There are several factors that go into running a successful paid search campaign. Here are 8 techniques to make more money with Google Ads.
A well-run PPC campaign can make a significant difference in an advertiser’s overall conversions and income.
What better method to find potential consumers than when they use Google or Bing to search for exactly what they want?
A poorly managed PPC campaign, on the other hand, might cost more (often a lot more) than the money it generates because you pay for every click you get from your advertising.
Although your target audience and messaging are unique to your company, there are some basic approaches that perform consistently across industries in PPC ads.
A healthy and profitable PPC campaign does not come with a silver bullet, but there are several levers you can change to maximise your results.
When it comes to optimising PPC ads, here are eight of the most crucial (but frequently overlooked) factors to consider if you want to make more money.
Some of them are more complex than others, but including these factors into your sponsored search efforts should result in a significant improvement and increased revenue for your company!
Ensure that your landing page is relevant
One of the most underappreciated parts of paid search is this.
It’s easy to become buried in paid search platforms, tweaking bids, testing ad wording, and focusing all of your attention on the platform.
But once the user clicks on an ad in that platform you’re so focused on, something essential happens: they go to your website!
PPC marketing’s ultimate goal is to make a sale.
A good PPC ad generates qualified leads and directs them to a landing page, but that’s just half the battle.
The landing page’s mission then becomes to convert that prospect into a paying customer.
Your landing pages should be optimised for PPC conversions by aligning the message of your advertising with the message of your landing page.
Consistency in keywords, ad language, and landing pages should increase click-through and conversion rates while minimising CPC.
Ideally, you will make more money while staying inside your budget.
On your landing page, repeat the copy points from your ad.
You may enhance conversions by displaying the same message and CTA on your landing page as you did in your ad. Because you know your clients will get interest in your offer and message.
You’ll be able to create more captivating ads that assist your customers grasp your value and drive more conversions if you follow this simple rule.
Make Negative Keywords Work for You
Negative keywords are one of the most powerful tools at your disposal for ensuring the integrity of your Google Ads and Microsoft Ads campaigns. This tool will ensure you to minimize the cost and make more money from your Ad campaigns.
You can indicate which keywords aren’t a suitable fit for your product or service on both platforms.
You can keep your advertising from appearing on keyword searches that aren’t relevant to the clients you want by informing Google what your product isn’t.
Let’s imagine you own multiple off-campus student apartment complexes and run an apartment management firm.
These flats were designed with students in mind, not with traditional families in mind.
You can omit terms like “family,” “cheap,” and other qualifiers to ensure they only receive qualified traffic. This will exclude traffic from searchers who aren’t in your demographic.
It’s just as crucial to inform Google about your product and service as it is to inform them about yourself.
You can add negative keywords at the campaign level, but you can be even more particular by adding unique keywords to specific ad groups.
Employ the Appropriate Keyword Match-Types
PPC advertising is a type of direct attribution marketing, and Google Ads uses keywords to determine user intent.
When a user types a search query into Google, it displays the advertising according on how relevant the auction system thinks the search phrase is and displays an ad appropriately.
It’s critical to understand the keywords you employ in your PPC campaign, as well as the modifiers you utilise for those words.
There are four different types of keyword matches, which means there are four different methods to “teach” Google and Bing how to treat the keywords you typed in.
Broad:
This is the broadest net you can cast, and it will match searches with any terms that comprise the target keyword in any sequence (including synonyms).
Modified Broad Match:
The second widest net you can throw is with this match type. Unlike Broad Match, which allows your ad to appear for any keyword in the phrase you’re bidding on, Broad Match Modified tells Google that “it must have all of these terms in the search query, in any order or placement,” as opposed to Broad Match, which allows your ad to appear for any keyword in the phrase you’re bidding on.
Phrase Match:
If you apply this modifier, your ad will only appear when people search for the precise phrase you provide. The query must include all of the keywords you note, in the order you entered them.
Exact Match:
This keyword modifier is similar to phrase match; traditionally, your ads would only appear for the exact search query you entered, but Google has relaxed this by showing your ad for misspellings, plural versions of a word, or inferring interchangeable keywords to what you have specified.
There is a trade-off between impressions, relevancy, and cost for each match type.
Broad Match is the best way to get the most impressions at the lowest cost per click. However, it’s possible that you’ll be matched to a slew of unrelated searches.
Exact Match, on the other hand, will have the fewest impressions but a greater relevancy and click-through rate. The disadvantage is that it is usually more expensive.
Change the type of keyword match over time
When I start a new Google or Microsoft Ads campaign, I normally start with a few ad groups with strong themes of related keywords.
I frequently begin with Broad Modified match types since they provide a reasonable level of control over when my advertisements appear, as well as enough possibilities for the ads to appear so that I can collect data.
As the data begins to indicate what truly converts, the focus tends to shift to a blend of Modified Broad, Phrase, and Exact Match words.
One can upgrade the winning search queries to Exact or Phrase, while one’s Modified Broad remains the broader net that helps me identify new items to bid on.
