If you're reading this article, you're probably looking for ways to boost your conversion rate and grow ROI.
Google ads have come a long way. According to research, paid traffic converts 50% better than organic traffic.
That's great news, isn't it?
But creating a profitable Google ads campaign isn't as easy as it may sound. The channel is still costly and extremely competitive.
If you're still on the fence and wondering about whether you should invest in these campaigns or not, you have come to the right place.
In this post, we're going to highlight eight tried-and-tested Google Ads hacks to help you boost your conversion rate and improve ROI.
Advertising is a great way to increase CTR and conversion rate for your business. Today, almost all leading social media platforms, including Facebook, Instagram, and Twitter, offer advertising opportunities to let new and seasoned sellers market their products online.
Although social media advertising has its own impact, Google ads are efficient and incredibly impactful too.
Google offers paid ads that appear in search results when a person types any particular query in the search box. The sponsored ads include a green 'Ad' tag, and the results that appear below those ads are called organic results.
There are many reasons why marketers prefer Google ads over any other form of advertising.
Visitors who're searching for products on Google or Bing are more likely to pay attention to search engine ads instead of logging in to their social media accounts.
Google is the number one search engine, making it the most viable and scalable platform for advertising goods and services. With Google Ads, marketers and business owners can enjoy better reach, flexibility, regular updates, and impeccable customer support.
Google ads revolve around keywords. Online business owners research industry-specific keywords that they can use in their ads to attract their target audience.
Here are a few things you must consider to rank your ad on top of the page.
From 0.7% in 2009 to a whopping 52.2% in 2018, mobile phone traffic is growing exponentially. And with so many people switching to mobile phones for online buying, this number is only going to increase.
Fortunately, Google is smart enough to format your ads for mobile phones automatically. However, some ads, such as Call-only ads and App promotion ads, are specifically designed to cater to the needs of mobile phone users.
Call-only ads enable customers to call your business directly, while App promotion ads help you promote or market your business application.
Here are a few tips that will help you optimize your Google Ads for mobile:
Retargeting is certainly the most effective strategy to regain your potential customers when it comes to paid ads. Implementing the best remarketing strategies is a foolproof way to improve click-through rates and boost conversions.
Sadly, not many advertisers have identified the true potential of remarketing as a CRO tool. But the fact is that remarketing, if done right, can save you both time and money. When you implement remarketing, you display your old ads again to attract your potential customers. The idea is to bring your old prospects back to your website and improve the chances that they'll click on your ads and make purchases.
Retargeting people who have already shown interest in your product range or services can help your business get better conversions. There are different ways you can help your uncertain prospects convert. For example, you can offer a value-driven discount, a cashback offer, or a BOGO deal to help realize your old prospects that they should complete a transaction now.
This is one of the most critical yet often neglected factors without which you cannot achieve real-time success and growth. Sadly, the majority of business owners post Google Ads for the sake of posting only. If your ads are unappealing, you're less likely to drive customer's attention even if you have the best product range or website in the world.
Essentials of a Winning Ad Copy
Give a touch of emotions to your advertisements: Needless to say, advertisements with a touch of emotions convert better than ad copies that only focus on advertisement. Also, this strategy forces people to read your ad and respond.
Include numbers and stats: If there's one thing that makes your ad copy stand out among the crowd is statistics. Add as many relevant facts and figures in your ad copy to build trust and boost conversions.
Use keywords in your display URL: When you use targeted keywords in your display URL, you redirect searchers to your most relevant landing pages.
Add more extensions and reviews: Ads with more extensions are likely to convert better as they provide detailed information about your brand/services. Similarly, reviews and testimonials act as social proofs that build trust and encourage searchers to click on your ads.
Did you know bidding on your competitor's keywords can significantly reduce your research work? Examining how your competitors have created their ad copies on the same products/services will make things a lot simpler.
Take a simple example here. Let's suppose you run a clothing or footwear store online. You haven't started implementing the digital marketing strategies for your e-commerce business yet. But then you decide to look at your competitors' ads to see what specific areas they're targeting to expand their reach. This helps you have a strategic blueprint in mind that you can use to create custom ads for your business.
