Friday August 17, 2018
Unlike Facebook ads, Google ads use keywords as the main way of targeting. When you're choosing keywords for a particular ad group, think holistically about your overall goals and offerings. Ask what people would search to find your business. Choose keywords that relate to your business as a whole, not just to the service or product you're trying to sell with that ad.
Also, think about the parameters of the keywords you choose. With Google keywords, you can choose them to be broad match, phrase match, or exact match. Broad match keywords show ads in searches that contain any of the words in the keyword. For example, if you choose "coffee roasters Lakeland" as your broad match keyword, any searches with "coffee," "roasters," or "Lakeland" could have the ad. Phrase matches show ads in searches that contain the keyword phrase. Using the previous example, someone searching "best coffee roasters Lakeland" or "find coffee roasters Lakeland near me" could see your ad. But with an exact match keyword, only searches of "coffee roasters Lakeland" would see your ad.
Ideally, you'd want to use exact match keywords only for high-volume or high-value terms. But broad match keywords are better for attracting long-tail keywords and less-defined searches. Learn more about choosing between the types of keywords here.
You should also monitor your keywords frequently to see which keywords are getting high traffic and which ones are not. Delete the low-volumes keywords to declutter your ad group and get more out of your ad spend.
Negative keywords exclude searches and maximize the profitability of your ads. Use negative keywords to exclude irrelevant searches and unqualified traffic, like students, job-seekers, or shoppers only looking for a bargain. Like regular keywords, negative keywords can be broad, phrase, or exact match. Don't try to exclude every single search term that's irrelevant, just use the negative keywords that will do the most good. Keep them focused and make sure they aren't excluding too much. To learn more about negative keywords and how to use them, see this article.
Just like in Facebook marketing, retargeting in Google marketing can be extremely profitable. Monitor clicks and conversions to see where customers are dropping off in the conversion process. Then retarget them with offers based on where they left. If they left their shopping cart with items, promote a discount or sale. Customers are more likely to purchase from you if they already know your brand.
You can also use time-delayed ads to prevent ad fatigue and confusion among customers. Getting hit with the same ad or even the same brand for 60 days in a row can be annoying. Time-delayed ads allows you to space out your ads and make sure they're hitting customers sequentially. That way, you're moving them progressively along a sales funnel.
Understanding the way Google uses ads can be a challenge. Remember that for each group of keywords (ad group), you can have multiple ads that show to customers. Google chooses which ones show to customers based on the quality and relevance of the ad. Ads can be text only or can include pictures or video, but they are the message your audience will see. It's best to create multiple ads of each kind for each ad group. That way, you can see which ad of its kind is doing the best. For example, you may have 2 display ads, 2 text ads, and 2 expanded text ads that may show up for searches with a set of keywords. Whichever ads are more relevant to the keywords and better designed will show up more often. You should monitor the effectiveness of the ads and test them to make sure you're getting the highest return for your money.
Extensions allow you to offer more information about your business, but choosing the right ones for your ads is important. When you're choosing extensions, select all that make sense for your business. They won't increase your CPC and can increase your conversion rates. You can choose call extensions, sitelink extensions, and location extensions, to mention a few. This additional information helps customers know more about you and offers them more actions than just clicking the ad. Read more about extensions and how to use them here.
Bids should always be driven by goals and expected profits. Like a Facebook marketing strategy, a Google ads strategy should include specific formulas and goals. When you create ad groups, test different bids to see which one gets the best results. Sometimes increasing a bid for a certain group increases visibility enough to raise profits significantly. Make sure you analyze the results of different bids and use that data for future bids. If you don't want to manually monitor bids, use automatic bidding to maximize your ad spend.
Want to know more about how to use Google AdWords in your social media strategy? Need help creating and implementing an online strategy? We are experts in online marketing, and we're ready to help you. Give us a shout through email or Facebook Messenger. Or set up a consultation to talk strategy with us! We're ready to help you explode your online profits!