Use Google Ads To Attract More Clients

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How To Use Google Ads

Google Ads are a great way to boost your brand profile, generate more leads and traffic, and gain more conversions.

The Google Ads platform focuses on Pay Per Click (PPC) ads, where advertisers pay per impression on an ad. PPC marketing is a tailorable, affordable form of web marketing, but to succeed, and not waste money, you must take the right approach. Typically it takes many years of experience to gain the in-depth knowledge necessary to get the most out of your PPC campaign.   

There are four main types of Ads you can run on the Google platform:

• Search ads - Text ads that are displayed with search results when people use Google to look for information.
• Display ads - Image-based Ads, that are displayed on websites in the Google Display Network.
• Video ads - YouTube Ads that last between six and 15 seconds long.
• Google Shopping Ads - Showcase products from your catalogue to an already interested market sector - great for targeting and retargeting

The strength of advertising with Google lies in its massive market reach and the ability it gives you to create highly targeted campaigns. With Google Ads you can drive quality traffic to your brand, garnered from people searching Google for products and services, similar to the ones you're offering.

To boost your reach, ads from Google often feature across other platforms, including YouTube, Blogger, and the Google Display Network.

Another great feature of Google Ads is the Google Ads Analytics dashboard, which allows you to monitor the performance of your ads over time.  This helps you hone the effectiveness of your Google Ads and adjust your content and target audience for a more optimal return on your investment.

It's definitely worth investing in Google Ads, as even if you're ranking well organically, your results are likely to appear lower than those who have paid to promote.

There are some steps you can take to ensure a better return on your ad expenditure.  

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Here are some handy tips to creating winning Google Ad campaigns: 

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1. Niche down your keywords. 

Using too bland keywords will put your ad in front of the wrong audience, and won't deliver you as many click throughs. For best results, monitor which keywords generate the highest amount of clicks, then match these with your ad content.

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2. Create emotive Ad content 

Customers won't click if your ad copy is blah or doesn't strike a strong emotion.  Ideally, your copy should be directly addressing people's desires or worries, and also should offer them a solution they need. 

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3. Optimise your Landing Page

Once users click through to your page, what they experience is just as important as your ad copy. Make sure your landing page matches the tone of your ad and is optimized for conversions.  Use an attractive layout, and the same keywords.  As well, ensure your content hits browser's pain points and that you're offering people a solution that will solve a problem they have.

We go deeper into this and much more in our podcast episode below

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4. Improve your Google PPC quality score

Google uses your PPC Quality Score (QS) to decide how your ad should rank. The higher your quality score, the better your position will be.  This score factors in how relevant your landing page and ads are to the keywords you've selected and also assesses your expected clickthrough rate. 

There are 4 main components to the PPC Quality Score system:

• Quality Score - An estimate of how relevant your ads, keywords, and landing page are to a person who views your ad
• Landing page experience - Weighs up how relevant and helpful your landing page is to browsers who click on your ad.
• Ad relevance - Monitors how closely your keyword matches the main message in your ads.
• Expected clickthrough rate (CTR)- Assesses the likelihood of your ad being clicked when it is shown. This score will be based on the past clickthrough performance of your ads.

There are several ways to improve your Google PPC Quality Score:

• Feature relevant keywords and ensure your ad copy matches your keywords and landing page. Use keywords in your ad text, to show people your ad is directly relevant to their search.
• Ensure your landing page is helpful to the market sector you're targeting with your Google Ad. On your landing page, make use of groups of keywords that directly relate to your ad theme, instead of generic one word keywords.  Say Islington organic spa, not spa.
• Make sure your ad copy is relevant to the people you are displaying your ads to, so they are more likely to click. Consider making more specific ads so you can go niche with your message and focus on a single product or service.

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5. Experiment

You'll definitely need to try different combinations of keywords, content, and audience targeting to arrive at the best results with Google Ads.  Google automatically rotates all ads within ad groups you set up, and will display your top performing ad more frequently. After a while, you'll be able to see which ads get more clickthroughs which is one way of learning what content works best. 

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6. Consider switching to the Google Ads rotate option

Google Ads default setting is optimise, and this is set to show your best performing ads based on their clickthrough rate. However, research has demonstrated that clickthrough rate is not always the best measure of success.  It's often better to measure the performance of your PPC Ads by conversions, like sales, leads, sign-ups, downloads.

 Switching to the rotate option in Google Ads dashboard allows you to override the optimise setting, so Google will display all the ads you have in one group equally.

When all your ads receive the same number of impressions, you'll be able to compare what really delivers you those conversions you want, as analysing your ad performance will be far easier when every ad receives a similar view count.

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7. Make use of Ad Extensions

Ad Extensions let you supplement your Google ad with one of five additional features for no extra cost. You can select from a Sitelink, Call button, Location info, or App download link, or can choose to showcase an Offer instead.

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Conclusion

The Google Ads platform focuses on Pay Per Click (PPC) ads, where advertisers pay per impression on an ad. PPC marketing is a tailorable, affordable form of web marketing, but to succeed, and not waste money, you must take the right approach. Typically it takes many years of experience to gain the in-depth knowledge necessary to get the most out of your PPC campaign.