With about 3.5 billion daily Google searches, it is no surprise that Google ranks number one as the most popular search engine in the world and is the most visited website.
Because of Google’s popularity, it is a great option for businesses to advertise their company through Google Ads so they can reach more potential customers. With Google Ads, your company can create online paid marketing ads that target particular keywords and groups of people. The great thing about Google Ads is you are only charged if someone clicks on the ad!
With that being said, Google Ads help you get noticed in a sea of information, making it a worthwhile advertising investment. Now you may be wondering, “how can I get the most out of my Google Ads campaigns?”
The three tips below will help you increase conversions and decrease your average cost per conversion. They'll also ensure your ad budget is being spent as effectively and as efficiently as possible.
1: Make sure that your campaign links to specific landing pages.
2: Filter out unnecessary keywords - AKA negative keywords.
3: Test multiple versions of ad copy.
Landing Pages
Landing pages are pages on your website that convert at a much higher rate than your average page. It is important to make sure that your ads are sending traffic to these pages rather than other pages on your site.
We often find that companies set up their Google Ads campaigns to send traffic to the wrong page! If all of your paid traffic is being sent to your homepage, the user has to navigate around your website to find the information they are looking for. This reduces conversions and frustrates the user.
Users are not willing to take the time to search through your website for what they need and will instead go to another website, costing you a conversion.
Negative Keywords
Imagine you are a home roofing company in Virginia Beach, Virginia and you serve the Hampton Roads, Virginia market. You would most likely want your Google Ads to show in searches for “roof repair company Virginia Beach.” You would not want to show searches for “free roof repair Virginia Beach.” You would also want to exclude searches for terms like “roof repair Richmond, Virginia” since you don’t service that area.
By using negative search terms, you can still show up for the terms that you want to appear for but filter out the unqualified traffic or the traffic that is least likely to convert once someone visits your site. In the example above you would add "free" and "Richmond" to your negative keywords.
Use Multiple Versions of Ad Copy
Test, test, test! You must test several versions of ad copy in your Google Ads campaign!
We recommend that you load 4-6 versions of ad copy into Google Ads. Once you have loaded them into Google, the platform will then automatically rotate the ads for you. After some time, you can review your analytics and determine which variation receives the most clicks and conversions. Then you can promote the best copy.
In other words, your goal should not be to write the perfect ad copy. Instead, your goal should be to write multiple versions of ad copy and to leverage Google’s artificial intelligence and data to test each version. Once each version is tested, promote the ones that perform the best.
Looking for more tips?
Google Ads are an effective way to increase incoming leads if managed correctly. If you incorporate these three simple tips into your own Google Ads campaigns you will most likely see an increase in conversions and a decrease in your average cost per conversion. You'll also know that your ad spend is being spent as effectively and as efficiently as possible
If you are running Google Ads, TechArk will gladly take a look at your account and make suggestions on how you can optimize them to reach their full potential. Contact TechArk today to see how we can improve your campaign results!
