Establishing your online presence is not enough with an organic strategy alone. Think of it this way: millions of businesses are sending out messages at the same time as you. This means you have fierce competition on your hands, and it will take more than organic content to get your target audience’s attention.
This brings us to the subject of advertising, particularly Google ads. The search engine giant ranked first among the most visited platform web properties in the United States, with over 270 million unique visitors and a market share of 61.4%. It only makes sense for businesses to be where their potential customers are, and this can only be truly realized if they run ads on Google.
Running effective Google ads will put them in front of millions of users, giving you ample opportunities to generate clicks, drive traffic to your website, and convert visitors into paying customers. But paying for your Google ads is not as easy as it may sound. It needs a solid strategy that allows you to maximize your return on investment. How can you optimize your campaigns to give you the best results and great value for your money?
Set Your Advertising Goals
Without setting clear objectives for running Google ads, you will be aimlessly spending your precious budget with little to no results. It is important that you know what you want to get out of your efforts. You might want to get more website traffic and generate leads, or you might want to focus more on nurturing your existing leads and converting them into customers.
Knowing your goals will make it easy for you to determine the best type of Google Ads campaign to run. You can optimize for traffic or conversion. There are a variety of options to choose from when it comes to Google ad campaigns. You may want to consider running search ads to get in front of potential customers. If you want to retarget previous website visitors, you may run display ads. Retargeting users who previously engaged with your ads is a good conversion strategy.
Conduct Keyword Research
Keyword research is the foundation of every effective Google ad campaign. While you will need to find high-value keywords relevant to your brand and offered products, that is only the basic requirement. You also need to make sure that there is a good balance between high-value keywords and match-type keywords. No matter how much traffic your high-value keywords generate, it won’t do that much for you if they do not match your target audience’s intent.
Striking the balance between the two important types of keywords will ensure that you are attracting quality traffic while keeping the cost low when it comes to keyword discovery. The best way to do this is to mix broad matches and phrase matches. It is important to identify keywords that your audience is frequently using and make sure that you are adding negative keywords to filter out irrelevant traffic. If your ads are only served to relevant queries, you will be able to keep the cost of ads low and boost your ROI.
Optimize For Mobile Search
We live in an increasingly mobile world. Your ads should be designed for multiple devices, so users who switch from desktops to smartphones when surfing the internet will still be able to view them properly. Your ads need to be responsive, no matter what device your target audience is using. Make sure that your landing pages are viewable when using mobile phones and tablets. You might consider looking for profitable product ideas to sell online and your product page must optimized for mobile
There might also be opportunities to determine keyword bids that are highly geared towards mobile users, allowing you to drive clicks and conversions more effectively. Plus, failing to optimize for mobile may hurt your cost per click, as people will easily abandon a site that cannot be properly viewed on their preferred devices. This will make your ads very costly.
Pay Attention to Quality Score
Google ads have many metrics, but if you want to make your ads really effective, you should pay attention to the quality score. This value dictates where your ads will be shown in search results. Ads with higher quality scores will achieve a higher ad rank. These ads are viewed by Google as highly relevant and particularly useful to users.
When your ads are aligned with the user’s intent, they will generate a lower cost per click. In return, you will be able to lower the costs of conversion and maximize results. Some of the elements that impact a good quality score include:
Landing Pages
You need to design your pages in a way that enhances the user experience.
Ad Copy
A good ad copy can attract customers easily, which can then improve your click-through rate.
Keywords
The keywords you use should be relevant to your target audience.
Keep Up to Date with the Latest Trends
The key to long-term success in Google advertising is to stay informed about the latest trends and developments in the search engine giant. You cannot be complacent and leave it all to fate after you have set up your ads and gotten them running.
Make sure to be the first to learn about Google updates and to immediately implement them in your ads. You must pay attention to the best practices and avoid tactics that can hurt your campaigns. Monitor your ads and optimize them accordingly so you can ensure that they are consistently ranking high on SERPs and attracting quality traffic that converts.
Consistency Is Key
Getting the optimal ROI with your Google ads takes money, effort, and lots and lots of patience. It cannot be done overnight. You will need to be consistent with your efforts and adaptable to changes. This means testing out your ads and determining the best strategy moving forward.
