The question often gets asked, how do I generate more leads from my website? How do I rank better on Google and is it possible for me to outperform my competitors? One way of increasing your website’s exposure on Google is by applying SEO best practices and ongoing rank improvement efforts.
SEO can take some time to deliver results however and if you are looking for a quicker way to generate more conversions, Google Ads might be the better option.
WHAT CAN YOU DO ON GOOGLE ADS?
Google’s pay per click advertising allows you to advertise your brand, products or services in multiple ways, with the core goal of driving conversions (user engagements) that translates to a sale or enquiry through your website. Most importantly, however, is to find the best strategic solution that would provide you with a return on your ad spend investment.
WHERE DO YOU START WITH GOOGLE PAID ADVERTISING?
It is important to remember that you need to differentiate yourself from your competitors, establish what makes you unique and what is the primary benefit someone would get by using your products and services instead of your competitors? Once you know what sets you apart from your competitors, implement this messaging in your banner and search ads to receive better user engagement rates.
Secondly, we need to establish what type of user engagements we are looking for. Are you looking to sell products directly from your website? Do you want users to enquire about a service? Or are you in the market to get bookings for accommodation or events? Your desired conversion determines the type of ads you need to run. Let’s take a look at your campaign and ad options and the type of user engagement that works best for them.
BRAND AWARENESS AND RETURN CUSTOMERS
If brand awareness is what you are looking for, the most important metric to keep an eye on would be the volume of impressions you get. Impressions refer to the number of times users see your ads. For a large volume of impressions and to get users interested and familiar with your brand, it’s advised to start with display ads. Display ads allow you to place creative branded banner ads on premium websites in your own country or abroad.
Together with branded banner ads, you can showcase video content on YouTube and premium websites as well. Videos allow you to receive large amounts of impressions while only billing you for each unique video view.
Display ad example:
With a google display campaign, you can also activate what is called “remarketing” which allows you to follow users around on the web who have previously visited your website. By doing this, you are increasing the chances that users will return to your website to complete a conversion they failed to make during their first visit to your site.
SALES AND ENQUIRIES
Even though it’s not impossible to generate sales through display campaigns, generally speaking, display campaigns yield a lower return on investment compared to search ads when it comes to making online sales and generating service enquiries.
Search ads allow you to target users with keywords and you will only get billed when a user clicks on your ads. Engagement rates on search ads tend to be higher because of the relevance between a users search terms and the text in your ads. When your ad text matches a users search, a user will be a lot more likely to click on your ads and research your service or product on offer.
Search ad example:
We have established our unique selling point and how we want users to engage with our brand. The next step is to refine your targeting and to ensure you are reaching the correct target market with your paid ads. How do you do this?
Google provides us with two basic targeting options, namely keywords and audience interests. These two main forms of targeting can be refined by including targeted locations, audience age range, gender, device preferences, the time of day you want your ads to appear and more.
SEARCHING FOR KEYWORDS
How do you go about selecting the correct keywords? Luckily Google can help with this! You can select the keyword planner on the Google Ads platform and with a simple site crawl, you will receive a wide range of recommended search terms. It’s advised to keep the number of targeted keywords in line with your media budget meaning that if you have a limited media budget, think of selecting only the most relevant or important set of keywords.
By simply making a selection of 1000s of keywords, while only having a media budget to support a few of them, will only delay the process of improving your campaign’s performance.
REACHING THE RIGHT AUDIENCE
Audience insights targeting can be used in both search and display campaigns and the goal behind them is to limit your ads online exposure to a group of users who would most likely be interested in your brand and offered products or services.
Not only will Google ads supply you with recommended audience types, but you can also set certain parameters whereby you can target users who visit your competitor’s websites or show sets of desired online actions.
It’s all fair and well that you can select your desired search terms and audience types, but what happens if you start getting more enquiries from people looking for a job, or doing product research than actual qualified leads that provide you with the ROI you are looking for? That’s where negative targeting comes into play.
You can select certain keywords that you want to completely exclude from your campaign such as free, cheap, jobs, research, reviews, to name a few. You can also exclude locations from your campaign that you believe might contain a large population of people in higher or lower-income classes.
TRACKING YOUR QUALIFIED LEADS
Initially, your campaign’s bid strategy will be set to focus on clicks, maximising them at the lowest cost possible. That’s good to start with, but the Google Ad system thrives on data, and placing your campaign’s focus on the correct data points is key to making that much-desired return on investment.
By using tools like Google Tag Manager, you can track form submissions on your contact page, calls to a landline or mobile number, sales on your website and more. Once your campaigns start delivering conversions you can change your bid strategy to focus on finding users who are more likely to convert, which will result in lower costs per conversion over the long run.
Google’s automation functionalities and manual optimisation capabilities will only take you so far. It’s important to realise that tools like Google Analytics will give you a wide range of additional detailed insights that can be used to further optimise your ad campaigns.
Metrics around what time of day conversions predominantly take place, average profit per sale and bounce rates on checkout pages can help you understand how, when and why users convert. You can change your targeting, ad copy and bidding strategy accordingly to further assist the Google Ad system in lowering your cost per conversion.
Finding a reliable and trustworthy Google Ads Expert is no small task & there is no reason you should attempt advertising on your own. Our digital marketing team has the experience and expertise to advise and design results-driven campaigns! Get in touch with us, we’re only a phone call away.