Princeton,NJ/ 360prwire/ December
Generating more business revenue is a function of the ad’s increased conversion rate and reduced cost of conversion. Optimise these, and your business is destined for success.
Google Ads is a great and cost effective way to scale your business. Google Ads can help your brand achieve good positions in the SERPs much faster than traditional SEO methods. In today’s online business world, using Google Ads is essential for visibility and helping to drive conversion rates.
So let’s have a look at a few of the ways you can optimise your Google Ads strategies and make the most from your ad spend.
How to optimise conversion rates
Ensure that your customers get desired results at every step in their buying cycle. These five steps include product awareness, consideration, interest, preference, and the final purchase.
Tell your customers about your product’s unique selling proposition (USP) so that they develop a need for the product. In other words, don’t sell your product. Tell them why it makes their lives easier.
Also, keep checking the customer behavior in the Google Analytics dashboard. This will reveal what works for your consumer and what doesn’t.
Ways to reduce the cost of conversion
Stop using low-converting keywords and research the long-tail keywords your customers are using to search for the product.
Add negative keywords to save your costs incurred from targeting the audience that is not interested in buying what your business has to offer. Besides knowing what your product is, Google also needs to know what it isn’t.
Further, make sure that the landing page, which the visitor accesses when they click upon the ad, is relevant to their search. If your business offers cosmetics, for example, then the ads should lead the visitor to a page that offers a range of beauty products.
Moreover, examine at what time(s) do you get the most conversions and run ads for only those times to save costs. You can segment the ad running time into hours, days, or months.
Once you’ve implemented these, your business will be placed in a favorable position. So let’s have a look at a few more tips.
1.Learn from your competitors
This also means identifying and not using those optimisation tactics that ‘won’t’ work for you.
First, identify your niche and find out who your competitors are by making a list of your main keywords.
Then, see which keywords, ads, and landing page frameworks are working for them (and which aren’t). There are tools like SEMrush that will help you see what bids your competitors are making and the Ads they are running. You can get an analysis at the individual keyword, campaign and ad group level through these tools.
Finally, identify what lies at the core of your competitors’ marketing strategies. See what is keeping them ahead of the game. Either deploy the same tactic or devise one as per your business goals.
2. Provide value to consumers
Your brand’s landing page should provide value, thereby turning your lead into a customer. There should be no discrepancy between what the ad tells and the information delivers through the website’s landing page
So make sure that all the required CTAs that help the visitor make the purchase are there on the page.
Note that the ad should not lead to the website’s homepage but to a relevant product or category page.
3. Assess your brand’s maximum CPC
Do this so that you get your money’s worth and every cent invested becomes a dollar. Once you arrive at the figure, you’ll be able to gauge whether your advertising budget is sufficient or not.
Ensure that this figure and your estimated CPC are aligned. Here’s how you go about it:
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Ascertain your profit margin
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Have a Cost Per Acquisition goal
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Decide the prices as per the set goal
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Determine your conversion rate and arrive at your maximum Cost Per Click
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Gauge your website traffic, first-page bid estimate, and then accordingly change your maximum CPC
- If you don’t want to manually set your CPC, use the automatic bidding feature offered by Google Ads.
4. Use accurate keyword match types
The auction system displays relevant ads to your customers based on user intent. This is what is reflected in the keywords. So, ‘tell’ Google precisely that.
Of the total four match types, the first is Broad match. This includes practically all words in your keyword in any order. Your ads will show for all search queries with a few or all the terms assembled in any order, even the synonyms.
- Then there’s the Broad Match Modified, through which your ad will be displayed for all search queries that have all the terms in the phrase, no matter what the order is. These do not include synonyms.Next is the Exact Match type. Here, your ads will only show if the search query is exactly the same as your auctioned keyword. At the same time, Google also considers plurals, misspellings, and synonyms.
The final kind is the Phrase Match. The ad would show only for the specified search query (keyword), in the same order.
5. Upgrade negative keywords
This is a huge way to save those bucks wasted on relevant searches.
- There are three types of such keywords. The first is Negative Broad Match, wherein your keyword is matched with various permutations and combinations of the phrase’s variations. However, you do not have to eliminate all such negative keywords from your ads. It is important to note here that your ads can enter an auction if they contain some (and not all) terms of the keyword.
- The second type is Negative Phrase Match keywords. These are less limiting than the previous type. Your ad will be visible if the user searches for a keyword that doesn’t contain the words ‘running shoes,’ which is the exact phrase.
- The last type is Negative Exact Match Keywords. When you add these to your Google Ads account, the customer won’t see your Ads when he enters precisely the same phrase. Neither more terms nor less.
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6. Keep changing your keyword match type
The more you do this, the more accurately you’ll know user intent. In other words, you’ll get to know the exact answer they seek to get.
We suggest you start with the Broad type. It will give you an overall idea about when the ads are being displayed by the search engine. This will help you gather data.
Eventually, graduate to using the other three types to exactly know which keywords are leading to conversions. In this way, your campaign will always stay relevant.
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7. Use valid ad extensions
These have various functionalities that generate better results from your campaign. Choose the type of extension that will deliver the most revenue for your business.
Though there are many types, these ones are the most popular:
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Location Expansion
Linking your Google Adwords and Google My Business accounts will enable your brand’s contact number and corporate address to be included in the ads.
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Phone extensions
In this, only your brand’s contact number is displayed in the ad.
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Structured descriptions
These convey more details or specifications about your product. In this way, the user gets to know more about your product. Every snippet has a header, below which are the highlighted specifications.
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Additional links
These lead the users towards specific landing pages (telling about a product) of your website. So, if the user specifically knows what he wants to know about, they can simply click on the link. So, all the time wasted in first going to the homepage and then to the product will be saved.
In this way, the ad will bring more customers who are closer to the point of purchase to your website.
8. Complete all ad content fields
Do not keep any empty spaces in your ad. Once you’ve decided upon the kind of ad extension you wish to use, fill in all the sections as descriptively as possible.
These blanks give you an opportunity to tell a tale about your product. Remember, the more features a user knows about the item you sell, the more popular it will be.
In this context, there are certain things that you just can’t bypass. Before launching a campaign, make sure you enter Heading 1 and the Final URL. Also, appeal to the audience’s emotion(s) in the headline.
In Heading 2, specify your value proposition and mention the CTA in Heading 3. Finally, write a one to two-line description explaining how your product solves a problem. Make sure that it only focuses on the target audience.
9. Fine-tune geo-targeting bids
Do a thorough analysis of where the traffic is coming from, and then allocate your ad budget to those areas. This will save money and give you desirable ROI.
Analyse the audience for their daily and sporadic needs and optimise your PPC campaign accordingly.
10. Create separate campaigns for mobile phones
No one can contest that people use mobiles more frequently and for longer durations than laptops or desktops. After all, mobile phones are handier, and it is easier to access information from them.
So, formulate specific campaigns for mobile devices. To get an exact picture of where the conversions are coming from, check out device (mobile, laptop, or desktop) conversions in the Google Ads account.
Incorporate all these tips in your PPC ad campaigns to scale business revenue and save advertising costs while reaping the maximum benefits.
gly, you can work on your product and marketing strategies, which should be devised keeping only your target audience in mind.
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