How To Revitalize Your Google Ads
Did you know that Google handles more than 2 million searches per second? What is more, most of these search results have Google Ads included. The type of ads that users see depends on their search terms. For example, if you are selling shoes, your ads will appear to people searching for shoe-related terms. This is where your Google Ads campaign comes in.
If you want immediate results from your online marketing efforts, Google advertising is the common method that most SEO experts would recommend. This strategy often generates reliable traffic accompanied by a whole host of potential leads and customers.
Google Ads is designed to increase your website’s online traffic. Nevertheless, adopting this approach will require:
However, despite your best efforts, it is possible that your ad campaign may not work as you had planned or expected. You may not even understand why your all your hard work is not paying off.
So, if you are experiencing this type of scenario with your Google Ads, don’t despair. Instead, consider how you could improve your strategy and take action immediately.
Here are some of the options available to you.
Improve your campaign’s quality score
Google considers the quality score to be a vital aspect of AdWords. It is also a useful tool for estimating the quality of your advertisements, keywords and landing pages. Furthermore, you need to ensure that these elements are relevant enough while also providing an excellent user experience. If your website fulfills these requirements, expect to see an improvement in your quality score.
Most online marketing experts agree that ads with a good quality score also tend to have lower costs. To boost your rating, consider enhancing the following:
You can improve your CTR by using:
Google Ads text
A/B ad testing
Also, ensure that your keywords and ads relate to one another.
Check that your keywords and ads are relevant and relate to one another
Always check your search terms to make sure that both the keywords and ad text will match users’ queries
Make use of negative keywords in your Google ads
Loading time should be optimized
Easy to navigate
Headlines that can grab users’ attention
Call-to-action (CTA) that is compelling while highlighting user experience
Engaging images and videos
Responsive and device-compatible
Consider Negative Keywords
Negative keywords are the type you keywords you do not want your ads to be found for. Your ads will not appear to users searching for that phrase. When you add these terms in your negative keyword list, Google will prevent your ad from showing when that term is searched. If your ad campaign is failing, negative keywords can help so that it only shows up to relevant searches.
When do you need to use negative keywords?
When your ads are being shown for unrelated search queries, this can push down your ranking and make your CTR fall
When your ads are making an impression but have a low CTR
Negative keywords can help your ads avoid being triggered by unrelated searches. Instead, they can provide you with direct but relevant traffic, improving your conversion rate. Also, they can boost your quality score while reducing your cost-per-click.
Improve your click-through rate
Google defines the click-through rate as a ratio that shows how frequently people see and click on your ads. The more users click on them, the higher your chances of converting these people into customers. So, how can you encourage candidates to click on your ads? Here are some tips:
Consider capitalizing your ad titles
Bid on keywords that will attract the right candidates
Be careful where you place your ads – certain positions can improve your engagement rate
Frequency can also encourage candidates to click on your job ads
Consider testing various keyword matches with your job ads. However, for this task, it’s probably best to consult an SEO specialist
Study your competitors
It is essential to analyze how your competitors run their online campaigns. You should assess their:
Any information you can gather from their methods will be beneficial and will increase your conversions. Your analysis should contain vital data about your competitors’:
Products or services
Threats to your business
You can create new Google Ads strategies based on the data collected from your competitors. You can either conduct the analysis manually or by using software tools. In fact, the tools are preferable because they can provide better and more accurate data in much less time. Here are some examples of the software you can use to analyze your competitors:
Consider remarketing strategies
Remember, your ad campaigns can still show your ads to previous visitors to your website. This is why remarketing is an excellent way of boosting sales. You target these previous visitors because they are still showing an interest in your products.
This strategy will also enable you to engage former buyers and visitors. Your goal is to persuade them to come back and either repeat or complete the conversion cycle.
As these previous visitors have good knowledge of your brand and offer, they are also likely to become leads or customers.
This process can help you create specialized ads that target people who know what products or services they want to purchase. You can even display specific ads based on the pages visited by your audience.
Online marketers have also noticed that utilizing remarketing in a Google Ads campaign can improve conversion rates. By increasing sales, your return on investment (ROI) will also improve enormously.
Enhance the landing page experience
Essentially, the landing page is the page where visitors ‘land on’ or ‘arrive at’. Once a prospect has been directed here, you can lead them to your conversion funnel. To encourage them to proceed, you need to improve the user experience. You can do this by creating a headline that is attractive enough to grab the attention of your audience.
Since you only have a few seconds to hold their attention, you must ensure that your headline is clear, concise and straightforward. It is vital that your landing page does not distract visitors from converting.
Examples of irrelevant distractions that you can reduce or remove:
If you want to increase your conversion rate, it’s best to incorporate a persuasive call-to-action (CTA).
A CTA can help convince visitors to purchase your products and services. For this reason, your CTA should be included on the landing page and it should be easy for potential leads to click on the button.
Today, besides text, landing pages will often feature images and videos; however, if you really want to incorporate these on your website, make sure they are relevant to your products or services. It also makes sense to only use high-quality images and videos.
Furthermore, consider optimizing your landing pages for mobile devices. This strategy is extremely important as search engines such as Google prefer to show these first on the search engine results pages (SERPs).
Also, think about the loading time for your landing pages; you need to remember that most online users won’t hesitate to leave a website that is taking too long to load. Often, even a one-second delay is enough to convince users to go to a competitor’s site. The only way to avoid this scenario is to reduce your website’s loading time.
You can speed things up by optimizing the images and pictures and by removing large and unnecessary files. Also, make use of tools that can help you determine the factors responsible for slow loading.
Make use of ad extensions
Ad extensions provide additional information about your brand, company, products or services. They will help:
Increase your ad’s visibility
Increase your clicks
Highlight your products’ benefits, features, and details
There are two types of ad extension:
Manual ad extensions – You can customize them to provide additional data about your products and services. They include:
App extensions – these help users download the app directly via a download link
Call extensions – these allow customers to contact you on the phone number provided in the ad
Location extensions – add your address to reach out to your prospects
Review extensions – these enable you to share positive reviews with others, which can, in turn, increase your ad’s CTR
Sitelink extensions – these are the most common type and are located under the headline and description. They are directed at people looking for specific things and can provide quick access to your conversion funnel.
Automatic ad extensions – You can use different sources to create ad extensions.
Customer ratings – you can obtain these from Google and consumer surveys
Dynamic site link – these extensions highlight popular offers or a section of your website’s content
Dynamic structure – you can use this to divulge more information about your site’s various categories
Seller ratings – these provide information about your business rating
Previous visit – delivers a short note informing visitors about whether they have visited this website recently
It is important to remember that it is always possible to improve your Google Ads. Even if your ad promotion is not performing well, there will be several options available to you. SEO experts can help you pinpoint any deficiencies in your ad campaigns. Once you have discovered which keywords are not up to scratch, you can either enhance or change them in order to boost your online campaign.
Chris Anderson is a search engine optimization (SEO) and pay-per-click (PPC) expert with more than 15 years’ experience in online marketing.