Success Strategies for Google Ads
Research shows marketers double their investment with Google Ads – generating $2 in revenue for every $1 spent through this online media. Basically, there are two types of ads – search or display. Ads in the search network show up in the results when someone enters keywords, and ads in the display network appear on websites that feature ads with their content.
If you’re a beginner, start with search. For perspective – across industries, the average click-through rate (CTR) for ads in the search network is 3.17% while it’s 0.46% on the display network.
Your keyword selection for search ads could include your company name, certain products, services and other related terms that prospects are likely to enter in their search field. You can also select negative keywords – which is something you don’t want to show. Let’s say you like the word “energy,” but you don’t want to see “energy drink.” Plus, there are options if you want keywords to be an exact match or phrase match or a broad match that gives Google some latitude in determining what is relevant.
To improve your ad strategy:
Have a clear goal. What action do you want people to take? Call a number? Schedule an estimate? Define this action and use your ad to point to that next step.
Lead to the landing page. The content of your ad should fit what they get after clicking. Because, once there, you don’t want prospects to feel tricked or confused.
Reach a mobile market. Research shows 69% of digital media time is spent on a mobile device, and higher rank on mobile is even more important than desktop. After the first ad on the mobile results page, there’s a 45% drop in clicks for the second ad position.
Test, measure and fine-tune. With Google Ads, you can make adjustments as you see what’s working and what isn’t.