By far, one of the most common questions, requests, and complaints that business owners have regarding their digital marketing has to do with Google Adwords.
After all, what better place to advertise than on the largest and most visited search engine in the world, right?
Advertising on Google can certainly be profitable and effective, but only with some key tips and tricks that I’ll describe in today’s post!
What is Google Adwords?
“Google Ads is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. It can place ads both in the results of search engines like Google Search and on non-search websites, mobile apps, and videos.” – Wikipedia
I’m sure you know this already but perhaps what you DIDN’T know is that, in 2019 alone, Google advertisement revenue netted Google a cool 134.81 BILLION dollars in revenue.
That’s…a lot, to say the least.
Either way, Google ads is certainly a HUGE player, if not the MAIN player, in digital advertising.
So, how can you make the best use of your Google Adwords campaigns?
The truth is, setting up a campaign is as simple as answering some basic questions about your business, choosing a word or two, and clicking the “advertise” button.
BUT, and this is a big BUT, creating an optimized ad campaign is much more difficult and requires a level of know-how and research to do effectively.
This is why this article is about the tips and tricks that you may NOT know, instead of a simple tutorial on how to set up an ad on Google.
So, without further ado, let’s get into it!
Google Adwords Tips and Tricks
These tips and tricks are what I have personally noticed make a difference in both my client’s and my own personal Google Adwords campaigns.
Considering and enacting these tips and tricks will increase your conversions both on the technical PPC side of the advertisement, and ALSO on the psychological side of creating and maintaining desire in your audience.
So let’s begin!
Google Ads Tip 1: Consistent Brand Messages
I can not tell you how often I come across an advertisement that is relevant to my needs and prompts me to click, only to send me to a landing page that is NOT CONSISTENT with the message they advertised earlier.
In fact, the more and more I noticed this, the more I began to implement greater amounts of consistency in my own landing pages and advertisements.
Here’s the rub, your advertisement creates interest by utilizing a UVP.
UVP = Unique Value Proposition.
This UVP is like a promise of sorts, one that your customer (clicker, in this case) wants because it will help them solve their problem.
Your landing pages MUST match and extend information regarding that very same UVP or else you run the great risk of confusing your customer, driving them away, or disappointing them based on unfulfilled expectations.
This would be VERY bad.
You could either change the advertisement, or the landing page.
But, what if the ad is doing REALLY WELL? You wouldn’t want to screw that up, would you?
Absolutely not, that means that the UVP that you have placed in the ad is relevant and valuable to your audience, essentially everything a good ad should be.
So, in that case, you have to fix the landing page.
It’s a common and easily overlooked trap to fall into, but having a consistent message on a landing page is critical to ad success.
And it’s actually an easy fix.
Begin by deciding whether you are going to adjust your existing landing page/website, or whether you are going to create a brand new dedicated landing page to that UVP alone.
I recommend creating a NEW page only if your existing website already has large traffic based on some relevant keywords and/or a good conversion rate.
(You don’t want to take the chance of losing those things by adjusting your site’s copy or changing the brand message)
Next, all you have to do is follow the advertisement process, check out the message on the ad, and see if your headline on the landing page amplifies or further details that promise.
Next, determine whether your copywriting places you (the organization) as the hero, or the CUSTOMER as the hero. We want the latter.
Your organization should be a GUIDE for the consumer’s positive transformation, NOT the hero. The consumer is always the hero.
Ensure that your advertisement ends on a stable and impactful CTA (call to action).
A CTA like that can easily be created by implementing the UVP promise.
If you are reading this, a good CTA at the end of this article could be something like..
“CALL NOW FOR BETTER GOOGLE ADS”.
Or something that reflects what the consumers want and expect.
Google Ads Tip 2: Research the NEGATIVE Keywords
Negative keywords are keywords that immediately dispel a searcher from viewing your advertisement.
All this does is ensure that the people who get to view your ad are truly looking for the services or products that you provide.
After all, we want QUALIFIED leads, not just anyone, because clicks aren’t cheap after all.
Here’s an example:
Let’s say that I’m running an ad campaign for SEO services, and we specialize in ON-PAGE SEO.
This means content-creation, keyword optimization, and more.
In my negative keywords would be a list of things relating to OFF-PAGE SEO (backlinks, etc.)
