Today, most people search for items on Google before they decide to buy the items. It is therefore advisable for your business to be online so that you can meet these potential customers and convert them to actual customers. One of the ways to do this is to run Google Ads where you raise awareness of your products online. When someone searches for a product or service that you offer, your Google Ad will pop up promptly.
For your Ads to be accepted by Google, you should ensure that you are not promoting counterfeit products because Google will block the Ad. The Google platform can help to increase leads to your business and it is therefore important to ensure that you adhere to their terms and conditions to enjoy these benefits. This article will take you through some of the ways that can help you to manage your Google Ads.
One of the ways to ensure that your ads are making an impact in your business is to ensure that they are targeting your ideal customers. Different factors can help you to target your ads to the right audience and they are explained below.
One of the factors that will help your ads to reach the intended customers is optimizing your keywords. This includes using keywords that the potential customers are likely to search on Google. However, sometimes even these keywords may not perform in drawing as many customers as you expected. This should not make you lose hope because you can still make changes to the keywords to make them effective.
These changes include keyword pruning which involves doing away with keywords that are not relevant and those that are not creating meaningful conversations. Fishing for keywords is another effective way of increasing the targeting of your audience by looking for additional keywords that show promise in reaching the target audience. You can also replant the keywords from an underperforming ad to one that is performing well.
Another important factor in ad targeting is bid optimization. The ultimate eCommerce guide for Google Ads explains how you can optimize your bidding to determine which keyword bids will lead to higher conversion rates and profits for each keyword. It is important to have a way to track the conversion rates on your Google Ads account.
Campaign targeting assesses the effectiveness of your ad based on device targeting. There are different ways of doing campaign targeting and they include device targeting, geographical targeting, and the time of the day. The performance of your Google Ad will depend on the device that the potential customer is using. Studies have shown that traffic from mobile devices performs poorer than that from desktops in converting potential customers to actual customers.
Therefore, you can focus on desktop targeting to make your campaign profitable. Geographical targeting helps you to find out the locations where your Google Ads are doing well and also allows you to remove the poorly performing locations from your campaign. Google Ads also perform better at some times of the day and that is why time targeting is important because you can bet on the time when your ad is in high demand.
After you confirm that your Google Ads are targeting the right audience, the next step is to optimize your ad copy. Here you test two versions of your Google Ads and check which one performs better. One of the factors that you need to optimize on your ad is the headline of your Ad to ensure that it stands out from the competition and that it is close to what your target audience is looking for.
The Ad copy should also contain description lines that explain your ad and encourage the customers to click the links and learn more about your business. The Ad copy should also contain ad extensions like contact and location extensions and callout extensions and review extensions where the customers can learn more about your business.
Optimizing Your Ad Landing Page
The landing page should be different from your business website because the website just provides general information about your business. The landing page on the other hand provides information that is specific to the product or service that you are offering. Optimizing your landing page involves having a relevant headline, providing content that is focused on benefits, your unique selling position (USP), your offer, and a call to action.
In summary, since many people search for products on Google before deciding to buy them, you need to advertise your business on Google to meet these customers. To enhance the effectiveness of your Google Ads, there are some things that you can do that include targeting your ad to the right customers, optimizing your Ad copy, and making your Ad landing page effective.