Google Ads (formerly known as Google Adwords) is Google’s advertising platform. It allows advertisers to select certain keywords to connect to their clickable ads. These keywords allow certain ads to appear in Google’s search results. When you use Google Ads, you are paying for your ad to show up in specific places in Google results based on parameters that you set and select. Google handles more than 40,000 searches per second. So how do you make the most of Google Ads to tell your story and promote your business to your target audiences?
Engage the experts
Anyone can create a Google Ads account and campaigns for free. And anyone can search keywords for free. But crafting meaningful campaigns that yield outstanding results requires some experience. You want to make sure that every click you pay for leads to meaningful action. A Google Ads campaign should be part of a well-coordinated, overall marketing campaign for your business, product or service. Align your Google Ads messaging with all other marketing messaging in other channels. Consider retaining an experienced marketing agency with Google Ads experience to ensure campaign success.
Set a budget and set a goal
What are you trying to accomplish by using Google Ads? And how does this fit into your overall marketing budget? It is important to set a specific target goal for your campaign and outline specific budget parameters, as well. It can be tempting to have a scope that is too broad when creating an Ads campaign. And you may also be inclined to allow too large of a budget, as well, thinking that any click is a good thing. But setting clear campaign goals and having a well-defined campaign budget will help you enjoy campaign success in the end.
Make the most of keywords
Keywords are at the heart of every Ads campaign. Google looks at keywords several different ways. People may find you through an exact keyword match, a phrase match, a broad match or in other ways. Be sure to test not only specific keywords but also test the different match types for your keywords. You can also add negative keywords to remove certain words from triggering the display of your ad. Consult with your internal team and your marketing consultants to ensure that you are using the correct keywords for your industry. And make the most of Google’s Ads Keyword Planner tool, too.
Don’t forget about targeting
Don’t be so focused on advertising keywords that you forget about targeting. What segment of your audience are you trying to reach? What devices are they using? What time of day are they online the most? Your goal is to increase conversion rates and to reduce the cost per conversion. Make sure you are reaching the right people at the right time on the right device with the right messages. Include a call to action in your messaging. Target your audiences based on both interests and demographics.
Test everything and track everything
Always create a unique landing page for your ad. This is important both for tracking purposes and for conversions. And make sure your landing page message is well-aligned with your ad campaign. This will help you improve your quality score with Google and increase the click-throughs to your landing page. Google uses the quality score to determine whether your ad campaign is effective and relevant or not. Your score can also lower your ad cost, boost your reach and give you better positioning.
Besides social media, there is really no better place to advertise than Google. Are you interested in learning more about using Google Ads to promote your business? Contact the experts at Wild Coffee Marketing. We deliver compelling content and proven strategies to grow organic traffic to your website. Contact us today to learn more. At Wild Coffee Marketing, we love helping our clients grow better.