Google Ads allow you to reach potential customers at the ‘right time’ when they are searching for your products and services online.
To ensure your Google Campaign is executed effectively, we cover some of the different targeting methods that can help you generate high quality leads for your business.
1. Create a landing page that converts
Once the audience clicks on your ad, they need to be taken to a page on your website that is easy to navigate and delivers what they are looking for. People are time poor and seek convenience, so think of your landing page as the last chance to get them across the finish line (to enquire, book or buy etc.). Note that your homepage should never be used as a landing page unless your website is purely promoting a single product or service. You can easily lose your lead if they have to go looking around your website for what they want. To learn more about this, here are our top five ways to boost your landing page conversions.
2. Set up a remarketing campaign
Remarketing involves setting up specific ads that target past website visitors who haven’t yet converted, or existing customers to re-engage them with your brand and educate them on new products or services. Display ads on the Google network are a popular form of remarketing, where you can use visually engaging images, headlines and call-to-action to drive traffic and conversions. A great bonus is that remarketing ads can be highly cost effective, as they are reaching an audience that is already familiar with your brand, and have a cheaper cost-per-click (CPC) than search ads. According to WordStream data, the average cost-per-click (CPC) on the Google Display Network is $0.63. The average CPC on the search network is $2.69.
3. Use a strong call to action
To maximise lead conversion, with each one of the 6 types of Google Ads, you have to have a strong call to action to encourage your target audience to take the next step. Be clear with your message so they know what to expect once they click on that button or link. This could be guiding them to your website to buy a product, book an appointment, fill out an enquiry form, sign up for a mailing list, download a resource, or learn more about the topic they are searching for, just to name a few. Offering incentives such as free samples or trials, discounts and other special promotions in your ad copy can further assist with conversion.
4. Keep testing and trying new strategies
To drive more traffic and leads with Google Ads you have to keep testing and trying new strategies to get the best return on investment. This might include A/B testing ads where you run two slightly different variations of the same ad within each ad group, to determine effectiveness. You could try a different call to action, mixing up ad copy, removing underperforming keywords and or investing in more successful keywords. Change up your bidding strategy by trialling smart bidding which uses your previous campaign performance to automatically optimise your ads and generate maximum leads or conversions. Even experimenting with different ad formats such as display ads, video ads or shopping ads is worthwhile to see what resonates with your audience.
5. Continually optimise your keywords
Choosing the right keywords in the Google campaign is essential to driving clicks and conversions. They need to accurately reflect the products or services you offer so you are not wasting money on irrelevant clicks (or those annoying bots). Weekly optimisation allows you to track what keywords are underperforming so you can reallocate your budget or invest more money or bid on more successful keywords that drive traffic and conversions. In addition to short-tail keywords and exact match keyword options, try using long-tail keywords (three or more specific words), it might return lower search volumes/clicks but means the user is more likely ready to take action or convert, ultimately reducing your cost per lead.
Want to set up a Google Ads campaign but don’t have the resources or the expertise to start?
As certified Google Ads and Meta specialists, we have a proven track record in helping business grow their sales and lower their cost of acquisition.
Whether your objective is generating leads, increasing sales, building brand awareness, or building trust and connection with your audience, we can work collaboratively with your team to develop a marketing strategy and an ad campaign to meet those objectives and your bottom line. To learn more and enquire, visit our website here.