There is no denying the fact that internet marketing has outperformed conventional forms of advertising such as radio broadcasting, television ads, newspaper ads, direct mail and the passing out of flyers in the neighborhoods. One of the best ways to market your products and services on the internet is to use Google Ads.
And the reason is very obvious that it helps you attract high traffic to your business website.
But the problem with using Google Ads for newbies is that they end up losing their money. They really don’t know how to use this excellent and most effective marketing tool properly and waste their money.
Here is how you can get more out of your advertising money on Google Ads. Also, you will avoid wastage of your marketing budget with these tips.
Never Direct Google Ads Back to Your Home Page
This is the biggest mistake people make while advertising through Google Ads. Users do not have time to search for multiple webpages just to locate your items and buy them.
Instead, link your Google Ads to the correct page where you want your customer lands after clicking on your Google Ad.
For instance, if you are selling your jackets and sweatshirts at discount for the winter, the Google ad should lead customers to the webpage where they can shop for the discounted winter clothing and not on the home page where he confuses where to go next.
In most cases when a customer lands on the home page he leaves your website the very next moment without browsing any further, but google will charge you for that click. So, be a little intelligent when choosing the landing pages in your ads.
Have Discernment When Choosing Keywords
When you start to make Google ads campaign you will see a long list of suggested keywords for use in the Google ads but it does not mean that you should include every one of those words as part of your ad.
When you use keywords that are too generic, it will be hard to attract the right traffic to your website, and you will waste your money.
For example, if your website offers school bags and school uniforms, you should narrow your keywords to these products so that mostly the people who are looking for buying school supplies will come to your site and not who are looking for any sort of uniforms or travel bags.
Think About Your Mobile Audience
If you do not optimize your Google ads for mobile devices, you are likely to lose out on various potential customers and your advertising money as well.
Mobile device users browse the web in a little different manner than the desktop or laptop users, they are looking for quick information on businesses or certain topics, and when your mobile ads lead them to the correct pages, they are more likely to make purchases or read your content rather than leaving your website immediately.
Build Good Landing Pages
A frequent mistake most of the people make with Google Adwords is the failure to create excellent landing pages that will keep customers interested in what you are offering them through your Google Ads.
The function of the landing page is to showcase your services or the products you want to sell through the Google ads and if you know the keywords they used to see your ads, you can customize your linked landing page to your Ads to meet their needs.
For instance, if you have a website that sells designer clothes, you must have a landing page that has some of the designer clothes pictures, and then you can include a message or a button for them to click and browse further for other designer clothes collection you have.
Use Your Keyword Matches Wisely
By wisely using your keyword matches you can target your ad to correct the audience and save money.
A broad match lets you comprise a wide variation of your targeted keywords and this would include generic and specific keywords as well.
For instance, if you included “hindi albums” as your keyword in a broad match, you may also get variations such as “hindi albums 2018” or “hindi albums 2019.”
When you bid on words for a broad match, you might also get irrelevant traffic.
So, either try a phrase match or an exact match keyword for ads.
A phrase match would pop up ads for an exact phrase you chose whereas the exact match shows ads that only suit the keyword you chose for your ad.
Look at the Google Ads Quality Score
Google decides your ad positions based on the quality score of your ad.
The ads with better quality score have a better position on the google ads positioning.
The quality score is important to a successful Google Ads campaign. This is because if certain keywords have low-quality scores, you waste money on your ad. And you do not get a lot of traffic or conversions for your website through your low-quality score ads.
In that case, you should eliminate keywords with the lowest scores and organize your best scoring keywords by theme for the best results.
Quality score is decided by google on the basis of how relevant your ads, keywords, and landing page are to a person seeing your ad.
Localize the Google Ads
If you are a local business owner, then your best Google Ads strategy would be to localize the ads. This way most residents in your city will go to your website and buy from your website or visit your store to buy from you.
For example, if you are a baker and sell cakes, you need to localize your Google ads because you are not likely to sell your cakes in other states of your country or other countries.
So, set up your Google Ads wisely to save your money.
Track the Conversions
Always keep track of your conversions or the goals you have set for your Google Ads campaigns.
If you see a low amount of conversions or low results from your Ads, try making a few changes so that the conversions increase for your website and you don’t end up wasting your money on those ads.
Use Negative Keywords
You can also use negative keywords to keep the irrelevant traffic away from your website. This will also ensure that your money is spent wisely on Google Ads.
For example, if you sell sports shoes but you do not sell leather shoes or rain boots, you can choose “rain boots and leather shoe” as a negative keyword.
When this happens, your ad will not appear on websites where people are searching for shoes, or office shoes, leather shoes, or rain boots.
Separate Google Ads Campaigns
Google Ads by default combines the search and display ad campaigns. But you are likely to waste your money with this method.
It’s wise to separate your ad campaigns for both the search network and display network.
For example, you are a fashion store, and you sell both lingerie and fashion apparel, watches, and perfumes.
In this case, you can assign certain ads like the lingerie and branded watches that can be used for Google Search and apparels and perfumes for display ads to get better ROI.
Similarly, separate your mobile ads as well in accordance with display and search networks.
Test Your Google Ads Periodically
When you test the ads always use Ad Preview and Diagnosis tool of the Google Ads, don’t try searching and clicking your ads on the google search, because you will be charged for that.
Don’t forget to include calls-to-action as part of your ads. Also, decide whether to use lighthearted or a serious tone with the ads.
You can also test your ad with various categories so you will figure out which ad would succeed and give you a better ROI.
Fix Your Daily Budgets
Always fix your daily budgets for Google ads. This will keep your spending in control.
You can always change your bid amount for each keyword. So keep checking which keywords are working for you and keep changing the bid amount in accordance with your ROI. This way you will get maximum out of your Google Ads spend.
Conclusion
Google Ads is an excellent way to increase your business’s visibility online. And with little carefulness and applying the above methods, you can succeed in this kind of online marketing.
If you need help with google ads or advertising on google properties, feel free to reach out to Krishan Kant Upadhyay, Digitoly’s Chief Digital Marketing & Branding Consultant, who is a google certified professional with 15 years of extensive experience in helping companies grow their revenue and brand positioning. Krishan can be reached by email at krishan@digitoly.com.
