If you’re using Google Ads, you know there can be quite a learning curve. I’m here to make it a bit easier to navigate the world of Ads and optimization so you can generate leads. If you've already created a landing page and want to improve campaign performance, increase conversions, and boost profitability, you’ve come to the right place.
Although it takes a lot of work, you need to start by figuring out which keywords work best for your campaign in order to drive people to your website. Check out some of the following sites to hone in on the best keywords: Google Keyword Planner, Answer the Public, Keyword Eye, and Ubersuggest. Once you determine your keywords, you’re ready to begin building your campaigns and driving traffic to your site.
- 5-20 keywords per ad group (per Google)
- Avoid irrelevant keywords (general keywords that could lead the wrong customers to your site)
- Include negative keywords (so you aren't paying for keywords on products you don't offer)
- Set up your ads on the brand names of competitors
Let’s look at your URL and headlines in your AdWords account and why they’re important.
- Final URL: Lets the user know where they’re going.
- Headline 1: Initial attention grabber. Use words consumers would type into their search.
- Headline 2: A great place to let people know how you’re different and what makes you stand out (CTA, features, test, benefits, etc.)
Using Headline 1 to grab the attention of the visitor is important, as is Headline 2 where you’re going to let people know what makes you shine. Headline 2 is a good place to experiment with CTA’s, features, benefits, and testing. Headlines 1 & 2 gets read and viewed more than other parts of your ad. Note: you can use up to 3 headlines now; up to 30 characters each.
When building the description(s), think about where the user is in the funnel -- awareness, consideration, buying, retention stage. Highlight what's great about your product or service. At the minimum, use 1 description and include a call-to-action like "Buy now" or "Get a free quote online."
In addition, build your account to parallel your sales funnel. Then, as Google starts giving you a high quality score, your cost per click (CPC) rate goes down.
- Awareness/Interest: What will the customer get out of this?
- Learn/Shopping Phase: Comparison shop features
- Shop/Buy: Based on benefit (why should the visitor care?)
Now is the time to decide if you want to focus on benefits or features. If focusing on benefits, think about why the user would care about your product or service (the emotional side of things). If focusing on features, consider a bullet point list of facts. Remember to make it useful and exciting to engage the audience and get them to click for more information.
Always remember that your audience is viewing your information on different devices (ex. computer vs. mobile phone). Make sure your ad is mobile-friendly. You want to use customizers to ensure the information you’re providing looks good on each device. If the consumer opens your link on their phone and it looks horrible, they'll move on to the next site.
Consider using a countdown timer to create urgency. For example, “Act now to receive 50% off your second phone” and include a countdown timer that ends at midnight. People fear missing out on something and will act quickly to ensure they get in on a great deal.
If your keywords are going to be searched by B2B and B2C users, it’s important to prequalify the user. Translation: you want to attract people who will most likely to convert once they're on your landing page. You want to make sure the user finds what they’re looking for without being distracted by similar items that don’t match their desired search. For example, if the customer is looking for a children’s electric car, you don’t want full-size electric cars or toy cars displaying in the search results too. You can accomplish this by enhancing your keywords and making them more specific (electric car for kids vs. electric car).
Metrics are an important in determining whether or not your AdWords are producing conversions. CTR (click through rate) is not a good metric unless you simply want to increase the number of visitors. What if the audience produces a 50% CTR but a 90% bounce rate? Not good. In comparison, a 30% CTR with a 10% bounce rate is much better.
Focus on CPI (conversion per impression) as your ideal metric, especially if you’re trying to entice visitors and increase conversions. With this metric you’ll get more qualified leads. In other words, every time someone searches, you have a chance at a conversion. With CPI, you can look at how often you got a conversion based off of how often an ad was displayed. It also tells you which ad got the most qualified leads.
If you see your competitor's ads above yours when you do a Google search, it's time to implement ad extensions. Using ad extensions makes your ad standout more, makes it easier for people to find you and will typically increase click-through-rate. More importantly, extensions increase your quality score, placing you higher in the search results.
Ad extension are free to create so there’s no reason you shouldn’t be using them. Think about adding sitelinks, callouts, structured snippets, review extensions and more (see image below). If you’re looking to improve PPC results and conversions, ad extensions will help you get there.
Although this is only the tip of the iceberg when it comes to using Google AdWords, it gives you a starting point so you can begin generating leads. With Google Ads you can set a budget for advertising and only pay when people click on your ads. Once you determine your keywords for your campaigns, understand your metrics, and when to use ad extensions, you're on your way to generating conversions from your ads. You will want to tweak your ads along the way and perform A/B tests to ensure you know which ads are high performers and why. Also, you might consider utilizing a technology program/software to determine how your campaigns are performing and where you’re getting the best ROI. The more you know about the performance of your campaign, the higher the likelihood of conversions. Once you've mastered AdWord basics, you'll find more success in driving traffic to your website and landing pages. You've got this!