Fill in all of the ad content that is available.
Expanded Text Ads (ETAs) have had a significant impact on the world of Google Ads since its launch in July 2016.
ETAs provide PPC managers with an ideal way to convey a storey about a product or service by providing more room for relevant text.
Fill out all of the relevant information sections if you want your adverts to perform better.
Make this a highly relevant landing page as the final URL.
Headline 1:
In this field, include items like the user’s keyword theme, your brand name, or the core value proposition.
Headline 2:
Use this box to set the context for the Description or to include a supporting value proposition.
Headline 3:
While this one doesn’t appear as frequently as the others, it’s still worth incorporating a compelling CTA or value proposition.
Path 1:
The Path fields are not the “actual” URL, but rather user-friendly insertions that show the searcher that the results are relevant. This is a nice spot to jot down any top-level categories, brand names, or keyword categories that are relevant to the ad group (i.e., what the user searched for).
Path 2:
Try to offer more detailed, factual information in this field to give the searcher more context.
Description 1 & 2 lines:
This is the longer portion of copy that relates the searcher’s needs to your product or service’s solution. Instead of just dumping in basic information about your business or service, focus on making this as relevant as possible for what the user searched. Remember, the searcher is telling you what they’re looking for, and it’s up to you to provide it!
Google (RSAs) also have added Responsive Search Ads.
In RSA, you just provide Google a list of headline alternatives and a list of description options, and Google will test different combinations of them to find the optimal result.
A maximum of three headlines and two descriptions will appear in any given ad combination.
It’s vital to remember that they may be placed together in any order. So make sure your headlines and descriptions can be put together in any order and still make sense!
Make Use of All Ad Extensions That Are Relevant
Many PPC accounts concentrate solely on the primary ad’s headlines, paths, and description.
Ad Extensions, on the other hand, are an important component of the customer experience and can significantly improve the success of your ads.
Ad extensions can help you express your brand’s narrative more effectively while also providing your customers with useful information.
There are a variety of ad extensions to choose from, but the following are the most popular:
Sitelinks Extensions:
These are extra links that your clients could find useful and lead to certain landing pages on your website.
Callout Extensions:
Include entries like “Fast Professional Service” or “Peace of Mind Guarantee” to let readers trust you.
Include structured snippets to provide more information about the features available. These are based on certain categories, so when you build out your ad extensions, make sure to choose an appropriate category. This strategy enables you to make more money within a short period of time.
Call Extensions:
Using this feature, you can insert your company’s phone number directly into the listing.
Location Extensions:
You can link your Google My Business account to your Google Ads account if you have a physical location. Enabling this extension will add your address and phone number to your adverts, making it easier for potential clients to find you.
Geotargeting Bids should be adjusted
You can make more money from focusing your marketing dollars on certain geographic places regardless of your market or business.
Examine the sources of your involvement and place a higher priority on media spending in those areas.
Local businesses such as apartments, hotels, and lawyers frequently qualify their ideal consumers based on their proximity to their physical premises. But geotargeting’s effectiveness isn’t restricted to this.
Even if your products and services aren’t dependent on your customers’ actual location, geotargeted bids based on seasonality, weather, and user needs can help you optimise your PPC campaigns.
If you sell snow shovels, for example, you should negative bid in warmer places like Florida and Alabama because those people are unlikely to require your product and you will be squandering money on each click from those states.
You would, however, raise geotargeted bids for cities that may get more snowfall as a result of an approaching cold front.
Many Google Ads newbies overlook the needs of their various client kinds and other qualifications based on their audience’s physical location.
By prohibiting advertising from appearing in some places while raising the possibility of a conversion and increasing bid adjustment in other geolocations, you may save a lot of money.
Large cities, such as New York and Los Angeles, may also eat up your cash rapidly, but they are pricey and translate poorly.
Modifications based on geography can also be used to overcome these difficulties.
Look for ways to shift budgets to mobile.
Many of your future clients use mobile devices, and people are increasingly converting on them. This is also a good tactic to make more money shifting budgets to mobile.
Mobile-specific campaigns may provide you with the finest opportunity to engage your mobile customers in the most appropriate format on their preferred device.
Creating separate campaigns is a simple method to increase the number of qualified clicks.
How do you know if a campaign needs to include a mobile-only component?
In this case, you might utilise a positive bid modifier to increase your visibility among mobile phone users.
You may also replicate an existing campaign and just negative bid mobile for the original campaign if mobile drives a big part of conversions and you want to apply budget more aggressively to it.
In the same manner, in the new mobile-only campaign, negative bid desktop.
You can also use mobile-only advertising to your advantage by focusing on click-to-call extensions.
Ads on Google are a wise investment.
A well-managed PPC campaign can assist firms in significantly earning increasing their revenue.
Because Google charges you for each ad click, make sure you’re doing everything you can to improve the overall experience and increase conversions.
Try using the aforementioned tips for your PPC ads, and you should be able to make more money by attracting more quality traffic and increasing sales.
