Did you know that 65 per cent of small- to mid-sized businesses run pay-per-click (PPC) advertisements using Google Ads? Because Google makes up 73 per cent of the paid search market, these savvy entrepreneurs are taking full advantage of this search engine’s voluminous traffic. And who can blame them?
Nonetheless, many of our customers come to us with the same question when they start a new Google Ads partnership, “What can we expect?”
That’s an excellent question that depends on a variety of variables. With that in mind, let’s deep dive into how Goole Ads work and why your small business needs them.
Google Ads 101
What is Google Ads? They are paid advertisements that appear in search results on google.com with the use of Google Ads.
How effective are these advertisements? Research shows that within five days of a Google search for a product, 35 per cent of consumers purchase it. Not surprisingly, 90 per cent of consumers also report that ads influence their purchase decisions.
As you can see from these stats, it’s time to get with the digital marketing game. One of the best ways to do this is a marketing partnership for Google Ads. Keep in mind, however, that Google Ads don’t represent a magic antidote to all that ails your company’s marketing efforts.
Like marketing itself, Google Ads campaigns require time and persistence. That’s why we suggest to our clients that they think about them like hypotheses. In other words, you must test what you think will work in Google Ads, measure your results, make adjustments, and then try again.
Why It Makes Sense to Work with an Agency
Over time, as you track the performance of a given campaign, you’ll make adjustments based on what is and is not working. Of course, the content of your ads alone shouldn’t get all of the scrutiny.
For example, you may have an excellent campaign, but without the right keywords and negative keywords, your ads may never get in front of the right eyes. Or, you may find that people click on an advertisement in droves but then never convert.
In the latter case, the root of the problem might be an ineffective landing page or poor call to action (CTA). Trying to identify which variable may be compromising your marketing efforts can feel frustrating, especially if you’re new to Google Ads.
After all, Google Ads get complicated quickly, and it can feel intimidating to keep track of all of the tool’s capabilities. But with some professional guidance, you’ll be on the fast track to a successful ad campaign in no time.
What It Takes to Run an Effective Campaign
Running an effective Google Ads campaign that drives sales requires many different elements. They include:
- Data analysis
- Experience with the process
It isn’t enough to throw some money into the Google marketing machine and cross your fingers. If you think you’re going to see immediate returns on your ad spend, think again.
Secrets to Crafting Compelling Ads
Instead, success via Google requires meticulous research and leveraging the data you already have available. This data may come in the form of:
- Feedback from your sales team
- Buyer personas
- Customer relationship management (CRM)
- Google Analytics data
Paramount to success is developing an essential marketing structure pre-launch. This approach lets you define success by the metrics you choose to count, like the quality of the clicks.
What does a solid Google Ads campaign structure look like? Let’s take a closer look. That way, you’ll have a better understanding of what to expect moving forward.
Building a Google Ads Campaign
Constructing a firm Google Ads framework involves five main steps:
- Understanding how Google Ads work
- Knowing your customer
- Defining a measurable goal
- Creating a targeted landing page
- Crafting multiple versions of your ad copy
Let’s take a closer look at each of these steps and why they prove critical to a successful Google Ads campaign.
1. Understanding How to Use Google Ads
Why do we throw this step into the mix? Because we’ve seen far too many business owners enthusiastically ready to throw money at Google without a clear comprehension of why.
If you don’t have a thorough knowledge of the Google Ads platform, even best-laid plans will prove a waste. After all, the account manager is charged with the creation and upkeep of all campaigns.
The system is quite frankly complicated. Of course, this comes with plenty of goodies to g=help your ads succeed. If you don’t know how to use these tools, however, you’ll never enjoy the success you’re hoping to have. Instead, take the time to get to know the platform.
2. Getting to Know Your Customer
Once you’ve gained a working knowledge of how the platform works, it’s time to hone in on your target demographic. This step shouldn’t surprise you, but that doesn’t mean you can skip over it. After all, it’s one of the oldest and most sage pieces of marketing advice.