Therefore, “backlinks, off-page,” and a couple more of these keywords would be implemented in my ad as negative keywords.
That way, anyone searching for these “off-page” SEO services don’t see my advertisement.
This means that more of the people who click on my ad are likely to convert because they expect (or have searched) something more relevant to my services.
You can easily determine what kind of negative keywords there are in your niche by hyper-identifying your service or consumer.
What do you offer and to whom? Who could possibly search for your services and expect something different?
That difference is where the negative keywords are.
Google Ads Tip 3: Geo-Targeting
Whether it’s obvious or not (depending on your industry) I guarantee there is a way to geo-target your advertisements to increase conversion rates.
Geo-targeting is merely you telling google where to display your advertisements.
The point is, oftentimes you don’t need to limit yourself or your services to a physical location, especially not with this amazing thing called the internet that we have nowadays.
It used to be that you HAD to visit a physical location to buy something, products, services, or otherwise.
Not anymore, and if you are using Google ads in the first place, you likely can provide some services or products remotely through phone calls or shipping, etc.
Therefore, geo-targeting is probably more relevant to your industry than you realize, if not for the operations of it, then for the marketing side of it.
Here’s what I mean…
Let’s say I am selling a product that helps balding men re-stimulate their hair follicles.
This product can be shipped, leaving the operation’s side of my geo-targeting LESS relevant than the marketing side.
Put simply, if the operations aren’t reliant on geography, then the marketing is MORE reliant on geography.
I would target neighborhoods that I know (by research) have an influx of older men, and fit whatever demographic that is more prone to balding.
Now you have geo-targeted Google ads that are marketing based and NOT operations and fulfillment based.
All this proves is that geo-targeting is more useful than you might think.
Google Ads Tip 4: Use Relevant Keyword Match-Types
Keyword match types dictate the relevancy of your advertisement to a specific search by your consumers.
Essentially, you are controlling (or limiting) the advertising algorithm to display your ad based on specific search criteria.
There are four generic match-types for Google Adwords that you can make the best use of in your ads!
Type 1: Broad
A “broad” match type is one that allows the MOST amount of people to view your ad, usually with less emphasis on how qualified they are for your services.
It allows your ad to be viewed by searches with any words in any order (and synonyms).
As you can imagine, this is great for awareness, but NOT all that great for niche-identifying and qualified leads.
Type 2: Broad Match Modified
This match type allows you to tell google to only display your advertisement when there are very specific keywords being searched.
You are essentially adjusting the algorithm to display your ad under very specific keyword conditions, but often in any order or placement of words.
Type 3: Phrase Match
This type of advertisement matching will only show your advertisement when the EXACT phrase that you specify is searched.
The search must have all of the keywords AND all in the right order.
Type 4: Exact Match
Similar to phrase match, exact match only shows your advertisement to people searching the EXACT words and in the EXACT order.
But the difference is, phrase match will adjust for misspellings, plural vs singular versions of a word, etc.
Exact match DOESN’T do this. It is hyper-focused.
Typically, broad match types get you the most impressions, and usually at the lowest CPC (Cost Per Click).
However, that traffic may not be as relevant or qualified to convert.
Exact Match gets you the LEAST impressions, but increases the amount of qualified clickers.
The tradeoff is increased CPC.
Google Ads Tip 5: Fill out ALL Ad Content
Put simply, filling out all the available ad space will only increase your ability to engage customers, as long as you have a relevant story.
These kinds of advertisements are called ETA’s (Expanded Text Ads).
To ensure that your advertisement perform to the best of it’s ability, be sure to fill out ALL the information fields with relevant answers.
Also consider utilizing RSA’s (Responsive Search Ads).
responsive search ads are magical, they automatically adjust combinations of headlines and descriptions to find the highest performing ones, they then show those great performers more often!
They may be put in any order, so ensure that you use independent phrases that can work and be read coherently no matter what order Google may place them in!
Keys for Better Google Adwords Campaigns
Here are the tips again for re-cap!
1: Consistent Brand Messages
2: Optimize Negative Keywords
4: Use Relevant Match-Types
5: Fill ALL the Ad Content
Hopefully, I’ve been able to help you optimize your ads and make some more money!
To speak with me directly, click the link below!
- Austin Denison