Are you currently using Google Ads for your business? You should be.
According to reporting by HubSpot, it’s estimated that Google processes approximately 99,000 search queries every second. This means there are around 8.5 billion daily searches and roughly 2 trillion global searches annually. A person, on average, conducts between three and four searches a day. With all that searching and the level of personalization that Google offers in search results, your ad could have a considerable impact. Google itself reports that for every $1 businesses spend on Google Ads, they make an average of $2 in revenue.
While social media and SEO are vital to any strategy, utilizing Google Ads can mean even more clicks to your website and better conversions. Organic marketing helps build your authority, while paid helps grow your reach and put more people into your marketing funnel.
However, when you start thinking about using Google Ads, it can be easy to get overwhelmed. Working with various companies on ads on Google and social media, we wanted to put together a guide to help you understand some of the best practices for these campaigns. Read on to learn our top tips for running a successful ad campaign to grow your business.
1. Always Start With a Goal
Like anything in marketing, every campaign you do needs a goal. If you don’t have a clear plan in mind, you could be wasting your money. Ask yourself questions like:
Are you trying to get more brand awareness, or are you more focused on lead generation?
Are you doing product sales that you want to advertise?
Are you trying to get more website traffic?
What action do you want people to take when they click on your ad?
If you can’t answer any of these questions, you’re not ready to get an ad up and running. Look at the big picture of your business and what you are currently accomplishing. Once you can identify what you’re doing well, look at the gaps and determine if a PPC campaign can help fill those gaps. Once you decide what you want to do, you can determine what type of ad can best accomplish that goal.
2. Consider Your Keywords
Just like with organic SEO, you need to consider what keywords you’ll be using in ads. After all, with all the variations you make for responsive Google ads, you’ll need groups of keywords that will work. Come up with a list of relevant keywords, and do your research.
Going into your Google Ads portal, you can research related keywords and what is most relevant to your industry. As you look at different keywords you might want to target, consider the following:
Your Customers- Think about the personas you’re trying to target with the ad. Think about what type of products or service areas they would be interested in. When you examine the wants and goals of your target audience, you can determine some good keywords to focus on.
The Big Picture- Start at the big picture and then dial down. What is the big thing you want people to search for when they see your ad? Start at these and then start dialing down to more specific keywords.
Variations and Synonyms- You don’t want to stick 100% to your chosen keywords, as you still want it to sound natural and catch people searching for slight variations. As you look through keywords, consider variations or synonyms that you can implement in your campaign.
Of course, these are just the starting place for keyword research. When you work with someone like Corridor Consulting Company, the agency can also provide guidance on keywords and what to consider in campaigns.
Beyond these considerations, when you choose keywords, they should match the landing page and the ad copy for the highest quality score. As a pro tip, the better your quality score is, the cheaper the click will be.
3. Define Your Target Audience
With your keywords and goals in place, it’s essential to consider your target audience. With Google ads, you can typically target groups by location, age, and income range. This is where having comprehensive personas come in. If you build out detailed personas, as you can in our Customer Persona Template Pack, you can determine the age, income range, and other essential details of your ideal customer. When you know your customers, you can build better ads.
For location, if you provide services to a wide area, there is customer research you can do to determine where to try out different ads. One way to do that is to look in your SEO analytics to see where people are finding you or to look at competitors to find out where they’re targeting customers. Doing this research lets you determine where you’re currently finding customers and what potential gaps you want to fill.
Once you know these details of your target audience, you can start targeting your ad or working with a company like Corridor Consulting Company to fully optimize the campaign.
4. Plan For Retargeting Ads
Customers expect personalized experiences. In fact, according to research by McKinsey, companies that excel at personalization generate 40% more revenue, and 71% of customers expect personalization. That means that personalization needs to be built into the marketing funnel.
You can build in capabilities to check in and reach out to customers that have performed an action on your website. You can also do that with retargeting ads. By serving ads to customers who have specifically interacted with your website, you can push them down the marketing funnel and toward making a purchase. These build in personalization and keep the customer more aware of you and your business. You can learn more about these retargeting ads with this blog, exclusive to our Wix Spaces App.
5. Build Optimized Landing Pages
Most importantly, you need a landing page for your ad. That’s because Google ads are designed to send traffic to a landing page, and that page must be optimized for capturing leads and sales when that is the goal. If you just lead the ad to your website, there will likely not be an explicit action for your customer to take, and you’ll probably not achieve your goals. That’s why you need to build a landing page as part of your ad preparation.
As we cover in our blog and resource on using landing pages designed for the marketing funnel, you need to build a page designed to guide potential customers into your lead ecosystem. To do that, you need to:
Start With Headings- At the top of your page, you need to have a clear heading, subheading, and call to action telling the customer what they can do on this page. If that’s to sign up for the newsletter, the titles, subtitles, and CTA must convey that. This supports SEO and gives a customer an explicit action to complete.
Highlight Key Features and Benefits- Beyond the headings, you need to establish the value the customer will receive from completing this action. If someone is filling out a form, what do they get? Is it a downloadable? Is it a subscription to a newsletter about industry news? Highlight the benefits and who you are as a business. This can keep the customer on the page.
Make the CTA Clear- Just like you have it on the top of the page with the headings, make sure the call to action, typically attached to a form, is completely clear about what they’re doing. Whether that’s “Get Your Free Guide,” “Subscribe,” or “Get a Quote,” ensure that it’s snappy, to the point, and easy to understand. If you are using a form, also make sure the form isn’t too long or asking for too much. Get what you need from the customer to move them into your funnel.
Set Up Automations and Workflows- With this landing page in place, you also need to ensure that customers will be nurtured immediately. Set up the automation and workflows to get them on your email list or automatically send that downloadable. That way, you can already set up personalization that works for them.
This is just an overview of setting up a landing page, but once you have this page in place, you’ll have what you need to start running successful ads. Of course, if you work with a company like Corridor Consulting Company, we can work with you to ensure the landing page checks all the boxes.
6. Track Your Ad Performance
Finally, once your ad is running, you must set up tracking with Google Tags. This tracking is essential because it lets you get insights into whether the money you’ve spent driving traffic to the site was attributed to the sales or lead capture. If you track how the ad is going, you can see what’s working and what isn’t to tailor your next campaign.
Data is everything when it comes to marketing, so when you’re equipped with the data, you can make actionable decisions on what to do next. In addition, if you’re working with a company like Corridor Consulting Company, we can help provide insights on the ad, build strategies for future campaigns, and nurture the leads gained from the ads.
Need More Help with PPC Ads?
This guide was just an overview of some of our best practices for ads. Working in white-label PPC, we know that navigating Google Ads or other types of ads can be complex even with insights like these. If you’re thinking of running ads for your business or one of your clients, we’d be happy to help you with our PPC services.
Our team of creative social media managers, designers, ad experts, and copywriters is ready to help you craft exciting new ideas and implement them to grow your business. Since opening our doors in 2018, we’re proud to say that we have a more extensive list of returning and new clients each year. Contact Corridor Consulting today, and let’s talk about your business goals. We’d love to put our expertise to work for your business. Are you eager to learn more about digital marketing, network with other business owners, and get tips and tricks for growing your business? Join the Corridor Community today!