You must know your customer.
Why? Because the buying process represents an act of faith on the part of your customer that you understand who they are, what their problem is, and you know how to solve it.
Questions to Ask Your Customers
With that in mind, here are some questions that you should consider as you drill down into customer research:
- Who is your target audience?
- Where do they live?
- Do they need to be a specific age range?
- Do they need to be a certain gender?
- What do they like?
As you move forward with the process and better flesh out your buyer personas, you’ll want to get to the heart of what they want from you. To do this, ask questions like:
- What would they ask for?
- Why would they need you?
- What makes you different?
- Where would they find your product or service?
- Do they know who you are already?
Working through these questions may feel like busywork at first. It’s vital to remember, however, that gaining these insights about your clients will prove essential to turning them into customers.
Additional Resources to Explore
After all, only when you understand your customer’s pain points will you be able to appeal to them. If you feel like you’ve hit a brick wall when it comes to answering these questions, then it’s time to turn to your sales team.
Since they interact with your customer regularly, they’ll have unique insights into what drives your customers to convert. You’ll also want to mine Google Analytics for valuable data.
Last but not least, explore your customer interaction with your brand via social media channels and reviews. Paying attention to these direct communications will help you make improvements where needed.
3. Defining a Measurable Goal
You’ll also want to develop campaign goals that are both specific and measurable. Otherwise, how will you gauge the success of each campaign? Ask yourself what you want to achieve and how you’ll know you’ve earned it.
Not only will this help you manage campaign expectations, but it’ll clarify next steps. Common goals defined by entrepreneurs include:
- Increased sales
- Ramped up leads
- More website traffic
- Stronger brand and product recognition
- Expanded reach
Once you’ve explored the possibilities when it comes to marketing objectives, create a common goal between the marketing and sales team. You’ll also want to secure buy-in form your company.
Keep in mind that even after you’ve defined a goal, you’ll need to revisit it often. You may need to re-evaluate the goals associated with it and make adjustments based on changing circumstances with your enterprise.
4. Creating a Targeted Landing Page
This next step is one that we see overlooked by countless business owners. Yet, it remains one of the most critical pieces of your Google account success. You’ve got to have a fantastic landing page that resonates with your target audience.
Don’t use Google Ads for simple website promotion with no end goal. Otherwise, when prospects click on your link and head to your website with no clear CTA, you’ll lose them.
Consumers aren’t actively trying to spend money online. If you make them work too hard to find a sales page or call to action, they’ll talk themselves out of any potential purchases before you can even entice them with your best products and deals.
The antidote? Craft targeting and optimised landing pages with relevant, targeted messaging. These types of pages lead to more conversions and a higher return on ad spend.
Like your ads, think of landing pages as experiments. Test different headlines and calls to action to see which one inspires the most conversions.
5. Crafting Multiple Versions of Your Ad Copy
Your ad copy represents the first step in building a relationship with a new customer. Or, the love letter to an existing customer that you’d like to have come back around. So, it had better be good.
At the same time, it should also:
- Empower your audience to take action
- Showcase what differentiates your brand
- Ensure that your ad matches your landing page
We tell our clients to craft at least three variations of their ad copy and test each one. That way, they can glean essential information about user preferences. They can also improve their performance by honking ad text. Headlines also deserve this attention, so start writing!
Drive Sales with Google Ads
Many small business owners make the same mistakes when it comes to Google Ads. They may assume that throwing money into ads is better than not running any at all. Or they may feel so overwhelmed by the process that they never move forward with a campaign.
However, entrepreneurs that realise it’s time to allocate some of these duties to experienced professionals will not only lighten their load, but they’ll enjoy more effective campaigns.
When it’s all said and done, it’s reassuring to know that your marketing budget is working optimally for you. What’s more, if you want to compete with big-name brands, you need the right digital marketing expertise on your side.
Are you interested in learning more about how to gain customers and drive sales? Contact us to discuss your business’s current digital marketing needs and how we can help through a Google Ads campaign.