28 Apr, 2021

How to Conduct a Successful Google Ads Campaign

google ads campaign

Google Ads offers businesses with an excellent way of promoting products and services online. It’s a digital platform that provides you with an opportunity to attract potential customers through search engine results. While paid ads present exciting possibilities, running them could also be a daunting task. Fortunately, here are some ways that can help you manage your Google Ads campaign with ease.

1.   Find and use the right search terms used by your target customers

Creating the appropriate ads will depend on finding and selecting the keywords that will likely attract traffic to your website. You see, Google decides which ads to display to users based on a combination of:

  •       Quality
  •       Relevancy
  •       Bids

You need to ensure that your advertisements contain the words or phrases your target market uses in their searches. Find those terms or qualities that you think fit your customer’s persona.

  •       Check their browsing habits
  •       What are the search terms they use that are relevant to your products or services?

Only then can you bid for keywords that are sure to attract and lead customers to your pages. 

2.   Optimise your cost-per-clicks

The next step is to optimise your cost-per-click (CPC). Some of your competitors will likely have bigger budgets for their digital marketing campaigns. This means that they can afford to place higher bids on popular keywords.

If you have a modest budget or still a start-up, you may decide to go with less competitive keywords. However, such a strategy isn’t always practical. To determine the bid amount of what you can really afford, consider the expected ROI for every customer going to your landing pages. You then compare how many sales you often obtain and how many clicks you get. This will help you arrive at the maximum price you’re willing to pay per click before the ROI becomes negative. 

3.   Persuade search engines that your landing page is relevant

Ensuring that your cost-per-click is well-optimised is an excellent way of achieving your sales goal within the allowable budget. However, bid amounts for search or display ads is only one of the elements that determine who will see your ads. Search engines can also show your content to people who see them as helpful. 

How can Google do that? The search engine will check the relevance of both your ads and landing pages where you’ll direct the visitors. Take care in placing bids for specific search terms. You can get penalised by Google if you link a landing page that’s not relevant to the keyword.  

You can avoid such situations by ensuring that the text of your landing pages includes the right keywords or search terms. This will help Google show your ads to more people.  

4.   Create an ad that will attract your target customers

Your ads should contain the keywords you’re bidding for to rank on the search engines. However, the format of current online search ads can make integrating the keywords a bit difficult. This means that the primary focus should be on how to make your content visually attractive and eye-catching. 

Meanwhile, Google sponsored posts provides you with:

  •       Three 30 characters for the headlines
  •       Two 90 characters for the descriptions
  •       15 characters for non-URL links to other sections of your site

Make use of these spaces to provide your prospective customers with a quick and clear picture of your brand and value proposition. Don’t forget to include a compelling call-to-action to let readers know what action to take next. 

As mentioned earlier, ensure that the content of both ads and landing pages contain the same keywords. It will help place your brand in front of many potential leads and hopefully convert them to customers in the process.  

5.   Check your ads progress

This final tip is also one of the most essential tasks in your digital marketing campaign. A successful Google Ads campaign is likely the result of trial and error. This makes the creation of ads suitable for your target market a challenging experience. You may not get it right in your first attempt. However, if you’re not careful, the cost can quickly rise. To ensure you don’t go over the budget, you can use conversion tracking tools.

Google has one that requires embedding your web pages with several lines of code. Its function is to signal conversions through the ‘Thank You’ pages generated once visitors:

  •       Bought your products
  •       Subscribed to your email list or brochures

Google can also tell you which of the ads or particular clicks are useful for boosting traffic to your site. With such capabilities, it will be easier to calculate your ROI and fix possible issues that may arise. Furthermore, keeping track of your ads could be your main advantage against the competition. Many companies ignore these tracking tools despite having easy access to them. 

Conclusion

Google Ads can direct significant traffic to your site and boost your revenue. However, it will also require a bit of work and time. To create successful digital ads, you’ll need to find and apply the search terms often used by your target market. You’ll also need to add to these keywords on your landing page, or Google will penalise your site by lowering its ranking. It’s also critical to keep your advertisement expenses down by optimising your pay-per-click.

There is so much to do in creating successful digital ads that will attract leads and customers. If you need help in your campaign, we at Springhill Marketing can assist you. We can search the right keywords, craft your ads, monitor its progress, or all of the above.

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