Not achieving click-throughs on your Google Ads? Don’t write them off as ineffective. According to the experts at PMW Communications, a few simple tweaks could take your Google Ad campaigns from thwarted to thriving.
Google Ads have revolutionised the way we promote services online, and they’re used successfully by businesses around the world to get their products and services in front of the people who want to see them. But why do some businesses find it hard to achieve Google Ads success?
It’s all in the skilful execution. When we get a new client, many of them say that Google Ads have never worked for their business. However, these same clients will request SEO services because they want their website to reach page one of Google. If that’s your goal, then a Google Ads campaign can be one of the quickest ways to get there – if you know what you’re doing.
So how do you create a successful Google Ads campaign? Here are our top tips.
Shift your focus
Move your focus away from clicks, and towards conversions. If you’re so focused on achieving a high number of click-throughs, at any cost, then you’re missing the point. Because you’re paying per click, it can be easy to forget that the click itself isn’t the goal. You want to convert those clicks to leads and conversions.
Most guidelines for running an effective Google Ads campaign stem from this core idea. If you’re always thinking about how to maximise conversions, then you will naturally increase your click-through rate – because you’ll be creating ads that reach the right customers, at the right time and say the right thing.
Choose keywords that target customers close to the point of purchase
So where do you start if you want to run a conversion-led Google Ads campaign? Start with the basics i.e. the keywords you’re bidding for. You want to target people who are as close to the point of purchase as possible; those who know what they want and are ready to buy, pick up the phone, or book an appointment.
To reach these customers, it’s often best to bid for long-tail keywords. These are highly specific 4-6 word phrases, with a high probability of conversion. They actually make up 70% of overall search traffic. Think ‘black faux leather quilted jacket’ rather than ‘jacket’ or ‘leather jacket’.
Look at your ad quality scores
You can view your ad quality scores for each of your campaigns on Google Ads. Improving it can increase both clicks and conversions. So, how do you get to number one? It’s not just about bidding more – you can outrank the highest bidder if your ads are better, more creative and more appealing. Make sure your ad title is specific, includes a call to action and demonstrates how you can solve a search enquiry, fast. Any ad extensions need to align with your call to action, and signal to customers that they can get the information they want in one click.
You know exactly what they’ve searched for, so make sure you give it to them
Don’t underestimate the importance of relevant landing pages. Imagine being told you’re getting on a plane to an idyllic Greek island and landing in Scunthorpe instead – not that there’s anything wrong with Scunthorpe, it’s just not Greece! That’s what it’s like when your landing pages don’t match up to what you’re advertising, and aren’t optimised for user experience (UX).
If you want to increase conversions, you need to make sure that anyone who clicks on your ad lands on either an existing service page relevant to the ad or a highly specific page created especially for your ad. You know exactly what they searched for because you bid for the keyword, so there’s really no excuse!
Utilise negative keywords
If you’re not achieving results on your Google Ads, it might be because your ad is being presented to customers who are unlikely to click. Setting negative keywords helps to block your ad being shown to irrelevant search queries. For example, if you sell new Audi cars, you should block the terms ‘second hand’ and ‘used.’
Decipher the data
Analyse all your data in Google Ads. You can use it to track the progress of your campaign and make adjustments that improve your click-through rate. It’s a time-consuming job, but it’s an essential part of a successful campaign. Refine your ads in a way that gets you closer and closer to the customers who are right at the point of purchase. For example, through choosing more specific keywords or adjusting your calls to action.
Don’t ignore the practicalities
Keep on top of your Google Ads account admin, as not doing so can cause your ads to stop running in some circumstances.
If your Google Ads were doing great, and then your clicks suddenly dropped to zero, it might be because you have reached your budget cap (Google Ads lets you put a number of different caps on ad spend, from individual campaign caps to overall account caps). If you’ve reached your cap, but you were getting great return on your investment, then it might be worth upping your budget.