Whether you're using free approaches to market your products or running paid ad campaigns, you should do A/B testing for your landing pages. Unlike ads that improve your CTR, landing pages significantly impact your conversion rates. The design of your landing pages can especially help in boosting the conversion rate of your campaigns.
Here, your job as an online seller or a digital marketer would be to decide the best lead magnet for your campaigns.
While marketers believe that webinars generate more leads, testing reveals that creating informative ebooks yields better leads than any other source. Creating highly converting and attractive landing pages can maximize CTRs and traffic for your e-store.
Make sure you test each element of your landing page. Apart from that, it's also crucial to align your Google Ad copy with your landing page. This will not only impact your conversion rate but also helps improve your Quality Score.
A high-Quality Score indicates that your ad copy is compelling and relevant to your niche. Also, it will result in better positioning and drive Google Ads conversions.
"Click-through rate is a ratio that shows how often people see and click your ads." The higher CTR indicates that more people are clicking on your ads and visiting your shop. So, instead of creating multiple ads, make sure you keep your focus on improving your current Google Ads conversion rate.
There are several things you can do to improve your Ads conversion rate.
Capitalize your title: Title capitalization will help improve your CTRs. For instance, Instead of writing 'The big car show', you should write 'The Big Car Show' in your Google Ads to create an impression.
Target the right keywords
Optimization is key to a successful paid ad strategy. You have to target the right keywords in your Google Ad copy to witness the best results. This isn't possible without going through your marketing search funnel.
You don't need to target generic key terms and phrases if your target audience already knows about your brand. Remember, you can only improve your CTR if you pay attention to your ad copy, optimization, and the correct positioning.
Pay attention to your ad placement
While interested customers will click your ad wherever it is placed on the search page, you'll get a higher CTR if your ad is placed appropriately.
You may also consider initiating an ad campaign for your brand keywords if they have decent search volumes.
Even non-brand keywords can yield great results if they're perfectly targeted. Again, no matter how accurate your sixth sense is, make sure you test results before implementing any specific ad placement strategy for your campaign. In addition to placement, how often your ads appear on search results can also make a huge difference.
Test different keyword match types
Another critical factor you should pay attention to is testing different match types.
When it comes to ad optimization, Google gives complete freedom to the marketers. From placement to exclusions and locations where your display ads will appear, you can set up almost everything as you wish.
While running Google Ads for your business, it is crucial to identify the search queries that are not relevant to your product range or offer. Negative ads are a proven way to improve your click-through rate by omitting certain search terms from triggering the display of your Google Ad. Many prominent brands, including ERS, have incorporated negative keywords in their ad campaigns and observed noticeable results within a few months.
Many case studies also prove that using negative keywords smartly can significantly increase your conversion rates and ROI. It is also essential to understand that negative keywords are not just linked with search network ads. In fact, you can also use this approach for display networks.
On the other hand, exclusions include all those sites and apps where you don't want your ads to show up. This includes all those industries and niches that are not relevant to your area of expertise.
When you haven't given Google instructions about where to place your ads, it will show it amongst all the relevant and irrelevant categories. To prevent this, you can either exclude placements manually or take help from the placement exclusion list.
Quality Score is another essential factor that defines the estimate of the quality of your ads and landing pages. The higher your QS is, the better ad placements you'll have for your Google Ads. Understanding your Quality Score is crucial as only then can you take measures to improve it.
As a general rule, the Quality Score rating can range between 1 and 10. The score you get depicts how well your ads are converting in an online space. Here are a few ways you can use to improve your Quality Score:
There you have it. Eight Google Ads Hacks explained. Gone are the days when business owners and marketers were concerned about organic traffic only. If you want to boost the conversion rate for your business and grow ROI, you have to consider paid ads approaches.
We hope this post has cleared some of your doubts about paid ads, especially Google Ads. For further queries or to drop your feedback, feel free to share your comment in the comments section below.
Until next time, Be creative! - Pix'sTory made by icky Hayes
Ricky Hayes is the Co-Founder and Head of Marketing at Debutify - free Shopify theme, helping dropshippers build high-converting stores in minutes. He is a passionate entrepreneur running multiple businesses, marketing agencies, and mentoring programs.