How to create great Google Ads that drive conversions while keeping your ad costs low
You’ve built a great website, you’ve placed all your products on the site and you’re ready to receive traffic to your online store, but you’re realizing that your web traffic is low which is resulting in lower conversions rate. So you’re wondering, how do I increase the amount of visitors that arrive to my site? In this post, we’ll be talking about Google Ads, and provide you tips on creating great google ads that drive conversions while keeping your ad costs low.
In every buying cycle, customers go through the following stages:
Awareness → Consideration → Interest → Preference → Purchase
Understanding these important stages are crucial for creating great Google Ads, as each stage of the customer journey requires different messaging. For instance, if your brand does not have widespread appeal or awareness, placing your brand's name in the ad copy title won’t be effective, customers in the awareness stage are simply looking for a product that meets their needs.
But how do you know which buying stage the majority of your customers are in? Open up Google Analytics and take a look under “Behavior.” There you will see a breakdown between new and returning visitors. If your website has a higher amount of new visitors, then it's likely that your visitors are looking to gather more information about your product/brand; by not receiving enough information on your product/brand, they have chosen not to return to your site.
In most cases, your ads will take users to a dedicated landing page. Ensuring you have a landing page that clearly discusses your brand’s value proposition and provides the customer with a firm understanding of your product will be imperative. At a high level, every landing page will need:
Testing different elements of your page will be essential in ensuring you’re generating the maximum amount of conversions.
Utilizing Google Display Ads as a mechanism for retargeting is a highly effective tool in converting customers who have previously shown interest in your product.
Set a display ad that echoes the messaging used in the original search ad and perhaps add a discount to further entice the user.
If properly set up, your CRM or conversion tracking tool will be able to provide you information on how each visitor arrived on your site.
Far too often, companies will create one landing page yet will have multiple ads each with differing messaging. When customers click on an ad that resonates with them, they’re brought to a page with messaging that is different from what was used in the ad copy - this is a big mistake.
Customers click on an ad because it appeals to them, it illuminates a solution to a pain point they may currently be dealing with. By aligning your content with your ad copy, Google will rank your ad has having a high quality score. Receiving a high quality score ranking will increase your Google Ads exposure and reduce your overall advertising cost as Google will optimize your ad for efficiency.
When creating an ad campaign, you’ll be asked to insert the keywords you want your ad to show up for. You’ll also have the option to include a list of negative keywords – keywords that when typed in by the user, will prevent your ad from showing. Negative keywords are important in ensuring each ad campaign uses its budget effectively to bring in qualified leads.
Here are some negative keywords you may wish to include in your next campaign:
In conclusion, Google ads are a great tool in helping your business generate more leads and conversions in a short amount of time. When running ads, ensure you keep an eye on the following metrics:
Your CTR and CPC are numbers that can easily be derived for your Google Ads Dashboard, your ROAS will have to be calculated separately.
By ensuring you’ve properly segmented your customers, use the right mix of keywords, set up the right messaging across your ad and the landing page, you will see an increase in your CTR, a decrease in your CPC and a steady rise in your ROAS.
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