Google Ads are an untapped revenue goldmine, so today, we’re exploring the treasure trove of the search giant’s pay-per-click service.
Gone are the days when SEO was your only option; now, businesses can skip the queue and position their website at the top of the search results. With more visibility, brands enjoy more conversions, customers, and revenue.
Google Ads: The Untapped Goldmine
Google Ads come in many forms, including search, display, video, and more, allowing you to diversify your investment. Recent studies found that 65% of customers have clicked on a Google Ad, leading PPC ads to generate twice the number of visitors than SEO. These numbers are not to be ignored. They highlight the value and revenue opportunities of Google Ads and users’ piqued interest in ad-related content.
Setting the Stage: Conversion Tracking
Before you can reap the rewards of Google Ads, you must first understand and set up conversion tracking – if you don’t measure it, how will you manage it? How will you respond to the data and optimise your strategy?
Conversion tracking means identifying peoples’ actions after they view your ad, like signing up for your newsletter or purchasing your product. It may sound complex, but don’t let the technical lingo fool you. By following the set-up steps in your Google Ads account and dropping some code into your website, you will access a whole new world of conversion tracking.
Optimising for Success: From Clicks to Conversions
Bear with us because we have a couple more technical terms for you to learn: Click-Through Rate (CTR) and Conversion Rate (CR). Don’t worry, we’ll explain. These terms are key to unlocking your Google Ads account’s full potential. Let’s start with CTR, which is the percentage of ad viewers who click on your ad. CR, on the other hand, is the percentage of clickers who convert.
You may be wondering, what’s a good conversion rate? What numbers should I look for to calculate how successful my ad campaign is? Though this may change from industry to industry, we believe that a CTR above 2% and a CR above 5% are something to be proud of.
Unravelling the Mystery: Why Aren’t You Getting Leads?
You’ve done everything right – set up your account and optimised your ad campaign – but the leads aren’t rolling in. What’s going on? There are many reasons why the clickers aren’t clicking, most of which are simple to fix. Poor keyword targeting, directionless ad copy and a landing page that fails to engage can result in fewer leads for your business.
To fix this, take another look at your target keywords. Identify your business’s niche and put yourself in your customers’ shoes – what are they searching for? Don’t be afraid to spice up your ad copy and landing pages, as persuasive language and an on-brand tone will hook users.
Powering Up Your Ads: Advanced Improvements
We have covered the basics, so let’s dial things up a notch. We have compiled some of the advanced but powerful changes you can make to your Google Ads to drive traffic to your website.
- Boost Your Quality Score: Used to measure how relevant your keywords, ads and landing pages are to user’s search query, improve your Quality Score by choosing keywords that align with your content.
- Leverage Ad Extensions: Ad extensions are small but powerful. They include snippets of information that can make your ad stand out. If you want to drive phone call conversions or attract customers to your physical store, use a call or location extension.
- Optimise Your Budget: We have another technical term for you, Cost-Per-Click (CPC). A higher ad budget can help you drive more clicks to your website, which increases the likelihood of conversions.
Decoding Ad Strength: Why is My Ad Strength Poor?
Another hurdle you may face is poor ad strength – this can be easily fixed. Start with your keywords. Are they relevant to your ad or landing page? Google already knows the answer, so align your keywords with your business. Next, take a look at your headlines and descriptions and get creative. Spend time crafting compelling, concise copy that will turn heads.
Turbocharging Your Landing Page for Google Ads
See your landing page like a shop floor. You have coaxed customers through the door, but the hard work isn’t over, as you now have to convince them to convert. Your landing page is where clicks convert to committed customers who return time after time for your fantastic product or service. Here are some tips for turbocharging your landing page.
- Streamline Your Contact Form: A few too many fields to fill is enough to lose your customers’ interest. So, stick to the essentials – name, email or phone number, and a box for questions or comments. You don’t need the user’s life story, just their contact details.
- Enhance Load Times: Before the kettle finishes boiling or the TV advert ends, your landing page needs to be locked and loaded; otherwise, your users will switch off. So, invest in your website speed to engage customers.
- Align Your Page with Search Terms: Your Google Ads and landing pages work together to convert clickers into customers, so they need to align. Ensure your target keywords and content flow from the ad to the landing page for better conversion rates.
Make Google Ads Work For Your Business
It’s a lot of ground to cover, full of technical jargon. But, armed with our top tips, you can make Google Ads work for your business. From the basics of conversion tracking to supercharging your landing pages, you now have the knowledge needed to optimise this untapped goldmine.
Need a little more help? We get it; digital marketing strategies take blood, sweat and tears to get right. Nous Digital transforms your business’ online reach from the inside out through our comprehensive, innovative digital services. From SEO to PPC, digital marketing to web design, get in touch to hear more about our services.
