Updated: Dec 30, 2021
The marketing world has transformed with leaps and bounds in these last few years. It’s no longer as simple as just finding a high search volume yet relatively unused keyword on Google Ads and trying to rank it. Trust us, everybody has caught up to the tactic. So can Google Ads no longer be the driving force behind your online business? Well, any advertising campaign service in Newburgh, Toronto or London, would beg to differ and here’s why.
Why Do Google Ads Still Work?
The one thing that we can never allow ourselves to forget is that Google accounts for the lion share of the search engine market with almost 87% share worldwide. This reach alone makes Google Ads an indispensable component for any marketing campaign almost guaranteeing you results- if used effectively. But as is often the case with Google, it doesn’t end there.
1. Long list of Options
Google Ads gives its users a list of campaign options to choose from when creating an advertising campaign. This includes
Search Network Campaign
Display Network Campaign
Each of these campaigns comes equipped with a curated set of tools that allows individuals or businesses to structure a campaign according to their objectives.
The flexibility of Google Ads in allowing users to customize an advertising campaign makes them a perfect fit for every type of organization, irrespective of their size or industry. Add to that its compatibility with other marketing software and you start to see why it’s the preferred choice for any online marketing expert.
3. Great ROI
The thing with Google Ads is that it’s not a “do it and forget about it” kind of platform. Ask any advertising campaign company in Newburgh and you’ll get the same answer- it takes time for Google Ads to show you any results. But once you remain patient during those initial few weeks, you’re almost guaranteed great returns.
Because of its huge customer base, the search engine is almost an assured source of traffic for your business. The sophisticated algorithm of the search giant ensures its users are watching the most relevant ads. So as long as you know what to show, rest assured Google will be showing it.
Lastly, Google also minimizes the chances of your advertising budget spiralling out of control. Since you’ll be only paying for ads when someone clicks on them, there’s less chance of wasteful spending.
How can Google Ads Boost Profits?
The ultimate objective of an online marketing strategy is to maximise the profitability of an advertising campaign and drive business growth. However, to achieve that, the first thing you need is an optimized campaign, to help you with conversions and revenue.
Let’s go step by step and try to see what a well-executed campaign need
First things first. A strong advertising campaign starts with clearly defined campaign objectives. If you want the campaign to yield expected results, you need to strategise what you wish to highlight in the campaign. This might be releasing a new product or just simply attracting footfalls to your site. Whatever it may be, the objective of the campaign is going to give you clarity and help decide which campaign type to choose.
2. Picking the Right Keyword
This is one of the most important steps in the entire process that can either make or break your advertising campaign.
The way Google works is that, when a user enters a search term, it evaluates the term and displays ads to the user which are relevant to their search. Therefore, it’s very important to pay careful attention to the keywords you’re selecting and ensure their relevance.
Since we’re already on the topic of keywords, it’s the right time for us to discuss the four key types of keyword matches.
Broad: It casts a wide net and matches with searches of the target words or any of their synonyms. As you can guess, this isn’t always the best way forward since it can make the campaign appear to a lot of unintended targets.
Broad Match Modified: Although it casts a similarly broad net like the former, there is one key difference. Broad Match Modified only allows ads to show up only if all of the terms appear in the search query, irrespective of the order of input.
Phrase Match: Using this modifier allows your target audience to see your ads, only if the search term matches with the phrase you’d specified. It’s imperative that the search must have all the keywords in just the order you input them.
Exact Match: Exact Match narrows the field even further, bringing you the most targeted results. Unlike before, it allows you the room to display ads, even if there’s a misspelling in the search query or inferring interchangeable keywords other than what you’d specified.
3. Optimizing Negative Keywords
The next important aspect that every marketing strategist tries to target when setting up an advertising campaign, is eliminating negative keywords. It increases your CPC and contributes nothing to the overall results.
The step starts with identifying keywords that are never going to bring you any results. This list might include
Random Search Terms
Many of these terms are going to be pretty easy to spot and dump, once you analyse the keywords thoroughly. For those more stubborn keywords, which might be a bit harder to spot, you can always rely on various tools available online, to achieve desired results.
4. Using Ad Extension
Apart from the Headlines, Paths and Descriptions of the ad, Google Ads also gives you the option to include Ad Extensions, and this part should not be skipped over.
Ad Extensions gives you the opportunity to tell people more about your brand. The sharing of this valuable information adds to the experience of your customers and gives your campaign a boost in performance.
Some of the more common Ad Extensions to choose from are:
5. Focusing on Landing Page
Testing your ad or selecting the perfect keyword is extremely important but all of that hard work might get undone if your landing page fails to be relevant to your prospective customers.
A balance needs to be struck between the ad, the keywords and the landing pages to improve your chances of conversion.
We’ve already discussed keywords, as for the landing pages start by replicating the points on your ad over here also. This ensures a continuity that might otherwise be lacking. It’s also important to pay attention to the visual aesthetics of the page, which necessitates special care to be taken when creating headlines, sub-headline and bullet points.
The next thing to keep in mind is providing a CTA (Call To Action) button. It can never hurt to have visual cues, pointing towards that button, thereby encouraging them to take the desired action.
The thing to keep in mind is that, if used effectively Google Ad can be a brilliant partner for your online operations. Its transparent interface always keeps you firmly engaged in every step of the process. This allows you to know what’s working and what needs to be changed, which can help bring immediate results and allow your business to grow.