Getting started with a Pay-per-Click (PPC) advertising system can be scary. But, it’s also one of the fastest and most effective ways to drive qualified leads towards your business. Google Ads is the most popular PPC system by far, so it’s better to get familiar with it if you want to bring your business to the top. However, PPC ads are not what you would call ‘cheap,’ so you should make sure that your method will bring in the leads. So what to expect with Google Ads?
We have compiled a list of tips that should get you the best deal for your investment, increasing your qualified leads regardless of your budget. Search term phrases play a big part in these, so it would be excellent if you already have some knowledge about SEO. Now, let’s get those future customers to buy, buy, buy!
1. Be smarter than the competition
How long does it take to see results from Google Ads? Depends on your playground. Remember that your campaign is not alone. The competition for the most effective Google ad is fierce, but that doesn’t mean you can’t outsmart other businesses by analyzing their tactics. Google Ads is a game of keywords, and there is a way to get an excellent idea of what keywords your competition is using.
We recommend that you visit spyfu.com and enter your competitor’s website to get an overview of their match keyword performance and their estimated monthly PPC clicks. From there, you can check their broad match keywords to see which ones are bringing them better results. Now you have two options; the first is to bid on the same keywords as them, and the second is to choose a completely different set of keywords. Both of them can give you an edge on creating effective ads and help boost your conversion rate.
2. Get more conversions with remarketing
Google Ads has a fantastic option called remarketing, which lets you hook potential customers who leave your website before going further down the buyer’s journey. Remarketing enables you to show ads about your business to those people when they visit other sites. That way, yours is on top of mind even if they are indecisive buyers who are not sure of what they want. Make sure always to follow an Ads campaign with a remarketing match type.
The way to do it is choosing the parts of your webpage that are the most important to your business goals, like the shopping cart, landing page, or any other. Your web developer will place the necessary code on that part so that a cookie is generated to log each time someone visits the page but leaves without converting. With this information, the remarketing platform will show ads about your business to that same visitor on other sites they visit. When they click your ad, they come back to your website!
3. Use “High Intention” Keywords
High intention keywords are those that a person uses when they are searching for a specific product or service, meaning that they are ready for a quote or to make a business decision. That is why HIKs usually contain the term “service” or “price” in them. Examples of a HIK search are “house cleaning service Ann Arbor,” “cleaning service for offices in Seattle,” and others.
It’s vital to distinguish HIKs from low intention keywords. The latter are often testing out what’s out there and do not actually reflect a readiness to make a business decision just yet. These look like regular or more inquiry-oriented searches, usually how-to’s.
Well, that’s all interesting for sure, but how do you go about finding them? Well, you have two handy (and free!) tools that go along Google Ads: Google Keyword Planner and Google Trends. Use them to discover which are the HIK that are most popular with your target audience. Draw the line from those to your most relevant landing pages, from informative to commercial and transactional, in that order. Once you add them, you’ll see an increase in conversions!
These tips are just the beginning, however. There are many constantly-evolving Google Ads practices designed to draw more and more qualified leads. Even if you’re ahead of the game one day, the next you can be surrounded by heavy competition. If you want to stay on top, then you can benefit from working with a professional.