Make Your Google Ads More Successful with These 5 Tips
February 8, 2019
Google has always been a difficult asset to tap into. The huge company moderates much of what is and isn’t seen on the internet via search engine algorithms, as well as advertising analytics. Maneuvering your way through the world of internet marketing with Google ads can therefore feel like a bit of a puzzle at times.
Unlike traditional marketing techniques, such as billboards and newspaper ads, which at least offered some form of preconceived count of how many consumers would be reached, an online ad had the potential to reach millions or mere hundreds depending on where it is displayed, at what period, and how often it’s pushed to the top of the advertising fold.
It’s important to note that approximately 90% of search market advertising is processed by Google, which is one reason Google Ads, previously known as Adwords, has become so popular. So, does it make sense to get into the Google Ads game and pay to have your product or service seen online? Of course! But, how do you go about it in a way that’s sure to see a successful return? That’s another question entirely. For those considering Google Ads, or who have tried Google Ads and been unsuccessful, here are a few ways to increase your chances of success.
1. Be Sure to Use Ad Extensions Which Accentuate Reviews: Your product or service is great! You know it, your customers know it; but, how do you get the rest of the world to understand? When designing your Ad, be sure to include extensions which emphasis the reasons new consumers should be interested in your brand. For example, through Adwords, you can include links to customer reviews and ratings, both of which supply a more personal view of where your product stands against others in its niche.
Marketing stats from recent reports suggest that about 90% of consumers are more likely to try a new product or service if the company has good reviews online. In fact, some consumers seek out reviews, even if they’re not included in your ad, but only if your advertisement sparks their interest.
2. Post Your Ad Where it Counts: Having an ad online isn’t enough to get your business noticed. Just as posting a billboard on a deserted highway won’t receive much attention, if your advertisement gets posted in a low traffic area, you’re not likely to see a big payoff. What can you do to make your ad more noticeable? Consumers are proven more likely to see an ad and pay close attention to it if it’s positioned at the top of a page.
The reason behind the placement of the ad and its success isn’t known for sure, but many speculate that it has something to do with consumers not always making it to the bottom of the page. Research shows that most internet users will click on one of the top 3 results that appear after a Google search, usually providing the information they require without the need for further clicks. If your ad is sitting next to result number 8, you’re not likely to see a lot of traffic result from your marketing efforts.
3. Optimize for Mobile Searches: The world is made up of 2 types of people: desktop or laptop users and mobile users. Since searching the web and accessing nearly any type of data become available through smartphones, internet users spend most of their time on a phone or tablet over a PC. Not only are mobile users becoming more prominent, but of those mobile searchers, more than half will click and call from a business page on Google directly from their device than by looking in a phone book or seeking the number some other way.
Marketing studies show us that about 70% of mobile Google queries for business information provide successful contact of that business within 60-minutes. If you want to tap in on this market, consider the latest call for mobile-friendly pages, or consider an app for your business. The more easily consumers can find and use your site from a mobile device, the more likely it is that they’ll use that mobile phone to contact you.
4. Advertise Locally First: Too many businesses branch out in advertising in the hopes of becoming a national brand. This is all well and good if you’ve already conquered the local market, but it won’t help you if you’re still looking for local customers. When you create your ad, be sure to include your location so that customers in your area are more likely to see the ad on their computer or mobile device screen. It wouldn’t be helpful to citizens of Buffalo, New York to see ads for your San Diego, California car dealership, unless they’re planning on crossing the country to buy a vehicle.
5. Always Watch Ad Analytics: Ads are a great investment and often well worth the money you pay so long as traffic flow increases. However, if you post an ad and ignore the data they produce, you could overspend on a failed attempt at marketing. Ads that do well should be continued or emphasized, while ads that do poorly should be removed or altered. If your ad isn’t doing as well as it should, it could be a sign that it’s in the wrong location, it’s missing something crucial, or it isn’t conveying the message you wish to send.
There are many other ways to improve your Google Ad game, but these 5 tips create a strong foundation for success.