. We recommend creating a minimum of 3 expanded ads and 2 responsive ads and then make changes to the ads based on how they performed.
05. Online and Offline marketing integration.
Although online marketing has strategic factors, traditional offline methods are just as important. Customer journeys are changing shaped by offline and online media consumption. Technological developments have made buyers hyper-connected and stronger. When online and offline marketing are combined, they create better results than they would on their own.
Messaging on each channel must be integrated and informed by each consumer’s location with the sales funnel, making sure your online and offline media mix creates the cohesive, engaging consumer experiences that not only lead to sales but also increase attribution accuracy.
06. Measure results.
The amount of data that can be retrieved about your campaign via Google Ads reporting, Analytics and other tools is incredible. You can precisely track the effectiveness of each search phrase - from the most frequently searched to the highest converting and the most profitable search phrase. With this data, you can optimise your campaigns to achieve your marketing objectives and KPI’s.