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Google Ads is a powerful tool for inbound marketing, allowing you to attract customers who are actively searching for your product or service and are often ready to make a purchase. With accurate targeting options, you can reach specific locations down to postcodes and even target specific times of the day or week.
To avoid irrelevant searches, negative keywords can be used to exclude unwanted traffic. For example, a Painter & Decorator could exclude searches for Face Painters & Cake Decorators by using negative keywords such as Face & Cake.
Google Ads also offers various match types such as Exact Match and Phrase Match Keywords. This allows you to control the level of generalisation in your ads, ensuring they are relevant to your audience.
By tracking interactions such as email requests and phone calls, you can monitor your return on investment almost immediately.
Google Ads is a powerful lead generation tool if properly configured. It can drive highly targeted traffic to your website, and you only pay for clicks on your ad. The campaign should be created with relevant keywords and negative keywords to ensure that you are only paying for quality prospects. When someone performs a search on Google, it is likely that they are ready to make a purchase. This allows you to reach potential customers at the right time.
Google Ads allows you to target specific locations, ensuring that your ads are displayed to prospects in your market area. With the activation of your account, you can usually get your website on the first page of Google search results in just a few hours.
Google Ads can complement all other Search Engine Optimisation strategies you have in place, and together they can help increase your online visibility and drive more traffic to your website.
If you’re thinking that running a Google Ads campaign is easy, then think again. At our company, we’ve been lucky enough to send one of our team to attend Google’s training boot camps at their London offices, where they cover a comprehensive list of topics related to running effective campaigns. However, this is just the tip of the iceberg. We need to constantly update our knowledge because the digital landscape is always changing.
If you need assistance with managing your current Google Ads account or setting one up for the first time, we can help.
Take advantage of our FREE Google Ads account audit if you are currently managing your own account or are unsatisfied with your current provider.
You need to be clear on exactly how much you can afford to pay for a lead and understand the percentage of leads that convert to sales. This way you can work out the return on your investment.
Google Ads will default to the ‘broad match’ match type on set up unless you chose otherwise. This will trigger more search terms than you would normally want to show for. This could attract clicks and impressions for queries not relevant to your objectives. This will result in wasted ad spend.
Negative keywords will avoid unwanted searches. For example, you could use “HOW TO” as a negative term, this will stop searches from people just looking for information who have no intention of buying. Using a negative keyword can exclude keywords that aren’t a good match for your product or service. This can lower your cost and increase your revenue. Negative keywords make it a lot easier to reach the most targeted customers, reduce your costs and boost your return on investment.
You can use the ‘Search Terms Report’ to identify negative keywords that you can add to your account to stop your adverts from appearing for phrases that are not relevant.
This is the worst thing you can do. Your campaigns need to be managed regularly otherwise performance can deteriorate and costs increase as Google makes regular changes to the platform.
Bidding for lower positions can lower the cost per click considerably, while still having the same click-through rate with carefully constructed ads. Make your ads stand out from your competitors.
You need to know how many leads your Google Ads campaigns are getting. If you do not know how can you measure your return on investment? Conversions could be telephone calls, email leads, or actual sales for example.
These terms can look like potential gold mines waiting to be tapped. But the truth is they could be a lost cause for most. They are saturated with your biggest competitors that have been advertising on those terms for years.
How can an account with lots of keywords, ad groups and campaigns on a shoestring budget work effectively? You will get almost nothing spread across your account wasting all the effort setting up in the first place. By chance, you may get a few cheap conversions. Odds are, you won’t get anything worthwhile.
A common and perhaps deadliest Google Ads mistake you can make is not doing keyword research thoroughly. Do not select keywords based on what you believe people are searching for, or based on what you would search. It is imperative to use professional tools to find the right and relevant keywords. What is the point of bidding on a keyword that never converts and just wastes your budget?
