Got your shiny new Google Ad campaign all set up? Great!
Here are best practices you want to follow to squeeze the most return out of your campaigns:
1. Set out a clear goal
Before you create your ad, it’s important to set out clear objectives. Sit down with your marketing people and come up with a nuanced advertising plan, rather than creating an ad and then adjusting it to fit your goals.
2. Come up with an attractive landing page
While creating your ad, you will be prompted to add a web URL. Ensure that the URL points to the relevant landing page and not your main page or some random page – unless the Home page is the landing page.
Most businesses have a specially designed landing page for specific ads as the Home page can be too generic. You don’t want to overwhelm your prospect with too much information and just have them focus on the call-to-action. Always optimise your landing page with the right images, illustrations, video and text so that you can easily convert a curious visitor into a buying customer.
3. Use keywords cleverly
Keywords are very, very important when it comes to ads, so it’s important to do your research and come up with the right ones. Also, long-tail keywords or ‘long search terms’ are some of the best types you can use for Google Ads as they are highly specific and target the product of one business.
For instance, if you’re a sports massage therapist, then a generic keyword like ‘sports massage therapist’ or ‘sports therapy’ may not target prospects in your area. However, a long-tail keyword like ‘sports massage therapist in Liverpool’ will bring the right kind of audience to you.
4. Automate the bidding process
Want to maximise conversions? Optimise the bidding process by using Google’s Smart Bidding tool which automatically increases or reduces bids on your behalf, depending on the margin for success. This way, you’ll only be spending money when the margin for success is wide enough.
5. Ad extensions
Ad extensions can boost your ad performance noticeably as they let you set your services, goods, locations and/or sales promotions. For instance, including a contact number in your ad means prospects can get in touch with you easily to learn more about your offerings.
6. Negative keywords
Negative keywords in a Google Ads campaign? What’s this then? Let’s break it down:
Using negative keywords in your ads lets Google know what your product/service isn’t; therefore, preventing your brand from popping up in irrelevant search engine results pages (SERPs).
7. Measure and improve your strategy
Integrating your ads with Google Analytics is an important step as it allows you to track crucial metrics: keywords which drive the most traffic, page popularity, and so on. Collecting and analysing these metrics will effectively lead to better ad quality, higher conversions and even boost revenues over time.
If you want to set up a killer Google Ad’s campaign along with a custom-designed ad, our team can assist.